Top 30 Copy Writing Principles!
by Wild Bill
1. The Right Product for the Right Target Group:
Make sure that you are promoting a product that is useful and/or
desirable to the audience you are targeting.
2. Use Attention Getting Headlines:
You web site will have or should have much useful information embedded
within. Just like direct advertising, you must be sure that you have a
great headline to get your reader's attention.
3. Expand Headline with Lead Paragraph:
Follow up the headline immediately with the first paragraph. If you ask
a question, answer it. If you propose a thought, explain it. Don't leave
them hanging too long, you may end up hanging yourself.
4. Draw the Reader In:
Avoid page and advertising layouts that are confusing or hard to read.
Reading your message should be a pleasure to read. Keep your copy
simple, clear and concise. Talk to your reader as you would a friend or
family member. Be straight and sincere with them. Spell it out and
explain point that need explaining.
Don't leave your reader second-guessing your copy.
5. Support your Opening Idea:
When you plant that opening idea, build on it and support it. List your
strongest and key points. Don't just tell your reader you're better,
state (brief) facts why!
6. Focus on the Reader, not the Product:
Of course your copy must contain information and facts about your
product or service, but that is not your focal point. You must focus the
reader. Use their needs, wants, desires, fears, weaknesses, concerns,
and even fantasies to sell your product or service.
7. Empathize with your Reader:
Many buyers have firm beliefs and strong feelings for the type of
product that they are interested in. Share their enthusiasm; support
them in their interests outside the product itself.
8. Use the "That's Right!" Principle:
Get your prospect to agree with you. Tell them something they know
already. Get them to say to themselves, "That's Right!"
9. Ask Provocative Questions:
Leading into your copy or headline with thought provoking questions will
grab the reader's interest and move them to read more for the answer.
10. Move Quickly from Intro to the Pitch:
Don't waste your reader's time trying to "warm them up". If they got
that far, there's blood flowing already. People are busy creatures. If
you lose their interest, you neither sell nor profit. Get on with it!
11. Be Sincere:
What's the number one fallback for sales on the web? Fear! Fear of being
scammed or ripped-off. The more sincere you are the better your chance
of building a "selling" relationship.
12. Don't Contradict Yourself:
Double-check your copy. You would be surprised to know that many
copywriters unknowingly contradict themselves leaving the reader
suspicious, thus destroying your credibility with them.
13. Keep Your Focus Aligned:
The more focused your target group, the better your chance of meeting
their needs. Don't try to sell everyone!
14. Make Your Product Irresistible:
Dress it up. Your product should sound like the cream of the crop. Focus
on your selling point (price, quality, etc) and make it impossible for
the reader to imagine another in comparison.
15. Use Fear as Motivation:
Fear is both a weakness and strength, but also a powerful selling tool.
Fear of injury, death or missed opportunity. If you sell a safety
product you would use this fear to your advantage. If you're offering an
opportunity, the fear of missing their chance is a
16. Anticipate Problems and Complaints:
Don't avoid or hide a possible problem with your product or service.
Address it in a positive manner. This creates a sense of goodwill
between seller and buyer.
17. Flattery will get you everywhere:
Yes, everyone likes to hear a little flattery. Keyword here is "little".
Don't overdo it!
18. Be Personable:
Let them know that there is a kind, honest and real person behind the
page. People would rather deal with people, not companies, corporations
or conglomerates. Add the "Human Touch" to your copy.
19. It's Guaranteed:
A guarantee reassures the reader that you are reputable and will live up
to your promises.
20. Use "Power"ful Words:
"Power" words are words that move a buyer by enhancing and reinforcing
your presented idea. Certain words have proven to be movers and shakers
in the advertising world. For a limited list of some of the more popular
"power words" check here: http://22.214.171.124/powerwords.shtml.
21. Share a Secret:
People want to get the inside track. If you can convince your prospect
that you have an exclusive message for them, you're one step closer to a
22. Keep It Lively:
There are many ways to keep your copy lively. Telling a (brief) story is
a strong technique for getting your message across. Separating and
highlighting key information or facts is another. Using personal
pronouns like "you", we and us will add a sense of warmth to your copy.
If you are publishing your own newsletter, use a personalized program
such as the the one we use and market to put your readers on a first
name basis. If you would like more info on ours Just Ask!
23. Go with the Flow:
Writing copy requires the ability to make a smooth transition from one
point to another. Rather than laying them out like a list, learn to use
transitional words. Transitional words are used to go from one point to
another. For a list of some of the more popular transitional words and
for your own reference, check here:
24. Check Your Spelling:
Take the time and spell check your work. Finding misspelled words in web
copy leaves the reader wondering how competent your product or service
could be, if you cannot take the time to be sure you spelled the words
in your web copy correctly.
25. Use Photo's to Demonstrate:
Use photos to demonstrate your product or service. If used correctly a
picture really is worth a thousand words.
26. Use Graphics to get Attention:
Using buttons, icons and arrows can help direct the reader's attention
to important details. If organized correctly they can also help sort
facts or messages into categories.
27. Offer Testimonials:
Offer short, reputable testimonials. People want to hear what others
have to say about your product or service.
28. Create a Memorable Logo:
Create a simple, but memorable logo or custom graphic that your visitor
can easily relate to your product or service.
29. Create an Unforgettable Slogan:
Use a short, easy to remember slogan that a reader will walk away with
on his or her lips.
30. Get a Response:
There are many techniques for getting a prospect to respond. Spell it
out for them. Tell them to respond. Tell them why they should respond.
Give them a reason they should respond now. Offer a bonus or freebie if
they respond. Don't require your reader to have a degree in computers to
respond to you. Make it easy to do and give them choices of how to do
it. If using an order form, make it inviting and easy to use.
Best to you in your Business Ad-Ventures!
|About The Author
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