Some people have a natural way with words while speaking or writing, the rest of us will probably need to work very hard to get the same proficiency. The advertising industry has always looked for talented and creative people who can come up great ideas at the drop of a hat. But what if you don’t feel creative or talented? Actually, advertising agencies generate as much hype about advertising professionals as they generate for the products they promote. It is important to remember that advertising is a necessity if you have a product to sell. You do not need to spend thousands of dollars to promote your products. There are definitely cheaper ways to get your product or service noticed and you can do that by following some basic principles. Even if you are not a ‘writer’, you can still write good copy for your promotional needs, if you have a good grasp of the language you intend to use. Some helpful suggestions are listed below to get you going!
Knowledge is power. Truer words have never been spoken. The cardinal rule to writing good copy is to have a thorough understanding of your product and of your customer. You should be able to believe and appreciate the ‘goodness’ of your product. If you don’t believe in it, how are you going to get others to buy it? The same rule applies to your customer. When selling a product or service, keep in mind your target market. Who will buy and use your product or service? What appeals to such people? Building a customer profile and testing out the efficacy of your promotional campaign will help you in writing exactly what the customer wants to see or hear.
Grab the customer’s attention. Your copy should be striking enough to immediately grab the customer’s attention in the first 10 seconds itself. Therefore, the first few words must be striking, in bold and difficult to be missed or ignored. To keep the customer’s continued interest, offer benefits and freebies which the customer will greatly appreciate. If you were to begin your copy with your own or the company’s history, chances are the customer will get bored and move on.
Writing style. Keep the copy short, succinct and relevant. Use bold headlines and short paragraphs to convey your message. The language you use must be simple, yet interesting. Make sure to check the grammar, format and spelling. Nothing puts off a reader more than shoddily written copy.
Creating urgency. Your copy must be able to convey the idea that now is the best time to act on your message and immediately purchase your product or service. One way to do this is to offer some benefits for early birds.
Follow the guidelines given above and you should be able to come up with fantastic copy which will highlights your products or services and make them sell. If this is your first attempt, it may take some time and plenty of rough, torn up drafts before you hit the bull’s eye. The trick is to keep continuing until you reach that point!