10 Keys to Copy That Sells!

Whether you're selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades ... to get results! These guidelines can apply to most any form of consumer marketing communications: sales letters, brochures, web copy, or direct mail. As long as your goal is to elicit a reaction from your reader, you've come to the right place.

  • Be reader-centered, not writer-centered.

    Many ads, brochures, and Web sites we see talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in it for me?" If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insert the word "you" often.


  • Focus on the benefits - not just the features.

    The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here's an example: If you go buy a pair of Gucci sunglasses, you're not just looking for good UV protection. You're buying the sleek, stylish Gucci look. So that's what Gucci sells. You don't see their ads talk about how well made their sunglasses are. Think end results. Now, what does an insurance broker sell? Policies? No - peace of mind. (See? You've got it.)


  • Draw them in with a killer headline.

    The first thing your reader sees can mean the difference between success and failure. Today's ads are chock full of clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention in a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered - no one gives a hoot about your company.
    Bad: "SuccessCorp Creates Amazing New Financial Program"
    Better: "Turn Your Finances Around in 30 Days!"


  • Use engaging subheads.

    Like mini-headlines, subheads help readers quickly understand your main points by making the copy "skimmable." Because subheads catch readers" eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarize the ideas as subheads. To make your subheads engaging, it's important to include action or selling elements. Bad: "Our Department's Successes." Better: "Meet Five Clients Who Saved $10K With Us."


  • Be conversational.

    Write to your customers like you'd talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how do we do this." Avoid formality and use short, easy words. Why? Even if you think it can't possibly be misunderstood, a few people still won't get it.


  • Nix the jargon.

    Avoid industry jargon and buzzwords - stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom reading your copy. Would she get it? If not, clarify and simplify. (This rule, of course, varies, depending on who your target audience is. For a business audience, you should upscale your words to what they're used to. In these cases buzzwords are often crucial. Just make sure your points don't get muddled in them!)


  • Keep it brief and digestible.

    No one has time to weed through lengthy prose these days. The faster you convey your product or service's benefits to the reader, the more likely you'll keep her reading. Fire your "biggest gun" first by beginning with your biggest benefit - if you put it toward the end of your copy, you risk losing the reader before she gets to it. Aim for sentence lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one following this phrase) - these make your points easy to digest.


  • Use testimonials when possible.

    Let your prospects know they won't be the first to try you. Give results-oriented testimonials from customers who have benefited immensely from your product or service. Oh, and never give people's initials only - it reminds me of those ads in the back of magazines with headlines like "Lose 50 Pounds in Three Days!" Give people's full names with their titles and companies (or towns and states of residence) - and be sure to get their permission first.


  • Ask for the order!

    Tell your reader what you want her to do - don't leave her hanging. Do you want her to call you or e-mail you for more information? Order now? Call to schedule a free consultation? Complete a brief survey? Think about what you'd most like her to do, and then ask her. It's amazing how many marketing materials I come across every day that don't make it clear what the reader should do. If you wrote interesting copy, your reader may forget you're trying to sell something. Tell her what to do, and she'll be more likely to do it.


  • Have your copy proofread!

    Good. Now have it proofread again. Don't risk printing any typos, misspellings, or grammatical mistakes that will represent your company as amateurish. Hire a professional editor/proofreader to clean up your work and double-check your grammar. Remember, you only get one chance to make a first impession! Oops - *impression*.

    • © 2002 Alexandria K. Brown

    ABOUT THE AUTHOR

    Alexandria K. Brown, "The E-zine Queen," is author of the award-winning manual, "Boost Business With Your Own E-zine." To learn more about her book and sign up for more FREE tips like these, visit her site at http://EzineQueenTutorial.com/

    More Resources

    Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

    More Copywriting Information:

    Related Articles

    Hey, Client, This Is Me! Sell With Your Writing Voice
    In a crowded market, clients will be seeking personality as they read what you've written -- they'll click right past pages that feel "been there, read that." They're looking for a voice that says, "Hey, client, this is me!"They want to know not just what you deliver -- but how.
    7 Essential Tips for Reviewing and Approving Copy
    Nothing can turn strong copy into a 97-pound weakling faster than a flawed review process. The result is severely handicapped marketing efforts and, alas, fewer sales.
    Business Writing: When Not To Be Professional
    It's time to write your next ad or brochure. Maybe some web content.
    Write Hard-Hitting Headlines With Magic Words That Sell
    Writing a killer headline for your copy is simple! You just need to follow simple dos and donts that make or break a headline respectively. If you think you have tried them all, check this out.
    Cause and Effect
    "Shallow men believe in luck. Strong men believe in cause and effect.
    Five Sections of Your Copy Guaranteed To Get Read
    Only about 20% of your copy is going to get read. The rest will simply be scanned.
    A Little-Known Secret To Writing Sales Copy, For Serious Copywriters Only!
    Have you ever wondered how your copy sounds to your prospects when they're reading it?If you have, here's a little-known trick to making your copy sound as clear as a bell, and feel as comforting as a warm fireplace in the winter.The very best way to figure out how your copy sounds to your prospects, is NOT to read it, but to read it out loud.
    Ghostwriting: Your Questions Answered
    Many people feel they have a story to tell or an experience to share. But time is precious and not everyone can make the words sing on the page.
    How to Get Instant Attention
    Most of us have seen a heckler at a baseball game. Sure, he's likely to draw attention, both positive and negative.
    Writing for People and Search Engines
    Writing for the search engines is much different than writing in any other medium. Search engines are finicky, but they love text, so you're talking their language.
    The Biggest Mistake Copywriters Make
    Most of the sales pieces people ask me to rewrite seem to offer great products and services. In fact, some of their offers are so good, prospects would be crazy to turn them down.
    7 Formulas for Articles That GET READ!
    Many of us have been asked to write an article at one time or another. Maybe it's a contribution to the company newsletter.
    Freelance Writing As A Career
    Most people would love to make a living from freelance writing. If you tell people that you are a freelance writer, chances are that they will respond by telling you about their own desire to be a freelance writer.
    Can Honest Copywriting Succeed?
    I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and one of the rules I break is that I don't hype.Do I put the best possible "spin" on the truth? Of course! But I refuse to deceive my readers into action.
    Want to Make More Money as a Freelance Writer? Here are 10 Reasons To Consider Copywriting
    Looking to chuck that full-time job for a life of full-time writing? Or maybe you've already dumped the day job but aren't quite as busy as you'd like to be. Why not take a closer look at copywriting?Copywriting, also known as business or promotional writing, can do more than put a few extra bucks in your wallet - it can also help you develop as a writer.
    Top 7 Things To Do Before You Hire A Copywriter
    Now that you've decided to hire a copywriter, how do you go about finding one? Here are seven things to look for to make sure the match is a good one.#1 - Define your expectations.
    Copywriting Tricks: Nailing 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.
    The Five Rules Of Influential Web Writing
    Building a professional reputation requires a campaign founded on your words: the positions you endorse, the motions you advocate, the accuracy of your vision. Writing for the Web can either establish your expert credibility or destroy it.
    How Cliffhanger Paragraphs Capture Readers
    About 50 years ago, movie serials kept theater crowds coming back week after week. Each episode ended with a "cliffhanger," a suspenseful unresolved problem.
    3 Steps to Great Copy
    Nothing irritates me more than being told that there are '3 Secrets' to great copy. Worst still are those marketing promises that say something like, "3 Secrets that the copy gurus don't want you to know".