Copywriting

The words you use in any marketing material are crucial to its success. Select the right words and your responses will soar. Select the wrong words and all you’ll get is a deafening silence.

So how do you know which are the right words and which are the turkeys?

Experience!
Of course, years of experience play a big part in helping you determine which words to use. As with any form of marketing, your success is measured by the way people respond, and believe me, there have been several occasions in the past 20 years when I’ve had to accept my share of marketing disasters. But each one teaches you something so the testing process is enriched and lessons learned for the future.

In the following sections, I’ll show you some specific techniques to improve your marketing material, but first, here are a few general rules which you should follow:

1. Always write your material as if you are addressing a customer – and engage him/her in the same way as you would talk to him/her.

2. Write about your product or service from your customer’s point of view. Why does he want your product or service? What are the doubts or fears which may drive him to use your product or service? What are the benefits he will enjoy?

3. When writing sales copy, you need to engage the customer’s emotions, not his logic. The stimulus to buy is almost always driven by fear, greed, guilt, pride or love and even though people will subsequently justify their purchase logically, that impulse to buy is emotion-driven.
   

You’ll find many more ideas, tips and techniques in my FREE downloadable booklet “How to Make More Money From your Mailings” Click here.

For a more in-depth review of copywriting and marketing tips and techniques, you can share my lifetime's experiences in POWER MARKETING (see panel - right). This 6 CD/DVD collection contains hundreds of powerful - and proven - ideas and strategies which I have used in my career in marketing.

Alternatively, if you would like to use my copywriting skills to improve your own marketing material, please click here to send an email to me and outline your requirements, or call me on 01803 875522. I'm always happy to have a chat!