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Ten
top tips for writing copy that sells |
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get a decent brief |
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6. |
write as you would say it |
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understand exactly who you are writing for |
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7. |
spend a lot of time on the headlines |
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be clear on why you are writing the piece |
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8. |
never use a single word more than you need to |
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determine your usp |
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9. |
make it clear what action you want the reader to take |
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write benefits, not features |
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10. |
edit and re-edit |
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Checklist
for punchier copy
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Don't
forget to:
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get straight to the point |
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sell benefits not features |
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be concise |
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keep sentences and paragraphs short |
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keep words simple |
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use ‘carrier’ words |
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keep it strong, keep it interesting |
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use bullets to drive home points |
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focus on ‘you’ not ‘we’ |
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show don’t tell |
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active not passive |
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include customer testimonials |
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And
some things to avoid:
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waffle |
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hype |
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unnecessary words |
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clichés |
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long, complicated sentences |
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long words |
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jargon |
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features |
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Some
interesting links
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The
importance of punctuation
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Both paragraphs
use exactly the same words. Just see how, by changing the punctuation,
you can alter the sense completely:
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Dear John,
I want a man who knows what love is all about. You are generous, kind,
thoughtful. People who are not like you admit to being useless and
inferior. You have ruined me for other men. I yearn for you. I have no feelings whatsoever when we're apart. I
can be forever happy--will you let me be yours?
Gloria |
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Dear John,
I want a man who knows what love is. All about you are generous, kind,
thoughtful people, who are not like you. Admit to being useless and
inferior. You have ruined me. For other men, I yearn. For you, I have no feelings whatsoever. When
we're apart, I can be forever happy. Will you let me be?
Yours, Gloria
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top
ten tips for writing copy that sells
