Does Your Copy Need A New Style? Do You Need A New Angle?

If your copy needs a new lease on life perhaps all you need to do is try a new style of writing to spark a readers interest again.

It seems like a simple answer doesn’t it!
In everything we do there are times when we loose focus and need a change; the same is true for your copy.

Sometimes we just need a simple change to make all the difference.

So what type of copy should you use in advertisements, and which styles should you avoid?

There are a number of styles of copy, which can create a different angle on the same content.

The simple answer to give you copy a new look is to simply change the way your write to your target market.

To give you the inspiration that you need, why not try using one of the following angles.

1. Straightforward Copy – this style of copy presents the advertiser’s story in a simple, logical manner. It is devoid of style or rhetoric. It merely states the facts in the most understandable way possible.
2. Story Copy – the appeal of this type of copy is the human interest aspect, which first draws the reader in, this is then followed by the story with the moral of which is to buy the advertised product.
3. “You and Me” Copy – has a conversation directly with the customer, in a friendly chatty way, just as a good salesperson.
4. Imaginative Copy – this kind of copy highlight’s the reader’s interest in the product by describing it in imaginative terms.
5. Factual Copy – Advertisements written with a large number of facts sell the most products, therefore the more you tell the more you sell.
6. Forthright Copy – Sometimes a writer can increase the believability of an ad by admitting that there are some weak points as well as strong points in the proposition she is selling.
7. Superlative Copy – In this type of copy you step right out and blow your own horn as loudly as possible. This kind of advertising is effective if you have the facts to back it up.
8. Teaser Copy – Instead of trying to sell him, it challenges the reader to take action.
9. News Page Copy – The advertiser buys space, usually a page, in newspapers or magazines. The page is made to look like typical editorial matter, with headlines, copy, pictures and often including a regular small ad. The only difference is that instead of being written by reporters, a copywriter writes everything with the product sold as hard in the ‘news’ items as in the regular advertisement.
10. Competitive Copy – This type of copy compares your product to that of the competition, on a quality basis.

The reality is when you are selling any product or service you needed to be constantly developing new ways to remind customers why you are fantastic.

So now all you have to do is think about what is going on in your clients lives at the moment that will make you appeal fantastic to them.

Rachel Wadsworth

How do you measure the success of a sales letter?
Well the only thing that really counts is the number of sales it generates. You can read any number of books on copywriting. You can research your product and your target market. You can have the perfect headline and clearly defined all the benefits. But without that vital call to action all your efforts will be wasted.

If you feel uncomfortable closing the sale you’re not on your own. The close is probably the weakest element in all direct marketing. I’m sure you’ll agree however there’s not much point working hard on a fantastic sales presentation without closing the sale. So after you’ve done a fantastic job presenting the benefits of your product:

Ask For the Order.
The close has to be handled smoothly or sales will be lost. One big factor is you must have a product and offer that is of true value for the buyer. If you don’t truly believe this yourself it will show through your copy.

There is naturally a certain amount of inertia in all of us. In other words we might appreciate being led to an action that will benefit us but we need a bit of a push to make us act. You must provide a compelling reason as the “push” to take action.

A Reason to Act Now.
You must use a “hook” in every closing situation to make sure that your prospect acts now. A delayed sale is almost certainly a lost sale. Your “hook” must always be specific and definite.

Here are a few examples:
• Limited quantity. Only limited number available. Avoid disappointment. Order now. When xxx sets are gone this offer will expire.
• Price will rise. Orders will be honoured until xxx, after which the price will increase.
• Special combination offer. The special price for this combination will expire on xxx
• Early order discount. If your order is received by xxx you will receive 25% discount. Place your order now.

Free Bonuses.
We all love to get something free don’t we? Free is after all one of the most powerful words you can use. The bonus does have to be beneficial to your prospect. It has to be something your prospect would happily pay for. If the bonus is dull and uninteresting it won’t enhance your offer. Always make sure you tie in the offer of the free bonus for acting now, for example:

“The first xxx people who order will get this amazing xxx worth $xxx, absolutely free. So order now.”

