Is there a formula for writing copy that sells?
June 4th, 2008 Dina at Wordfeeder.comI did some work for a new client this week who asked me the following question via email:
What makes an ad work? What in an ad gets someone to contact me, or better yet what is the formula to writing ads since I will have to continually be changing them to stay fresh?
Yes, there’s a formula, although those who have been writing copy for a long time don’t necessarily have to run through this checklist. They just end up writing “standard ad copy” automatically. It’s not unlike riding a bike or doing the dishes - after you get good at it, you just don’t need to think about the steps anymore.
Okay, so here’s my response to the question.
In ad copywriting, many follow what’s known as the AIDA formula - Attention, Interest, Desire, Action. This is the short explanation of how it goes.
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Posted in AIDA Method, Call to Action, Copywriting Big Guns, Copywriting Techniques, Direct Mail Copywriting, Direct Response Copywriting, Persuasive Copywriting, Sales Letters, Wordfeeder Copywriting | 2 Comments »We Versus You in Your Copywriting…
June 3rd, 2008 Dina at Wordfeeder.comIs it Better To Talk To Your Customer Or Talk About Yourself?
Many marketing, copywriting and sales experts will tell you that your marketing copy should talk to your customer as opposed to talking about yourself. They insist that the copy you employ be directed at the customer by using the word “you” throughout. (They call this the second person perspective.)
However, many people feel that using the you approach is too salesman like, and unprofessional. They prefer to talk about their company, their accomplishments and themselves. Copy written in this manner uses the word “we” (or I) over and again (the first person perspective).
So which way is right?
Here’s an argument for using you in your copy. Suppose you’re on a date and the person you’re with won’t stop talking about himself or herself. All night it’s, “I did this and I do that.”
It’s great to hear entertaining stories - but the person on the listening end is bound to feel excluded after a while.
The same idea applies to marketing copy. People want to feel like they’re part of a conversation as opposed to being talked AT. Not to mention - “you” puts the focus on the reader and engages him in the discussion.
But what about the idea that using “you” makes your copy sound too much like a sales pitch?
It’s true that “you” is one of the most powerful words you can use in sales copy, which is why it’s so effective, and used so often. So it’s no wonder that people who want to avoid sounding like a salesperson take the high road, so to speak, and avoid using “you” in their marketing copy.
However, when you think about it, using an exclusive “we” approach comes with its own negative stigma. It can be seen as arrogance - or worse - inadequacy. “I can’t offer anything to you, and I’m not interested in you - so I’ll just talk about myself.”
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Posted in Copywriting Techniques, Direct Mail Copywriting, Direct Response Copywriting, Marketing Communications, Persuasive Copywriting, Wordfeeder Copywriting | No Comments »Copywriting Tricks: Mastering the Voice
May 7th, 2008 Dina at Wordfeeder.comSeeing as I feel pressured to start my work day at 4 a.m. this week, I thought I’d go easy on myself and not try to come up with new content for the copywriting blog. What I’m going to do instead is turn your attention to quite a decent piece on how to nab the “voice” in your copywriting. I wrote this in 2006 and likely published it in Word Food, the Copywriting Newsletter. But even so - I’m pretty happy with the way it sounds and think the old mare has still got some life left in ‘er. And by ‘old mare’ I am in no way referring to myself. ;0
Copywriting Tricks: Mastering the Voice
Professional copywriters are well-familiar with what’s commonly referred to as “the voice.” What is this exactly, and why do you need to master it in your writing?
If writing is icecream, then “the voice” is the flavor in your scoop. You may be slurping on mellow vanilla, while I’m over here crunching Rocky Road. Sure, we’re bothing having a cold and creamy treat, but our waffle cones are packing two entirely different tastes. So it is with the “voice” that carries your message in writing.
Another way to say this: the voice is the personality that comes across by way of your written message. When you set pen to paper or get those keys clicking, what comes out is your own voice or chosen style of expression.
The words and intonation you choose may be very different than what I’d use. That’s the variance in the voice. You must nab this for your copywriting clientele if you want to impress people!
Continue reading “Copywriting Tricks: Mastering the Voice”
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Posted in Copy Right, Copywriting Techniques, Persuasive Copywriting, Wordfeeder Copywriting, Writing Voice | No Comments »The Five Caveats of Writing Great Web Copy
March 24th, 2008 Dina at Wordfeeder.comThere is an abundance of articles on the Internet. Some are good, a few are inspired, and the rest belong in a junk heap.
Whether you’re writing to sell, or just to be read, keep these points in mind before you sit down and start typing.
1. Have a keyword-rich title and talk to the search engines in your copy.
The sheer number of words on the Internet means that people must rely more heavily on search engines to find valuable content than ever before. That trend won’t end anytime soon, which is why you must optimize your text so the search engines can find you quickly.
The first thing to optimize is your article’s headline. Search engines often check headlines first for relevant keywords before moving on to your body copy. Forego the desire to be witty when creating your headlines and opt instead to use keywords that will increase your chances for being seen. If you’ve got wordplay on the brain, never fear; that’s what the subhead is for.
