A Guide to Copywriting to Promote Your Business
Page 3 Table of Contents
1 What is Copywriting & Why Is It So Important? ................................................... 4 2 The Basics of Copywriting: Important Terminology............................................. 5 2.1 Target Market: ........................................................................................................ 6 2.2 USP: ...................................................................................................................... 10 2.3 Features: ............................................................................................................... 12 2.4 Benefits:................................................................................................................ 12 2.5 Bullets ................................................................................................................... 14 2.6 Headlines: ............................................................................................................ 16 2.7 Subheadlines: ....................................................................................................... 18 2.8 Testimonials ......................................................................................................... 19 2.9 Call-to-action: ...................................................................................................... 21 2.10 Offer..................................................................................................................... 22
3 Tips for Writing Great Copy ...................................................................................24 3.1 Speak to Your Audience ........................................................................................ 24 3.2 Avoid Excessive Adjectives................................................................................... 25 3.3 Be Specific ............................................................................................................ 26 'RQ¶W:RUU\6R0XFKDERXW*UDPPDr ................................................................ 27 3.5 Keep it Simple ...................................................................................................... 28 3.6 Keep Layouts Simple ............................................................................................ 29 3.7 Be Succinct & Edit ................................................................................................ 30 3.8 Sense of Urgency ± Get Them to Buy Now .......................................................... 30 3.9 Close the Deal ± Call-to-Action ............................................................................ 31
4 Why a Marketing Mama Needs a Website for Her Copywriting Plan ..............33 5 Closing .......................................................................................................................35
1. What is Copywriting & Why Is It So Important? Simply put, copywriting is the writing you use in your written promotional materials. This can include your advertising, website, brochure, catalogs, business cards, sales letter and more. Copywriting is what you use to get your customers and potential customers to take a particular action. For example:
Call you for more information
Place an order
Sign up for your mailing list
Get them to refer a friend to your business
Many business owners make the mistake of thinking they can just throw their copywriting together. I congratulate you for taking the time to read this guide because the information in it will put you ahead of many other small business owners who make this mistake. Consider this: When someone visits your website or reads your brochure, \RX DUHQ¶W WKHUH to answer their questions or to convince them how great your product is. Your words need to do that for you. In other words, you need effective copywriting. This guide is going to show you how to do that.
1 The Â Basics Â of Â Copywriting: Â Important Â Terminology Â Â Â Â Â Â Â Â Â Â Â Â Â Â ,QWKLVFKDSWHU,Â¶OOJRRYHUVRPHWHUPLQRORJ\WKDWZLOOKHOS\RXLQXQGHUVWDQGLQJ WKHSULQFLSOHVRIFRS\ZULWLQJ5HDGHDFKRQHLQGHWDLODV,Â¶YHQRWRQO\LQFOXGHGWKH definition Â of Â each Â ZRUGEXW,Â¶YHDOVRDGGHG Â‡
Examples Â and Â further Â detail Â for Â deeper Â understanding Â of Â these Â important Â concepts. Â
Exercises Â to Â apply Â these Â concepts. Â
This Â information Â will Â serve Â as Â your Â foundation Â of Â knowledge Â in Â all Â the Â copywriting Â you Â do Â for Â your Â business.
1.1 Â Target Â Market: Your Â target Â market Â LV WKH JURXS RI SHRSOH \RXÂ¶UH VHOOLQJ \RXU SURGXFW WR <RX have Â to Â be Â very Â specific Â when Â you Â define Â your Â target Â market, Â in Â order Â to Â make Â \RXUFRS\ZULWLQJPRVWHIIHFWLYH<RXFDQÂ¶WMXVWVD\Â³ZRPHQPRPVRUSHWRZQHUVÂ´ because Â that Â is Â still Â vague. What Â women? Which Â moms? Which Â pet Â owners? :KHQGHILQLQJ\RXUWDUJHWPDUNHWWKHUHDUHPDQ\WKLQJVWRFRQVLGHU:HÂ¶YHPDGHD small Â list Â below, Â but Â it Â only Â touches Â the Â surface. Â For Â each Â target Â market, Â there Â are Â so Â many Â different Â factors Â that Â can Â make Â up Â your Â specific Â target Â market:
,ILWÂ¶VDPRP\RXPLJKWZDQWWRKDYHDQLGHDDERXWWKHDJHRIKHUFKLOGUHQ if Â she Â works Â outside Â the Â home, Â etc. Â
Wants, Â wishes Â and Â desires Â * Â
Problems Â she Â needs Â solved Â * Â
*These Â last Â two Â are Â particularly Â important Â because Â this Â is Â what Â really Â motivates Â people Â to Â spend Â their Â money Â and Â buy Â products. Â Yes, Â they Â buy Â to Â satisfy Â their Â immediate Â needs, Â but Â desire Â is Â what Â drives Â people Â to Â spend Â their Â money Â readily.
Page 7 The following are important human motivators that have been identified by psychologists. They will help you in understanding what motivates your readers to take action:
Need for approval
Some people might see it as unethical to play too hard on the emotions of their potential customer, but you can use this information to really understand what motivates your target market. The more you understand your target market, the easier it will be to sell to them. You will understand their point-of-view, the problems they have and how PXFKWKH\¶GOLNHDsolution. The Problem with Being Too Vague: ,¶YH VHHQ D QXPEHU RI EXVLQHVV RZQHUV ZKR WU\ WKH YDJXH ³EH HYHU\WKLQJ WR HYHU\RQHDSSURDFK´DQGLW¶VUHDOO\WRXJKWRPDNHWKDWZRUNDVDVPDOOEXVLQHVV owner. These people may sell candles online or cosmetics or a similar product and the business owner will say their target market is simply women. The SUREOHPLVLI\RXVHOOWKRVHWKLQJVQRWDOOZRPHQDUH\RXUWDUJHWDV,¶YHDOUHDG\ said. /HWPHH[SODLQIXUWKHU«
Page 8 There Â are Â plenty Â of Â women Â ZKRGRQÂśWFDUHPXFKDERXWFDQGOHVDQGWKH\ÂśUH content Â buying Â the Â typical Â drugstore Â cosmetics Â or Â no Â cosmetics Â at Â all. Â Those Â women Â are Â not Â your Â target Â market. Even Â a Â woman, Â who Â thinks Â candles Â are Â lovely Â and Â wears Â a Â little Â makeup Â now Â and Â WKHQ EXW GRHVQÂśW UHDGLO\ VSHQG KHU PRQH\ RQ WKRVH LWHPV LV QRW \RXU WDUJHW market. Â You Â need Â to Â understand Â the Â woman Â who Â really Â wants Â to Â buy Â your Â product Â DQGVKHÂśOOEX\LWover Â and Â over Â again. Imagine Â Your Â Typical Â Customer: What Â are Â her Â wants Â and Â desires? Â What Â problems Â does Â she Â need Â solved? Â If Â you Â GRQÂśWDOUHDG\NQRZWKDWWU\VXUYH\LQJWKHFXVWRPHUVWKDW\RXDOUHDG\KDYH$VN them Â a Â few Â questions Â about Â themselves, Â why Â they Â bought Â the Â product, Â what Â they Â OLNHDERXWLWDQGZKDWWKH\GRQÂśWOLNH,QUHWXUQRIIHUWKHPDFRXSRQRUDIUHHJLIW or Â something, Â just Â to Â get Â that Â feedback. Â This Â information Â will Â be Â very Â valuable Â to Â you. Think Â about Â your Â product: What Â is Â the Â single Â most Â important Â reason Â your Â target Â audience Â would Â want Â to Â buy Â it? Â You Â need Â to Â be Â able Â to Â empathize Â with Â your Â target Â market, Â identify Â their Â problems Â and Â show Â how Â your Â product Â solves Â that Â problem. Â If Â you Â think Â too Â generally Â about Â your Â target Â market, Â the Â passion Â is Â lost Â in Â yRXUFRS\DQGLWÂśVWRXJK to Â get Â anyone Â excited Â about Â anything. For Â example, Â if Â you Â sell Â acne Â medication Â and Â you Â simply Â talk Â about Â the Â embarrassment Â of Â acne, Â you Â might Â get Â some Â sales. Â But Â if Â you Â know Â that Â your Â target Â market Â for Â a Â specific Â ad Â campaign Â is Â teenagers, Â talking Â about Â being Â WHDVHGDWVFKRROZRUU\LQJWKDWWKH\ZRQÂśWILQGDGDWHDQGKDYLQJDFDVHVWXG\RI a Â teenager Â who Â overcame Â that Â Âą Â your Â copywriting Â will Â be Â much Â more Â powerful.
