Good copy gives readers plenty of chances to buy
Perhaps you don’t write copy, but…you probably could use some useful tips on how to evaluate copy. If you are going to pay someone to write copy for your website, advertising or marketing materials, how can you tell if it’s any good? So begins a series of posts on how business owners, marketing directors and anyone dealing with freelance commercial writers can recognize and evaluate the quality of your copy.
If you find it valuable, please pass these on to others who might benefit. All I ask is that you include the blurb at the end so people know where to find me.
_______________________________________
I just can’t help it. My default position when writing marketing copy is Selling Mode. To paraphrase Peter Drucker, the only reason for a business to exist is to create customers. Marketing copy exists for the same reason – to move the reader closer to becoming a customer. Anything less is a waste of time, space and money.
I have an advantage in that arena over some other copywriters. After all, I got my start in business by selling educational books door-to-door during the summer to earn money for college. I spent many years selling and training salespeople in the basics of retail selling. For about 7 years I dealt directly with business owners and managers selling professional development workshops. By now, it’s hard not to think and speak in terms of features and benefits. I’ve learned to word things in ways that decrease resistance, win people over and communicate value.
That selling experience transfers into writing.
So take a look at the copy on your website and in your other marketing materials. What do you look for to insure that it has a selling orientation? There are four basic qualities to look for.
Attention
Does each page or section have a headline? Does it make them want to read more? Is it unambiguous and direct? Does it state some benefit, offer some news or provide some compelling reason to read further.
Clarity
Is your copy organized so that it is easy to follow? Do section headings allow for quick scanning of the content? Does each section and paragraph include a compelling lead that sums up and drives the reader deeper into the content?
Beware of being clever or funny at the expense of clarity. A direct statement that is clear is far more preferable than a genius play on words that will be obscure to any part of your audience.
If anything about the copy is confusing, that creates a barrier. As the saying goes, “eschew obfuscation.”
Benefits
Your readers really want to know just one thing – “what is in it for me?” So give real benefits attached to the features of your product or service.
For instance, you may offer a free consultation. Be sure to explain that this allows your customer to evaluate your services without fear of losing money if it isn’t right. Don’t leave it up to your reader to figure out the benefit. Put it on paper for them.
Ask
Just as in selling, you can give a fantastic presentation, but if you never ask for the sale you leave money on the table.
In copywriting, that means telling people in clear and direct terms exactly what you want them to do. It may mean a huge button that says “Click here to place this in your shopping cart.” It may mean writing “Call this number now to set up your free consultation.” Leave nothing in your instructions to chance — the more painfully ridiculously clear, the better.
Place action opportunities everywhere and feature them prominently. Don’t make readers hunt for your phone number or for the response form. Make action easy. Remove obstacles and see better results.
That’s the basics elements of selling-oriented copy. Make sure to create every marketing piece with this in mind and you will be creating much greater return on your marketing dollar investment.
_______________________________________
This article is written by David Denis owner of Rock Solid Writing. Visit the website at http://www.rocksolidwriting.com
David is a freelance writer for hire offering powerful web content, marketing copy, sales letters, white papers, case studies, newsletters, sales scripts, and more.
To learn more, or request a free consultation click here or visit http://www.rocksolidwriting.com/schedule-your-free-copy-consultation/