April 23, 2014

Here’s A Copywriter’s Quickie: 25 UnSung, But Important Copywriting Tips All Copywriters Can Use

Working Woman Having Tea

 

 

 

 

 

 

 

 

Most copywriters, even newbies, know there are fundamental rules when you sit down to write copy, like – use headlines, include benefits and remember to add a P.S.

 

Below are some other rules (borrowed from that magnanimous message board – Warrior Forum) that veteran copywriters routinely include in their copy:

  1. Any big statements you make must be backed up by proof or credibility.
  2. Include as many (well-written) testimonials and case studies as you can.
  3. Explain why you’re making the offer.
  4. Give the reader multiple chances to take action.
  5. Find out how the target market talks to each other - then use their language.
  6. Address all potential objections.
  7. The goal of the first few lines is ONLY to get the reader to read the next line, then the next, then the next, then the… etc.
  8. Decide on exactly what you want the reader to do and slowly guide them towards it.
  9. Use emotional words as often as you can.
  10. Tell seductive stories throughout the copy.
  11. Get the reader to nod “yes” to your copy, especially at the
    beginning.
  12. Use supporting images, not attention grabbing images (the focus should be on the content, not the images)
  13. Keep sales page narrow and not too wide.
  14. Don’t concentrate on keywords only, and apply them where they BEST fit. Fit the keywords into the copy, not the copy into the keywords.
  15. After it’s all over and done with, ask yourself, “so what?”
  16. Create a buyers environment.
  17. Use good justification techniques, especially if a higher priced item, product or service.
  18. Make the first sentence extremely short.
  19. Anticipate questions in advance and answer them directly.
  20. Create gravity pulling, slippery sales copy that virtually compels the reader to slide right into the direct call to action…
  21. No. Humor does not sell.
  22. Johnson boxes. Use them.
  23. Always give away as many bonuses as you can. People will often buy just for these.
  24. Try using “action elements” like check boxes, fields, and text area’s for the user to take part in the sales letter.
  25. No yellow on white or black on dark grey text. You must have contrast to be able to read text.

So, did you run your copy through this list?  Now, do you still need help?  Then put on your thick skin (‘cause you’re going to need it) and pop on over to warriorforum.com for a critique of your copywriting piece.

Good luck!

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Comments

  1. Calista Rowen says:

    It’s so refreshing to see someone actually advocating things such as ” use emotional words” and “tell seductive stories.” So much of what it published on the Internet is void of any kind of life whatsoever. I know that key words are crucial, and so is “getting to the point.” However, what the reader experiences on the WAY TO the point is what makes it a memorable thing.

  2. Thank you, Calista. Yes, copywriting is about emotion. Copywriting is not just about putting words on a page about the features of your product. You have to get to the core of your audience’s pain and connect with them from that level, and you have to connect with them fairly quickly.

  3. Jess Ann says:

    Number 12 is a good reminder. We tend to think that the visuals are the “make or break” component – when in fact, they can dilute the message itself. People tend to be so overwhelmed with responsibilities in everyday life that they want to relax and not use their brain cells, meaning that it’s easier to just look at a picture. But that better be one Kicking-A image if its going to stand for your whole message!

  4. Kaley Alex says:

    I like the “so what” challenge. That pretty much boils it all done to the essentials, doesn’t it? After all the writing and marketing and statements, the question is still, So what? Why does this matter to me?

  5. T Costanza says:

    I have a question about number 5: don’t you think it’s almost impossible to pull off writing with the “lingo” of a target audience that is outside your own age range or ethnic identity or social circles? I’ve cringed so many times reading a middle aged person using words of younger generations, but being slightly “off.” Or an obviously Caucasian person trying to write with African American voice tones or expressions. It just doesn’t work, does it?

  6. S Gerard says:

    About Johnson boxes: where do you suggest placing them – at the top, middle or bottom? That goes for emails, as well as for web pages or blogs. Just wondering what you think about that, and why …..

  7. Fred Samson says:

    Having a succinct list like really helps – thanks for taking the time to put that together. Short and concise reminders are often more valuable than long-winded admonitions. I’m going to print these out and pin them up next to my desk.

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