Here are the top techniques and tricks that today's best copywriters use.
Learn them well, remember them always and use them often!
1) Research, Research, Research.
The biggest difference between good copywriters and great copywriters
is research. Before you start writing your copy, do the work. Research the
product or service. Research your (or your clients) product or service. More
importantly though, research and study as many of the competitors as you can
find for which realistic time allows. Gather as much data on you product (or
service) and your market as possible. After researching the gathered
material, ask questions. As you study the material, write down the questions
you will need answered. Believe me, the more you research, the more
questions you will have. Ask those questions that you have not yet answered
in your mind, about your own product or service, or a clients product or
service. There is no such thing as a dumb question.
2) Use Adjectives and Adverbs.
If you are a writer or have ever studied writing, I'm sure that your
instructors burned into your mind, the fact that you need to minimize the
use of adjectives and adverbs. Well, I'm here to tell you that they are
wrong...well at least in the copywriting arena that is. You don't offer a
service; you offer a Quick, Reliable Service. You don't offer a program; you
offer a New, Comprehensive Program Package. Get my drift writer? Even the
best of writers have blocks. Do yourself a favor. Always have available on
your desk, kitchen table or wherever you work, a good dictionary and the
best Thesaurus you can find. If you don't have those available (or even if
you do), here are the best Dictionary & Thesaurus sites on the web. Do
yourself a favor use them!
OneLook Dictionaries
Dictionary.com
WWWebster Dictionary
Thesaurus.com
3) Use Laser-Like Alignment.
The most successful copywriters know that they must keep their
copywriting aligned with the market niche. Don't generalize your ad copy.
When writing copy, imagine your message as a laser beam. Do you want a
tight, focused and powerful beam, or a wider, less concentrated and weaker
message? Every business has a niche market, and with all marketing
functions, your ad copy should be aligned with that niche. The moral of the
story; don't try to please everybody!
4) One Testimonial is Worth a Thousand Words.
If you want more ad-punching power in your ad copy try using
well-written testimonials. I know many copywriters may be lacking a little
in using this technique. Many others will only use them when they are handed
to them on a silver platter. Don't wait for one to fall out of the sky, ask
for them. Don't attempt fabricating them or asking customers to fabricate
them. Make it clear when asking that you want it to come from the heart,
good or bad. No rule says you need to use the bad ones. Don't underestimate
the power of a happy client. Nothing you can write will be as genuinely
sincere as the praise of the satisfied customer.
5) Tell Them What You Do, not how you do it!
In your ad copy, add useful and interesting information. This rule is
too often forgotten by even by the best of copywriters. Don't make the
mistake of thinking your customer wants to know how you do it. What they
really want to know about is the end result. So you tell them what you do
and what they get. Don't get too technical! You can throw in a few facts or
statistics that will convince your prospective buyers that you know what the
market has to offer and that you have the best in your group. Whether it is
in price, quantity or quality, feel free to give them some numbers!
6) Use Time Frames
Whenever it is possible initiate a time frame. This falls into two basic
categories: the Product and the Pitch.
The Product: Whenever you are offering a solution to a problem, tell
them how long the solution will take. Which example would catch your
interest the most? "Clear your Credit" or "Clear your Credit in Only 6
Months". Note the word "only". If you're using time factors, make it appear
that your time frame is small in respect to the rest of the market.
The Pitch: One of the best motivators in ad copy is the time frame or
better put the "Time Limit". Let your prospect know that they have a limited
amount of time to respond to your offer. You want to create a sense of
urgency. They must act now or it will be too late! Remember to inject the
reason for the urgency. This gives your time limit an air of legitimacy.
7) NO RISK!
Put your prospect at ease. Clearly emphasize guarantees, no obligation
inquiries and customer service. These are all-important subjects that should
be included in any good ad copy.
Guarantees: Simple. The bigger and longer, the better.
No Obligation Inquiries: Many consumers are wary of being harassed by
salespeople. Put their mind at ease. Let them know that they won't have to
fight off salesperson after salesperson.
Customer Service: Many consumers prefer the icing to the cake. They want
to be catered to no matter what the cost. If you can offer great service
with low cost, you may have the winner you're looking for.
Wrapping It Up.
Congratulations! If you are the average small/home business owner you are
now 100% more informed than you were ten minutes ago. Of course this one
article is not going to make you a professional copywriter. But, if you're a
small business owner like myself, you need to rely on your own skills for
almost every aspect of your business and marketing efforts.