Page 9 Here Â are Â a Â few Â more Â examples Â to Â illustrate Â how Â your Â target Â market Â is Â important Â and Â how Â it Â can Â vary Â from Â product-Âto-Âproduct Â and Â ad Â campaign Â to Â ad Â campaign: ,I\RXVHOOPRUHWKDQRQHSURGXFWDQGWKH\ÂśUHUHODWHGH[DPSOHVNLQFUHDPDQG eye Â shadow), Â each Â product Â that Â you Â sell Â can Â have Â a Â slightly Â or Â even Â a Â very Â different Â market. Â If Â the Â skin Â cream Â helps Â reduce Â wrinkles Â and Â the Â eye Â shadow Â is Â in Â a Â sparkly Â blue Â coloULWÂśVOLNHO\WKHVNLQFUHDPZLOODSSHDOWRDZRPDQLQKHUV who Â would Â like Â to Â reduce Â wrinkles. Â The Â sparkly Â blue Â eye Â shadow Â is Â more Â likely Â to Â be Â appreciated Â by Â a Â younger, Â trendier Â audience. Â Of Â course, Â there Â are Â exceptions Â and Â if Â you Â sell Â make-Âup, Â you Â have Â the Â opportunity Â to Â know Â your Â market Â best. Â Regardless, Â even Â within Â your Â own Â product Â line, Â you Â can Â identify Â differences Â in Â your Â target Â market Â and Â your Â copy Â should Â reflect Â this. It Â is Â also Â possible Â that Â you Â have Â more Â than Â one Â very Â targeted Â market Â for Â an Â LQGLYLGXDO SURGXFW ,I WKDWÂśV WKH FDVH \RX FDQ create Â different Â promotional Â materials Â to Â target Â those Â specific Â audiences. Â For Â example, Â if Â you Â sell Â that Â wrinkle Â cream Â and Â discover Â that Â not Â only Â are Â certain Â types Â of Â women Â buying Â the Â cream, Â but Â men Â are Â interested Â too, Â you Â can Â create Â promotional Â materials Â to Â target Â the Â problems Â and Â interests Â of Â each Â group. Â That Â way, Â when Â you Â have Â different Â advertising Â campaigns Â or Â promotions, Â you Â can Â send Â people Â the Â appropriate Â marketing Â materials. You Â will Â sell Â more Â to Â a Â highly-Âtargeted Â group Â of Â people Â than Â trying Â a Â lukewarm Â approach Â with Â the Â public Â in Â general. Â Leave Â general Â marketing Â to Â Amazon.com, Â Wal-ÂMart Â and Â other Â huge Â companies. Note Â Âą Â +HUHÂśV D %LJ &RPSDQ\ 7Kat Â Does Â It Â Right: Â We Â mention Â Amazon.com Â and Â yes, Â they Â target Â a Â general Â audience Â overall Â with Â a Â wide Â variety Â of Â products, Â but Â a Â visit Â to Â their Â website Â will Â show Â you Â they Â customize Â their Â marketing Â right Â down Â to Â the Â individual Â visiting. Â They Â will Â show Â you Â like Â items Â based Â on Â what Â you Â are Â looking Â at Â on Â their Â site Â and Â they Â remember Â this Â the Â next Â time Â you Â visit
Page 10 and Â try Â to Â offer Â you Â complimentary Â items. Â They Â are Â about Â as Â specific Â in Â their Â marketing Â as Â they Â can Â get. Exercise: Â Start Â writing Â a Â list Â of Â all Â the Â characteristics Â of Â your Â typical Â customer. Â Use Â information Â gathered Â from Â customer Â surveys, Â as Â mentioned Â earlier Â in Â this Â section, Â and Â write Â at Â least Â 15-Â20 Â specific Â characteristics. Â This Â list Â will Â help Â you Â as Â you Â make Â your Â way Â through Â this Â guide.
1.2 Â USP: USP Â stands Â for Â Unique Â Selling Â Position Â and Â this Â is Â what Â sets Â you Â apart Â from Â your Â competition. Â Put Â another Â way, Â a Â USP Â is Â some Â unique Â thing Â you Â offer Â that Â your Â competition Â is Â not Â offering. Â Here Â are Â just Â a Â few Â examples Â of Â a Â USP. Â Your Â USP Â will Â likely Â be Â very Â different: Â‡
Are Â you Â the Â only Â company Â that Â offers Â an Â unlimited Â time Â money Â back Â guarantee? Â
Do Â you Â cater Â to Â vegetarians Â when Â nobody Â else Â in Â your Â industry Â does? Â
'R\RXNQRZWKHVHFUHWWRDSHUIHFWO\EDNHGVRXIIOpZKDWGR\RXGRWKDWÂśV different? Â
Do Â you Â look Â for Â hard-Âto-Âfind Â items Â for Â your Â clients Â in Â 24 Â hours Â or Â less? Â
USP Â is Â a Â concept Â that Â is Â often Â difficult Â for Â people Â because Â every Â business Â is Â different. Â You Â need Â to Â really Â sit Â down, Â brainstorm Â and Â figure Â out Â your Â USP Â EHFDXVHLI\RXGRQÂśWLWÂśVKDUGWRVWDQGRXWIURPWKHFURZGDQGFRPSHWHLQ\RXU market. Warning: Â A Â lot Â of Â home Â businesses Â make Â the Â mistake Â of Â making Â their Â low Â price Â as Â the Â USP. Â The Â problem Â is Â trying Â to Â sell Â for Â the Â lowest Â price Â is Â not Â often Â a Â profitable Â EXVLQHVVPRGHOHVSHFLDOO\IRU VPDOOKRPHEXVLQHVVHVOLNH\RX,I\RXÂśUHQRWEX\LQJ DQGVHOOLQJLQKXJHYROXPHVLWÂśVMXVWQRWZRUWKLW$JDLQOHWÂśVOHDYHWKLV
Page 11 kind Â of Â marketing Â to Â large Â companies Â like Â Wal-ÂMart Â or Â Amazon. Â They Â can Â afford Â it. 6RPHRIWKHEHVWFXVWRPHUV\RXFDQHYHUKDYHGRQÂśWZRUU\DERXWSULFH,QP\ experience, Â the Â best Â customers Â are Â the Â ones Â who Â are Â more Â concerned Â about Â quality, Â exceptional Â service Â or Â that Â just Â buy Â because Â they Â plain Â old Â trust Â you Â and Â feel Â you Â understand Â them. Â As Â a Â home Â business Â owner Â with Â a Â smaller Â budget, Â \RXGRQÂśWQHHGWRGHDOZLWKEDUJDLQKXQWHUV +HUH LV RQH RI WKH PRVW LPSRUWDQW TXHVWLRQV \RXÂśOO DVN \RXUVHOI ZKHQ formulating Â your Â USP: Âł:K\ZRXOGP\FXVWRPHUEX\P\SURGXFWLQVWHDGRIDFRPSHWLWRUÂśV"Â´ Â Â Think Â of Â what Â information Â or Â education Â you Â can Â provide Â to Â people Â who Â use Â your Â products. Â Go Â the Â extra Â mile Â where Â other Â big Â companies Â may Â not. Â Find Â something Â different Â than Â competing Â on Â price Â because Â trying Â to Â offer Â the Â lowest Â price Â will Â likely Â put Â you Â out Â of Â business. Â You Â want Â to Â price Â your Â products Â to Â UHFHLYHDGHFHQWSURILW7KDWZD\\RXÂśOOQHHGIHZHUVDOHVWRPDNHMXVWDVPXFKRU more Â money. Â Exercise: Â Make Â a Â list Â of Â 5-Â10 Â competitors Â and Â identify Â their Â USP. Â See Â how Â you Â FRPSDUHWRWKHVHFRPSDQLHVDQGWKHLU863)RUH[DPSOHLIRQHFRPSDQ\ÂśV863 is Â that Â they Â have Â the Â fastest Â delivery Â rates, Â are Â you Â able Â to Â compete Â with Â that? Â If Â another Â company Â offers Â the Â longest Â hours Â of Â service, Â are Â you Â able Â to Â compete Â with Â that? Â If Â there Â is Â a Â USP Â where Â you Â can Â outperform Â your Â competitor, Â you Â might Â want Â to Â pursue Â that Â option Â or Â you Â may Â still Â want Â to Â carve Â out Â your Â own Â unique Â position Â in Â the Â market. (YHQLI\RXWKLQN\RXÂśYHIRXQG\RXU86P, Â continue Â the Â exercise, Â by Â giving Â yourself Â 5 Â minutes Â to Â write Â down Â what Â is Â special Â about Â your Â products, Â service, Â etc. Â You Â can
Page 12 even Â invite Â family Â members Â and Â friends Â who Â know Â your Â business Â well Â to Â join Â in Â this Â brainstorming. Â Look Â at Â the Â lists Â and Â see Â what Â other Â unique Â things Â you Â can Â find Â that Â might Â just Â help Â you Â net Â more Â customers Â than Â one Â of Â your Â competitors.
1.3 Â Features: You Â probably Â already Â have Â some Â idea Â what Â this Â word Â means. Â It Â basically Â describes Â what Â your Â product Â looks Â like, Â how Â it Â functions, Â etc. Â It Â is Â the Â basic Â information Â about Â your Â product. Â Although Â features Â may Â be Â important Â to Â your Â potential Â FXVWRPHUVLWÂśVWKHEHQHILWVWKDWZLOOPDNHWKHPZDQWWREX\\RXUSURGXFW Exercise: Â Write Â down Â all Â the Â features Â of Â your Â product. Â Include Â every Â single Â GHWDLOIURPFRORUWRVL]HWRIXQFWLRQ<RXFDQÂśWZULWHWRRPXFKIRUWKLVH[HUFLVH so Â write Â it Â ALL Â down.