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Posted in Copywriting Techniques, Copywriting for the Web, Wordfeeder Copywriting | 2 Comments »Copywriting Tip: Do Away with the Fluff Filler
March 18th, 2008 Dina at Wordfeeder.comWhen you get hit with bulk article assignments, it’s tempting to write the articles in a wham, bam, thank-you, ma’m fashion.
If you’re looking to speed up your article production, hey, that’s super. But beware the tendency to create “fluff filler copy” when you’re in too big of a writing hurry. Trust me, nobody wants to read this junk!
I’ll give you an example of what I mean. Let’s say you’re writing an article titled “How to Eat Better When You’re Constantly Pressed for Time.”
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Posted in Article Marketing, Copy Right, Copy Wrong, Copywriting Techniques, Wordfeeder Copywriting | No Comments »Copywriting: How to Nab the Voice
February 26th, 2008 Dina at Wordfeeder.comYou’ve probably come across those articles on the web that work nicely as a sleep aid. You can’t really pinpoint a problem with the writing or grammar… but just the same, they’re about as exciting as the warning label on the back of a box of Tylenol.
What makes one article jump off the page and suck you in immediately, while others are merely yawn-worthy? The strong article clearly expresses a voice. The weak one does not. Writing can be a lot like people in that way. No one wants to hang with a dullard. So DO apply a personality to whatever you’ve penned.
Mind you, this is not about the logical arrangement of paragraphs, or the sentence structure. It’s about word choice - verbs, adjectives, adverbs. It’s about colloquial expressions and natural speech - even purposeful errors that wouldn’t fly in a grammar stylebook. It’s also about pauses and establishing rhythm in your writing. You’re not just stringing lines together; you’re singing your song.
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Posted in Copywriting Techniques, Writing Voice | No Comments »The Almighty Tagline and Why Your Company Needs One
February 13th, 2008 Dina at Wordfeeder.comThe tagline is a short, one-liner that follows your company name and makes an emphatic, philosophical statement about your business. A good tagline captures the heart and soul of your company in a single, compelling sentence or phrase. It’s often a call to action (Nike: Just Do It) but it doesn’t have to be.
A tagline is conceptual in nature. It is the abbreviated version of your Company Philosophy or USP (Unique Selling Proposition). Your tagline should convey the greatest values embodied by your organization, or your reason for being.
Who doesn’t enjoy a snappy and clever tagline? Recall these famous taglines that have stayed with us for decades:
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Posted in Branding Strategy, Copywriting Techniques, Taglines, The Creative | 2 Comments »How Emotionally Driven Copywriting can Increase Your Bottom Line
December 11th, 2007 Dina at Wordfeeder.comfrom Wordfeeder.com Copywriting & Marketing
All of us make purchases – both on and offline – based on our emotional attachment to what we’re buying.
It’s said that we buy things based on our emotions and then rationalize them with logic.
Take the purchase of a vehicle for example. If all we’re concerned about is getting from point A to point B we’d buy the cheapest, most economical car and be done with it. But when we buy vehicles, we’re buying more than transportation. We’re buying something that makes us feel cool, rich, popular, etc.
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Posted in Brochure Copywriting, Copywriting Techniques, Copywriting for the Web, Direct Mail Copywriting, Landing Pages, Sales Letters, Wordfeeder Copywriting | No Comments »Copywriting Weapon: Don’t Forget to Be Real
October 5th, 2007 Dina at Wordfeeder.comI want to tell you about the most important strategy behind copywriting that sells. It’s a slightly different technique than the other copywriting weapons I’ve described thus far.
Your goal, as a means of driving business, is to work hard at getting your customers to like you. The best way to achieve that is… surprise… be genuine in your interpersonal communication, and BE YOURSELF.
(Notice I said in your personal communication. It’s not the same as an ad or website or brochure.)
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Posted in Copywriting Techniques, Copywriting Weapon, Dangerous Truth, Persuasive Copywriting, Wordfeeder Copywriting | 2 Comments »Copywriting Weapon: The God Complex
September 10th, 2007 Dina at Wordfeeder.comLet’s talk about billion dollar industries. Healthcare. Insurance. Law. Technology. Politics. Oh, and since we’re calling this copywriting lesson the God Complex, we can’t leave out the world’s religious leaders.
How did the biggest revenue-generators of our time become that way?
Is it because they really do possess the ability to prolong our lives, erase our debt, free our souls and keep us safe from the evil and disaster that lurks around every corner?
Doubtful.
Communication is the secret weapon that burrows into our suggestible minds and works to brainwash the masses. Communication is how the Corporate Giants manage to keep on taking our money and feeding us half-truths that shape how we live our lives. Do you want to be the sheep, or the Shepherd? The shepherd calls the shots and makes the money. Being the Shepherd starts with how you communicate.
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Posted in Copywriting Techniques, Copywriting Weapon, Dangerous Truth, Persuasive Copywriting | 1 Comment » « Previous Entries