How to write copy that gets results

Nearly everything you do involves writing.

Whether it is a direct mail piece or copy for your web site, or your brochure. Not surprisingly, marketing writing is different from other types of writing and especially the style of writing in the third person as taught in schools. Use these hints and tips for writing powerful, persuasive words that motivate people to action:

Focus on the reader.

Abolish “we “ and “our” and replace with “you” “How you can improve your marketing” is much more powerful than “How to improve marketing” because the reader can see that you are the focus of the writing. Marketing writing must focus on you the reader. After writing review your copy, are there twice as many “you” as “I” or “we”. If not how can you change your copy to focus on the reader? Have a look at some of the letters you are sent and see how they measure up.

Translate features into benefits.

A feature is a fact about you or your business. A benefit is what your customer gains when he takes advantage of the feature. You connect the feature and the benefit with the words "this means." For example: We have six accountants in our firm. (So what's the benefit to your client?) This means... we can satisfy all your needs in one firm without having to send you to another firm. “We have ISO 9000,” this means. Make sure the benefit is relevant to the reader. List every competitive advantage and every feature you offer. Then translate those features into benefits your customers enjoy from working with you. Every time you write something in a marketing document, state and restate the benefits you offer your customers.

Choose active voice to keep your reader alert and actively involved with your message.

Active verbs, not passive verbs. Change: "If you are interested in hiring me" (passive) to "If you want to hire me" (active). Change: "The application will be filed today" (passive) to "I will apply today" (active).

Short words are powerful so choose short, simple words.

Even the best - educated people don't resent simple words. But simple words are the only words many people understand. Even if you have to substitute three or four short words for one long word, you are usually wise to do so. Consider any word over two syllables a bad word. Try to find a shorter version of it either one or two short words. But make sure the short word or phrase is as meaningful as the long one it replaces. For example, change “purchase” to “buy” “complimentary” to free” "information" to "news" or "facts". Replace "indicate" with "show". Convert "utilise" to "use". What you say is more important than how you say it. You don't need fancy language to convey a straightforward message. Use the readability statistics on Microsoft Word and aim for your writing to score between 60 and 70 on the ease of reading and a grade level of between 7 and 8.

Keep sentences short.

Abolish sentences of over 20 words. Short sentences are easier to read and understand than long sentences. Try to keep your sentences to an average of 16 words. One thought per sentence is a good tip to follow. Nothing turns people off faster than long, awkward sentences. When you find a long sentence, try to break it into two or three shorter ones. Be careful not to end up with only short sentences. This makes your copy seem unnatural. The number of words per sentence is an average, some sentences will be longer, and some will be shorter. One sentence per paragraph. No one likes to pick up a letter or other document and see a huge block of print staring him in the face. If a paragraph is longer than five lines, try to break it into two shorter paragraphs. Also, vary your paragraph length. Follow a two or three line paragraph with a four or five line paragraph, and so on. The first paragraph of your letter must be short because it is the most important the one that gets the reader started.

The facts.

Make sure you give them your reader all the information and answer their questions. This means your copy mighty be lengthy, but don't worry. Long copy works. Not because it's long, but because it's complete. If you reach an interested prospect, chances are good that he'll read every word. You can't expect your prospect to use you if he doesn't have the information he needs to make a decision.

Picture your reader.

Have a picture of your reader in mind. Talk in their style of language and avoid jargon. Always talk up to your prospects, not down. When flattered, people usually rise to the occasion.

Edit ruthlessly.

Examine each word and phrase in your copy. Is it necessary? Does it help get your prospect to respond now? If it doesn't help, it works against you because it distracts your prospect from the important parts of your message. You can usually delete “ that” and “which” without affecting the sense. “There is something else which” can be changed to “something else is” “now” is better than “ at this moment in time” “miss” is better than “ miss out on.” Start by writing twice as many words as you need. Then edit your copy down to the bare bones. If you don't need a word, get rid of it. Lean writing looks better reads better, and it's easier to understand. It moves your prospect to action.

Check everything and check again. Print a hard copy. Read your copy out aloud, does it sound natural? If you find proof reading difficult try reading backwards. Amend as necessary. Check the response address and phone number. Ask someone else to read your copy. Do they understand what you are saying, and what to do next?

Eye opening workshops

Ask for more information about, Writing letters that sell on 28th February in Sheffield Effective Marketing on a low budget 4.30-6.30pm on 6th March in Sheffield

Need a shortcut to success?

Want help from me to grow your business? Give me a call on 01226 290288 or email gareth@gapmanagement.co.uk