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Copywriting Hints And Tips! by Wayne Parker
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Copywriting Hints And Tips! |
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Education
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*** Marketing is cheating *** There have been a lot of stories in the press lately about "Silicon Valley Envy"-wondering why the Googles, Yahoos and eBays of this world are all American. I drove to work the other day listening to Radio 4 asking why Britain, with its world-class universities and thriving financial sector, can't match up with the entrepreneurial spirit across the pond. Indignant listeners soon emailed and texted replies, pointing to British successes like lastminute.com and Autonomy. In an interview, a representative of Autonomy said that there are many differences between the American and British approaches to business creation. One of them is the attitude to marketing. While Americans don't hesitate to blow their own trumpets, the British attitude is that, if you build a better mousetrap, the world should beat a path to your door without your needing to do anything to publicize your product. People here see marketing as cheating, he said. I've worked in a couple of places where writing sales collateral and newsletters fell to an office junior who had no particular training or aptitude for creating copy that sells - and such a priority seems to epitomize the British attitude to marketing. *** Like winking at a girl in the dark *** If your company thinks that marketing is cheating, then you might be doing the equivalent of winking at a girl in the dark. You know what you're doing, but nobody else does. Does your promotional material take advantage of all the hard-won hints and tricks that the American advertising industry has gained? For example, if you have a small space left on a page of text, what is the most effective illustration you can put there? A picture of the product? A chart or graph? Neither, as it happens: the most eye-catching thing you can include is the head of a person who is connected with your service or business, smiling at the reader. What are the strongest elements in a headline that gets attention? Curiosity and self-interest, along with news and assurance that a thing is quick or easy to achieve. What's the best way to produce a successful headline-spend ages crafting one perfect gem or brainstorm lots of ideas and try them out on colleagues or customers? And, if you want to brainstorm, what questions should you ask to get you (and your readers) buzzing? Here are some suggestions: · What's the biggest benefit to my customers of buying my product? (And how do I translate my product's features into benefits?) · How should I lay out my headline? In quotes? In capitals? All in the same font? · What trigger words increase the effectiveness of a headline? Here are some hints: start by targeting your customer-Mac(TM) owners! PowerPoint(TM) users! Other good words are free, new, easy: think how often you see them in advertising. *** Copywriting for marketing and promotions *** Copywriting, like any other form of writing, can be improved with practice, and anybody with a basic affinity for words can learn to write more effective promotional material. The suggestions above come from Plain Words' Copywriting Essentials training course, aimed at anyone who has to produce marketing copy for their company. The course covers basic copywriting principles, information-gathering, writing informative promotional articles and designing attractive and readable newsletters. essay uk online
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