To be truthful there is really not perfect formula for writing body copy… The secret is actually in how you write to the individual…

It is all about how you actually sell your product to your client.

The begining is a great headline, to draw the client into the article… But as with getting a client in the door of your store you also need to engage the reader in the article.

So how do you apply the same principles you use in a traditional business to write engaging copy for the internet…

It is as simple applying the follwing seven steps;

1. Be enthuastic about the product you are selling, if you don’t love the product your readers will see straight through the copy you write.

2. Be truthful about the promise you are making… You have to be able to deliver on the promises that you make.

3. Avoid generalities… Be a little unique in your copy it is no point begin the same as everyone else

4. Get straight to the point… Your potential customer will lose interest very quickly if you don’t keep the message on target.

5. Be fascinating… Provide the reading with important factual information that they can learn from, and will draw them into the article.

6. Include action graphics…. use a variety of graphics to draw the readers attention to relevant points you want the client to focus on.

7. Build the offer… As the your potential client reads through the article you need to build trust and confidence with them… as well as working towards the action you want them to take at the end of the copy.

The final point is really the most important one…

The more you tell the more you sell.. Give the reader the most information you can about the product…. this will build the customer confidence in not only the product but also you and your reliability.

It is tough for businesses right now, so you need to be ahead of the pack…. You need to consider how you can apply these seven simple steps in your next advertising campaign to truly make a difference to your business.

It is absolutely imperative that you understand your clients on an intimate level, in order to be able to target effectively using these seven guidelines.

Rachel Wadsworth

All week the papers have been constantly talking about the economic downturn and the recession..

Jobs have been lost in a large range of industries and they predict more to come..

Are you tired of hearing about how bad things are?

This morning I was driving my girls to Childcare and listening to the radio about how bad the world is and how much trouble we have to come..

By the time I got back to my desk I was completely deflated… I was unsure about everything and I wondered which direction I should be going.. What should I focus on first….

It wasn’t until the end of the day when I was trying to figure out why life seemed so hard that I realised that all the negative comments I had listened to during the morning had really put me in a bad, depressed mood..

So I made a decision…

I decided to stop and focus on the glass half full, rather than the glass half empty!

Instead of worrying about where the world was financially…

I decided that I should focus on how I could weather the storm, or should I say how I could not only survive the recession, but to actually get ahead…

Do you want to know the secret?

Advertise your business…

That’s right.. It’s not rocket science..

If you bury your head in the sand and cut all your advertising budgets, what is going to happen to your business.

Will anyone see you? You will be like everyone else who is doing the same thing!

So stand out from the crowd and be unique.

You have nothing to loose but to profit from a smart advertising campaign that makes people want your product more than ever…

The key is to think about what is important right now to your clients… Perhaps have a restaurant and you have noticed a decline in your business lunch cliental.

What can you offer them that is going to make them eat out every day next week?

• Two meals for the price of one, then upsell on the wine and dessert?
• 25% off the total bill…
• A weekly lunch package for after your third lunch your fourth is on the house.

The point is more than ever you need to give your loyal clients something back. Give them a reason to choose you over your competition.

More than ever you can profit from advertising and rewarding your clients, each and every time they have a business transaction with you.

So tomorrow instead of working on how you can save costs, start working on how you can give something back. You will be rewarded beyond your wildest imagination.

Rachel Wadsworth

Stop Advertising?
When everyone is cutting back on spending, what should you do, stop advertising?
If you have a new product and you stop advertising you will probably kill it forever.

Strange but true.
Studies over the last six recessions have shown that the companies who continued advertising to the same level achieved greater increases in profit than the companies who cut back. An example of this can be seen during the recession years of 1974-75. Companies who continued spending their normal budget on advertising through this time achieved 50% more sales than companies who cut back during 1974. By 1977 their sales had more than doubled their pre-recession figures while sales for the companies who cut back had barely increased by half.

There was a Morril survey carried out which clearly showed that share-of-market increased during the bad times when advertising was continued.

Marketing your product should always be priced in as part of the production costs and should never be cut back the same as you wouldn’t cut back on any other vital component.

During World War II the British Government prohibited the marketing of margarine under brand names. Unilever however continued to advertise one of their brands, even though it wasn’t available for consumers to buy. When the war ended and brands were again allowed on the shelves guess which brand was the top seller? You guessed it, Unilever.

Price Wars.
When times are hard and competition is fierce, price wars appear everywhere. Does the consumer always go for the lowest price? Not always. A lot of the time, we as consumers determine quality by price. The more expensive the item the higher the quality is thought to be. When the French Government were trying to determine the causes of inflation they cut thousands of cheeses in half and put them on sale. Half of the cheeses were priced 51% higher than the other half. The higher priced cheeses sold faster than the lower priced. Consumers often judge the quality of a product by its price.

So don’t get disheartened by all the doom and gloom around you. Just keep marketing and the consumer will keep buying.

Anne Pearson
Compelling Copywriter

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

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