Entries Tagged 'sales writing' ↓

Can you really tell whether copy is good or bad just by looking at it?

The answer is yes and no.

It rather depends on what the copy is, what it’s meant to do and what form it takes.

For example if it’s SEO copywriting and it’s very obvious what the targeted keyword is, like in the example below…

…then it’s pretty safe to say it’s bad copy.

The problem is a section of text can be very well written (grammatically correct and no spelling errors) and yet, from a sales perspective, it’s about as useful as a chocolate teapot.

That’s why it’s not always easy to spot bad copy.

It’s probably easier to look at this from a different angle and think about what makes good copy.

The traits of good copy

Luckily there are 5 characteristics that good copy has. No matter which format it’s written for or what it’s trying to sell, good copy will always:

1. Grab the readers’ attention immediately
2. Be clear and unambiguous
3. Answer all the readers’ questions and so counter any buying objections they may have
4. Build trust and rapport with the reader
5. Motivate the reader into taking a specific action through a strong call to action

What it comes down to is this – copy is written for a purpose (generally to sell something) but if it doesn’t fulfil that purpose it’s not doing its job.

Selling through text alone is difficult. You don’t have the personal contact with the customer; you can’t think on your feet to counter their buying objections and you can’t shake their hands.

Your copywriting has to do every thing:

• Inform
• Build trust
• Convince
• Convert into a sale

That’s not an easy thing to achieve.

What are your thoughts? Can you think of any more traits you find in good copy? Why not share them here along with any shocking examples of copy you’ve come across.

What do I mean by calm copywriting?

Well let me first tell you about what prompted me to write this post.

I took my eldest son to the Orthodontist this morning. The Orthodontist is a lovely chap and comes from Eastern Europe…somewhere. Anyway, after making my son’s next appointment we got in my car to head back to school when I mentioned that I might get his father to take him in for the next appointment as I might not have my car that day.

My son looked at me in horror and said “no, you can’t do that. You know what dad’s like, he’ll try and talk in his European English so the Orthodontist understands. It will be soooo embarrassing!”

The ‘European English’ my son is referring to is the good old fashioned British way of communicating abroad – s-p-e-a-k-i-n-g   v-e-r-y   s-l-o-w-l-y  a-n-d   l-o-u-d-l-y to make sure our European cousins can understand us perfectly.

Admittedly it usually ends up either offending or reducing people to hysterical laughter.

So how is all this related to copywriting?

Well there’s a lot of ‘European’ copywriting about too.

We’ve all seen the landing pages which comprise of different sized fonts, bold colourful words and truly awful graphics. And this isn’t just confined to landing pages you can also come across it in emails, sales letters and websites.

Does it give the reader confidence?

No.

Does it engage, enthral and sell?

No.

Instead it annoys, switches the reader off and encourages them not to buy.

Rather than relying in brash sales techniques like these, use your words carefully and let them do the selling.

Keep your text uniform (other than your sub headings), calm and persuasive. It will have a great effect; make you appear more professional and approachable.

Remember your reader isn’t an idiot. They will see through all the frills, fonts and colours. If you want to be taken seriously, write seriously.

This is always a tough question to answer when putting  together a sales letter.

Every product is different so the answer will depend on what you are selling. But what if you are trying to sell an information product – something along the lines of an eBook or report, for example. How much information do you ‘give away’ about it?

What can I do for you today?

It’s a bit like when you go into the hairdressers – do you opt for the full colour or just highlights?

Well, if you think about it – you are offering an information product. It will be designed to help your reader in some way. It may be designed to make them money, save them money, change their lifestyle, improve their careers – the possibilities are endless.

Because it will ‘change their lives’ you don’t want to tell all in your sales letter. If you did, what would be the point in buying the product?

Ben Settle makes an interesting analogy in his recent post ‘Hollywood’s Billion Dollar Copywriting Secret’ . When a new film is due for release, it is preceded by a trailer. This is designed to whet your appetite. As such, it involves a combination of high action snippets from the film set to enlivening music with a compelling and dramatic voice over.

Basically what they are doing, is giving you the edited highlights of the whole film. It will be the most dramatic sections that you see and when strung together, it will produce a powerful image.

Therefore when you’re putting your sales letter together you need to look at the most powerful benefits your product has – what is the greatest impact it will have on your reader? What is the problem they desperately need a solution to and that your product will provide.

It is these highlights you need to extract and place in your sales letter. You have to give them just enough to make them want more.

Whatever you’re selling, always concentrate on the main benefits of your product. Your reader is going to want to know what your product will mean to them. Give them what they’re looking for and they’ll buy.

