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The CopyWriters Connection [This Network is not currently active and cannot accept new posts] | | Topics
Seven Secrets of Compelling CopyViews: 199
Jun 01, 2006 2:01 am Seven Secrets of Compelling Copy

Denise Michaels
The job of a copywriter is to write copy that's downright compelling and makes readers want to say "yes" and buy from you.

People don't buy when the description of a product or service is dry or dull - they only buy when it's emotionallly captivating and makes them say, "Wow! That's for me!!"

So, how do you do that? Here are seven secrets to get you started.

First - know your ideal customer. What makes one person's heart sing may be totally different from someone else. Discovering the core values (used to be called their "hot button") of your ideal customer BEFORE you write a word can be the most important thing you do.

Think benefits, not process. We do what we do because we love the "process." The steps, tools or whatever you want to call it. Love it. But your ideal customer couldn't care less. All they care about are the results. And that's what you should communicate in your copy.

I'm a strong believer in direct marketing as opposed to image advertising. I believe you get a lot more bang for your buck AND you move prospective customers through the steps of A.I.D.A (attention, interest, desire and action) MUCH more quickly and less expensively.

Unless you have limited physical space - like a display ad - don't worry about word count. Okay, I know that some people will take issue with this. My strongly held belief is that if they are interested it can't be too long and if they are NOT interested it can't be too short.

Hey, what you should be concerned about is boring them to tears. Boring is the kiss of death in marketing copy. But long and compelling copy that really provides your product or service as "the answer" will grab 'em every time.

Let others brag about you. Getting people to write testimonials can be one of the most impactful things you can do to get people to buy happily. When someone says something great about your product or service ask them, "Would you be willing to put that in a testimonial I can use for my marketing?" Most people will say "yes."

Tell them what you want them to do. People need what's known as a "call to action." Don't expect them to take a subtle hint. Tell them the steps to take to get the benefits you've been sharing with them.

There's a lot more to copywriting then this - but these are some good basics that will help you get on the right track so that you write copy that makes people excited about buying.

All the best,

Denise Michaels
Bride to Be - June 10th
Author, "Testosterone-Free Marketing"
Moderator, "Real Women - Real Business" network on ryze.

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