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How to Formulate Your Copy to Increase Sales
| Guest post by: Lisa Manyon |
Article Overview: Once you’ve determined that you’re ready to create a promotional or marketing piece and you’ve considered who you want to speak to and how you want to present your information, you’ve examined features and benefits, plus brainstormed headlines, you’ll want to take the process a step a further. Creating the content for your marketing materials is a craft. It takes thoughtful perspective and planning.
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Free Download - Your Strategy For Crafting Compelling Copy Depends on Placement & Message By Lisa Manyon |
How to Formulate Your Copy to Increase Sales
Once you've determined that you're ready to create a promotional or marketing piece and you've considered who you want to speak to and how you want to present your information, you've examined features and benefits, plus brainstormed headlines, you'll want to take the process a step a further. Creating the content for your marketing materials is a craft. It takes thoughtful perspective and planning.
Good copywriters use formulas ~
When you examine copy that works well, you'll see that good copywriters use formulas. These formulas may not be obvious at first and that's a great thing. That's why effective copy works and moves you towards action (and ultimately closing a sale). Think about offers, marketing material or advertisements you've responded to.
A good sales letter that compels you to read on
An informative radio commercial that made you want to respond
A television spot that spoke to you at the right time about a product you'd been looking for
A clever billboard
Website copy that went above and beyond a vanilla presentation
A print ad that provided a reason to buy instead of just presenting price and item
And even the infomercial that sucked you in before you realized what was happening
When you consider the materials you've responded to, it causes you to think about motivation and what made those offers or ads stand apart from the rest. Exceptional copywriting brings results.
If you want to create really good copy, you have to study what the top copywriter's are churning out.
I encourage you to keep a swipe file. This is a file of compelling ads and marketing materials that are superior. Some of the world's top copywriters like Robert Bly, Lorrie Morgan-Ferrero, Peter Bowerman, Bill Glazer and Dan Kennedy use this tool. Study the format to get ideas for your own copy. They key to using a swipe file ethically is to use it as a guideline for inspiration, not a playground for plagiarism.
While the formulas for each type of copywriting may vary they should almost always have these three key elements:
The hook ~ The headline or offer that draws you in.
The benefits ~ What the product or service will do for you.
The call to action ~ What you need to do, (buy now or call today, etc.).
Remember, your customers want to know what's in it for them. You have to ask them to take action and give them good reason to do so.
Have you ever placed an ad only to receive no response? If so, reconsider your message and speak to your customers in a language they understand and will respond to.
Now that you know what to look for, you're ready to create compelling copy of your own or at the very least evaluate copy you've hired someone else to create. This information might ultimately save you time and money plus increase your marketing results.
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Article Tags: advertisements, bill glazer, billboard, copywriter, copywriting, ferrero, infomercial, informative radio, inspiration, lorrie morgan, marketing materials, motivation, peter bowerman, playg, radio commercial, right time, robert bly, swipe, television spot, thoughtful perspective
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About the Author: Lisa Manyon RSS for Lisa's articles - Visit Lisa's website Click here to visit Lisa's website   What Happened to Your New Years Resolution Nine Ways to Network More Effectively Build Solid Relationships with Audio and Video to Truly Connect with Your Ideal Clients What You Must Know Before Creating Your Copy Are You Connecting With Your Customers With Consistent Communication They Can Relate To |
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Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Re: Online Sales and Marketing vs Traditional
- [quote="ltrahan":31w9r2iz]Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz]
I second the request...
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