1.4 Â Benefits: Benefits Â are Â the Â advantages Â your Â customer Â receives Â from Â using Â your Â product. Â As Â mentioned Â in Â the Â definition Â of Â features, Â in Â most Â cases, Â benefits Â will Â sell Â your Â products Â better Â than Â a Â feature Â does. Â Although Â successful Â copy Â combines Â both, Â the Â best Â copy Â for Â most Â products Â focuses Â on Â the Â benefits. An Â example: Â You Â sell Â a Â ballpoint Â pen. The Â features Â are Â black Â ink, Â a Â felt Â tip, Â and Â it Â comes Â with Â a Â lid. The Â benefits Â are Â that Â it Â reduces Â hand Â cramping Â and Â eliminates Â smudges. Notice Â how Â when Â we Â talked Â about Â the Â features Â of Â the Â pen, Â it Â sounds Â like Â any Â other Â pen, Â but Â when Â we Â talk Â about Â benefits, Â it Â make Â the Â pen Â sound Â more Â interesting. Â Those Â are Â benefits Â and Â they Â help Â sell Â your Â product. Â People Â have Â a Â problem Â and
Page 13 they Â want Â to Â solve Â it Â by Â buying Â your Â product. Â Show Â them Â the Â benefits Â of Â your Â product. What Â If Â Your Â Customers Â Care Â About Â Features? Sometimes, Â you Â might Â sell Â a Â product Â where Â customers Â heavily Â compare Â features. Â One Â example Â of Â this Â might Â be Â Internet Â service Â for Â businesses. Â Businesses Â who Â need Â an Â Internet Â connection Â want Â to Â know Â the Â rates, Â the Â speed, Â etc. Â Internet Â service Â is Â a Â good Â example Â of Â a Â very Â feature Â competitive Â and Â focused Â business. Â You Â can Â still Â set Â yourself Â apart Â by Â illustrating Â some Â of Â the Â benefits Â of Â their Â service.
If Â you Â have Â a Â great Â record Â of Â up-Âtime, Â tell Â your Â potential Â customer Â about Â it Â and Â WKDW WKH\ GRQÂśW KDYH WR ZRUU\ DERXW ORVLQJ VDOHV ZKHQ WKHLU VLWHV DUH GRZQ DV frequently Â as Â with Â other Â service-Âproviders. Â In Â this Â example, Â the Â feature Â is Â the Â up-Â time, Â but Â the Â benefit Â is Â not Â losing Â sales Â and Â that Â helps Â your Â potential Â customers Â visualize Â why Â they Â might Â use Â your Â service. Â Someone Â may Â think Â up-Âtime Â is Â just Â a Â number Â Internet Â service Â providers Â throw Â out Â there, Â but Â wKHQ WKH\ WKLQN Âł2K \HDKLILWÂśVQRWXS,ÂśPJRLQJWRORVHDVDOHÂ´WKDWÂśVZKHQLWUHDFKHV\RXUWDUJHW PDUNHW7KDWÂśVWKHNLQGRIWKLQJ\RXZDQWWRWDONWRWKHPDERXW As Â another Â example, Â if Â you Â respond Â to Â support Â tickets Â or Â calls Â within Â an Â hour, Â you Â can Â VD\VR<RXFDQZULWHDERXWKRZ\RXDUHWKHÂłVWUHVV-Âfree Â Internet Â service Â provider Â that Â ensures Â your Â business Â can Â run Â as Â it Â should Â be Â 24-ÂÂ´ $JDLQ WKH feature Â is Â having Â the Â response Â within Â an Â hour, Â but Â the Â benefit Â is Â less Â stress Â and Â again Â not Â missing Â out Â on Â important Â business Â time. Exercise: Â Take Â that Â list Â of Â features Â you Â just Â created Â in Â the Â previous Â example Â and Â then Â list Â a Â benefit Â for Â each Â feature. Â This Â list Â will Â not Â only Â help Â you Â understand Â \RXUSURGXFWÂśVEHQHILWEXWRQFH\RXÂśYHGRQHWKLVH[HUFLVH\Ru Â will Â have Â a Â large Â portion Â of Â the Â copy Â for Â your Â product Â done. Â You Â can Â put Â that Â information Â in Â bullet Â point Â format Â onto Â your Â web Â page Â or Â brochure. $QGVSHDNLQJRIÂłEXOOHWVÂ´ÂŤ
1.5 Â Bullets Bullets Â are Â one Â of Â the Â greatest Â things Â \RXÂ¶OO FRPH WR ORYH DERXW FRS\ZULWLQJ 7KH\ are Â relatively Â easy Â to Â write Â and Â they Â can Â also Â sell Â your Â product Â exceptionally Â well.
The Â following Â are Â examples Â of Â bullet Â points: Â‡
What Â exactly Â a Â transcriptionist Â does Â and Â why Â her Â services Â are Â in Â such Â demand. Â
Perks Â of Â having Â your Â own Â transcriptionist Â business: Â Learn Â about Â the Â low Â start-Âup Â costs, Â how Â to Â set Â your Â own Â hours Â and Â work Â with Â the Â flexibility Â this Â business Â provides. Â
Bullets Â can Â be Â about Â the Â benefits Â of Â your Â products Â or Â the Â feature Â and Â often Â will Â include Â both Â just Â like Â we Â showed Â in Â the Â previous Â two Â exercises. Bullet Â points Â are Â an Â easy Â way Â to Â deliver Â a Â lot Â of Â information Â about Â your Â product, Â efficiently Â and Â effectively Â to Â your Â prospect. Â If Â you Â formatted Â all Â this Â information Â into Â paragraph Â format, Â they Â might Â not Â read Â it Â as Â readily. %XOOHWSRLQWVFDQDOVRÂ³WHDVHÂ´\RXUUHDGHUVLQWRKDYLQJPRUHLQWHUHVWIRU\RXU SURGXFW 7KLV LV SDUWLFXODUO\ HIIHFWLYH ZKHQ \RXÂ¶UH selling Â an Â informational Â productFRXUVHRUERRN$JRRGEXOOHWSRLQWWHDVHVDERXWZKDWÂ¶VLQFOXGHGDQG JHWVWKHPH[FLWHGWREX\EXWGRHVQÂ¶WJLYHDZD\WKHDFWXDOLQIRUPDWLRQ\RXÂ¶UH VHOOLQJ<RXGRQÂ¶WZDQWWRJLYH\RXUSURGXFWDZD\IRUIUHHRIFRXUVH For Â example Â (This Â is Â purely Â fictional, Â of Â course!): Bad Â bullet Â point: Â‡3DVVLRQDWHO\NLVV\RXUKXVEDQGHDFKPRUQLQJDQGKHÂ¶VVXUHWRVWD\IDLWKIXO
Page 15 Good Â bullet Â point: Â‡
'RWKLVRQHWKLQJHDFKPRUQLQJDQG\RXUKXVEDQGÂ¶VH\HVZLOOQHYHUVWUD\ to Â another Â woman. Â
7KHILUVWEXOOHWSRLQWJLYHVDZD\ZKDWÂ¶VLQ\RXULQIRUPDWLRQSURGXFW7KHRWKHU RQHWHOOVWKH%(1(),7RIZKDWÂ¶VLQFOXGHGWKHIDLWKIXOKXVEDQG EXWGRHVQÂ¶WWHOO you Â how Â to Â do Â it.
