Copywriting marries the technical, aesthetic to motivate someone to do something. Copywriting is not easy, takes as much time as it takes, and when done well is literally worth its weight in gold because if it's not, well, there is no gold.
Here are some ways to make your copywriting better. There are lots of others, of course. Questions are more engaging than statements because people do not like unanswered questions. Also, is is far more powerful and effective when the reader answers the question than when you tell the answer.
Focus on results, not process. Benefits, not features.
- Tell stories, not concepts
- Stay in touch with your clients with newsletters, eZines, and invitations to presentations to keep information flowing.
- Tell people what they will get, not what you do.
- Talk about the client, not about yourself
- Do not talk about we do this, we do that, we, we, we. This, marketing consultant Mac McIntosh describes it as "we-we-weing all over yourself.")
- WIIFM - What's In It for Me? Answer this simple question or you and your copy are toast.
- Be a solution, a resource to your clients.
Words to use
- yes
- love
- hate (you will hate yourself for .....)
- How much (would you like to one, be, have ... )
- How would you (solve this problem)
- This (is the way)
- Only
- Sale, 2 for 1, 50% off
- FREE is the most powerful word in any language,
Five words never to use
- Buy. Use, claim or invest.
- Learn. Use, discover.
- Tell. Use, reveal.
- Things. Use, tips, tricks, and techniques
- Stuff. Use, insider secrets.
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