Advertising Copywriting 101
We must understand emotional triggers. We must understand consumer buying habits. Most importantly, we must hit hot buttons to make our markets open their wallets and right then, pull out the credit card, and make the purchase on the spot.
Effective copy must be tailored to your audience. If you are writing to an audience of lawyers, write on a level they will understand. Don't write on a level that you would if you were writing to children.
1. Figure out who your market is. Find out your market's buying behaviors, demographics, location, and anything else that is relevant.
2. Before you write any copy, make sure that you have thoroughly studied the product or service's benefits and features, but more importantly the benefits. Always remember the phrase, "What's in it for me?" Consumers are only concerned with what you can do for them.
3. Make sure the copy flows. Use short sentences, ideally seventeen words at most.
4. Stay away from using the word "I." Consumers are not interested in you as much as they are as themselves.
5. The headline must captivate your audience's attention.
6. People are emotional buyers. No matter what you are selling, make sure you list benefit after benefit. Features are nice, but they will not sell the product or service.
7. Develop a strong call to action. You can have great sales literature, but without a call to action, you are only going to delay getting a direct response to whatever you are trying to sell.
8. Don't let the reader drift. If so, the prospect will grow bored and go elsewhere.
9. Review, read it one time, read it again. Put it down and then read it again. After all, you want customers and clients to keep coming back to you for business. That's why you are in business -- right?
Advertising Copywriting 101 - To learn more about this author, visit Kristin Marquet's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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