Be Creative, empathise, be persuasive, be informed, be accurate and be versatile.
When writing copy, it is important to relate to your reader.
They, after all, aren’t looking to be sold to. Instead, more than likely they found your sales letter through a bunch of others or on a search engine, and are looking for the answer to their problems. Your job is to show them that you’re a real person, who has that answer.
Demonstrate that you’re an individual - not a company or big name marketer that’s out for a quick buck. Use common language, write at a simple reading level, and use the word “I” frequently.
Share how you’ve benefited from using this product or service, and how they can as well. Take time to show your struggles, and how your product helps to solve their problem. Relate to your customers on a personal level.
Taking the time to personalise your letter isn’t just about peppering your customers name or location throughout the sales letter. Instead, its about showing them that you are an individual who cares about them and their success on a personal level. Doing so may take a little more time, but the profit you reap will be well worth the effort expended.
Top Tips
1. If you writing a Press Release remember the Golden Rules - Who, what, where, why and when?
2. We read differently online. 78% are headlines, captions and summaries and we read 25% slower on screen. So work relevant keywords into text and make headlines meaningful, use sub headlines and summarise page with bullets, numbering and quick links.
3. Useful link www.iabuk.com
Compliments: Gomer Williams (FCIM) of HML Marketing.