Guarantees.
In this world of scepticism an unconditional money back guarantee is almost essential. If your product is of superior quality your returns should be minimal. Here is an example of the wording you could use:

If for any reason you are not delighted with your xxx, after you have examined it for xx days, you may return it for a prompt refund.

So don’t be shy Ask For the Order…chances are your prospect wants to buy, they just need a little push to take action.

Anne Pearson
Compelling Copywriter

http://www.mapcopywriting.com
anne@mapcopywriting.com
Skype – mapcopywriting
Tel / Fax – 01772 468979

Please feel free to use this article. All I ask in return is that you include the above signature and URL.

So, you have a brand new client wanting a brilliant sales letter – how do you know where to start?

Don’t’ Panic! 
You and I, and the prospect are thinking, feeling beings dominated by positive and negative emotions. 

Imagine…
…Your client’s product is an (admittedly) unglamorous special bandage for bunions. Never had a bunion? No, me neither. But for a moment close your eyes and imagine how painful each untreated step would be, how the pain would permeate your whole body as it travelled along your foot and then there’s the referred pain because you aren’t walking normally. Oh yes, and the DREAD of putting on your shoes each morning, being constantly ground down by the pain. Imagine the pain etched on the face of the sufferer as they gingerly put one foot in front of the other…in those extra-wide unfashionable shoes  and this lady’s only young!  But men get bunions, too!

See how easy it is to recreate the emotions of your prospect?  I feel like rushing out and buying the soothing treatment I’m writing about and I don’t have bad feet!

Imagine walking in your prospects shoes (literally in this case!) really helps identify your product’s strongest benefits with your prospect’s most compelling emotions.

Don’t Forget Your Nearest and Dearest!
Whatever your product, think of the people you know who may be in your target market.  Everyone loves being asked their opinion so there’s a captive audience only too willing to tell you what their greatest needs are and the benefits they desperately desire from your product.  Free market research!

And What About Strangers?
Ever had a conversation with someone in a queue or in a shop when you casually asked them a question and the unedited version of everything they have experienced is released in a seemingly unending torrent.  Me, too!
But what a great resource for finding out how your prospects think and feel.  Just don’t ask when you’re in a hurry!

Why Re-Invent The Wheel!
Publishing is big business and browsing around the local book store and magazine racks will help you see the current angle on a given subject . . . I’m thinking generally now, I’ve left the painful feet behind, the feelings were a bit too vivid! If you’re looking for an angle to write about, look for themes that appear more than once in current magazines. Look at all publications for your type of product/industry – what stories are they focusing on?

Front covers are a gold mine. 
Publishers spend big money researching what to put on their cover to trail the story. Let them pay and it’s right there for you to build on. Easy, right? How do the articles ‘feel’?  What is the mood behind them – resigned, excited, angry?  Build on that and then your benefits provide the solution! Great way to have millions of pounds of research for free, don’t you think?  Don’t forget, magazines know the words that sell the most because they have years of experience – let them help you to terrific sales!

And What Are Your Competitors Doing?
Having a browse around your competitor’s sites and reading their material will give an insight into how they see their market and the strategies they’re employing. They will have done their research too, so more free info for you! Google is a treasure trove of information on products, prospects and what’s troubling them – look on forums and message boards for your target market to really drill down into the emotions of individuals in your niche market. They’ll tell you all you need to know.

Having so much information at your fingertips, your only difficulty will be how to cut it down and that’s a positive problem!

HAPPY WRITING!

Janet Swift
Writing to Win

URL : www.swiftcopywriting.com
Email : enquiries@swiftcopywriting.com
Tel : +44 (0)208 133 4088

Please feel free to use this article but I ask that you kindly include the above URL and signature.

Bet you thought of long or short pants – right? One covers the essentials and one covers everything! Actually, I was thinking about sales letters!

Topics for heated debate have long been religion and politics and now they’re joined by the length of your letter!  How 21st Century!  Yes, we do live in an age of gnat-span focus, instant gratification and constant rush but there is method in the madness.

Have you ever read to the end of a long sales letter? I’m talking marathon here, perhaps more than thirty pages. If not, the chances are you weren’t the target customer for the product or service being sold!

Let’s rewind.

