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by Ruth Clare
If your client likes the ideas behind copywriting (What does a copywriter actually do?) but they don't have the budget for a professional, they might find these tips useful...
- Pretend you are sitting down having coffee with one person from your target market and write the way you would chat to them
- Have a file of ads or ideas you like on hand to stimulate your creative juices
- Write so a five-year-old can understand what you are saying
- Give what you say credibility through case studies, statistics, testimonials, research findings, endorsements, credentials or money-back guarantees
- Ask yourself, "What are your customers really buying?" e.g. peace of mind
- Once you have done a first draft, sleep on it before starting to edit
- Do the "so what" test. If at any point in your copy your reader asks, "so what?" that part needs to be more personal, more specific and give more reasons why
- Overcome all imagined objections by writing them down and responding to them in your copy e.g. Can't afford it = payment plan
- If you are having trouble getting to the benefit, describe a feature and then write, "what this means to you is·"
- You can produce good copy if you work hard enough
If you would like any further information about copywriting please don't hesitate to contact me on the numbers below.
Ruth Clare
Ruth is a freelance copywriter and editor who helps to run a graphic design business with her partner Matt.
T: 03 9481 0077
M: 0409 891 381
E: ruth@monodesign.com.au
http://www.monodesign.com.au
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