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The Top 7 Rules of Power Copywriting!
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Here are the top techniques and tricks that today's best copywriters
use. Learn them well, remember them always and use them often!
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.
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!
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!
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.
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!
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.
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.
Thanks for reading!
"Wild Bill"
If you would like to see more well-written articles by myself or over
100 other fine writers please visit our Huge Business & Marketing
Article Archives at www.MakingProfit.com
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