 "10
Keys to Copy That Sells!"
by Alexandria Brown
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 Web copy,
e-mail, sales letters, brochures, direct mail, and
more. As long as your goal is to elicit a reaction
from your reader, you've come to the right place.
1. Be
reader-centered, not writer-centered.
Many ads, brochures, and Web sites 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.
2. 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 about what your customers are REALLY looking
for.
Now, what does an insurance broker sell? Policies?
Nope -- peace of mind. (See? You've got it.)
3. 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!"
4. 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."
5. 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 will still be confused.
Plus, being conversational helps prospects feel like
they can trust you more.
6. 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 some
industries, buzzwords are crucial. Just make sure your
points don't get muddled in them!)
7. 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.
8. 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 5 Tons in 3 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.
9. 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 her copy 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.
10. 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 amateurs. Hire a
professional editor or proofreader to clean up your
work. Remember, you only get one chance to make a
first impession! Oops -- impression.
© 2001-2008 Alexandria Brown International Inc.
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 Alexandria
K. Brown is CEO of Alexandria
Brown International Inc., a company devoted to
empowering women around the world with the tools to
live the freedom-based lives of their dreams.
If you liked today's issue, you'll love Ali's dynamic marketing
and success training products to help you market
and grow your business -- and yourself --
ranging from online marketing strategies to wealth
attraction and success mindset for entrepreneurs.
While Ali's best known for her expertise in marketing,
her students share that her biggest impact comes from
her philosophy of "designing your business to
create an extraordinary life™" - ensuring your
business revolves around your own personal values and
lifestyle. This, Ali says, is the most important key
to bringing a business owner their ultimate wealth and
happiness.
You can learn more about Ali and her courses,
programs, and products, at her new corporate website, AlexandriaBrown.com.
Alexandria Brown International, Inc.
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