Better Copywriting in 17 Nutshells

This article ©2005, QuantumDigital. All rights reserved.

Stronger writing can lead to a stronger response. In that spirit, here are 17 "nutshells" to help you bolster your marketing message.

1. Keep the benefits center-stage. It’s okay to mention a feature, as long as you go on to show how it benefits the reader.
2. Be specific. A claim without the support of facts is a boast.
3. Remember AIDA. Attention. Interest. Desire. Action. Get their attention with content that generates interest and desire, and then give them a call to action.
4. Know what you’re offering inside and out. How can you tell the reader how wonderful something is if you don’t truly know?
5. At the end of your message, tell the reader what to do: “Call for more information” … “Learn more at our website” … “Order today for 50% off”
6. Avoid superficial copy like “we’re the best.” Instead, list factual reasons that show you’re the best.
7. Remember the law of E2 = 0 (emphasizing everything equals nothing). Use exclamation points and boldface sparingly.
8. Never save the best for last. Put the strongest benefits and best features right up front.
9. Use words that never go out of marketing style: Free. New. Limited time only.
10. Write your copy as if you were talking to just one prospect, not all readers.
11. If you use humor in your message, make sure the selling points and benefits don’t come off as jokes. Better yet, leave the funny ads to the soda commercials.
12. Trouble getting started with your message? Try posing a provocative (but relevant) question: “Think you can’t afford a new home? Think again…”
13. A sense of urgency, based on rewards, will often overcome buyer hesitation: Limited time only. These interest rates won’t last. Doubled incentives, today only.
14. The second-most-read part of a direct-marketing piece is the P.S. Use a P.S. to restate the prime benefit, create a sense of urgency, or emphasize the risk-free nature of your offer.
15. Double and triple check your spelling and word choice. Wood you bye something form me?
16. Simplify your message. Your offer and your language must be clear and concise. If your prospect doesn’t understand it on the first read-through … mission failure.
17. If your longevity and customer-base are impressive, share them: “Acme Remodeling. Turning houses into homes since 1968!” … “Join the 24,500 Americans who’ve come home to Ajax Real Estate!”