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| Nov 28, 2005 7:15 am |
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Copywriting secrets, revealed |
farrukh_copywriter(at)yahoo.com
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In my humble opinion, copywriting basics are the same whatever be the client.
Few pointers on writing effective copy:
1. Write in a language the target understands - they should not need to consult the dictionary. It helps if you know more and more about your target audience.
2. Establish and follow the brand's distinct tone of voice.
3. Find out in advance where the copy fits into the overall sales plan and expand or shorten it accordingly - if you want people to visit a car showroom, your copy doesn't have to do the work of a salesperson.
4. Make the copy work powerfully with the visual by adding to it rather than repeating what the visual shows. A good example is a visual of a car mechanic lying under a psychotherapist's sofa. The copy says: Do we drive our mechanics too hard?"
5. Try to evoke visual images with your copy for added effect. "Juicy kebabs" reads better than "great kebabs".
6. Calling out the prospects gets their attention. You can wave at your target in the headline for maximum effect. Eg: "What every HR Manager should know about hiring"
7. Put the benefit of your offering up front. One of the best examples of this is the title of Dale Carnegie's bestseller: "How to win friends and influence people."
Hope this helps....
farrukhPrivate Reply to farrukh_copywriter(at)yahoo.com (new win) |
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