Be it your website copy, the text on your printed marketing materials, or your direct mail solution- good copywriting should create excitement in the minds of its readers. Here are some tips to help you produce copy that sells…
Keep It Simple, Stupid! When people pick up a sales piece, they’ll start with a quick glance. To properly grab their attention your copy needs to be interesting, but at the same time easy to read.
- Keep paragraphs short
- Don’t use complex sentences
- Use bullet points for easy explanations
- Guide the reader through the piece with a story
Content doesn’t just relate to text. It’s about images, too. You should offer images that relate to your theme (obviously), but that aren’t too specific. Your readers will need to be able to tailor your images to their individual fantasies in order for them to get excited.
There are certain words that have been proven to sell: Free, New, Offer. Use these whenever you can, stressing the benefits of your message rather than the features.
Force an Angle
Imagine you receive two pieces of mail in the post. One headline says:
‘Our course will teach you everything about marketing’
The second headline says:
‘Learn the marketing secrets we used to make six figures in six months’
I’ll bet that you’ll be more likely to read the second one, right? This is because it has a clever way of presenting information that makes it clear to the reader what the unique advantages of the offer are.
Your text needs to be able to hook the reader and appeal to your target audience. The ‘hook’, in this example, is the ‘secrets’ you can use to make big bucks in a short period of time. You need to be clear about what it is about your product that makes it of special interest and value to your audience.
Craft a Story
A great technique to make a sales piece pop is to play up ‘the story’. This could be anything from the story of the person or team involved with creating a product, to the story of someone who has used the product and whose life has changed for the better as a result. This is important because it helps an audience to identify with the human aspects of your approach- hopefully your readers will feel involved enough to keep reading.
People love a rags-to-riches story, and some of the most effective sales pieces have taken this approach. Imagine “I was poor, sick, and lonely. But now I learned this secret and now I’m happy, healthy, and wealthy. Let me share my experience…” This really does work a treat- who wouldn’t want to find out more?
Of course, the story isn’t really about you, your team, or success story. It’s about the product and what it can do for the reader. So always bring it back around to that.
Ideally you want your reader to feel compelled to continue reading, eager to uncover what great revelation is coming next.
One way of doing this is to leave a trail of crumbs throughout your piece. For example, keep your reader involved by saying something like, “I’ll tell you about my big breakthrough in a minute, first let me give you some background to our company”.
Another technique is to tell your story through your subheadings. These can help guide a reader through a piece of writing. If your story sounds related enough to the reader’s interest and goals at first glance, the motivation will be there to read the entire piece.
Try out these techniques next time you need to write something and let us know how it goes!