Copywriting – 7 Tips That Make Really Great Copy

May 30, 2013 | Author: | Posted in Education

Introduction
When you’re putting together an advertising campaign having great copy to move your audience to take action can never be underestimated. For many people, even those in the advertising industry, it can be a bit hit-and-miss to get your ads just right. To be able to write great copy consistently is an art-form that can take many years of practice to learn and develop. There are however, a few fantastic tips that can make this process just that bit easier. What I’m going to share with you here is list of seven fabulous tips to help you to write better copy for your advertising campaign. In putting these tips together I have spent time seeing what’s working and what’s not working as well as interviewing a number of internet marketing professionals and some really successful copywriters for a few of their inner-most secrets.

Background
I have been writing for many years and particularly concentrating on advertising copywriting for the past several years. During this time I have been learning from many of the experts at their craft from around the world. I’ve spent a lot of time watching, reading and constantly learning to see what the copywriting gurus are doing and replicating their winning formulas. For some time now I have been watching the best of the best at what they do and I believe I have identified seven things that make their copy great. The greats I’m talking about include the late Gary Halbert, Brian Keith Voiles, Bob Bly as well as one of the world’s best copywriters who comes from Australia, Brett McFall. This is by no means a complete list of the who’s who of copywriting but these few incredible masters have set the benchmark for what to accept in extraordinary copywriting. To fully understand the process of copywriting I have broken the tips up into three basic areas and we’ll discuss each of these individually.

Headline
This is without a doubt the most important area for all successful ads.

1. Headline must excite, invite and entice
The headline must be written in such as a way to excite the reader and invite them to read on and then finally to entice them to carryout an action at the conclusion of the ad. The Pareto principle or the 80/20 rule applies to how best to write the headline. While the headline, and any sub headings will take up less than 20% of the words in the ad, 80% of the work must be done on the headline. Many great copywriters start with a basic idea or theme for the headline and then write the body copy. Once they’re happy with the body they come back and spend most of their time rewording and refining the headline.

Body copy
2. A great story gets excellent results
Be compelling in your ads by telling a gripping story. Everyone loves a great story and it’s no different when writing ads. Get your audience interested from the beginning with a fantastic headline and then tell them a story that they cannot put down. Take them on a journey and they will be moved to take an action at the finish. The best way to learn how to tell a compelling story is to read heaps of great books. Look at some of the classic great story tellers like Ian Fleming author of the James Bond stories and John D. McDonald author of the Travis McGee stories. Their stories are always compelling and grip, keeping the readers intrigued until the very end. Your copy needs to do the same thing. The other way of becoming a great storyteller is to be an observer of life. Watch and observe life around you. Read and listen to what’s happening on TV, radio and in magazines. These are fantastic sources of stories and storytelling. It won’t take you long to become a collector of great stories that you can tell in your ads.
Don’t forget to always keep you ads conversational. If your audience believes you are talking directly to them they are more inclined to keep reading.

3. Include some emotion
Stephen King, the great horror writer is reported to have said that without emotion and belief there is no fear. The emotional value of any copy should not be underestimated. If your audience becomes emotionally involved in your copy then there is a great chance that they will carry out an action at the conclusion.

4. Know your product
At the end of the day there is only one way to really know your product and that is to research, research, research. And when you think you know your product and you start writing the copy keep asking yourself, SO WHAT? If it isn’t important and compelling then get rid of it. Everything in the copy must be important and necessary while taking the audience on a journey.

5. Do it quickly
If you’re going to get it wrong and fail, and you will from time to time, then I suggest you do it quickly and get it over and done with. Then it’s time to move on and chances are you’ll get it right the next time. Always remember; don’t suffer because of one missing piece of information. If you think you’re missing a vital piece of information and just can’t identify what it is then move on without it. If it’s really that important then it will come to you.

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