Archive for February, 2010

Copywriting

Writing – it may sound easy but getting your point across can be harder than it looks. So before you start putting pen to paper, or fingertip to keyboard, it’s worth reading our top five tips.

1. Personalise your copy. It’s important to give the impression that it’s a real person writing one-to-one, and not a corporate machine churning out sales talk.

2. Understand what you’re selling. Think carefully about what you’re offering. What are the key benefits to the reader, and the main selling points?

3. Have an attention-grabbing headline. The headline is responsible for attracting readers and keeping them interested. So it’s vital to write one that works. Here are three kinds of headline that we know work:

1. The provocative question. Ask a question that directly engages your reader, and links to the product or service you’re offering. Is your home safe and secure? Would you like to win the lottery? Will your pension be enough to support you in old age? If it prompts the reader to respond, you’ve achieved your goal.
2. The command. This is when you clearly and directly tell the reader what to do. Come and see our show home – today. Don’t stand in the queue – get behind the wheel. You hope the reader will think, “Ok. Good idea.”
3. An honest, enthusiastic testimonial. This provides the reader with a third-party endorsement of your product and service. For example, “We had a great night’s sleep at The Roadside Inn.” It also capitalises on a consumer’s desire to know what other people are saying.

4. Don’t forget your call to action. Tell the reader what to do next. This needs to be clear and direct. And it’s worth putting all the contact details in bold – so they really stand out.

5. PS – this bit’s important if you’re writing a sales letter. Studies show that people reading direct mail look at the signature first, followed by the P.S. So use this to your advantage. You may want to restate the prime product benefit, highlight the urgency of the offer or refer the reader to the order form. Whatever you want the reader to do, use the PS to remind them.

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