Marketing Examples: Writing Copy Pt 3

I’ve been getting a lot of emails asking for more tips on writing effective copy, so I compiled more tips for you. Enjoy!

A Few More Tips on Strengthening Your Copy

  • Straightforward Copy should be devoid of style or rhetoric it merely states the facts.
  • Story copy starts off with a human interest story and then comes a story in which the moral is that you should buy the product.
  • You and me copy speaks directly to the customer in a chatty way just as a salesperson would talk with a prospect.
  • Imaginative copy heightens the reader’s interest by describing it in fantastic ways.
  • Factual copy are ads that tell a very large number of facts because these ads lead to the most direct sales.
  • Facts with style copy is packed with facts and selling arguments that normally moves at a high speed.
  • Personal letter copy simply comes across as a personal letter often signed by the owner of the business.
  • This product might not be for you copy is often effective simply because of how unusual it is. Of course the copy then sells the product in a tongue and cheek way.
  • News page copy simple tries to match the look of the newspaper it is in.
  • Take on the competition copy is a great option if you do have a better product then your competition.
  • You should avoid clever, humorous, poetic, or unbelievable copy. These types of ads have proven not to sell the product, and at best will simply name recognition, which can often turn into a negative impression.
  • Speak in the present tense, for example, (you feel, you enjoy, etc.)
  • Use many subheads in a form in which they tell your story to glancers.
  • Use captions under your illustrations because they add to the interest of the illustrations and help explain their meaning.
  • Reduce to a minimum the time it takes the reader to figure out what you are trying to say.
  • Choose simple words in your advertisements.
  • Give free information as well as sales talk in your copy.
  • Use selling copy vs. stylish copy
  • Use specific numbers in your advertising such as 98,496 vs. over 95,000.
  • Long copy sells better than short copy. The people that are interested enough to read your full advertisement will buy your product if they are given enough reasons to do so.
  • Understatement copy out sells overstatement copy.
  • Avoid tricky slogans that may confuse the reader
  • Ask your friends for an honest opinion.
  • You will lower your response if you state a salesman will call but will receive higher quality leads if you do.
  • Study the sales copy of direct mail packages.
  • Make every advertisement a complete selling message.
  • Tell the reader what to do next and persuade them to act now.
  • Mention a free offer in your headline such as a free booklet. As well if your offering something for free make sure you show the item in the ad. And,  provide a coupon that the reader can use to receive it.
  • Include as many testimonials as possible in the ad.
  • Include a telephone number in the ad and especially a toll free number.
  • The best average sentence length is 6 to 16 words.
  • Break large sentences into two or more separate whenever possible. Also make your writing flow by varying sentence length through the use of an occasional short sentence or sentence fragment.
  • Ads which offer markdowns and special offers have above average recall.And as well try to include the price of your products. You may see a necklace in a jeweler’s window, but you don’t consider buying it because the price is not shown and you are to shy to ask.

Typographical Tips

Now for the most part we are going to borrow layouts and basic designs from those of successful advertisements.

However, it is important to have a few specific ideas in regards to laying out a advertisements.

  • Capitals retard reading. Without ascenders and descenders to help recognize words, people tend to read the words letter by letter.
  • Never superimpose words over your pictures.
  • Never put a period at the end of your headline.
  • People are accustomed to read newspapers which are set about 40 characters wide.
  • The more outlandish the typeface, the harder it is to read. Use the Century, Caslon, Baskerville, Times New Roman and Jenson typefaces.
  • A subhead of two lines, between your headline and your body copy, heightens the appetite
  • If you start your body copy with a drop-initial, you increase readership by 13 percent.
  • Limit your opening paragraph to 11 words.
  • Set key paragraphs in bold face or italic.
  • Help the reader into your paragraphs with bullets, asterisks, etc.
  • If you have a number of unrelated facts to impart number them.
  • 11 pt type is the best to use in advertisements.

Enhancing the Readability of a Layout

  • Use one central visual in your ad
  • Set the headline in large bold type
  • Set the body copy under the headline and visual
  • Set the body copy in a readable type face at approximately 11 pts
  • Space between paragraphs increases readability
  • Set the body copy in black ink on a white background
  • Short paragraphs are easier to read than long ones.
  • The lead paragraph should be short – approximately three lines long or shorter.
  • Visuals with to many elements confuse the reader
  • Subheads, bullets, and secondary visuals – can enhance readability, but with to many you can create a cluttered look.
  • If your copy is clean and readable, you can set a solid page of text and people will read it if they are interested.

I hope you enjoyed this article. If there is any specific articles you would like to see comment below.

till next time…

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