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Copywriting - Ten Techniques For Effective Sales Copy by Robert Price
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Copywriting - Ten Techniques For Effective Sales Copy |
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Education
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Whether it's an advertisement, direct mail, or company brochure, you want your documents to attract potential customers and persuade them to buy. Here are some methods for writing sales copy that copywriters use to great effect: 1) Firstly, start with the heading. You need to make sure that it grabs the reader's attention and makes him want to read on. This can be done in many ways e.g. by posing a question, using a play on words, or using alliteration, homophones (words that sound the same but are spelled differently), or oxymorons (using two contradictory words to effect e.g. 'The traffic was pretty bad'). 2) The introduction should also be attention grabbing, punchy, appropriate and enticing. Some of the techniques applied for headings can also be used for introductions. 3) Language should be concise and direct with no excess verbiage. 4) Language should also be accurate and clear, with no ambiguities. It is important to always spell-check and proofread documents. Proofreading is best carried out when you have been away from the document for some time so that your mind is fresh. 5) Use a personal approach to engage the reader i.e. writing from 'me to you', so that the reader can identify with what you are saying and feel as though you are addressing him individually. 6) Use benefits rather than features in order to keep potential customers interested. These should answer the question - what's in it for me? If you have to mention features, keep the focus on how the customer can benefit from these. 7) Try to find at least one unique selling point (USP) that sets your company or product apart from competitors. This could be better service or a wider product range etc. 8) Overcome obstacles by anticipating any questions that the customer is likely to pose, and answering them. 9) Use facts or testimonials to back up what you are saying in order to convince potential customers. 10) Lastly, don't forget the call to action. This is the part of the document that enables the customer to respond. You should ensure that your contact details are as full as possible so that the reader has a variety of ways in which to get in touch. It is also useful to offer incentives, such as, 10% off a first order or a free sample. A good freelance copywriter will be skilled in writing engaging and compelling sales copy by using skills that are honed through practice in order to ensure maximum impact and a prompt response. essays online
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