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The Top 7 Rules of Power Copywriting!
Author : Wild Bill Montgomery
Here are the top techniques and tricks that today's best
copywriters use. Learn them well, remember them always and use
them often!
1) Research, Research, Research.
The biggest difference between good copywriters and great
copywriters is research. Before you start writing your copy, do
the work. Research the product or service. Research your (or
your clients) product or service. More importantly though,
research and study as many of the competitors as you can find
for which realistic time allows. Gather as much data on you
product (or service) and your market as possible. After
researching the gathered material, ask questions. As you study
the material, write down the questions you will need answered.
Believe me, the more you research, the more questions you will
have. Ask those questions that you have not yet answered in your
mind, about your own product or service, or a clients product or
service. There is no such thing as a dumb question.
2) Use Adjectives and Adverbs.
If you are a writer or have ever studied writing, I'm sure that
your instructors burned into your mind, the fact that you need
to minimize the use of adjectives and adverbs. Well, I'm here to
tell you that they are wrong...well at least in the copywriting
arena that is. You don't offer a service; you offer a Quick,
Reliable Service. You don't offer a program; you offer a New,
Comprehensive Program Package. Get my drift writer? Even the
best of writers have blocks. Do yourself a favor. Always have
available on your desk, kitchen table or wherever you work, a
good dictionary and the best Thesaurus you can find. If you
don't have those available (or even if you do), here are the
best Dictionary & Thesaurus sites on the web. Do yourself a
favor use them!
OneLook Dictionaries <http://onelook.com/> Dictionary.com
<http://www.dictionary.com/> WWWebster Dictionary
<http://www.m-w.com/> Thesaurus.com <http://www.thesaurus.com/>
3) Use Laser-Like Alignment.
The most successful copywriters know that they must keep their
copywriting aligned with the market niche. Don't generalize your
ad copy. When writing copy, imagine your message as a laser
beam. Do you want a tight, focused and powerful beam, or a
wider, less concentrated and weaker message? Every business has
a niche market, and with all marketing functions, your ad copy
should be aligned with that niche. The moral of the story; don't
try to please everybody!
4) One Testimonial is Worth a Thousand Words.
If you want more ad-punching power in your ad copy try using
well-written testimonials. I know many copywriters may be
lacking a little in using this technique. Many others will only
use them when they are handed to them on a silver platter. Don't
wait for one to fall out of the sky, ask for them. Don't attempt
fabricating them or asking customers to fabricate them. Make it
clear when asking that you want it to come from the heart, good
or bad. No rule says you need to use the bad ones. Don't
underestimate the power of a happy client. Nothing you can write
will be as genuinely sincere as the praise of the satisfied
customer.
5) Tell Them What You Do, not how you do it!
In your ad copy, add useful and interesting information. This
rule is too often forgotten by even by the best of copywriters.
Don't make the mistake of thinking your customer wants to know
how you do it. What they really want to know about is the end
result. So you tell them what you do and what they get. Don't
get too technical! You can throw in a few facts or statistics
that will convince your prospective buyers that you know what
the market has to offer and that you have the best in your
group. Whether it is in price, quantity or quality, feel free to
give them some numbers!
6) Use Time Frames
Whenever it is possible initiate a time frame. This falls into
two basic categories: the Product and the Pitch.
The Product: Whenever you are offering a solution to a problem,
tell them how long the solution will take. Which example would
catch your interest the most? "Clear your Credit" or "Clear your
Credit in Only 6 Months". Note the word "only". If you're using
time factors, make it appear that your time frame is small in
respect to the rest of the market.
The Pitch: One of the best motivators in ad copy is the time
frame or better put the "Time Limit". Let your prospect know
that they have a limited amount of time to respond to your
offer. You want to create a sense of urgency. They must act now
or it will be too late! Remember to inject the reason for the
urgency. This gives your time limit an air of legitimacy.
7) NO RISK!
Put your prospect at ease. Clearly emphasize guarantees, no
obligation inquiries and customer service. These are
all-important subjects that should be included in any good ad
copy.
Guarantees: Simple. The bigger and longer, the better.
No Obligation Inquiries: Many consumers are wary of being
harassed by salespeople. Put their mind at ease. Let them know
that they won't have to fight off salesperson after salesperson.
Customer Service: Many consumers prefer the icing to the cake.
They want to be catered to no matter what the cost. If you can
offer great service with low cost, you may have the winner
you're looking for.
Wrapping It Up.
Congratulations! If you are the average small/home business
owner you are now 100% more informed than you were ten minutes
ago. Of course this one article is not going to make you a
professional copywriter. But, if you're a small business owner
like myself, you need to rely on your own skills for almost
every aspect of your business and marketing efforts.
Thanks for reading! "Wild Bill"
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