Page 25

Page 25 Exercise *R WKURXJK \RXU FRS\ DQG FKDQJH PDQ\ RI WKH ³ZH¶V´ WR ³\RXV´ DQG  UHZULWH \RXU FRS\ EDVHG RQ WKH FKDQJH LQ IRFXV :KHQ \RX¶UH GRQH \RX¶OO VHH how  much  more  of  a  connection  you  can  make  with  your  reader.  In  most  cases   \RX¶OOEHVD\LQJHVVHQWLDOO\WKHVDPHWKLQJ H[6D\LQJ³:HEHOLHYHLQFXVWRPHU VDWLVIDFWLRQ´LVSUHWW\PXFKWKHVDPHDV³<RXUVDWLVIDFWLRQLVJXDUDQWHHG´ EXW the  focus  is  on  your  potential  customer.

2.2  Avoid  Excessive  Adjectives Can  you  see  ZKDW¶VZURQJZLWKWKHIROORZLQJFRS\ZULWLQJH[DPSOH" ³7KHELJJHVWDQGEHVWH-­book  that  will  make  you  the  happiest  person  on  your   EORFN´ +HUH¶V WKH SUREOHP 2XWVLGH RI WKH IDFW WKDW LW¶ SUHWW\ RYHU-­the-­top   with   its   claims,   that   sentence   above   is   pretty   meaningless.   Nobody   really   cares   if   an   HERRNLVWKHELJJHVWDQGWKLVVHQWHQFHUHDOO\GRHVQ¶WVD\DQ\WKLQJDERXWZK\LW¶V the  best.  Also,  the  word  happiest  is  kind  of  meaningless.  We  all  want  to  be  happy,   but   if   we   are   unhappy   right   now   we   have   specific   problems   we   need   to   have   VROYHG7HOOLQJVRPHRQHWKH\¶UHJRLQJWREHKDSS\GRHVQ¶WDQVZHUPXFKIRUWKHP 7KH\ZDQWWRNQRZ+2:\RX¶UHJRLQJWRPDNHWKHPKDSS\DQGKRZ\RX¶OOPDNH their  specific  problems  go  away. 7KH UHDO SUREOHP ZLWK WKH VHQWHQFH DERYH LV WKDW LW¶V ILOOHG ZLWK DGMHFWLYHV WKDW GRQ¶W JLYH VSHFLILFV $GMHFWLYHV GHVFULEH QRXQV DQG WKH\ GRQ¶W SURYLGH UHDGHUV with  good  information.  Make  sure  you  answer  these  questions  in  your  copy:

Â&#x2021;

How  are  you  the  best  

Â&#x2021;

What  makes  you  great  

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How  do  you  care  for  your  customer  

7KDW¶V ZKDW SHRSOH ZDQW WR NQRZ ,I \RX XVH WRR PDQ\ DGMHFWLYHV LW HQGV up  sounding  like  too  much  hype  and  the  meaningfulness  is  lost.

Copywriting For Beginners  

Learn how to write copy for your adverts, banners, headlines and articles that converts into sales. Are you on the Internet and writing? Hav...

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