1.6 Â Headlines: Your Â headline Â belongs Â at Â the Â top Â of Â your Â sales Â letter, Â web Â page, Â ad Â or Â any Â copy Â you Â are Â creating. Â Capitalize Â all Â the Â words Â in Â your Â headline Â and Â make Â it Â nice Â and Â big Â and Â bold Â to Â ensure Â it Â gets Â attention. All Â good Â copy Â has Â an Â attention-Âgetting Â headline. Â People Â are Â busy Â and Â you Â only Â KDYHDOLPLWHGDPRXQWRIWLPHWRJUDEWKHLUDWWHQWLRQ7KH\ZRQÂ¶WUHDGWKHVPDOO print Â on Â your Â page Â if Â \RX GRQÂ¶W JHW WKHLU DWWHQWLRQ $ FOHDU EHQHILW-Âoriented Â headline Â can Â help Â you Â do Â this. $ KHDGOLQH WKDW VLPSO\ VD\V Â³:H 6HOO ; :LGJHWVÂ´ GRHVQÂ¶W VD\ HQRXJK WR JHW D reader Â to Â keep Â reading. Â Many Â people Â probably Â sell Â X Â Widgets. Â Why Â should Â they Â learn Â more Â about Â yours? If Â you Â are Â having Â trouble Â figuring Â out Â headlines Â to Â use, Â here Â are Â a Â few Â headline Â starters. Â These Â are Â very Â common Â ones Â that Â are Â proven Â to Â work Â and Â you Â can Â try Â them Â out Â for Â your Â copy Â or Â do Â something Â completely Â different. Â These Â are Â just Â a Â way Â to Â start Â getting Â your Â mind Â going: Â‡Â³:KR(OVH:DQWVWRBBB This Â is Â an Â easy Â way Â to Â start;Í¾ Â relate Â to Â your Â audience. An Â example: Â Â³:KR(OVH:DQWVWR6DYH8SWRRQ7KHLU3KRQH%LOO"7U\ Â 2XU5DWHV&DOFXODWRUWR)LQGWKH%HVW'HDOVRQ/RQJ'LVWDQFHÂ³ Â‡Â³+RZBB0DGHPHBBDQG,W&DQ+HOS<RX7RRÂ´ An Â example: Â Â³+RZ ;-ÂBrand Â Weight-ÂLoss Â Shake Â Made Â Me Â Lose Â 37 Â Pounds Â LQ:HHNVÂ´ Â‡Â³$UH<RXBBB"Â´
Page 17 An Â example: Â Â³$UH<RX7LUHGRI8QVLJKWO\%DJVXQGHU<RXU(\HV"$SSO\-XVW Â a Â Dab Â of Â X Â Cream Â 2QFHD'D\IRU'D\VDQG:DWFKWKH3XIILQHVV'LVDSSHDUÂ³ Â‡Â³7KH6HFUHWVWRBBBBÂ´ (YHU\ERG\ORYHVVHFUHWVÂ«WHOOWKHPDERXW\RXUV An Â example: Â Â³7KH6HFUHWVWR5HNLQGOLQJWKH5RPDQFHZLWK<RXU+XVEDQGÂ´ Â‡Â³*LYH0HBBDQG,Â¶OOBBBBÂ´ An Â example: Â Â³*LYH PH 'D\V DQG ,Â¶OO WXUQ <RXU (YHU-ÂReluctant Â Child Â into Â DQ$YLG5HDGHUÂ´ Tell Â them Â what Â they Â have Â to Â put Â in Â to Â it Â and Â what Â benefit Â they Â will Â get Â out Â of Â it. More Â Tips Â for Â Creating Â Great Â Headlines: Â Another Â great Â way Â to Â find Â good Â headlines Â is Â simply Â looking Â at Â websites, Â brochures Â and Â other Â sales Â copy Â and Â see Â what Â grabs Â your Â attention. Â You Â can Â use Â some Â of Â those Â ideas Â in Â your Â own Â headlines. Be Â Specific: Â In Â one Â of Â the Â headlines, Â we Â talked Â about Â losing Â 37 Â pounds Â in Â 7 Â weeks. Â The Â headline Â mentioned Â a Â certain Â product;Í¾ Â the Â subject Â lost Â a Â certain Â amount Â of Â weight Â in Â a Â certain Â amount Â of Â time. Â Being Â specific Â is Â very Â important Â in Â KHDGOLQHVDQGFRS\LQJHQHUDOEHFDXVHWKDWÂ¶VZKDWUHDOO\JUDEVDWWHQWLRn. %HLQJ YDJXH DQG VD\LQJ WKLQJV OLNH Â³UHGXFH H\H SXIILQHVVÂ´ PD\ JUDE VRPH DWWHQWLRQEXWWHOOLQJWKHPKRZHDV\LWLVÂ³DGDERIFUHDPRQFHDGD\IRUGD\VÂ´Â« WKDWÂ¶VVRPHWKLQJSHRSOHZLOOVD\KH\,FRXOGGRWKDW:KHQ\RXGRQÂ¶WJLYHWKHP that Â extra Â information Â right Â away;Í¾ Â they Â may Â not Â keep Â reading. Exercise: Â Visit Â a Â few Â websites Â or Â read Â ads Â in Â a Â newspaper Â or Â magazine. Â See Â what Â grabs Â your Â attention. Â Can Â you Â incorporate Â those Â ideas Â into Â your Â headline?
1.7 Â Subheadlines: Sub-Âheadlines Â are Â additional Â headlines Â in Â your Â sales Â copy. Â Usually, Â subheadlines Â ZRQÂ¶W EH DV ELJ DV RWKHU KHDGOLQHV LQ \RXU FRS\ EXW WKH\Â¶OO EH EROG DQG HDFK word Â will Â be Â capitalized Â to Â get Â attention. Subheadlines Â help Â break Â up Â your Â copy Â to Â make Â it Â easier Â to Â read. Â It Â also Â helps Â get Â the Â attention Â of Â people Â who Â are Â skimming, Â rather Â than Â reading Â your Â sales Â copy. Â Use Â sub-Â headlines Â to Â draw Â attention Â to Â important Â sections Â of Â your Â copy Â every Â couple Â of Â paragraphs. Â Be Â specific Â in Â your Â sub-Â headlines Â and Â use Â benefits Â too.
Example: Â If Â you Â have Â written Â promotional Â copy Â for Â your Â free Â weekly Â email Â QHZVOHWWHU\RXÂ¶OOZDQWVXEKHDGOLQHVWRGUDZLQWKHH\HVWRLPSRUWDQWSDUWVRIWKH copy. :KHQ\RXDUHDERXWWRLQFOXGHVRPHEXOOHWSRLQWVDERXWZKDWÂ¶VLQFOXGHGLQ\RXU newsletter, Â you Â might Â have Â a Â subheadline Â that Â reads: +HUHÂ¶V:KDWÂ¶V,QFOXGHGLQ<RXU)UHH6XEVFULSWLRQWR;;;;; Then, Â just Â before Â you Â introduce Â your Â subscription Â form, Â you Â can Â have Â a Â subheadline Â that Â says: Claim Â Your Â Free Â Subscription Â by Â Completing Â the Â Simple Â Form Â Below Those Â are Â simply Â examples Â and Â copy Â that Â is Â more Â than Â a Â couple Â of Â paragraphs Â can Â be Â broken Â up Â in Â that Â manner. Exercise: Â ,I\RXKDYHVRPHORQJHUFRS\ZULWWHQRULI\RXÂ¶UHDERXWWRZULWHVRPH Â go Â back Â and Â see Â where Â you Â can Â insert Â subheadlines. Â 9LVXDOO\ \RXÂ¶OO VHH KRZ LW draws Â your Â eyes Â in, Â will Â help Â skimmers Â find Â the Â information Â they Â are Â looking Â for Â and Â how Â it Â makes Â instructions Â clearer Â for Â your Â readers.
1.8 Â Testimonials A Â testimonial Â is Â positive Â feedback Â from Â someone Â who Â has Â used Â your Â products. Â Testimonials Â can Â be Â one Â of Â your Â most Â powerful Â online Â marketing Â tools. Â When Â someone Â is Â looking Â to Â buy Â a Â product, Â she Â often Â seeks Â the Â opinion Â of Â someone Â else Â who Â has Â used Â the Â product, Â right? Â If Â you Â have Â testimonials Â from Â your Â previous Â customers Â presented Â in Â your Â marketing Â materials Â or Â website Â copy, Â you Â already Â have Â a Â head Â start Â on Â making Â the Â sale. Warning: Â You Â need Â to Â make Â sure Â your Â testimonials Â are Â meaningful. Â Look Â at Â these Â testimonials Â and Â decide Â if Â they Â are Â believable Â or Â would Â make Â you Â interested Â in Â a Â product: Â‡
Â³,ORYHLWÂ´-Â Â Jan Â
Â³7KLVLVJRLQJWREHDJUHDWSURGXFWÂ´-Â Â Jim Â Bob, Â Florida Â
As Â you Â can Â probably Â see, Â the Â above Â testimonials Â are Â quite Â meaningless Â and Â SUREDEO\ZRQÂ¶WDGGPXFKWR\RXUPDUNHWLQJPHVVDJH+HUHDUHVRPHSUREOHPV Â‡
7KH VHFRQG DOVR GRHVQÂ¶W H[SODLQ Â ZK\ LWÂ¶V WKH EHVW DQG ZH GRQÂ¶W NQRZ who Â made Â these Â comments. Â
7KH ODVW H[DPSOH DW OHDVW KDV D IXOO QDPH Â³-LP %REÂ´ DQG ZH NQRZ KHÂ¶V IURP)ORULGDEXWLWORRNVOLNHKHKDVQÂ¶WHYHQWULHGWKHSURGXFW+HVD\VLW LVÂ³JRLQJWREHDJUHDWSURGXFWÂ´-XVWDVNLQJVRPHRQHWRFRPPHQWRQZKDW \RXUSURGXFWPLJKWEHOLNHLVQÂ¶WDQHffective Â use Â of Â a Â testimonial. Â
Page 20 A Â testimonial Â should Â include Â concrete Â and Â believable Â detail: Testimonials Â should Â include Â information Â about Â how Â your Â customer Â used Â the Â product Â and Â the Â specific Â results Â she Â achieved. Testimonials Â should Â also Â provide Â as Â much Â information Â about Â the Â testimonial Â SURYLGHU DV SRVVLEOH &RQVXPHUV DUH D VNHSWLFDO EXQFK DQG LI \RX GRQÂśW FRQYLQFH WKHP Âł-DQÂ´ RU Âł-LP %REÂ´ DUH UHDO WKH\ PLJKW QRW EHOLHYH \RXU testimonials. Â Where Â possible, Â include: Â‡
Full Â names Â (first Â and Â last) Â
Location Â (city Â and Â state/province) Â
Photos Â -Â Â Before Â and Â after Â photos, Â if Â applicable, Â can Â be Â very Â effective Â
Other Â proof Â of Â results Â Âą Â For Â example, Â if Â your Â product Â helped Â a Â FKLOGÂśV JUDGH LPSURYH LQ VFKRRO <RX FDQ VKRZ SKRWRV RU VFDQQHG images Â of Â reports Â showing Â the Â improvement. Â
,I\RXWKLQN\RXUFXVWRPHUVZRQÂśWRIIHUWKLVLQIRUPDWLRQ\RXZRQÂśWNQRZXQWLO you Â ask. Â You Â might Â also Â give Â them Â a Â little Â gift Â in Â return Â for Â their Â details Â and Â IHHGEDFN,WFDQEHDFRXSRQVDPSOHSDFNRUDQ\WKLQJ\RXÂśGOLNH-XVWEHFDUHIXO in Â wording Â your Â gift Â offer. Â Asking Â someone Â for Â positive Â feedback Â in Â return Â for Â a Â gift Â can Â be Â seen Â as Â a Â bribe Â and Â would Â likely Â be Â illegal. Â Gifts Â should Â be Â offered Â in Â return Â for Â any Â type Â of Â feedback Â Âą Â positive Â or Â negative. The Â important Â thing Â is Â to Â get Â as Â much Â credible Â information Â you Â can Â for Â your Â testimonials. Â 10 Â mediocre Â testimonials Â are Â not Â nearly Â as Â effective Â as Â 3 Â great Â ones. Â 6RLIIHZHUSHRSOHVD\\HVWRRIIHULQJWKHLUSHUVRQDOLQIRUPDWLRQWKDWÂśVMXVWILQe. Exercise: Â Set Â up Â a Â questionnaire Â for Â your Â customers Â and Â offer Â them Â a Â gift Â of Â a Â valuable Â coupon Â or Â sample Â in Â return Â for Â any Â feedback Â they Â provide. Â Even Â if Â you Â receive Â some Â negative Â feedback, Â this Â is Â your Â opportunity Â to Â view Â it Â as Â constructive Â criticism Â and Â see Â how Â you Â can Â improve Â your Â business.
