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Learn to Write Powerful Copy
July 22, 2008 |
Writing powerful ad copy is a skill that will serve you for the entire life of your business. Whether you write the copy yourself or contract it out to someone else, it’s important to know the impact or lack of impact you are making on your readers. Let me say by copy I am referring to any written passage meant to convey an idea regarding your business be it an advertisement, webpage, or article. Power words and persuasive language should not designed to mislead and manipulate but rather to evoke emotion and a sense of urgency. By mastering a few basic skills you can separate your message from the scores of amatures and snake oil style pitches that cover the net.
First, be consistent and focused in the result you are striving to accomplish. The best method by far is to use a conversation approach as if your talking to your best friend. This immediately eases any pressure you have in composing the piece, as well as ending up with a more effective final product once it reaches your target audience.
Certain words in our language for whatever reason are charged with an undefinable strength for whatever reason. This has been studied, researched and proven by experts but finding the right blend depends on many factors. There’s no right way or wrong way, as subject and style play a huge role, but there are ways to be unique and interesting without hammering out some big sales pitch.
People are inundated with pitches and promises everyday in their everyday lives and especially online, so to buy in to this temptation is a mistake. Hype is not an all bad thing, though. We are members of the human drama and as such a little showmanship can certainly spark some life into a campaign. It’s when the message becomes blurred and deceptive that it loses all credibility.
Which brings us to the next most important element - your credibility. Building trust in clients, customers and readers takes time and can involve years of cultivation. This is why it is important to be straight forward early on. Social proof should be offer early and throughout. Let me emphasis that. People want proof. This can be provided in a number of ways with out having to be a noted expert. You can emphasis the creditionals you do possess. It is better to highlight a few strengths and to attract others who appreciate these strenths, than to exaggerate your credentials and risk unrepairable damage to your reputation. Over time your skills will improve, as well as your credibility.
Another way to build trust early is to provide testimonials and endorsements. By surrounding yourself with people who have greater skills than you or are farther along than you in your field you are providing yourself with an instant springboard or source of credibility. Your mentor or mastermind group benefits by having you as an actual advocate to their efforts; and you benefit by the stamp of approval by them. Even mavericks and figures of controversy recongnize the importance of a team. At least the successful ones do.
The third and equally important component of composing compelling copy is to offer arguements and solutions. Why should the reader care? How does this affect them? And How can this problem be solved. This is where the true passion and emotion come into play, because if there is a true situatiuon or delimma that can be solved than that person is much more open to the remedy. That remedy being you or your service. This is a way of presenting a case and solution and a path to change without just selling. In other words, you let the prospect make their own mind up.
Throughout the copy it is paramount to emphasis your main points . Repeat all the available benefits and solutions without rambling or losing focus. Again remain conversation. Your talking to your best friend right. Just point out the benefits whenever it seems natural to do so. This brings us to the summary. The summary is a way of naturally rapping up everything you have discussed and touching on the important points one more time. If done with skill you literally take the reader on a journey within their mind and lead them toward taking action.
Finally an important but often overlooked element of all is the call to action. This applies to the spoken word as well. A call to action is simply directing or asking the reader what action to take. Whether subtle or direct, do not omit this step. Even in literature there is a mood or emotion the auther wants the reader to carry with them. Well in ad copy there is a logical action to take too. Whether it is to buy, sign up or support something be sure to include instuctions as to what you wanted them to do from the beginning.
So remember, focus on a topic and build credibility. Be conversational as if you’re talking to a friend. Point out the obstacles and ways to overcome them. Seek out power charged and unique words that conjure powerful images. Offer proof, evidence, and testimonials. Sum up and call the reader to action. If these criteria are met then you and your copy will do the intended function.
If this has been helpful and you’d like to learn more Go Here for more marketing tips.
James Broadfoot is an entrepeneur, writer, web publisher and online marketing specialist. Click Here to see what else he’s up to.
Article Source: Learn to Write Powerful Copy
