Archive for Copywriting: What it IS & Ain't
Copywriting for Results, Without Hype
I recently read a post at Ryan Healy’s blog, which was talking about ‘hype’ in copy.
The upshot of the blog was that, as copywriters, we should all be sure to have sufficient proof to back up any over-the-top-sounding claim or promise we make in our copy.
As marketing professionals, we know (or should know) how vital the sales messages are that we write for our clients — our words can make or break the sale.
And, even when there are outrageous-sounding claims or promises that can be made because they are actually true, I think the ‘oh yeah, right’ factor is a big one to overcome. And this is especially true on the Internet.
What I mean by that is this: People are bombarded with SO much exaggeration and promises of more beauty, more sex, more hair, more wealth SOO much that the mere claim of more, better, different is often discounted at best and ruinous at worst.
OK, you say, how do I get my sales message heard, amidst all the loud noises out there? Good question.
I’ll try to answer it. Are you, personally, turned off when you hear a lot of ‘over-the-top’ kinds of headlines or body copy, promising you the moon if you only use this or that product? Do you feel a bit like your intelligence is being insulted?
I do.
That’s why I try to keep it down and to genuinely instill trust, by telling the truth. I try to shy away from stupid in its many forms – from falsehoods or products I wouldn’t sell to my worst enemy. (If I had one.)
Emotional copy, of course, we all know is the best kind to ‘connect’ with our audience and to offer them benefits they really want for themselves. But so much of it is pandering, placating and downright insulting.
Maybe there’s a place to talk to the poor, the gullible or the less-educated of the world and play on their ignorance … but I don’t want to write it.
I say effective copywriting doesn’t have to use hype. And hard-to-believe truths can be tempered with a wise dose of sincerity, credibility and proof.
Till next time, here’s to genuinely-effective copywriting!
Carolyn
http://www.marcommagic.com
Master Artist of Genuine, Inspired Connections
Effective Copywriting Uses the KISS Principle
Have you ever read a marketing message, attempting to sell something …
but it used stiff, proper language that only an English professor would appreciate?
Most good copywriters know to use simple words and to talk to a prospect like we’d talk to a friend or to use ‘barstool conversation’ — the way you’d talk to the guy next to you at the bar.
Another smart rule of thumb? Use short sentences.
Long, seemingly endless sentences/paragraphs make the brain say, “This is too much to read.” (Click.)
Short & simple paragraphs, with lots of white space, are much easier to read, aren’t they?
Another KISS principle, often overlooked even by the best of writers is to first appeal to human emotion … then back it up with logic. It’s really not just all about price!
Your prospects aren’t going to be patient with a badly written sales message. And, since an enormous amount of shopping is being done online, your entire web site must be:
clear, concise, easy to understand/navigate. And easy to order.
How to Employ the KISS Principle on Your Web Site & Online Marketing …
* Use simple words.
* Use short sentences/paragraphs.
* Use lots of white space.
* Capture their emotions quickly.
* Show ample proof/credibility.
* Make everything quick, easy to navigate.
* Make ordering easy.
Starting with your web site and continuing with sales letters, email campaigns, PPC campaigns and their linked landing pages — keep it simple.
Happy Selling!
http://www.kickasscopywriter.com
Copywriting: Still Important in Recessionary Times?
In the June, 2008 issue of Direct Magazine, I read something pretty interesting about the way business is coping in the current recession.
It’s no secret to anyone, except the Feds, that the U.S. is in a recession. The economy is slowing, consumers are spending less and (as the article points out) firms are deliberating more over purchasing decisions.
What we’d expect to see happening in times like these is for direct marketers to focus on their existing customers, right? But they are, in fact, spending more on prospecting … according to Direct’s annual forecast survey.
They say consumer firms allocated 72% of 2008 direct mail (DM) budgets to acquisition. That, compared to 63% in 2007. The article said B2B marketers were holding steady at 58% of their budget being spent on acquiring new customers.
The survey showed that marketing dollars are allocated to search engine optimization and other online marketing … trying to build their in-house lists.
The article said that financial services are doing more with house files than in years past … meaning, they’re not renting new lists, but just mining the ones they have.
It seems that a lot less testing is going on, for print media anyway, with 1Q08 showing a 25% drop in catalog tests, 12% drop in testing for publishers and 10% drop for nonprofits.
More companies are using email marketing to both existing customers and to prospects in 2008 than last year. And SEO and SEM are also being used more than in 2007.
No matter what marketing method is employed, copywriting will always be vitally important. Whether a company markets offline or online, the message still has to be right on target.
One degree off in any direction — and missfire!
So, whether you need an online sales letter, email campaigns, PPC ads, landing pages, squeeze pages or even postcards … it needs to sizzle.
