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 impession! Oops --
impression.
© 2001-2006 Alexandria K.
Brown
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