Imagine a subject that passionately grabs your interest.
Suddenly before you is an oasis of new knowledge that, at last, answers your questions AND promises new and exciting gifts – yes, for free! Would it feel like you’d found the Holy Grail?

Could you see yourself in the story and sense how great it would be? See how different it feels when you’re the intended reader in the target market? 

Research has proved that long letters really do sell more. So why ‘go long’?

• INFORMATION SEEKERS…for every scan reader there will be information hoarders who research every product they buy; if their needs aren’t satisfied, they’ll click goodbye.
• PRODUCTS…with lots of features and benefits require more explanation.
• ANTICIPATING OBJECTIONS…comforts the customer.
• HIGH PRICED ITEMS…require more justification and persuasion.
• CUSTOMER ‘LIGHTBULB’ PRODUCTS…if the client hasn’t yet realised their life ‘depends’ on your product, there’s some persuading to do!

Pruning should be perennial and not just for autumn!
Cut anything that doesn’t help the prospect make a buying decision – including your ego!  Major on the benefits of the product rather than how the company was created using Great Aunt Maud’s money…unless that’s relevant to the story! 

Tell them what THEY want to know, not what you want them to know!
Remember, the only boring you should be doing is down into the benefits of your niche product!   If your words are boring and disengaging NOTHING will keep your prospect reading…one click and he’s away to a competitor! Ouch, that’s painful on the pocket!

Think about a ‘real life’ customer for a moment. If, after beating on his door for ages, you finally won an appointment you’d do better than your best to persuade him your product was the answer to his prayers…wouldn’t you?

So why wouldn’t you do that for your potential virtual buyer? Of course you would.

HOW…?

• By using the sharpest tool in your toolbox!
• A long, exciting and effective sales letter.

But it’s not just about the facts and benefits. Your clients are looking to you for understanding and companionship and a sense of being heard and understood. 

Your words tell them they’re not alone in their problem! They trust you and believe you really have the solution! They take action and buy your product.

And once you have a satisfied customer, who feels you’re speaking only to them, they’ll come back again…and again…and again as you contact them with future products and, wait for it – higher priced ‘back end’ items.

Ka-Ching!  Ka-Ching!  Ka-Ching!   Ka-Ching!   

Janet Swift
Writing to Win

URL   :  www.swiftcopywriting.com
Email :  enquiries@swiftcopywriting.com 
Tel      : +44 (0)208 133 4088

Please feel free to use this article but I ask that you kindly include the above URL and signature.

Do you want your clients begging for more information? Do you want them lining up at the door?

The key to writing great copy that keeps your clients coming back is to treat them like a friend. What would you tell your friend over a dinner party about your product?

Imagine that you start talking about schools with a friend.. .’What school are you sending Jimmy to?’ Answer the question in your copy as you would have a conversation with your friend.

Your conversation would be direct and honest.. I am sending Jimmy to St Mary’s next year. I think that the school as a whole showed more interest in the individual needs of the students. I met with the principle Derek Smith the other day and he showed me around the school. What impressed me the most was the care and attention that I noticed the teachers giving to the kids in the school yard. One teacher was helping the kids work out how to play a skipping rope game in the playground over lunch. I don’t remember any of my teachers doing that at school.

The concept of conversational language should always be used as the basis for your body copy. Research shows that the longer the copy the more successful, short copy doesn’t tell the story. You only have one opportunity to attract the reader’s attention and sell the product so every piece of copy you write should tell the whole story of your product.

Identify your key points that you want to get across in the advertisement and begin writing as you would having your conversation. In our school example the key points you want to deliver might be the following;

Teacher student ratio, Monthly student evaluations to ensure the students are on track, range of sporting options etc.  

Ensure that you ‘Get to the point, and write in a concise manner’ flowery writing will not cut it; your readers will lose interest and move into another article.

In our school example, the first paragraph has included the concept of teacher care, and individual attention to the students needs.

Keep the readers attention by giving them solid facts and testimonials about your product. If you don’t have them contact your existing clients and request a testimonial from them. They give strength to your product as they provide the reader with an independent authority, which helps build trust and confidence into your relationship.

Our school advertisement went on to say; Fiona Smith is also sending Johnny to St Mary’s next year, she was telling me that they have already signed him up for swimming and athletes which the school coordinates three afternoons a week.