Sally Ormond – freelance copywriter

It’s Mothers’ Day so I’m sat here in front of my computer working while the kids and my husband are glued to the TV watching the Bahrain Grand Prix.

Everything has to stop in this house when it’s F1 season – especially as Schumacher is making his big comeback this season (or at least he hopes!).

I’m not doubting that this year should see some amazing races. After all we have Hamilton and Button as team mates, Alonso looks strong and Vettel has got the first pole of the season.

So the big question is, has Schumacher still got what it takes to win races?

Moving on

You’re probably wondering what all of this has to do with copywriting. Well, if Schumacher drives as he used to when the cars were different and the rules were different, he’s not going to get very far.

Although he’s been working as a consultant for Ferrari since his retirement, he’s not actually been out there behind the wheel of an F1 car for sometime.

If he doesn’t move with the times. he’ll be left behind. And that is precisely what will happen with your copywriting if you just continue to churn out the usual stuff.

Freshen up or risk boredom

If you put out the same old sales message time and time again, your audience is going to get bored. Even though you may want to keep your colours and corporate image static, you need to alter your message and style.

Not every product or service you want to market is going to be successful if you market them in the same way. Think about your customers –what type of person are they? how old are they? what social standing do they have?

When you want to produce a new advert, sales letter, landing page etc., don’t just regurgitate what you’ve done before. Go for something different – make people stop and think “Oh, that’s different. I wander what that’s about.”

Giving a new take on your advertising keeps it fresh and arouses curiosity. If you can get your audience curious they’ll want to know more.

Tips to keep your copywriting fresh

There are a few techniques you can use to try and give your copy a new twist. It’s very easy to get stuck in a rut if you’ve been writing for the same product for a while.

Try one of these suggestions next time you are struggling to find an original angle:

• Browse through the websites of your competitors and see what they’re doing. This might help generate new and innovative ideas.
• Study headlines to find a new, stronger angle.
• Try to link your product to something topical – use a current news story to give a different slant to your marketing.
• Talk to friends and family about the product – they can sometimes be a great source of inspiration.
• When you’re out and about be aware of what’s around you, look at adverts, listen to people – you can pick up great ideas from casual conversations.
• Study news papers and magazines – keep cuttings of interesting articles and headlines that could be useful.

The world around you is full of fresh and interesting information that can be used within your marketing. All you have to do is be more aware.

Oh, and by the way – despite Vettel’s pole position, his car let him down, Alonso won. And Schumacher – 6th.

As a copywriter, when I talk about sales copy I tell people to concentrate on the benefits.

After all, it is the benefits of your product or service that prospects want to know about as they will have a direct influence on their lives.

But if you’ve ever done any face to face selling you’ll also be aware of the other factors that you need to overcome – their reasons for not buying.

Sales literature is there to sell (no, really?), what’s more everyone knows that. Many people don’t like being sold to and so their guard is instantly raised when they read your letter, web page, brochure or other sales material.

Therefore you have to work out how to get round their objections.

Objection 1: “Too expensive”

Quite often this isn’t a genuine reason – it’s more of an excuse. A quick response that is supposed to get you running for the hills.

The best way round this objection is to show your product or service as an investment. The use of that word suggests there is a future pay back somewhere along the line.

You can do this by highlighting its benefits – how much money they’ll save or how much they’ll make.

Objection 2: “I don’t really need it”

Oh boy, now you’ve got some work to do.

If this objection is thrown at you it means one thing – you haven’t sold the benefits of your product well enough.

Go back over your website copy – have you told them what’s in it for them? Have you shown all the benefits. Make sure you haven’t confused your features with your benefits.

Is the copy talking to them? Does it evoke an emotional response? Have used a story to illustrate how it will benefit them in real life?

If your copy is benefits lead it should blow this objection clean out of the water because it will show them exactly why they need it.

Objection 3: “Hmmm, not sure. I need to talk to someone about it.”

Ah, the delaying tactic.

The best way to get round this one is by having a limited offer – it could be time limited (i.e. the special price is only available for the next 14 days), limited in number (i.e. only 5 left) etc.

No one likes to think they are missing out.

Of course the other way round this is by providing testimonials or case studies. By having real life examples of how your product has helped people will strengthen your sales message. They won’t need to talk to someone else when they have testimonials in front of them.

Being prepared is always having an answer

These three objections are the main ones you’ll come across. Head them off by ensuring your copy answers each of them.

The more objections you can satisfy the better. Utilise your experience – make a note of objections you come across and work solutions to these into your copy.

Sometimes, even though you’ve countered every argument someone can come up with, they still won’t buy. Sadly there is no known cure for stubbornness (yet).