Archive for the ‘copywriting’ Category

Sure.  Not all business communication is a piece of marketing.  You may not think of an account control letter or appointment reminder as needing a deft copywriter’s touch.

But consider why you’re putting the message out there in the first place.  You want the reader to DO SOMETHING.  That means you need to provide some compelling reason why they should.

That’s the best reason to use a copywriter.  Because they write business communication that propels readers into action.

Copywriters structure your communication and choose words or language to motivate.  Some of the key elements business writers use include:

• Sure fire winners
  Some words and phrases just work better.  Even everyday business writing can harnesses emotive language for better results.  Take the proven performer, How to, for example.
  Account activation … or How to activate your account

• The right offer
  Yep.  What’s in it for me … again.  Any business writing can be couched in the context of a reader benefit:
  Now you can forget about those dirty floors.  Your Clean-A-Carpet booking is confirmed.

• Call to action
  Every business letter has a purpose.  If your business writing is up to speed, this can also be an opportunity.
  Finished a job?  Get referrals.

Spur the reader on to act.  That’s the purpose of nearly every piece of business communication you will ever publish.  Well written communication not improves your message quality and response level.  It’s good business practice.

3 take away tips

1. The purpose of most business communication is to get the reader to act.
2. Even everyday business communication can benefit from a copywriter’s touch.
3. Well written communication reflects positively on you and your business.

Humans are a funny bunch.  We’re hard wired to love stories, short-cuts and numbers.  That includes your readers.  So copywriters who tap into these key motivators write power headlines.

A good copywriter will almost always write the headline first.  That’s because they know that, on average, only 2 out of 10 readers will move onto the main content.  Here are some of the secrets.

Keep it short & simple

A long headline that works is a rare and fine thing.  For most business marketing (that’s print, advertising, web content … the works) less is more.  7-9 words are ideal.

Make your headline work even harder by including a key benefit too.

Connect with images

Never underestimate the power of pictures.  In advertising, a good graphic often tells most of the story.

Writing a headline that ties into the visual adds real impact.  Entice prospects with a key benefit and accelerate readers on to your content.

Shock, challenge or amuse

Some of the best headlines of all time are the ones that made us laugh.  For the right reasons that is (not some ghastly spelling mistake, or worse).  A word of caution though – they are the trickiest of all to write.

A headline is the first opportunity to make the reader part of the communication.  So cut to the chase and target where they live.  Experienced and well briefed writers hone in on audience values:

One child dies every minute “

Are cleaner teeth worth $1 to you? “

The man with the ‘grasshopper mind’ “

Tell me a story

Surely you don’t think a story in 7-9 words is impossible?  Newspaper writers and editors do this every day of the week.  And they do an awesome job.

Great headlines don’t just state facts:

Man shoots stray dogs

they appeal to the reader:

Dogs shot in senseless attack

Use sensory language

Let’s think about it.  Why is anyone reading your marketing content?  Not because they want a sales pitch.  Because they want to experience your product or service.

Copywriting with touch and feel is the best way to help prospects do that.  And headlines are no exception.

For example, “Tastes Great” tells a story.  But “Melt in the Mouth” makes me feel it.

Take a number

It’s a fact.  People love numbers.  So writing a headline that includes a number has instant appeal.  And when it comes to online content, list posts almost always work.

Not just any number, mind you.  Rounded numbers engage fewer readers than, say authentic survey results.

For example, readers trust “19% of customers think …” over “almost 20% of customers think”.

Similarly, odd numbered online lists tend to outperform their nicely rounded colleagues.

3 take away tips

1. Copywriters that tap into key motivators write power headlines.
2. Only 2 out of 10 readers will move onto your main content.
3. Numbers and numbered lists almost always work.