Write copy about how your product will help your clients. In today’s face paced environment, we need all the help we can get. Show them how you can help.

 The St Mary’s after school care program is great, it means that I don’t have to worry if I can’t get out of work right on 4.00pm, and they have such a great range of activities for the kids, the best thing is I can usually finish work and get the shopping done before I pick up the kids. It means when I do pick them up, I have one on one time with them instead of trying to fit in a thousand things, and everything taking so much longer than it should.

 The most important thing about writing good copy, don’t be to clever, funny or entertaining. Copy that is the most effective is the copy that is honest, reliable, and answers the questions your readers have.

Your copy must instill a confidence in them that they can trust you and your product.

 

Why have a P.S.?
A certain Christian Godefrey, one of Europe’s most successful direct marketers once admitted to Ted Nicholas that for his first 5 years in direct marketing he never used a P.S. When he added a P.S to an already profitable sales letter his response rate increased by an amazing 300%.

 “How can a small thing like a P.S. make that much difference” I hear you ask. Well as a copywriter you would love for your reader to read every word of your carefully crafted letter wouldn’t you? We all know that’s not going to happen, but after the headline the P.S. is the best read part of your letter.

You see what actually happens is that your prospect will read your headline which will obviously interest them enough to find out more. They then look at the bottom of your letter where they find your signature and P.S. People tend to scan through a sales letter picking up on the parts that interest them. Here are 5 types of successful P.S.’s:-

1. Motivate the prospect to take action now.
   An example of this would be “P.S. We will not repeat this offer. Please act now. This offer expires on…..” 
2. Reinforce the offer. 
   Can be very powerful if properly used providing the offer is compelling. 
3. Introduce a surprise benefit. 
   This could just make those ditherers decide and take action. “P.S. I nearly forgot to mention,included in your membership is this beautiful….and best of all it’s free” 
4. Emphasize the price or terms of your offer. 
   An example of this would be “P.S. Send no money now. If you are not completely delighted with…return within 30 days and owe nothing” 
5. Emphasize the guarantee. 
   A money back guarantee takes away the risk for your prospect. “P.S. Don’t forget our no-risk money back guarantee”

I have seen some people experiment with a P.S. longer than the sales letter itself. I don’t really like this and as a rule if you can’t read the P.S. without taking a breath it’s too long.

What about a P.P.S.? I don’t know about you but this appears to me to be a bit desperate, as if you haven’t done a good enough job of selling.

So only one P.S. and always treat it with the respect it deserves, after all it is your letter’s bottom line.

Anne Pearson
Compelling Copywriter

http://www.mapcopywriting.com
anne@mapcopywriting.com
Skype – mapcopywriting
Tel / Fax – 01772 468979

Please feel free to use this article. All I ask in return is that you include the above signature and URL. 

How to make your copy easy to read.
Give the eye what it’s used to. Let’s start with the headline, the most important part of your sales letter. Have a look at these examples:-

HOW TO LOSE A STONE IN ONE WEEK

How to Lose a Stone in One Week

Which is easiest to read? Because they have no ascenders or descenders to help you recognise the word, capital letters are difficult to read. The eye is a creature of habit and we are used to reading lower case type in magazines and newspapers.

Another common mistake is to superimpose the headline over a picture, again this makes it extremely difficult to read. If it’s difficult to read it won’t get read.

Never put a full stop at the end of a headline.
A full stop tells the reader to stop reading, which is not what you want to happen. You will notice in newspapers there are never any full stops at the end of headlines.

If your page is set too wide or too narrow this will make it harder to read. Most newspapers are set at about 40 characters wide, most sales letters online are set at abut 600 pixels. Give the eye what it’s used to.

What typeface should you use?
Again what typeface people are used to, for example, how difficult is this to read?
Our eyes are accustomed to reading a serif typeface such as arial or times new roman.

Of course with a lot of copywriting now on websites the combination of colours is endless. Bear in mind however:-

Give The Eye What It’s Used To
   
Give The Eye What It’s Used To

The eye is a creature of habit and finds it much easier to read black typeface on a white background.