Page 21 Â‡
How Â long Â have Â you Â been Â using Â our Â product? Â
How Â has Â XXXX Â improved Â since Â starting Â to Â use Â the Â product Â (X Â being Â the Â main Â benefit Â of Â your Â product)? Â
How Â do Â you Â use Â the Â product Â (ex. Â at Â work, Â to Â relieve Â pain, Â etc)? Â
How Â much Â time Â do Â you Â invest Â in Â using Â the Â product Â on Â a Â weekly Â basis? Â
What Â is Â the Â most Â helpful/useful Â part Â of Â the Â product? Â
What Â would Â you Â say Â to Â someone Â who Â is Â interested Â in Â buying Â the Â product. Â
What Â other Â information Â would Â you Â like Â to Â share Â with Â us? Â
A Â questionnaire Â is Â often Â more Â effective Â than Â simply Â asking Â for Â feedback. Â If Â people Â are Â happy Â with Â the Â product, Â they Â will Â say Â VR EXW GRQÂśW RIWHQ SURYLGH WKH meaningful Â detail Â you Â need Â for Â an Â effective Â testimonial. If Â you Â receive Â positive Â feedback Â that Â is Â particularly Â useful Â as Â a Â testimonial, Â contact Â the Â person Â who Â gave Â it Â to Â you Â and Â ask Â if Â you Â can Â publish: Â‡
Their Â full Â name Â
City Â and Â State/Province Â
Any Â proof Â they Â have Â
'RQÂśW EH VK\ LQ DVNLQJ <RX PD\ KDYH WR H[SODLQ WKH SXUSRVH RI DOO WKH information. Â Tell Â them Â how Â proud Â you Â are Â of Â their Â success Â and Â you Â really Â want Â to Â showcase Â them Â a Â real-Âlive Â success Â story.
1.9 Â Call-Âto-Âaction: Your Â call-Âto-Âaction Â is Â what Â you Â ask Â you Â reader Â to Â do Â once Â they Â read Â your Â promotional Â copy. Â It Â can Â be Â something Â as Â simple Â as Â calling Â you Â for Â more Â information, Â signing Â up Â for Â \RXU PDLOLQJ OLVW RU EX\LQJ \RXU SURGXFW ,I \RX GRQÂśW tell Â people Â what Â to Â do, Â they Â are Â less Â likely Â to Â do Â it. Â Even Â if Â your Â copy Â implies Â they Â VKRXOGEX\\RXUSURGXFWLI\RXGRQÂśWDVNIRUWKHVDOH\RXZRQÂśWPDNHLWDVRIWHQ
Every Â piece Â of Â sales Â copy Â should Â have Â a Â call-Âto-ÂDFWLRQ :KHWKHU LWÂśV D SDJH RQ your Â website, Â your Â business Â card Â or Â other Â piece Â of Â copywriting. Examples: Â Here Â are Â some Â examples Â of Â a Â call-Âto-Âaction: Â‡
Click Â a Â link Â to Â place Â an Â order Â
Call Â a Â 1-Â800 Â number Â to Â place Â an Â order Â
Call Â a Â number Â to Â hear Â a Â recorded Â message Â
Fill Â in Â a Â form Â to Â enter Â a Â sweepstakes Â
Tip: Â You Â can Â easily Â put Â a Â call-Âto-Âaction Â on Â the Â back Â of Â your Â business Â card. Â Invite Â your Â contacts Â to Â come Â to Â your Â website Â to Â sign Â up Â for Â your Â free Â newsletter, Â grab Â a Â sample Â or Â whatever Â you Â want Â them Â to Â do. Exercise: Â 7DNH D ORRN DW HYHU\ SDJH RI SURPRWLRQDO PDWHULDO \RXÂśYH ZULWWHQ Â Ensure Â it Â has Â a Â call-Âto-ÂDFWLRQ ,I LW GRHVQÂśW IL[ LW ,I \RX DUH MXVW JHWWLQJ VWDUWHG with Â your Â business, Â be Â sure Â to Â remember Â it Â as Â you Â design Â each Â business Â card, Â each Â and Â every Â page Â on Â your Â website, Â etc.
1.10 Â Offer An Â offer Â is Â simply Â what Â you Â are Â selling/giving Â to Â your Â readers. Example: Â You Â are Â selling Â a Â customized Â embroidered Â baby Â blanket. Â If Â your Â customer Â pays Â you Â $35, Â WKH\ZLOOJHWDÂś[ÂśEODQNHWLQWKHFRORURIWKHLUFKRLFH design Â of Â their Â choice Â and Â embroidered Â message Â up Â to Â 25 Â letters. Â Additional Â designs Â have Â an Â extra Â charge. Another Â example: Â $QRIIHUGRHVQÂśWKDYHWRLQYROYHWKHH[FKDQJHRIPRQH\,Q Â return Â for Â a Â first Â name Â and Â email Â address, Â you Â might Â give Â out Â a Â subscription Â to Â free Â weekly Â email Â tips Â on Â growing Â and Â caring Â for Â a Â garden.
Your Â offer Â is Â related Â to Â your Â call-Âto-ÂDFWLRQEXWWKH\Â¶UHQRWH[DFWO\WKHVDPHWKLQJ Your Â offer Â is Â ZKDW\RXZLOOJLYHLQUHWXUQIRUPRQH\RUZKDWHYHU\RXÂ¶UHDVNLQJIRU The Â call-Âto-Âaction Â is Â the Â specific Â instruction Â you Â give Â for Â your Â potential Â customer Â to Â accept Â your Â offer. Exercise: Â Take Â some Â time Â to Â write Â out Â all Â the Â details Â of Â your Â own Â offer. Â Get Â specific Â like Â I Â mentioned Â in Â the Â examples Â above. 7KDWÂ¶VLWIRUWKHWHUPLQRORJ\SRUWLRQRIWKLVJXLGH%HIRUH\RXVWDUWPDNLQJRIIHUV and Â giving Â a Â call-Âto-Âaction, Â you Â need Â to Â understand Â a Â few Â PRUHWKLQJVILUVWÂ« Â Â
2 Â Tips Â for Â Writing Â Great Â Copy Now Â that Â you Â have Â an Â understanding Â of Â some Â of Â the Â important Â terminology Â involved Â in Â copywriting Â and Â how Â you Â can Â make Â the Â most Â of Â those Â elements, Â here Â are Â some Â more Â tips Â to Â help Â you Â craft Â great Â copy.
2.1 Â Speak Â to Â Your Â Audience Since Â the Â sales Â copy Â \RXZULWHLVWRSURPRWH\RXURZQSURGXFWVLWÂ¶VHDV\WRPDNH the Â mistake Â of Â talking Â about Â yourself Â in Â your Â copy Â too Â much. Â The Â problem Â is, Â your Â SRWHQWLDO FXVWRPHU GRHVQÂ¶W UHDOO\ FDUH DERXW \RX 7KH\ FDUH DERXW WKHPVHOYHV they Â want Â solutions Â to Â their Â problems Â and Â they Â want Â to Â know Â what Â you Â can Â do Â for Â them. Â You Â need Â to Â focus Â on Â your Â customer Â first. A Â lot Â of Â sales Â copy Â is Â too Â focused Â on Â the Â business Â who Â is Â doing Â the Â selling: Â³:HVHOOWKLVÂ«Â´ Â³:HÂ¶UHJUHDWDWWKLVÂ«Â´ Â³:HEHOLHYHLQFXVWRPHUVDWLVIDFWLRQÂ«Â´ ,WÂ¶VVLPSOHHQRXJKWRFKDQJHZRUGLQJDURXQGWRIRFXVPRUHRQÂ³\RXÂ´DQGKRZ you Â can Â help Â your Â potential Â customer. Â Turn Â it Â around Â and Â write Â things Â like Â this Â instead: Â³$UH\RXORRNLQJIRUÂ«Â´ Â³,I\RXQHHGUHOLDEOHÂ«Â´ Â³<RXUVDWLVIDFWLRQLVJXDUDQWHHGÂ«Â´
Page 25 Exercise *R WKURXJK \RXU FRS\ DQG FKDQJH PDQ\ RI WKH Â³ZHÂ¶VÂ´ WR Â³\RXVÂ´ DQG Â UHZULWH \RXU FRS\ EDVHG RQ WKH FKDQJH LQ IRFXV :KHQ \RXÂ¶UH GRQH \RXÂ¶OO VHH how Â much Â more Â of Â a Â connection Â you Â can Â make Â with Â your Â reader. Â In Â most Â cases Â \RXÂ¶OOEHVD\LQJHVVHQWLDOO\WKHVDPHWKLQJH[6D\LQJÂ³:HEHOLHYHLQFXVWRPHU VDWLVIDFWLRQÂ´LVSUHWW\PXFKWKHVDPHDVÂ³<RXUVDWLVIDFWLRQLVJXDUDQWHHGÂ´ EXW the Â focus Â is Â on Â your Â potential Â customer.
