ArticlesReader.com Menu
Newest Articles
Most Viewed Articles
ArticlesReader.com RSS
Submit Article
Login
Signup
Search the articles

Articles Main Categories
Advice
Animals
Automobiles
Business
Career
Communications
Computer Programming
Computers
Entertainment
Environment
Family
Fashion
Finance
Food
Health & Medical
Home & Garden
Humor
Internet Business
Internet Marketing
Legal
Leisure & Recreation
Marketing
Other
Politics
Reference & Education
Religion
Self Improvement
Sports
Technology & Science
Travel
Writing
Subscribe
Receive alert message from us when new articles submitted to our site for free.

Enter your name

Enter your email

Syndicate

















Related Products
Home::Copywriting

Is It Time For A Copy Facelift?

Author : Karon Thackston
by Karon Thackston 2003
http://www.copywritingcourse.com

I just had to laugh! During a recent conversation about how often you should change your copy, I had one person tell me Well, if there were any *good* copywriters out there, theyd be able to write it once, and it would work forever! Oh really? Actually, nothing could be further from the truth.

It is extremely rare for advertising copy to last for extended periods of time. Changing your copy is a given, the reason being that people and events change. Since we, as copywriters, are reaching our customers on an emotional level, we have to stay in tune with whats going on in their lives and their worlds. Lets look at an example.

Say you rent mailing lists. Your primary benefit might be that you have the largest lists available offering a minimum of 100,000 names per category. Things are going great, and youre renting lists like wildfire. But then right in the middle of your success the postal service increases rates substantially.

All of a sudden, your rentals begin to drop dramatically. Here you are screaming about the largest lists available anywhere, and your customer is thinking about how much his postage expense is going to skyrocket.

The businesses you rent lists to are now very concerned. What *used* to be your biggest benefit is now your biggest deterrent. Your customers no longer want to rent lists that have a minimum of 100,000 names. Instead, theyd love to be able to rent much smaller lists in the 5,000 to 10,000 quantity range. Yep! You guessed it. Its time to change your copy, USP and all!

Any number of aspects can cause a change in focus for your target customer, and therefore a need to rewrite your copy. Here are some of the more common ones for businesses:

New tax laws
New mandatory expenses (such as a postage increase)
Starting a new business
Closing a business
Stock price increase
Stock price decrease

Business to consumer sales can be affected, too. Personal circumstances that change every day include:

Buying a new home
Retiring
Getting married
Getting divorced
Having a baby
Receiving a tax refund
Receiving an inheritance

What do I recommend? Twice a year, take a good, long look at your copy. What has changed in your marketplace? What laws, regulations, or events have been implemented or have taken place? Will these things have an impact on your customers? How will you respond to them?

Take that information and compare it to what your current copy says. Is your message clear? Are there benefits you need to update or change? Is your copy still making the most positive impact on your potential customers that it can?

If not, dont hesitate to make changes. After all, your copy is your key to new customers and repeat customers. And, as I said in the beginning, hardly any copy will last forever. Eventually, everybody is due for a copy facelift.


About the Author

Most buying decisions are emotional. Your ad copy should be, too! Let Karon write targeted copy and ezine articles for you. Visit her site at http://www.ktamarketing.com, or learn to write your own copy at http://www.copywritingcourse.com.

Spam emails More free articles

Related articles


  1. Is Your Web Copy "Plain Talk"?
  2. A Quick Free 'n' Easy Content Writing Course
  3. Pharmaceutical Copywriter? Maybe?
  4. Copy Makeovers Made Easy
  5. Copywriting Makeover: Subtle Changes Make A Big Difference, Part 2 of 2
  6. Copywriting Makeover: Subtle Changes Make A Noticeable Difference Part 1 of 2
  7. Top 10 Ways For Copywriters To Overcome Writer's Block
  8. How To Personalize Your Headlines For Increased Profits!
  9. Writing Suitable Copy for the Press
  10. How to Write Ad Copy that Sells
  11. Working on the Internet: Role of Proofreading and Copy editing OnLine
  12. Tech-writers: A Necessary Evil
  13. Web Copy How Much is Enough?
  14. Online Promotion Beats Traditional Ten-One
  15. Writing Copy for Voiceovers
  16. Somebody's Distributing Your Copyright Content Illegally? Know Your Facts Before You Accuse
  17. Web Legalities: Copyright
  18. Things You Might Like to Know about Copyrights
  19. Why Good Copywriting Matters
  20. Why Dream Merchants Make More Money
  21. Why Copyright?
  22. The Top 7 Rules of Power Copywriting!
  23. Revealed: The $12,500 Copywriting Formula
  24. What is Advertising - and What Does it Mean on the Internet?
  25. 7 Emotional Appeals You Can Use To Super Charge Your Headlines
More related feeds
Is It Time For A Copy Facelift?
If not, don’t hesitate to make changes. After all, your copy is your key to new customers and repeat customers. And, as I said in the beginning, hardly any copy will last forever. Eventually, everybody is due for a copy facelift. ...

Face-Lift 547
I majored in creative writing at Kansas State University, and I currently work as a copy editor while I take classes toward my secondary education degree. Thank you for your consideration, Notes This is too listy. ...

Face-Lift 541
Jillian is the perfect wife--or so Rob thinks until he finds the secret room with the radio and the copy of Mein Kampf. Now the mild-mannered accountant must turn sleuth in order to discover if his own wife is a secret Nazi or if his ...

A TAXING DILEMMA: PROPOSITION 13 @ 30 - Time for a face lift? Or a ...
May 29, 2008 - On a May evening 30 years ago, I left my desk in the newsroom at the Los Angeles Times, grabbed a copy of the early edition of the next day's paper and drove to Lucy's El Adobe Cafe on Melrose for supper. ...

Metrotimes.com Gets A Much Needed Face Lift
Well it looks like The Metro Times has itself a new fancy schmancy web design (very impressive, and about damn time). This week Michael Hurtt has a very interesting story on Jack Oblivian is behind much of the sonic inspiration of the ...

face lift and a latte
paris - coffee shop - and the cafe latte i settled for when the waiter told me i was not going to be able to add kahlua on the side (hmmm... it's not like burger king - you can't get it your way). IMG_7455 copy.

Horse Training Gets A New Face Lift From A 108 Year Old Horse ...
For instance, if a horse is a confirmed biter and has been for a long time, Beery gives clear instruction on how to stop it for good. Even better is the instruction Beery offers for horses that jump fences. ...

Y! Alert: Copy of Example: Using the Translate Module
Позолоченный facelift для пришельца; Мох Kate получает касание Midas4a??s для $2.75 миллиона; Di Пар tweaks bathtub Cosmo с более большим экраном; Manvan рисует вне к взятию в предельных вариантах зрелищности; Красавица Epoque ...

Giving PowerPoint a "Facelift" for Interactive Activities: Part ...
With some simple steps, a person can copy the You tube or other site video clip URL and have it downloaded to your desktop - check into Keepvid and flv Player. These tools allow you to make little flash videos of online videos for your ...

Y! Alert: Copy of Example: Using the Translate Module
The minimal amount of time required no way means that there is a paucity of sections inside it. The division of segments is indeed comparable to the conventional ones. You can station 25 gallons of fresh water too, making it a capable ...

 

 

2007 articlesreader.com - All Rights Reserved