Entries Tagged 'copywriting' ↓

If a freelance copywriter is going to produce copy that will sell your product, it has got to be like dynamite. Copywriting is all about driving the desire of your reader, making them want your product and then getting them to open their wallet and hand over their credit card.

So how does a copywriter make this happen?

Well, here is a list of 10 tips to make sure your copy will blow the socks off your readers.

1. Don’t leave anything to chance. Review your copy over and over again. Read it out loud – does it work? Does it flow? Does it make sense? Will it make them buy?
2. Stick to good old Anglo-Saxon words: instead of ‘prior to’ go with ‘before’, don’t ‘fortify’, ‘strengthen’.
3. Create copy that ‘does what it says on the tin’. Try and be clever and you’ll run the risk of losing your readers.
4. So long as your copy makes sense, that’s good enough. Get hung up on grammar and you’ll tie yourself up in knots (don’t forget, rule are meant to be broken).
5. Keep sentences short and sharp. Be specific, don’t be woolly – leave that to the sheep.
6. Keep your copy benefits led.
7. Make it conversational – use ‘you’.
8. Imagine your reader as you write.
9. Great copy often has a child like quaility to it. Why? Because everyone can understand it. Throw in a few complicated long words and your copy will become chip paper.
10. Learn from the masters. Keep a swipe file of all the excellent copy you see out there. Analyse it and work out why it works and then replicate it.

Freelance copywriters everywhere have one goal – to get their reader to say “YES”.

After all, copywriting is all about selling.

So how do you get them to say that magic word?

Don’t assume anything – if you want something ask for it

After 16 years of marriage, I have learned that there is no point in being subtle. Leaving magazines open on strategic pages, casually mentioning you like the look of something when shopping simply doesn’t work.

Be direct – ask for what you want. Then there is no ambiguity and nothing is left to chance.

If you want someone to do something, tell them why

It is human nature to need to rationalise any decision we make.

Your sales copy may make your reader decide they want your product or service, but without rationalising a need for it, they won’t buy.

I always want shoes but I don’t always need them. However if I can convince myself that I need them because they will go with every outfit I have, or they’ll make me look substantially taller than my present 5ft 3 the want will turn into a ‘simply must have burning desire’.

If you want a “yes” decision now, use desire drivers

What on earth is a ‘desire driver’?

Simply put, it is a way to make your reader make a snap buying decision. Give people time and they will find enough reasons not to buy, you’ll never be able to change their mind. But limit your offer by time or number and they’ll be forced to buy there and then.

You see this all the time – ‘Sale ends 6pm tonight’, ‘for one day only…’,’offer only available to the first 15 customers’.

Simple but effective.

So there you go. To create effective copywriting all you have to do is ask for what you want, tell them why they need it, and finally limit the supply. QED.

Me? No, I don’t need a copywriter. Why should I? I mean I don’t write huge reports or white papers or anything. All I have is my website and newsletter. I do all my customer contact through email so I don’t even use sales letters!

No, I absolutely do not need a copywriter.

WRONG!

You absolutely do need a copywriter because you are in business and a copywriter writes to sell.

Just think for a moment. Every written communication you make represents your company. Every email, newsletter and hit on your website is a sales opportunity.

A freelance copywriter is a professional sales writer. Every word they write counts towards another sale. They know how to craft your website copy to make it interesting and compelling whilst search engine friendly.

As spring approaches now is a great time to review all your marketing materials (both on and off line). Be honest, could they do with a spring clean? Are they looking a bit worn around the edges?

Breathe life into your marketing and ignite your sales with persuasive marketing copywriting.

This blog concentrates on the mechanics of writing a sales letter. Copywriting is a skill that has been around for donkey’s years so what I am about to impart is not rocket science, but rather age old skills and techniques that are well tested and proven.

A sales letter has 3 main components:

Headline

If you don’t grab your reader’s attention immediately you may as well give up now. Your headline is what will draw your reader into your sales later.

Don’t be gimmicky or clever – the best headlines will sell the benefits of your product/service and arouse curiosity. Make your headline specific, include: what you are selling, its price (only if this is one of the key points that makes your product/service attractive), what’s in it for your reader (the benefits) and finally what will happen if it doesn’t work.

Wow, that’s a lot to take in, but here is an example that really works. It is from Domino’s Pizza:

Hot Pizza Delivered to Your Door in 30 Minutes or Less of it’s Free

Brilliant! Your reader knows what they are going to get, when they will get it and what will happen if something goes wrong.

Oh, just one other thing – don’t end your headline with a full stop. As you know that particular punctuation mark tells you to stop reading and that is the last thing you want your reader to do!

Offer

This makes up the bulk of your sales letter.

Don’t make the mistake of thinking that your reader already knows what you are talking about. Be explicit – tell them how your product/service is going to benefit them -‘it will save you time’, ‘it will save you money’…get the picture?

Although you need to sell your product/service, if you are too salesy you’ll turn them off. Keep it light and interesting. Make them believe they need your product, motivate your reader to take advantage of the offer that you’re presenting right away (limited to 50 places, offer ends 31^st March…).

Call to Action

This is soooo important. If you don’t have one you might as well have been writing a postcard to your nearest and dearest.

The CTA is crucial in any sales writing. Make it clear, simple and concise. Don’t confuse your reader now. Hopefully they are ready to get out their credit cards and buy so tell them what they have to do – buy now, call now etc.

The slightest bit of ambiguity will see them swim off in someone else’s direction and you’ll lose the sale.

So as you see, don’t try and reinvent the wheel. The key behind successful copywriting is to use the formulas that have been developed but put your own spin on what you’re writing.

Last night I gave a talk on copywriting and the 5 Simple Steps to Sensational Marketing to my local WIRE networking group in Bury St Edmunds.

During the talk I mentioned how important it is to get your website optimised and the content written so that it not only attracts traffic to your site, but keeps them there and sells to them. Believe me, that’s no mean feat but it is possible with well written and powerful website copy.

It is becoming more and more apparent that Google is taking over from the Yellow Pages, the Phonebook and local papers. Soon everyone will be searching for what they need through Google so it is vital that your website content is effective, powerful and persuasive.

Take a look at your website now – does it talk to your customer? Is it easy to read? Is there plenty of white space, headings and keywords?

Now would be a great time to revise your copy – if you are unsure of what needs doing call in a website copywriter. The investment will be well worth it because a well written site (SEO’d to the max) will get you great Google rankings and plenty of extra business.

That can’t be bad.

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