The copy sells the product. So, in these recessionary times, cut back on whatever you have to. But whatever you put out there, make sure the copy scorches!
http://www.kickasscopywriter.com
Copywriting is “Thinking on Paper”
Copywriting has often been defined as “salesmanship in print.”
This is easy to comprehend in the direct response world — crafting a sales message designed to persuade the reader to whip out his/her credit card, right now.
But, as anyone knows, a good copywriter has to know how to think really well. Even if the writer isn’t trying to sell something immediately, they still have to think critically and analyze a lot of information.
It’s been said that the writer should have 7 times more intel than she’ll ever need. So, a good writer collects a ton of information about the company, product and the audience she’ll be writing to … waay before a single word is written.
Gary Bencivenga says, “Every situation is unique, especially when the product or market place is different from what’s gone before.”
I, personally, abhor the notion of using the same angle or style for one client that I used for another — just because it’d be easier. If I thought it was the best approach, perhaps I would, but only if it were in disparate industries.
I like to forge a new path, though, and create something totally unique for each and every client. As they say in fashion, you don’t want to meet yourself coming and going.
Who’d want to go to a party and see ‘their’ dress on someone else? Not I.
So, again, it’s critical to find a copywriter who can think on paper. One with sufficient grey matter to examine all the data and come up with a new idea, a BIG idea … something unique and fresh for your business.
There’s so much ’me too’ stuff going around … oy vey, don’t get me started!
Whether it’s good or not, successful or not, something gets out on the Internet (especially) — and before you know it, you see the same style or tactics being used everywhere!
Where’s the differentiator? How do you set yourself apart, when you look like everyone else? You don’t. You look like a carbon copy; not the genuine article. UG!
Thinking on paper …
Critical thinking is the key. It’s a lot like the attorney’s discovery, I think. Then, one must draw the right conclusions from the vast body of evidence and, hopefully, be able to make a viable case for whatever product or service we’re writing about.
The ability to think clearly and confidently is also key. I can’t think, with a lot of noise, for instance, so I have to have quiet. I also have to be comfortable and in pleasant surroundings, with lots of natural light.
Expect the BIG idea and the BEST way to present it to emerge from an all-knowing sub-conscious … and it does. Sleeping on it, after gathering so much information and immersing myself in it, is something I always do, as do so many other copywriters I know.
Often, I have so much information swirling around in my head, I feel I’ll never be able to rummage around and find just the right bits to use. But, when I trust my inner knowing … it never fails me.
Think. Think on paper. Hire a kickass copywriter, who knows how to do this. There are some exceptional ones out there.
http://www.kickasscopywriter.com
A Copywriting Perspective: If it Don’t Bring in the Bucks, Don’t Do It!
Are you still plunking down money on marketing that doesn’t, directly, put money in your pocket?
That won’t seem like a silly question to direct response copywriters and marketers, but it may feel a bit vague to some business owners. 
For those of us, who have discovered and highly believe in direct response — offline or online — we try to help our clients to always spend advertising and marketing dollars on the kinds of marketing you can truly measure.
If you just pay for a glitzy ad to be written and designed and then pay for the space in a spiffy publication, without making a direct offer to buy, you’re not doing direct response.
By its very name, it’s the kind of marketing/advertising that asks for the sale. So, you can judge the success or failure of it by how many orders you get, right?
This, IMO, is the only kind of marketing that makes any sense to any business, unless perhaps you’re Coke or Microsoft.
Why does anyone care about ‘image’ or ‘branding,’ anyway? Making profits is not about you, your business or your products. It’s only about your customers!
No one really cares about all the techno-babble about how your widget is built. All your prospective customers care about is, “What will this product do for me?”
So, in all of your marketing, tone down the features of your newest widget and focus on how it will alleviate the pain of your customers. Or how it’ll make their lives easier, sexier, faster or more fun.
You’ve probably all heard it before, but it’s still true. The only station a consumer is tuned to is: WIIFM.
Always do these Things in your Marketing …
1. Answer their question, “What’s in it for me?” (WIIFM)
2. Tell them why they should believe you.
3. Tell them how much it costs.
4. Tell them how to order right now.
5. Tell them they only have a limited time to order.
6. Tell them you only have a limited quantity.
7. Then, tell them you’ll refund their money, if they don’t like it.
Tell them these things in everything you print or put online!
If it don’t bring in the bucks … don’t do it.
If you need a kickass copywriter and marketing strategist to help you out with these kinds of things that SELL … I know where you can find one.
Here’s to making the phone ring, the server crash and the cash register ka-ching!
Carolyn
http://www.kickasscopywriter.com
