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 Is Your Copy Upside Down?
by: Karon Thackston
As a professional
copywriter, I’ve seen my share of copywriting mistakes. One that seems
to be particularly common is writing copy that’s “upside down.” When you
do this – when you don’t relay your message in the correct order – you
lose your audience’s attention, and the sale!
You’ve probably seen
copy that reads something like:
Professional Virtual Assistant Services
For over seven years, we have been providing virtual assistant
services to the global community. With a proven history of excellence,
you are guaranteed quality when you select ABC Company for your
virtual assistant needs. You’ll find your load lightened, your
schedule freed, and your business day more organized so you can spend
your time making money instead of chasing your tail. Virtual
assistants allow you to do more of what you love to do!
What’s important in
this paragraph? Yes, experience (“…over seven years…”) is necessary. And
quality (“…you are guaranteed quality…”) is vital. But what is it that
will catch the attention and deliver the true message about virtual
assistants?
It’s this section:
“You’ll find your load lightened, your schedule freed, and your business
day more organized so you can spend your time making money instead of
chasing your tail. Virtual assistants allow you to do more of what you
love to do!” So – if this is the most important part – why is it at the
end? Because the copy is upside down, that’s why!
Let’s rework this
section of copy and turn it right side up so it will grab the reader’s
attention and make him/her understand what virtual assistants *really*
do.
Professional Virtual Assistants Lighten Your Load
Tired of running around, feeling like you’re out of control? Have too
much to do and not enough time to do it. Those are the situations
where virtual assistants are a lifesaver! By using a professional
virtual assistant, you’ll find your load lightened, your schedule
freed, and your business day more organized. You’ll be able to spend
your time making money instead of chasing your tail. Virtual
assistants allow you to do more of what you love to do!
For over seven years,
we have been providing Virtual Assistant services to the global
community. With a proven history of excellence, you are guaranteed
quality when you select ABC Company for your virtual assistant needs.
See the difference?
We’ve hit a nerve. We’ve gotten the readers’ attention right up-front by
appealing to their emotional needs and wants. We’ve shown them the end
result of using this virtual assistant service, and then backed it up
with facts.
I know I say it over
and over, but it’s a true statement… Most buying decisions are emotional
so your ad copy should be, too.
When writing any type
of advertising copy, remember to place your best information up top
(right side up), instead of at the bottom (upside down) where it may, or
may not, be read. When you do, you’ll get greater readership and more
sales!
Most buying decisions
are emotional. Your ad copy should be, too! Karon is President & CEO of
Marketing Words, Inc. who offers targeted copywriting, search engine
copywriting, and ezine article writing. Subscribe to Karon's free ezine
at http://www.marketingwords.com/ezine.html or visit her site at http://www.marketingwords.com.
You can also learn to write you own powerful copy at http://www.copywritingcourse.com.
About The Author
Copy not getting
results? Let Karon provide search engine copywriting, catalog
copywriting, or other types for you. Just visit
. You can also learn to write your
own SEO copy that impresses the engines and your visitors at
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