Copywriting Tutorial 6
"Professional Tips That
  Milk Extra Response"

"Want A Great Tip?
Use These And Watch
Your Sales Zoooomm"

If I was pushed for only one piece of advice it would be this;

Read as much as you possibly can about Copywriting, advertising, and the world of marketing and sales. 'Live' in the library, scour the Web, and devour every book available on these subjects. Then read them again. Choose the ones that have the greatest impact on your Copywriting skills and buy them. You will never ever make a wiser business investment.

All professional copywriters have their own collection of the 'classics' written by the really great copywriters and advertisers of the past and present. And books written by some of the present day Copywriting gurus will make a significant impact on your Copywriting and marketing skills. And on your sales. With books like these by your side you will have a constant and limitless source of ideas and inspiration.

 "Headlines"

• Never start writing until you determine your USP

• Spend 60-80% of your initial effort on the Headline.

• Include the 'greatest benefit to your prospect' in the headline.

• Target the headline towards your best prospects e.g. mention accountants, or mothers, or gardeners.

• Use the powerful 'trigger words' that are successfully used by the best copywriters.

• Longer headlines pull better than short ones.

• Don't be clever by using 'blind' headlines that require your prospect to read the Body Copy. They won't.

• Don't use negative language e.g. "Our software needs no special training" may be read by a 'scanner' as "Our software needs special training".

• NEVER USE ALL CAPITAL LETTERS IN YOUR HEADLINE. They are more difficult to read and even worse to 'scan'.

• Begin Each Word With A Capital Letter.

• Use "Quotation Marks" in headlines.

• Don't use full stops (periods) in headlines

 "Body Copy"

• Serif font like Times Roman with curly bits, is easier to read in print media. Sans Serif like this Verdana font without the curly bits, is better for the web.

• Use a subhead of two or three lines between the Headline and the first paragraph to raise the curiosity of the reader.

• Write as if you were describing your product to a friend, in language he or she would understand. (But restrict any four-letter words to 'Free' and 'Save'.)

• Remember A.I.D.A.

• Get straight to the point!

• Your copy should be as long as it needs to be to complete your full sales pitch. "The more you tell, the more you sell". Your reader needs information before she can make a buying decision. But make sure it remains enthusiastic and exciting.

• Use a Drop Cap or large capital letter at the start of your first paragraph to catch your reader's eye and draw him into your copy.

• Always put a caption under an illustration or photo. People read them, so use the caption to reinforce your sales message.

• Mail Order people know the potency of testimonials, yet media ads rarely contain them. Use them and your response will rocket. And try to present them with some originality. (If you haven't already done so you can see how I have presented mine.)

• If you haven't the time or the inclination to become a good copywriter do this one thing to improve your advertising response. Hire a good professional to write your copy.

• Use    Lots   Of   White   Space.

• Use bold or underlines to emphasize important points, but be careful not to overdo it. Too much emphasis results in none at all. And underlines on a web page will be confused with links.

• Keep sentences short.

• And paragraphs.

NEVER SET COPY IN REVERSE i.e. white text on black background. Even though many advertisers still use this technique don't you be tempted. It slows the reader down and does not work! (See how much quicker and easier this is to read.)

• Use double spacing (leading) between paragraphs to avoid that 'cluttered' look.

• Use subheads (crossheaders) every few paragraphs to break up the text and catch the attention of 'scanners'.

• Check your copy and take out the word 'that' as much as you can. It's much over-used and hardly ever affects grammar when removed.

• Always, allways, alwase use a spelcheker.

• Put your logo and company details at the bottom of the last page of your Sales Letter.

• And at the bottom of your print ad.

• In a Sales Letter use blue ink for your signature.

• Use a 'Joined-up' handwriting font, not a commonly used Script Font. Best of all scan your own signature.

• Always typeset (print) your name after your signature.

• Never, never, never write a Sales Letter without a PS at the end.

• Your PS should identify a new benefit, or strongly reinforce a previously mentioned one.

• Encourage so called 'Junk mail'. Examine closely how the professionally written letters and direct mail packages are put together. Watch the copywriters' use of 'trigger words'. Study their style and and learn.

• A print ad on a RIGHT HAND page will far out-pull the same ad on a left hand. Because it's more popular with advertisers you may often have to fight for this position with the publisher.

• A print ad pulls better, the closer it is to the front of the publication.

 "Brochures"

• Collect lots of Brochures. Study the really good ones and pick out the shortcomings of the bad. Pretty soon you will easily identify those written by professionals and the 'rest'.

• The front page of your Brochure is for your Headline.

• Using the full width of the inside pages for your Copy and Illustrations creates maximum impact.

• Put your Logo on the back page. No-one cares about it but you. (Unless it's a really nice one like mine).

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