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10 Keys To Copy That Sells!
By Alexandria K. Brown, "The E-zine Queen"
Whether you're selling a product or service, the 10 tips below are
your keys to writing great copy that communicates and persuades ... to
get results! These guidelines can apply to Web copy, e-mail, sales
letters, brochures, direct mail, and more. As long as your goal is to
elicit a reaction from your reader, you've come to the right place.
1. Be reader-centered,
not writer-centered.
Many ads, brochures, and Web sites talk endlessly on and on about how
great their products and companies are. Hello? Customer, anyone? Think
of your reader thinking, "What's in it for me?" If you can, talk with
some of your current customers and ask them 1) why they chose you, and
2) what they get out of your product or service. TIP: To instantly
make your copy more reader-focused, insert the word "you" often.
2. Focus on the benefits
-- not just the features.
The fact that your product or service offers a lot of neat features is
great, but what do they DO for your customer? Do they save her time or
money? Give her peace of mind? Raise her image to a certain status?
Here's an example: If you go buy a pair of Gucci sunglasses, you're
not just looking for good UV protection. You're buying the sleek,
stylish Gucci look. So that's what Gucci sells. You don't see their
ads talk about how well made their sunglasses are. Think about what
your customers are REALLY looking for.
Now, what does an insurance broker sell? Policies?
Nope -- peace of mind. (See? You've got it.)
3. Draw them in with a
killer headline.
The first thing your reader sees can mean the difference between
success and failure. Today's ads are chock full of clever headlines
that play on words. They're cute, but most of them aren't effective.
There are many ways to get attention in a headline, but it's safest to
appeal to your reader's interests and concerns. And again, remember to
make it reader centered -- no one gives a hoot about your company.
Bad: "SuccessCorp Creates Amazing New Financial Program"
Better: "Turn Your Finances Around in 30 Days!"
4. Use engaging subheads.
Like mini-headlines, subheads help readers quickly understand your
main points by making the copy "skimmable." Because subheads catch
readers" eyes, you should use them to your benefit! Read through your
copy for your main promotional points, then summarize the ideas as
subheads. To make your subheads engaging, it's important to include
action or selling elements.
Bad: "Our Department's Successes."
Better: "Meet Five Clients Who Saved $10K With Us."
5. Be conversational.
Write to your customers like you'd talk to them. Don't be afraid of
using conversational phrases such as "So what's next?" or "Here's how
do we do this." Avoid formality and use short, easy words. Why? Even
if you think it can't possibly be misunderstood, a few people will
still be confused. Plus, being conversational helps prospects feel
like they can trust you more.
6. Nix the jargon.
Avoid industry jargon and buzzwords -- stick to the facts and the
benefits. An easy way to weed out jargon is to think of dear old Mom
reading your copy. Would she get it? If not, clarify and simplify.
(This rule, of course, varies, depending on who your target audience
is. For a business audience, you should upscale your words to what
they're used to. In some industries, buzzwords are crucial. Just make
sure your points don't get muddled in them!)
7. Keep it brief and
digestible.
No one has time to weed through lengthy prose these days. The faster
you convey your product or service's benefits to the reader, the more
likely you'll keep her reading. Fire your "biggest gun" first by
beginning with your biggest benefit -- if you put it toward the end of
your copy, you risk losing the reader before she gets to it. Aim for
sentence lengths of less than 20 words. When possible, break up copy
with subheads (see no. 4), bullets, numbers, or em dashes (like the
one following this phrase) -- these make your points easy to digest.
8. Use testimonials when
possible.
Let your prospects know they won't be the first to try you. Give
results-oriented testimonials from customers who have benefited
immensely from your product or service. Oh, and never give people's
initials only -- it reminds me of those ads in the back of magazines
with headlines like "L0se 50 P0unds in 3 Days!" Give people's full
names with their titles and companies (or towns and states of
residence) -- and be sure to get their permission first.
9. Ask for the order!
Tell your reader what you want her to do -- don't leave her hanging.
Do you want her to call you or e-mail you for more information? 0rder
n0w? Call to schedule a free consultation? Complete a brief survey?
Think about what you'd most like her to do, and then ask her. It's
amazing how many marketing materials I come across every day that
don't make it clear what the reader should do. If you wrote
interesting copy, your reader may forget you're trying to sell
something. Tell her what to do, and she'll be more likely to do it.
10. Have your copy
proofread!
Good. Now have it proofread again. Don't risk printing any typos,
misspellings, or grammatical mistakes that will represent your company
as amateurs. Hire a professional editor or proofreader to clean up
your work. Remember, you only get one chance to make a first
impression! Oops --
impression.
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