Does size matter?
Well in copywriting it certainly does. I think you’d soon stop reading if the type was as small as this, whereas this is far too big. Generally speaking your type needs to be about 11-12 point in size.

You might think it’s not that important how your copy is set out but something as simple as line spacing between paragraphs can increase readership by an average of 12 percent. All the research and hard work will be for nothing if no one can read your copy so do yourself a favour and “Give the eye what it’s used to” 

Anne Pearson
Compelling Copywriter

http://www.mapcopywriting.com
anne@mapcopywriting.com
Skype – mapcopywriting
Tel / Fax – 01772 468979

Please feel free to use this article. All I ask in return is that you include the above signature and URL.

When you start to write your sales copy…get to the point! 
If you drone on aimlessly your reader will very quickly lose interest. Here are a few things to avoid. Subtleness, subtlety will cost you response because again some readers will not appreciate it and will therefore lose interest. Cleverness for the sake of being clever will again lose you response. In jokes…in fact humour can be a dangerous thing altogether because everyone’s sense of humour is different. So just get to the point.

How do you know if you are getting to the point? Well here are a few opening phrases that I use a lot to help me.

1. For example…

Using this forces you to actually give an example and therefore get to the point.

2. Why? Because…

This is quite a clever one because you are putting yourself in your prospects position who will naturally be asking the question “Why?” By asking it and then answering it for them you are immediately building rapport with that person. Again by answering the question you are forcing yourself to get to the point.

3. The reason is…

Using this again forces you to be specific. You are offering evidence which is by it’s very nature specific.

4. I have something you want.

This is a really good one to use, just think about it. 
If I said to you “I have something you want” what would your reaction be? 
Of course you would want to know what it is…wouldn’t you? You are then drawn into the rest of the sales copy to find out what you’re missing out on.

Is there a risk of someone saying “No, that isn’t what I want”.  If they do say that then they are obviously not the market you are trying to reach. So this shouldn’t happen if you’ve done your homework properly. Don’t forget that by this stage you should know exactly who your target market is and what it is they want.

Anne Pearson
Compelling Copywriter

http://www.mapcopywriting.com
anne@mapcopywriting.com
Skype – mapcopywriting
Tel / Fax – 01772 468979

Please feel free to use this article. All I ask in return is that you include the above signature and URL.

What’s the difference between Benefits and Features?
A lot of people struggle with this one. You will hear time and time again from copywriters that your copy must be full of benefits. Your problem is how you determine the difference. Ok let’s look at some everyday examples. If you have a hairdressing salon it might look something like this.

Feature: -

1. We have 10 of the best trained stylists.
    
2. The most up to date salon including fully adjustable seats.
    
3. We stock only the best brands of hair products.
    
4. We have 3 of our own fully trained nail technicians.

Benefit: -

1. Fully trained redesign specialists means we will give you at least 5 brand new drop dead gorgeous hair designs to choose from.

2. Which means, no more uncomfortable hair washes leaving you with a sore neck.

3. Which means, our products will condition your hair to leave it silky smooth and manageable.

4. Which means you can complete your new look by having your nails beautifully manicured.

It’s a good idea before you start writing to make a list of the features of your product. To do this properly you have to really know your product. Beside each one write “which means” then write a benefit for your reader. If you can’t think of a benefit chances are it’s not an important feature.

Some writers take this a step further. The highly acclaimed Ted Nicholas for example writes as many benefits as he can think of on 3×5 cards. He uses short action words which are appealing to the reader always keeping in mind WIIFM.

The only reasons your reader will be interested in your product are the benefits they will gain from it, remember people are only interested in themselves. Quite often when you are going through this process of listing the benefits you discover your headline.

You then need to decide the order of the benefits, ie placing the strongest benefit first then the second and so on. These can be used in bullet form or weaved into your copy or sometimes even a combination of the two.

So remember, you have to think Benefits, Benefits and then more Benefits, you can never have too many!

Anne Pearson
Compelling Copywriter

http://www.mapcopywriting.com
anne@mapcopywriting.com
Skype – mapcopywriting
Tel / Fax – 01772 468979

Please feel free to use this article. All I ask in return is that you include the above signature and URL.