As
this is the first article of the New Year,
I thought it would be a good idea to revisit,
reiterate and update some of the vital areas
of contemporary copywriting.
Most
of the points below have been covered in previous
articles, but as you all know, things are
changing very fast out there. Those individuals
you are writing to now have all the power.
They are very firmly in charge.
You
are no longer in charge of a selling situation.
And probably never will be again.
However,
there are a few important things you can do,
disciplines and techniques you can use, that
can go a long way to help you to write letters
that reassure, persuade and influence those
sceptical recipients of your messages, to
do what you want them to do.
Let's
look at 20 of the most important:
1.
Prepare, prepare, prepare
What
are you selling? What are its benefits? Why
should people be interested in it? What is
better about your product or service than
others in the marketplace? Do you have a USP?
What response are you trying to elicit?
The
most successful writers always think before
they write. There really is no other way.
It is vital that you ask yourself the questions
above. You will be amazed how this discipline
will help you focus and produce more effective
copy.
2. Create a riveting and benefit-laden
headline
The
headline must contain a benefit and
a relevance to the reader. On average, five
times as many people read the headline of
your ad and letter, than read the body copy.
Therefore
it is a golden rule that the winning idea,
the proposition, must be in the headline,
not merely in the copy. Because if it isn't,
there will be no selling proposition to 90%
of your audience.
So,
if you have news to tell, don't bury it in
your body copy, which nine out of ten people
won't read. Fire your biggest gun first.
John
Caples once said, "Based
on hundreds of tests conducted, a good headline
can be as much as 17 times more effective
than a so-so headline. And this is with exactly
the same body copy!"
3.
AIDCA
It was
AIDA. Attention, Interest, Desire, Action.
I
think in these tough times, we now have to
add Credibility to it as well.
So
now it becomes AIDCA.
A
sales letter should always be written
using that sequence. No exception.
What's
more, it will never change, as long as the
world keeps turning. Mess with it and your
letter will underperform. I guarantee it.
4. Recognise the enormous importance of
the first paragraph
The
first paragraph must carry on in the
same positive vein as the headline and/or
envelope copy.
Remember
that the reader will not remain with you unless
your first and second paragraphs hold the
attention and interest your headline and layout
have aroused. And if you ask a question in
the headline, answer it fast in the first
paragraph, or you will lose the reader right
there.
The
benefit in the headline must be substantiated,
enhanced and expanded if possible, in the
first two paragraphs.
This
is where the experienced writer starts to
take control of the situation.
5. Use simple but effective words
Simple
words are the most effective in selling copy.
Use everyday words, words that people recognise
and are comfortable with. Words that flow
easily and have a natural rhythm.
Don't
try to be smart or show off with your copy.
No one is interested in how clever you are.
Remember some wise words
from Copy Master Ken Roman “New usage offends many ears. Established usage
offends no one“.
Also
try to understand the type of person you are
writing to. Write to one person from that
group and your copy will speak to all the
people in that group.
6.
People buy benefits not features
This
is so misunderstood right now, it is staggering.
The amount of mailings you see that talk about
the company, how long it has been in business,
its mission statement, what this product does
etc - is mind-blowing.
No
one is interested in the company, its history
and its products and services, believe me.
They are only interested in what those products
or services can do for them.
So,
when you write your next sales letter, make
the benefits the star, not the features, the
brand or the company.
7.
Emotional words always work better than intellectual words
Keep any
intellectuals that you may have, well away
from writing sales letters.
People
buy for emotional reasons and justify those
reasons with logic. Gene Schwartz wrote an
ad that ran for over two decades and sold
so many flowers it exhausted nurseries. It
is pure emotion. Here's part of it…
“When
you put this into the Earth and you jump back
quickly, it explodes into flowers. And everybody
in your neighbourhood comes and they look.
And people take home blooms because you've
got so many you could never find a house big
enough to put them in. And you've become the
gardening expert for the entire neighbourhood.”
8. Recognise the five basic objections
your readers will have and address them within your sales argument
- I
don't believe you.
- I
don't need it.
- I
don't have enough time.
- I
don't have enough money.
- It
won't work for me.
9.
Make sure your copy believes in itself
I call this ‘making
the words connect to the eyes'. It is so important in this sceptical world
that your copy has energy, belief and that wonderful word - verisimilitude – the
appearance of truth.
Show
some excitement for your product or service.
Because, let's face it, if you aren't pumped
up about what you're selling, don't expect
the reader to be.
Be
enthusiastic, but be believable. Do not raise
doubts.
The
reader only wants an excuse to stop reading.
In fact, they are looking for one all the
time. Don't give it to them.
10. Understand that good layout and type
will support and help copy
Words
sell. Pretty pictures do not. However, the
use of the correct graphics, fonts, and layouts
can greatly assist the delivery and understanding
of your sales message.
Use
proven formats. For ads, consider an advertorial
style.
This approach is doing
well right now and can get 80% more attention than any other ad layout.
Correct typography helps people to read your
copy, whilst bad typography prevents them from doing so. Best typefaces are serifs
– courier, century, caslon, bakerville, trebuchet, times roman.
11. Use proven techniques to attract and
seduce
You have
to keep the reader reading any way you can.
Sub-heads,
bullet points and indents all work. These
techniques also cater for the ‘ skimmers'
who tend to glance at copy, as well as
the word-for-word readers.
The
effective use of subheads is essential in
selling copy.
A
lot of readers, although attracted and intrigued
by the headline, can be turned off by the
sight of long body copy. A subhead will give
them an idea of what the body copy is saying,
and can be a short cut to getting a pretty
speedy overview of what the letter is all
about.
