When it comes to putting a piece of copy together many people end up staring at a blank screen not really knowing where to start.
They may pour hours into creating a suitable headline,but then come to a grinding halt.
Just think back to your school days. Remember those English lessons spent in a cramped class room? What did your teacher tell you were the 3 most important elements of a story?
The beginning
The middle
The end
Well, producing a piece of sales writing is exactly the same.
Tie the body of your copy to your headline
If your headline led with a benefit, get that in your copy first:
Headline: “Miracle Clean gets all stains out first time – guaranteed!”
Copy: “Fed up with washing and re-washing clothes because those stubborn stains won’t come out? Well now’s the time to take action…”
A bit of a corny example, but you get the idea.
Start at the beginning
The beginning of your copy should state a problem that needs to be solved (just like in the above example). This shows your reader exactly what you are talking about and gives purpose to your writing.
The other way of starting is with something pleasurable and desirable – especially if you are selling a product that will make the user more attractive, wealthier etc.
Now for the filling
So you have a strong headline, a great beginning that has drawn your reader in – now you just need a convincing middle.
This is where you introduce the product/service you are offering which will overcome the problem faced by your reader or provide them with the benefit you have talked about (i.e. when your headline was about a product that would give pleasure – making you look more youthful, making you wealthier etc.)
So if we look at the washing powder example again it would go something like:
“Now you can remove all stains first time with Miracle Clean. Second washes and cupboards of extra products will become a thing of the past. Now all you need is one product for ultra clean laundry every time.”
The end of the road
The ending of your copy is where you bring your reader into the story.
Also known as the call to action it is probably one of the most important aspects of any piece of copywriting. It should be commanding – tell your reader exactly what they have to do:
“Get your free sample of Miracle Clean now by calling xxxxxxxxx”
So there you go – copywriting is just like story telling. By following the traditional story format you will be able to create compelling copy.
I was reading an article the other day about the fashion industry.
Every day we are subjected to images of super skinny models showing off the latest designer offerings. The clothes just hang off their emaciated bodies as they strut their stuff up and down the catwalk.
Most of them look as though they’d snap if they turned too quickly or stumbled off one of their ridiculously high heeled shoes.
But what’s more attractive? Half-starved models with gaunt, over-made up faces or the 1920s vision of beautiful women with rounded hips, thighs and bellies?
When today’s models turn sideways they disappear; there are no curves or substance to them.
So what has all this got to do with a copywriting and marketing blog?
Well, think of your website as a catwalk model. If it is lean and malnourished of words and content, Google won’t see it. But if it is well fed with keyword rich content that is relevant and interesting, Google will not only see it, it will hold it aloft for all to see.
A substantial website with generous amounts of copywriting is the best way to get your company noticed. Of course, if you fill it with inconsequential nonsense that is of no use to man nor beast, it will just be taking up space.
Your website copywriting should be relevant to your businesses. When writing the copy think sales, think relevance, think about your reader.
If you are writing your own copy, ensure you write it for your reader and not for you. If you are getting a copywriter to write the content for you, make sure you provide a brief that really gets across your product, its benefits and details of your target audience.
Content is one of the key factors for great organic search results – basically the more relevant content you have on your site the better.
Most of us would be hard pushed to recall an economic climate worse than the one we are saddled with at the moment. But something else is happening; something else is emerging.
As the owner of an online business for the past 18 months, I have been overwhelmed by the number of people out there who have helped me. I don’t mean great service providers or anything like that. What I am talking about are ordinary business men and women who have selflessly helped me out, shown me the ropes and given their expertise for nothing, or at the very least as part of a barter deal.
Therefore I was intrigued to read this report from www.trendwatching.com
‘Has it ever been important for corporations to ditch the greed and embrace generosity? It’s something that countless individuals have already started doing, of course: giving is the new taking, and sharing is the new giving. And yes, we do realize that this month’s Trend Briefing is massive, but in this business climate, can you really afford not to spend some time figuring out how to get a little closer to your customers?
GENERATION G
Sometimes big events and ongoing trends clash in a beautiful way, only to converge soon after. Consider the following:
GENERATION G | “Captures the growing importance of ‘generosity’ as a leading societal and business mindset. As consumers are disgusted with greed and its current dire consequences for the economy—and while that same upheaval has them longing more than ever for institutions that care—the need for more generosity beautifully coincides with the ongoing (and pre-recession) emergence of an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbers.
In fact, for many, sharing a passion and receiving recognition have replaced ‘taking’ as the new status symbol. Businesses should follow this societal/behavioral shift, however much it may oppose their decades-old devotion to me, myself and I.”
This was recently brought to my attention through a Twitter posting.
Clickjacking is a technique where a web developer can trick you into clicking on something that you don’t mean to click on. In this example, it tricks someone into updating their twitter account without their knowledge.
Check out the video (done with the totally amazing Screenflow software), and read up on it on James Podolsey’s blog.
If you use firefox and want to block this sort of thing, grab the Noscript addon.
Writing articles and marketing with articles is one of the best and fastest ways to market your business.
Don’t believe me? OK then, I’ll prove it. Here are seven ways you can benefit from articles.
1) Articles quickly position you as an expert in your field
Writing articles sets you apart from your competition. You never have to say “Listen to me, I’m an expert!” Your articles do that for you, because articles increase your “expert-ability.”
2) Articles can become an army of 24/7 salespeople
Once you have an article published, especially on the internet, you will achieve a 24 hour, 7 day a week, 365 day a year international sales team working specifically for you and your business.
3) One article can have many uses
In other words, leverage. Just one article can be used as a free report, a newsletter feature, it can become part of an online e-course, part of a book, etc.
4) Articles spread the word about your business and your services
Articles, especially when submitted online have a very long shelf life. They can be picked up by anyone at anytime and anywhere.
5) Marketing articles is simple, easy and inexpensive
It costs you nothing to write an article (apart from your time). It also costs you nothing to have it listed on article directories such as EzineArticles.com. Imagine what it would cost you to pay for that kind of exposure and publicity.
6) Articles can help you build a mailing list
Once you have a few articles out there, prospects will begin to flow in. These will build into a mailing list worth its weight in gold which can be used over and over again.
7) Articles let you stay in touch with clients and sell more products
We know that it can take from 5 to 8 contacts or more for new prospect to be ready to become a client. Articles allow you to stay in touch with prospects and provide them with quality information.
This list of 7 is just the tip of the ice berg. Article writing and article marketing will boost your business. Why not give it a go?
