Copywriting Secrets That Sizzle


Guess what? There are millions of adverts out there on websites, in newsletters, brochures, emails, TV, magazines…

So, what have you got to do to make yours stand out?

Look at what your competitors are doing…

…and then do something different.

If you study the advertising in your industry, you will probably be able to identify a common theme running through most of the ads. They may say similar things, have a similar layout or follow a similar format.

To make yours stand out you need to stand apart from everyone else.

Great. But how exactly am I supposed to do that?

Quite often you will find that because you know your industry so well, you become blinkered. Without realising it you would have fallen into the trap of churning out the same copy.

Often, when companies realise this is what’s happening, I get a call. As a freelance copywriter coming in from ‘outside’ I can look at their company with a fresh perspective. Whether I’ve worked within their particular field before or not, is neither here nor there. The fact is that I can look at the product or service with an unbiased view and produce something fresh, interesting and attention-grabbing.

Stand out and be noticed

I suppose you want a few hints now on how to make your ads more interesting. Here goes…

  1. Add a personal touch by using a hand written letter on your ad rather than text.
  2. Add a list of respected people who’ve bought from you – but make sure you get their permission first.
  3. Use before and after pictures to illustrate the benefits of your product.
  4. If you’ve had an article or review written about your company, use it in your copy – it gives respectability and credibility to your advert.
  5. If you offer free bonuses always add their monetary value so your readers can see what a great deal they are getting.
  6. If possible use a famous person to promote your product/service.
  7. Add your picture and contact details to your advert.
  8. Tell your readers that you will donate a percentage of their purchase price to a specific charity.
  9. Ask ‘yes’ and ‘no’ questions in your copy to remind them of their problem and to make them think about what will happen if they don’t buy your product.
  10. Create a competition – for example enter them in a free prize draw if they can find the 3 miss spelt words or the 5 flowers in your ad. The longer you can keep them reading the greater chance of getting them to buy.

Simply by using one or two of these suggestions in your copy, your company will be seen as standing apart from the rest. Being different is good. Being different is being seen.

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