2.2 Â Avoid Â Excessive Â Adjectives Can Â you Â see Â ZKDWÂ¶VZURQJZLWKWKHIROORZLQJFRS\ZULWLQJH[DPSOH" Â³7KHELJJHVWDQGEHVWH-Âbook Â that Â will Â make Â you Â the Â happiest Â person Â on Â your Â EORFNÂ´ +HUHÂ¶V WKH SUREOHP 2XWVLGH RI WKH IDFW WKDW LWÂ¶ SUHWW\ RYHU-Âthe-Âtop Â with Â its Â claims, Â that Â sentence Â above Â is Â pretty Â meaningless. Â Nobody Â really Â cares Â if Â an Â HERRNLVWKHELJJHVWDQGWKLVVHQWHQFHUHDOO\GRHVQÂ¶WVD\DQ\WKLQJDERXWZK\LWÂ¶V the Â best. Â Also, Â the Â word Â happiest Â is Â kind Â of Â meaningless. Â We Â all Â want Â to Â be Â happy, Â but Â if Â we Â are Â unhappy Â right Â now Â we Â have Â specific Â problems Â we Â need Â to Â have Â VROYHG7HOOLQJVRPHRQHWKH\Â¶UHJRLQJWREHKDSS\GRHVQÂ¶WDQVZHUPXFKIRUWKHP 7KH\ZDQWWRNQRZ+2:\RXÂ¶UHJRLQJWRPDNHWKHPKDSS\DQGKRZ\RXÂ¶OOPDNH their Â specific Â problems Â go Â away. 7KH UHDO SUREOHP ZLWK WKH VHQWHQFH DERYH LV WKDW LWÂ¶V ILOOHG ZLWK DGMHFWLYHV WKDW GRQÂ¶W JLYH VSHFLILFV $GMHFWLYHV GHVFULEH QRXQV DQG WKH\ GRQÂ¶W SURYLGH UHDGHUV with Â good Â information. Â Make Â sure Â you Â answer Â these Â questions Â in Â your Â copy:
How Â are Â you Â the Â best Â
What Â makes Â you Â great Â
How Â do Â you Â care Â for Â your Â customer Â
7KDWÂ¶V ZKDW SHRSOH ZDQW WR NQRZ ,I \RX XVH WRR PDQ\ DGMHFWLYHV LW HQGV up Â sounding Â like Â too Â much Â hype Â and Â the Â meaningfulness Â is Â lost.
Page 26 7KDWGRHVQÂ¶WPHDQ\RXFDQÂ¶WXVHDGMHFWLYHVLQ\RXUFRS\2IFRXUVH\RXÂ¶UHVWLOO JRLQJWRXVHWKHPEXW\RXUFRS\VKRXOGEHDEOHWRVWDQGRQLWÂ¶VRZQZLWKRXW all Â the Â extra Â words. Exercise: Â If Â you Â want Â to Â see Â if Â your Â copy Â can Â stand Â up Â on Â its Â own, Â pick Â a Â couple Â paragraphs Â from Â your Â website Â or Â your Â entire Â page Â and Â remove Â all Â the Â adjectives. Â Does Â it Â still Â sound Â compelling? Â Is Â it Â selling Â your Â product? ,I QRW LWÂ¶V SUREDEO\ WLPH WR VWDUW ZRUNLQJ RQ EHLQJ VSHFLILF DQG ZHÂ¶OO WDON about Â that Â next.
2.3 Â Be Â Specific , WDON DERXW WKLV EULHIO\ ZKHQ , ZURWH DERXW KHDGOLQHV /HWÂ¶V JHW LQWR WKLV PRUH and Â really Â understand Â how Â being Â specific Â can Â help Â you Â sell Â more Â of Â your Â product. Instead Â of Â saying Â you Â ARE Â the Â best, Â say Â WHY Â you Â are Â the Â best. Â Instead Â of Â saying Â \RXÂ¶UH IDVW H[SODLQ KRZ IDVW DQG LQ ZKDW VSHFLILF ZD\V /HWÂ¶V VD\ LI \RX DUH D printing Â service Â and Â you Â provide Â fast Â printing, Â tell Â them Â on Â average Â how Â much Â WLPH \RX QHHG WR ILQLVK D SURMHFW ,I \RX DUHQÂ¶W ZLOOLQJ WR VD\ KRZ TXLFkly Â you Â FDQ FRPSOHWH D SURMHFW WKHQ \RXÂ¶UH SUREDEO\ QRW WKDW TXLFN DQG VKRXOGQÂ¶W EH using Â that Â angle. :KHQZHÂ¶UHWDONLQJDERXWFRS\ZHÂ¶UHJLYLQJSHRSOHDVPXFKGHWDLOHGLQIRUPDWLRQ as Â possible Â so Â people Â can Â make Â an Â informed Â decision Â about Â a Â product, Â newsletter, Â or Â whatever Â our Â call Â to Â action Â is. Have Â you Â ever Â been Â to Â a Â website Â and Â thought Â about Â buying Â a Â product, Â but Â you Â ZHUHQÂ¶W VXUH LW KDG WKH IHDWXUHVEHQHILWV \RX QHHGHG" ,W KDSSHQV DOO WKH time. Â A Â lot Â of Â product-Âsellers Â think Â they Â can Â slap Â up Â a Â picture Â and Â add Â a Â few Â ZRUGVDQGZDWFKWKHVDOHVUROOLQ8QIRUWXQDWHO\LWGRHVQÂ¶WZRUNWKDWZD\
Page 27 <RXVLPSO\FDQÂ¶WJLYHWRRPXFKLQIRUPDWLRQDERXW\RXUSURGXFW<HV\RXFDQEH WRRZRUG\DQGSXW\RXUUHDGHUWRVOHHSEXWLI\RXÂ¶UH Â giving Â people Â information Â that Â they Â need Â to Â make Â a Â buying Â decision, Â there Â is Â no Â such Â thing Â as Â too Â much Â information. Â You Â want Â them Â to Â have Â all Â their Â questions Â answered Â and Â get Â them Â to Â buy. Another Â good Â way Â to Â be Â specific Â is Â to Â quantify Â things. Â If Â you Â have Â an Â ebook, Â that Â KDV ZD\V WR UHGXFH \RXU FKROHVWHURO WHOOWKHP WKHUH DUH ZD\V 'RQÂ¶W VD\ WKHUHDUHÂ³SOHQW\RIZD\VÂ´RUÂ³WKLVHERRNLVSDFNHGZLWKLGHDVWRKHOS\RXORZHU \RXUFKROHVWHUROÂ´$VSHFLILFQXPEHUOLNHDVRSSRVHGWRDURXQGQXPEHUOLNH 3 DOVR WHQGV WR JHQHUDWH D EHWWHU UHVSRQVH ,WÂ¶V QRW FRPSOHWHO\ FOHDU ZK\ WKLV RFFXUV EXW LWÂ¶V OLNHO\ EHFDXVH URXQG QXPEHUV PLJKW VHHP PDGH XS RU estimated, Â but Â when Â you Â say Â 37 Â it Â puts Â a Â specific Â picture Â in Â their Â mind. Exercise: Â /RRNDWWKLQJV\RXÂ¶YHZULtten Â for Â your Â business. Â Where Â can Â you Â be Â more Â specific? Â What Â can Â you Â quantify?
'RQÂ¶W:RUU\6R0XFKDERXW*UDPPDU As Â you Â continue Â with Â your Â business, Â there Â will Â be Â people Â that Â tell Â you Â that Â proper Â grammar Â is Â very Â important Â to Â maintain Â a Â professional Â image. Â Some Â of Â your Â websites Â visitors Â may Â even Â take Â the Â time Â to Â email Â and Â tell Â you Â about Â the Â spelling Â DQGJUDPPDUPLVWDNHVWKDWFRPSOHWHO\RXWUDJHGWKHP'RQÂ¶WOHWWKLVZRrry Â you Â too Â much. Â Correct Â the Â spelling Â and Â if Â the Â grammar Â is Â outrageous, Â fix Â it Â Â± Â but Â NHHSUHDGLQJWRILQGRXWZK\JUDPPDULVQÂ¶WDVLPSRUWDQWDVLWÂ¶VFUDFNHGXSWREH The Â most Â important Â thing Â about Â your Â sales Â copy Â or Â articles Â is Â to Â sound Â natural Â and Â to Â relate Â to Â your Â target Â audience Â appropriately. Â Write Â the Â way Â you Â speak. Naturally, Â if Â your Â audience Â is Â PHD Â students Â studying Â literature, Â then Â you Â might Â have Â to Â have Â a Â more Â formal Â tone Â and Â pay Â more Â attention Â to Â more Â grammar Â UXOHV ,I \RXÂ¶UH DXGLHQFH LV UDFH-Âcar Â enthusiasts Â or Â those Â interested Â in Â fashion Â trends, Â you Â might Â be Â more Â relaxed Â in Â your Â writing Â and Â speak Â more Â casually.
