I’m constantly asked for a quick check list for copywriting…so I’ve gathered up a few tips to help you improve your marketing messages.
1) Use general & specific knowledge to craft the concept and message.
2) All the graphic elements are to get the prospect to read the copy.
3) The purpose of the first sentence is to get the reader to the second sentence.
4) Compel your readers through with emotional copy and stories, “problem – agitate – solve – action” (people buy on emotion – justify with logic).
5) Use the power of curiosity. “Let me explain…”, “more on that later”
6) Just write your first draft and get it out on paper or on your computer, then edit it for impact and grammar.
7) Take a break between drafts to allow you brain to be creative.
8) It should be long enough to tell the whole story – price points of the product or service are a consideration. Compare it to 1 on 1 selling – more expensive services take longer – and it’s the same with selling through copy.
9) Every communication should be a personal one, from the writer to the recipient, regardless of the marketing method used.
10) Your copy should flow logically, anticipating your prospects questions and then answering them.
11) When editing, use the fewest words possible to make your point.
- typeface, font, paragraph headings;
- benefits, features, explanation, rhythm;
- anticipate & resolve objections;
- gender, clarity, no clichés, facts, testimonials;
- risk reversal, the offer, ease of response;
- tracking method; and,
- offer summary/call to action/ask for a response—this is a critical element often overlooked.