Writing effective copy for ads, web pages, sales letters and other marketing communications isn't difficult when you know what works. After many years of trial and error I developed
a checklist of 7 "rules" I follow to create successful
advertising copy. These rules apply to writing copy for any
type of marketing communication.
1. Define the goal of your message
Define what you want your message to accomplish before you
begin writing. Do you want to generate inquiries (leads)? Do you want to get orders? What action do you want readers to
take? How do you want them to respond? Put your goal in
writing and refer to it often as you develop your message.
Everything you write should directly support this goal. Get
rid of anything that doesn't.
2. Know your audience and what they want
Maybe everybody CAN use what you sell. But one targeted
group WILL be most likely to buy it. You can discover that
group by defining the characteristics of your best
customers. Once you know your audience and what they want
you can personalize your writing to appeal to their specific interests.
TIP: Advertising copy produces the biggest response when
each reader can believe the message was written specifically for them. As you write, visualize you're writing to one
person instead of to a large group of people. This will help you write in a less formal and more personal style.
3. Appeal to their self-interest, not yours
Customers don't care about you, your product, your company,
or your professional qualifications. They only care about
the benefit they get from buying your product or service.
The only thing a customer wants to know about your 1/2 inch
drill is that it's guaranteed to give them a 1/2 inch hole.
Keep your ad copy focused on the benefits you provide.
4. Make an emotional appeal, not a logical one
Your ad copy should dramatize the feeling your customers get while enjoying the benefits provided by your product or
service. Get them...
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