Page 28 Most Â markets Â are Â going Â to Â be Â more Â casual, Â so Â you Â want Â to Â create Â a Â friendly Â and Â real Â image Â with Â your Â copy. Â ,WÂ¶VRND\WRVWDUWVRPHWLPHVVHQWHQFHV ZLWK Â³DQGÂ´ DQG Â³EXWÂ´ QRZ DQG WKHQ EHFDXVH LWÂ¶V how Â we Â speak Â and Â when Â you Â write Â how Â you Â VSHDN LWÂ¶V KRZ \RX UHODWH WR \RXU DXGLHQFH ,WÂ¶V ok Â to Â end Â a Â sentence Â with Â a Â preposition Â because, Â DJDLQWKDWÂ¶VKRZZHVSHDN Exercise: Â Look Â at Â your Â copy Â and Â see Â how Â formal Â or Â informal Â you Â are. Â Can Â you Â see Â how Â you Â could Â make Â it Â sound Â more Â friendly, Â appealing Â and Â create Â a Â FRQQHFWLRQ ZLWK \RXU UHDGHU" ,I \RXÂ¶UH WRR IRUPDO \RX PLJKW MXVW ORVH \RXU DXGLHQFHDOOWRJHWKHU<RXGRQÂ¶Wwant Â to Â sound Â uneducated Â but Â you Â want Â to Â be Â natural. Â Most Â of Â your Â grammar Â is Â going Â to Â be Â correct, Â but Â there Â are Â some Â rules Â \RXGRQÂ¶WQHFHVVDULO\KDYHWRZRUU\DERXWIRUWKHVDNHRIUHDGDELOLW\ Final Â Note: Â ,I\RXÂ¶UHJRLQJWRKDYHVRPHRQHSURRIUHDG\RXUFRS\ZKHWKHULWÂ¶VD Â friend, Â virtual Â assistant Â or Â professional Â proofreader, Â make Â sure Â they Â understand Â what Â you Â are Â looking Â for;Í¾ Â that Â your Â spelling Â is Â correct, Â the Â language Â flows Â well Â and Â the Â copy Â sounds Â intelligent Â but Â friendly.
2.5 Â Keep Â it Â Simple Write Â in Â short Â sentences Â to Â make Â things Â easy Â to Â read. Â Break Â up Â long Â paragraphs Â to Â ease Â eye-ÂVWUDLQ $JDLQ LWÂ¶V RND\ WR EUHDN JUDPPDU UXOHV Â± Â especially Â with Â paragraph Â formatting Â because Â reading Â long Â paragraphs Â can Â be Â fatiguing. Â This Â is Â particularly Â true Â online Â and Â ZKHUHSHRSOHDUHUHDGLQJRQDVFUHHQ'RQÂ¶WWLUH\RXU potential Â customer Â out Â before Â they Â read Â about Â your Â product. You Â can Â also Â bullet Â points, Â as Â we Â mentioned Â earlier, Â and Â these Â may Â include Â incomplete Â sentences. Â Luckily Â that Â is Â actually Â acceptable Â in Â grammar Â rules! Â The Â key Â is Â to Â make Â it Â easy Â to Â read. 'RQÂ¶W XVH FRPSOLFDWHG ODQJXDJH DQG PDNH WKH OHYHO DSSURSULDWH IRU \RXU WDUJHW audience. Â The Â average Â reading Â level Â of Â the Â general Â public Â is Â quite Â low. Â If Â you Â feel Â a
Page 29 more Â advanced Â word Â is Â more Â appropriate Â always Â define Â the Â word, Â in Â case Â your Â UHDGHUVGRQÂ¶WNQRZZKDWLWPHDQV
2.6 Â Keep Â Layouts Â Simple ,WÂ¶VHDV\WRJHWH[FLWHGDERXW\RXUSURGXFWDQGZKHQFUDIWLQJ\RXUEURFKXUHRU website Â design, Â it Â can Â be Â tempting Â to Â include Â so Â many Â things. Â Add Â photos Â to Â DFFHQWXDWHWKHFRS\EXWGRQÂ¶WDOORZWKHPWRWDNHRYHU3LFWXUHVDUHLPSRUWDQWLQ FUHDWLQJYLVXDOVEXWLWÂ¶V\RXUZRUGVWKDWZLOOmake Â your Â copy Â sell. On Â the Â Internet, Â keeping Â it Â simple Â is Â especially Â important. Â Web Â surfers Â only Â give Â you Â a Â few Â seconds Â before Â they Â decide Â to Â click Â away Â and Â never Â to Â come Â back Â to Â \RXUZHEVLWHDJDLQ,I\RXGRQÂ¶WJUDEDWWHQWLRQRU\RXFRQIXVHWKHPZLWKDEXV\ website, Â they Â are Â more Â likely Â to Â make Â that Â decision Â to Â leave. Here Â are Â some Â important Â tips Â for Â your Â website Â layouts: Â‡
Keep Â your Â website Â navigation Â to Â a Â minimum. Â Create Â sub-Âcategories Â to Â your Â website Â sections Â if Â necessary Â to Â minimize Â menu Â distractions. Â
,I\RXÂ¶UHVHOOLQJ\RXURZQSURGXFWRQDSDUWLFXODUSDJHLWÂ¶VXVXDOO\EHVW to Â remove Â all Â banners Â or Â graphics Â going Â to Â outside Â pages. Â
.HHS\RXUSDJHKHDGHURUORJRVLPSOHDQGVPDOO'RQÂ¶WOHWLWWDNHRYHUWKH ZKROH Â³DERYH-Âthe-ÂIROGÂ´ VSDFH RQ \RXU ZHEVLWH Â³$ERYH-Âthe-ÂIROGÂ´ VLPSO\ means Â the Â space Â on Â your Â web Â page Â a Â visitor Â can Â see Â without Â scrolling Â down Â with Â her Â mouse. Â A Â logo Â or Â page Â header Â can Â help Â with Â branding Â and Â can Â convey Â a Â more Â SURIHVVLRQDOLPDJHEXWLWGRHVQÂ¶WKDYHWREHKXJHWRGRWKDW0RVWRIWKH above-Âthe-Âfold Â space Â should Â be Â reserved Â for Â selling Â your Â product.
Exercise: Â Review Â your Â web Â pages Â and Â promotional Â copy Â and Â try Â to Â view Â it Â from Â the Â eyes Â of Â someone Â who Â is Â unfamiliar Â with Â you, Â your Â company Â or Â your Â product. Â Are Â you Â immediately Â able Â to Â receive Â the Â intended Â marketing Â message Â or Â are Â their
Page 30 other Â distractions Â on Â the Â page? Â Try Â to Â clean Â things Â up Â and Â then Â ask Â others Â for Â honest Â feedback.
2.7 Â Be Â Succinct Â & Â Edit Earlier, Â I Â told Â you Â how Â important Â it Â is Â to Â provide Â as Â much Â information Â about Â your Â product, Â so Â that Â your Â customer Â can Â make Â an Â informed Â buying Â decision. Â I Â still Â stand Â by Â that, Â but Â I Â want Â you Â to Â also Â be Â as Â succinct Â (using Â only Â as Â many Â words Â as Â necessary) Â in Â your Â copy Â as Â possible. 7KHUHÂ¶VDGLIIHUHQFHEHWZHHQVXPPDUL]LQJ\RXURIIHUDQGMXVWUHSHDWLQJ\RXUVHOI RYHU DQG RYHU DJDLQ $OWKRXJK LWÂ¶V WUXH WKDW GHWDLO LV ZKDW UHDOO\ VHOOV \RXU product, Â you Â want Â to Â make Â sure Â your Â copy Â is Â succinct Â and Â receives Â proper Â editing Â attention. Exercise: Â *RWKURXJK\RXUFRS\DQGPDNHVXUHWKDW\RXÂ¶UHQRWEHLQJUHSHWLWLYH Â RU DGGLQJ H[WUD LQIRUPDWLRQ \RXU SRWHQWLDO FXVWRPHU GRHVQÂ¶W QHHG ,I \RX VWDUW out Â with Â really Â loQJFRS\JRRYHULWRYHUDQGRYHUDJDLQXQWLO\RXÂ¶YHILQH-Âtuned Â it Â into Â a Â well-ÂRLOHG VHOOLQJ PDFKLQH ,WÂ¶V QRW WKH OHQJWK WKDW FDQ EH D SUREOHP EXW the Â message Â you Â are Â sending Â with Â your Â copy.