Subheads
make it easier and more inviting for the reader
to keep going down through more of the body
matter of a letter. The first couple of subheads
should be powerful and interesting and support
the headline.
They
do a vital job.
Tests
have shown that two short opening paragraphs
and then your first subhead is a recommended
route.
12.
Specifics sell, generalities do not
‘75.6%'
is significantly more effective than ‘over
75%'. The reason is simple. 75.6% is so specific
it makes it more believable.
Your
reader will be sceptical. He wants to disbelieve
you. The more you can do in your copy to counteract
this and win the reader over, will give you
a fighting chance.
And,
when you think about it, those percentages
are available anyway. Most use ‘over 75%'
and similar phrases, simply because they are
lazy.
13.
Testimonials are gold dust
Testimonials
are all about confidence. Other people telling
you what you have bought - or are about to
buy – was, or will be, one of the smartest
decisions you ever made.
Use
them whenever you can.
When
you open Harvey McKay's book, Swim With
The Sharks Without Being
Eaten Alive, the first 15 pages are
filled with testimonials.
It's
a very clever approach. He is making you feel
you have made one of the wisest decisions
of your life by purchasing his book. You are
so excited to start the book after reading
testimonials from people including President
Ford, Billy Graham and Robert Redford, that
you have already justified making the purchase.
14. Guarantees are expected. Don't disappoint
Give a
guarantee. It is part of life now. It is expected.
People
will suspect you if you don't give one, or
if you wrap it up in small print. Less than
2% of your customers will ever ask for their
money back, so offering a guarantee is a pretty
safe risk.
What kind of guarantee? Well, as liberal as you can possibly make it. ‘No quibble',
‘no questions asked' are the best. Because they give confidence about you and
what you are selling.
15.
Don't forget to tell the reader what to do
I get
amazed at the amount of mailings and ads I
see, that seem to forget this.
The
whole object of you spending your time and
money creating good copy is to influence the
recipient to buy from you. When they get to
the end of the letter, tell them what they
have to do.
Wherever possible, include a personalised order form or response device.
It
will always uplift response, especially
in BTB mailings. In addition, give the reader
as many opportunities to respond as possible
– mail, fax, toll-free numbers, email or website.
If
you're marketing on the Web, include a link
or a button that makes it easy for your readers
to order.
Deadlines
can be effective too. Most people won't take
any immediate action unless there exists a
sound reason to do so. Deadlines are one way
to generate speedier action, as long as your
deadline sounds credible.
16. Use words that have magic, pzazz and
above all, words that SELL
Use words
that are proven in getting attention. But
use them wisely. If you just string these
words together, they are ineffective. But
weave them into your copy, along with the
essential facts and copy techniques described
earlier, and they become very powerful indeed:
Here are a few proven ones…
Introducing,
announcing, astonishing, exciting, exclusive, fantastic, fascinating, first, free,
guaranteed, incredible, initial, improved, love, limited offer, powerful, phenomenal,
revealing, revolutionary, sensational, special, successful, super, time-sensitive,
unique, urgent, wonderful, you, breakthrough, new, and
how-to.
Notice
all the above are emotional words…
17.
In A Sales Letter, The P.S. Is A BIG Player
Big is
right.
Testing
has shown that 79% of people who open your
mail will read the P.S. almost immediately.
That's a lot of people.
But
always use the P.S. to restate the offer and
benefit. There should never be anything in
the P.S that isn't in the body copy.
It
is imperative that any offer is restated in
the P.S., together with any deadline.
18. Test ruthlessly
Test.
Test. Test. The rock on which the direct marketing
church was built.
Yet
very few people seem to test these days. Some
can't be bothered, some are just plain lazy,
some are naïve in such things and most
blame budgets.
If
you don't measure it, you can't prove it.
People
think testing is research. Nothing is farther
from the truth. Research is theoretical, not
actual. Research is opinion, information,
preferences, etc.
Testing
is real. The results of battle activity. Straight
from the marketing trenches.
Many
variables can be tested in direct marketing,
but make sure you only do one at a time, otherwise
you won't know which element has generated
the uplift.
19. If there is no offer, there will be
no sale
Ignore
this at your peril. Remember, the individual
you are writing to, is now in control. What's
more, that person knows it.
This is 2004. People demand the best. If you don't provide a strong offer in your
mailing or ad, the recipient will go somewhere else. You
may not like it. But it's a fact.
20. Study Successful Copy
Study
the best writers. There are books available
showcasing the most successful letters ever
written. Treat yourself to some.
Read
selected letters out loud. You will know instantly
why they worked.
Write
out some letters word-for-word in your own
hand to get a feel for its rhythm. You'll
find this is an interesting exercise.
Remember
that the best writers study the business.
The best writers study words.
Great
copy comes from people who pay enormous attention
to detail. Great copy comes from people who
think beyond the words…
If
anyone wants some suggestions from me regarding
reading material, please drop me an email
and I'll let you have a few titles.
Keep
safe. See you next month.
Andy
As
well as his International speaking engagements,
Andy runs in-house copywriting sessions and
workshops for companies and organisations
all over the world. If you feel your company
could benefit from this, please contact Andy
for details.
If
anyone would like further information on any
aspect of copywriting for direct marketing,
please contact Andy direct at andyowen@aol.com
or copydeskUK@aol.com
Andy
Owen is Managing Director of Andy Owen &
Associates, a leading International Strategic
Marketing Consultancy specialising in direct
marketing. The company has offices in Birmingham
,
London
,
Dubai
,
Cairo
,
Paris
,
New
York
& Los
Angeles.
The
company's corporate website is www.andyowen.co.uk
The specialist copy division
has its own site at www.copywritingthatsells.com
Andy
can be contacted personally on 0044 121 778
6640, or by mobile on
0044 7774 894039
