Time flies, doesn’t it? Wasn’t it only yesterday we were worried about Y2K and what it would do to our computers? Now we’re past the first decade. As you begin the new year, it’s a great time to remind yourself
Time flies, doesn’t it? Wasn’t it only yesterday we were worried about Y2K and what it would do to our computers? Now we’re past the first decade.
As you begin the new year, it’s a great time to remind yourself of some simple writing tips — tips to keep in mind as you gear up your marketing for the coming year.
Whether you’re writing your own content or retaining the services of a professional copywriter — be it for a Web sales page, video sales letter, direct mail piece or brochure — keep these five quick copywriting tips in mind.
#1 Talk to one person at a time
For years, be it in seminars I’ve taught or articles I’ve written, I’ve always recommended that you write as if you’re sitting across the table from your prospect or customer. Imagine that he or she is right there with you and speak to him or her, one on one.
#2 Use the word ‘you’
“You” is one of the strongest words in the marketing lexicon. While prospects want to know you’re a viable, credible business, they all want to know “what’s in it for me” (i.e. “me” being your prospect). Can you reword your content so “you” instead of “we” is the focus?
#3 Make your content inviting
Make your content inviting to the reader’s eyes. Avoid those long run-on sentences and lengthy paragraphs. My rule of thumb is to keep paragraphs at five to six lines and use bullet points. When your prospects read your sales page or open up your direct mail letter, don’t make them hunt for the information. Make it easy for them to read.
#4 Put emotion in promotion
Make emotion part of your promotion. What issues are your prospects facing? Perhaps they’re frustrated, stressed, overwhelmed. Touch on their needs and how you can help them with a solution. They care more about their hopes, dreams and ambitions than your product. Let them know you can make those hopes, dreams and ambitions come true. Offer them value.
#5 Benefits, not features
Remember, benefits, not features. Silk is just a feature of a dress. And, perhaps your prospect is shopping for just that. More likely, what she really wants is to know that the silk dress fits her like a glove, makes her look sensational so she feels like a million bucks and is attractive to her partner or date. Before you write, make a list of features and see how many you can convert into benefits.
Which copywriting tips did you use in your marketing in 2011? Are there new ones listed here that you’ll add to your marketing efforts this year? Please share your thoughts in the comment section of my blog, where this article is also posted at http://bit.ly/z8F36K. I’d love to hear from you.
Best wishes for a happy, healthy and prosperous new year. Here’s to your writing success.
• Debra Jason is a seasoned marketing copywriter based on Kaua‘i’s North Shore. If you’re an entrepreneur or business owner struggling with how to best communicate your marketing message, Debra helps transform your ideas into words with passion and heart, not hype. A recipient of the Rocky Mountain Direct Marketing Association’s ‘Creative Person of the Year’ award, she started her business, The Write Direction, in 1989. She may be reached at 808- 826-1846. Follow her fan page at http://facebook.com/writedirection or visit her website at http://writedirection.com.