2.8 Â Sense Â of Â Urgency Â Â± Â Get Â Them Â to Â Buy Â Now Even Â though Â people Â may Â be Â excited Â about Â your Â product Â after Â reading Â about Â it, Â WKH\PD\MXVWGHFLGHWKH\Â¶OOEX\ODWHU3UREOHPLVPRVWWLPHVZKHQWKH\GHFLGHWR EX\ODWHUWKH\QHYHUJHWDURXQGWRLW7KH\Â¶OOORVH\RXUEURFKXUHWKURZRXWWKH newspaper Â with Â your Â ad Â or Â forget Â where Â your Â website Â is. To Â prevent Â this, Â you Â need Â to Â create Â a Â sense Â of Â urgency. Â In Â other Â words, Â make Â them Â feel Â like Â they Â need Â to Â buy Â now. Â Here Â are Â some Â ways Â you Â can Â make Â them Â feel Â like Â buying Â now:
Page 31 Â‡
Offer Â a Â time-Âlimited Â discount Â
Limit Â the Â distribution Â of Â your Â product Â
Offer Â them Â extra Â bonuses Â or Â goodies Â with Â your Â product, Â but Â only Â for Â a Â limited Â time. Â
Show Â them Â how Â serious Â their Â particular Â problem Â is Â and Â why Â they Â should Â find Â a Â solution Â now Â
Whatever Â you Â can Â do Â to Â make Â them Â SXUFKDVHQRZWKHPRUHOLNHO\\RXÂśOOPDNHWKH sale. Exercise: Â *RWKURXJK\RXUSURPRWLRQDOPDWHULDODQGPDNHVXUH\RXÂśYHDGGHG a Â VHQVH RI XUJHQF\ WR HYHU\WKLQJ :KHWKHU LWÂśV WR HQFRXUDJH WKHP WR ILQG D solution Â to Â their Â problem Â now Â or Â to Â offer Â a Â time-Âlimited Â discount, Â you Â can Â always Â add Â a Â little Â sense Â of Â urgency. Â
Â 2.9 Â Close Â the Â Deal Â Âą Â Call-Âto-ÂAction Never Â forget Â to Â ask Â for Â the Â sale. Â Or Â if Â you Â want Â people Â to Â call Â you Â for Â more Â information, Â fill Â out Â of Â a Â form Â or Â sign Â up Â for Â a Â mailing Â list, Â tell Â them Â exactly Â what Â you Â want Â to Â do. Â I Â defined Â the Â call-Âto-ÂDFWLRQ LQ WKH SUHYLRXV VHFWLRQ EXW LWÂśV definitely Â worth Â mentioning Â again. Your Â call-Âto-Âaction Â can Â include: Â‡
A Â summary Â of Â your Â offer. Â
Your Â price Â and Â why Â the Â price Â provides Â good Â value. Â
Specific Â instruction Â on Â how Â to Â complete Â the Â call Â to Â action. Â
,QWKHSUHYLRXVFKDSWHUV,ÂśYHSURYLGHG\RXZLWKWKHIRXQGDWLRQVRIZKDWLWWDNHV to Â write Â effective Â sales Â copy. Â If Â you Â already Â have Â an Â established Â business, Â you Â have Â plenty Â of Â opportunities Â to Â go Â back Â and Â improve Â your Â sales Â messages. Â If Â you Â are Â just Â getting Â started, Â you Â are Â already Â ahead Â of Â much Â of Â your Â small Â business
Page 32 FRPSHWLWLRQ0RVWVPDOOEXVLQHVVHVGRQÂ¶WUHDOO\XQGHUVWDQGFRS\ZULWLQJDQGUHO\RQ more Â person-Âto-Âperson Â selling Â and Â follow-Âup. Â You Â will Â still Â likely Â be Â involved Â with Â person-Âto-Âperson Â selling, Â but Â as Â a Â busy Â mom Â with Â great Â copywriting Â skills Â under Â her Â belt, Â you Â can Â reduce Â plenty Â of Â legwork Â with Â great Â copy Â that Â sells!
,I VDYLQJ WLPH LV \RXU WKLQJ \RXÂ¶OO ZDQW WR FRQWLQXH RQWR WKH QH[W FKDSWHU HVSHFLDOO\LI\RXGRQÂ¶WKDYH\RXURZQZHEVLWH.HHSUHading Â to Â find Â out Â how Â your Â own Â website Â can Â further Â help Â you Â increase Â your Â sales Â and Â reduce Â a Â lot Â of Â your Â work Â time, Â so Â you Â can Â have Â more Â time Â with Â your Â family.
3 Why Â a Â Marketing Â Mama Â Needs Â a Â Website Â for Â Her Â Copywriting Â Plan Â Â Â Â Â Â Â Â Â Â $VKRPHEXVLQHVVRZQHUVVRPHWLPHVZHIHHODWDGLVDGYDQWDJHEHFDXVHZHGRQÂ¶W have Â an Â actual Â storefront Â where Â our Â customers Â can Â visit Â and Â examine Â our Â wares. Â Often Â we Â have Â to Â get Â out Â there, Â demonstrate Â products Â one Â person Â at Â a Â time Â or Â to Â a Â small Â group Â of Â people Â at Â a Â time. The Â good Â news Â is, Â there Â is Â a Â virtual Â storefront Â available Â to Â you Â and Â you Â can Â have Â it Â RSHQKRXUVSHUGD\GD\VDZHHN<HV,Â¶PWDONLQJDERXW\RXUZHEVLWHDQGLQ WRGD\Â¶VYLUWXDODJHPRUHDQGPRUHSHRSOHDUHUHDGLO\WXUQLQJWRWKH,Qternet Â for Â information Â and Â products. As Â I Â mentioned Â before, Â effective Â copywriting Â often Â reduces Â our Â workload. Â It Â allows Â us Â to Â sell Â our Â product Â without Â customers Â having Â to Â contact Â us Â with Â follow-Â XS TXHVWLRQV RU WXUQLQJ DZD\ EHFDXVH WKH\ GRQÂ¶W KDYH HQRXJK LQIRUPDWLRQ $ website Â can Â help Â you Â with Â this Â even Â further. Benefits Â of Â Having Â Your Â Own Â Website: Â‡
24/7 Â storefront Â
Answer Â questions Â from Â potential Â customers Â in Â the Â middle Â of Â the Â night Â
Build Â your Â mailing Â list. Â Use Â simple Â forms Â on Â your Â site Â to Â collect Â email Â
Page 34 Â‡
addresses Â and Â follow-Âup Â with Â your Â prospects, Â so Â they Â will Â buy Â later. Â
Targeted Â landing Â pages Â for Â your Â advertising. Â For Â example, Â if Â you Â advertise Â LQDPHQÂśVPDJD]LQH\RXFDQVHQGWKHPWRDVSHFLILFSDJHRQ\RXUZHEVLWH that Â addresses Â their Â concerns. Â
Business Â card Â marketing. Â Make Â a Â special Â offer Â on Â your Â business Â card Â and Â send Â people Â to Â your Â website Â to Â claim Â it. Â
You Â can Â only Â offer Â a Â few Â products Â in Â a Â brochure, Â your Â website Â can Â let Â your Â prospects Â know Â about Â your Â whole Â product Â line. Â
Up-Âto-Âdate Â and Â cheaper Â catalog Â of Â your Â products. Â If Â you Â are Â doing Â off-Âline Â PDUNHWLQJ \RXÂśOO VWLOO ZDQW D SULQWHG FDWDORJ EXW \RXU RQOLQH FDWDORJ LV very Â convenient Â to Â keep Â current. Â
,I\RXÂśUHSURILFLHQWLQ+70/WKHODQJXDJHXVHGWREXLOGZHEVLWHV RUhave Â a Â little Â time Â to Â learn Â you Â may Â be Â able Â to Â save Â some Â money Â by Â building Â your Â own Â website Â on Â software Â such Â as Â Dream Â Weaver. ,I \RX GRQÂśW KDYH WKH H[SHULHQFH RU WKH XSIURQW FDVK WR LQYHVW LQ WKH VRIWZDUH you Â can Â consider Â an Â online Â website Â builder. Â These Â take Â the Â hassle Â out Â of Â getting Â online Â because Â they Â provide Â the Â hosting Â and Â make Â it Â easy Â for Â anyone Â (even Â those Â without Â HTML Â skills) Â to Â set Â up Â a Â professional Â looking Â website.
4 Â Closing Copywriting Â helps Â you Â clinch Â a Â sale Â when Â \RXÂśUH QRW WKHUH WR GR LW :KHQ SHRSOH YLVLW \RXU ZHEVLWH \RX DUHQÂśW WKHUH WR SHUVRQDOO\ JUHHW WKHP :KHQ someone Â looks Â at Â your Â business Â card Â a Â few Â weeks Â after Â they Â meet Â you, Â how Â will Â they Â remember Â you? Â If Â you Â hand-ÂRXW EURFKXUHV PDNH VXUH WKH\ÂśUH HIIHFWLve Â enough Â that Â people Â will Â want Â to Â buy Â from Â you. Use Â the Â copywriting Â basics Â to Â guide Â you Â in Â crafting Â all Â your Â marketing Â messages. Â The Â words Â on Â your Â page, Â on Â your Â business Â card Â or Â brochure Â convey Â a Â ORWDERXW\RXDQG\RXUEXVLQHVV0DNHVXUH\RXÂśUHVHQGLQJ Â the Â right Â message. With Â a Â little Â thought, Â practice Â and Â perseverance, Â your Â copywriting Â will Â be Â a Â success! Gabor Â
Olah Â Â
Recommended Â Resources Â‡
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Published on Jul 29, 2012
Learn how to write copy for your adverts, banners, headlines and articles that converts into sales. Are you on the Internet and writing? Hav...