Six Strategies for Winning Copy
Be HumanBe honest, sincere, talk like a real person. Attempt to make a real connection with readers. Consider the value of using words like family-testing, or hand-picked. Even if you’re a b2b, don't sound like a cold, unfeeling company.
Describe the benefits
People don’t buy products, they buy the promise and the job of a copywriter is to articulate that promise. For example, people don't buy a dishwasher, they buy the promise of a way to wash dishes that saves them time and is reliable and won't cost a lot in energy bills.
Do your research talk to people in your target audience
Actual customers have insights that unless you really know the product, you can’t even anticipate.
Even though you may not be an actual customer, you need to try and get into the heads of people who love this productÉyou need to see it, use it, play with it, etc.
Change the rhythm
It's not just what you say, but how you say it. One of the elements that keep readers engaged is creating materials that are fun and easy to read. We usually don’t speak in lengthy prose (at least I hope not!) it would be terribly boring. We tend to punctuate our important ideas. Right? We can do the same when we are writing. Ideas need to be broken up into headlines and subheads. Copy can be bolded or underlined. Ideas that are centered will stand out more. Bullets can be used to identify key points. If you can afford to use two colors, that too can enhance readability. Of course, all these ideas can be overused as well the good copywriter recognizes that the purpose is to create contrast and emphasis not chaos.
Be involving
WIIFM. If the reader is asked to do something, or even acknowledged he or she will become more interested in whatever you have to offer. Often letters start with a questionÉthe reader is being asked their opinion, their ideas, their thinkingÉand they therefore more interested than if the writer had just started talking about the product being sold. Other involvement strategies would be a survey, a quiz or a contest. Another technique is to invite the reader to send away or call your 800 number for a free sample. Even the stamps on those sweepstakes get readers involved. Chances are good, that once they spend time doing any of these things, they’ll be more inclined to make a purchase.
Copyright 2005 Mason & Geller Direct Marketing, LLC., All rights reserved
