Merely Marketing » Advertising

Words to Get the Biggest Buzz

Marketer — Sat, 17 Dec 2011 14:12:25 +0000

Sometimes, the toughest part about advertising a product isn’t finding the benefits or fostering the desire for a product. It’s actually encouraging the potential buyer to become an actual buyer that can be the toughest. Writing that call to action can sometimes be even more difficult. You want to create a sense of urgency so that the reader believes that they have to buy the product now, instead of waiting. The fact is that if you’re spending all this time to work on promoting a product, telling the readers of their benefits and features and why it’s such a great product, then you have to invite them to buy. Make sure that they know they should respond, because otherwise, you haven’t reminded them to want the product.

There are a few ways to do that, but one of the first ones is to simply use bold statements that blatantly invite the customer to do something. Flat out tell them to “Order today” or “Call now.” Put those statements in italics and bold and you have an eye-catching invitation. The fact is that you want that urgency so that your customer will be encouraged to act right then and there. You don’t want these potential buyers to think on it and come back later, but instead, you want to use the interest and desire to buy immediately. Telling them to “act now,” “don’t wait,” and many other quick statements can be the push needed to secure a sale.

Another common marketing technique and one that can be applied to copywriting is offering a bonus with a deadline to it. Of course, you have to make sure that this deal is applicable for your copy. But, if that is an option, you should definitely take advantage of it. This way, you can increase your sales because you are offering your product at a slightly cheaper price for a limited time. By doing so, you will increase the volume of your customers as many will take advantage of the offer. Even if they decide to purchase late, many customers know they can still get the offers later. It depends on how specific you are with the deadline and the offer. By showing the change of price and actual dates you can make it clear, but also encourage buyers to purchase right away.

So, by doing these few tricks, you can encourage your buyers to take the leap from “Maybe later” to “Act now!”

Learning How to Advertise

Marketer — Fri, 16 Dec 2011 06:47:08 +0000

Copywriting, in many situations, is used to help promote something. It could be a product, an idea, or a service. With any of those different options, it helps to have a format to follow when advertising something. That being said, there are four different things that you want to be able to do when advertising in your article. You want to grab the attention of your audience, promote interest in the subject, inspire a desire to have an item or service being promoted, and finally, you want to prompt the reader to take action. So let’s break those down and see how you as the copywriter can do that.

You want to grab the attention of your reader right off the bat, because if you do not have their attention, you can’t get them to read on to find out why they should be interested. The most effective way to get a reader’s attention is with a headline that draws your reader in. If not a headline, consider having a strong opening tagline. Using numbers and statistics will quickly give the reader concrete facts to hold onto. With a line that clearly hooks a reader through one of the benefits of your product, you can keep your reader’s attention while you work to give them the information to interest them.

The next part of advertising is in getting readers interested. While you’ve grabbed their attention from a headline or tagline, now your job is giving them information to interest them in your product or service. What could be worse than when you have a strong tagline, begin to read an article and find that there is little valuable information, and that what is there is boring and hard to read. So after you’ve got that winning attention-grabber, you want to write information that focuses on your customer’s wants. You want them to have a desire to get your product or try your service, and the best way to do that is to show the reader what’s in it for them. Give them benefits they can hold onto!

Finally, the desire and the action go together towards the end of your article. By giving your reader the benefits of your product and service, you can foster a desire in them. Desire involves what a person wants, not necessarily what they need. So your job is to cultivate a desire to have what you’re selling because of the features, benefits and other qualities about your product. Once you have fostered that desire, you then need to encourage the reader to take action. Encourage them to get the product they want and reinforce those benefits!

Three Rules To Being Persuasive

Marketer — Thu, 15 Dec 2011 01:44:42 +0000

:Being a copywriter entails being able to sell your reader just about anything by showing it’s true benefits and utilizing key techniques in your articles. The best way to do that is to follow three different rules that are a great way to improve your chances of selling your product. Being persuasive is your best skill as a copywriter, and that is accented most by your ability to showcase the benefits of whatever you are selling. Even when you think about the most successful customer service, those associates are the people who tell you what would be in it for you. So that’s how you can approach an article that has a strong chance of succeeding.

Rule number one: Make sure that your product or service will have worth to your audience. Your reader is not going to stick around looking at your article if you can’t offer them something they want or something they need. When dealing with services, such as landscaping services, your reader might already have that service, so your job is to tell them what is different or new. Having something different and exciting is the key to getting readers into your article.

Rule number two: Have a hook. I don’t mean the pirate kind, but it serves the same purpose. In a world where headlines bombard you from every angle and at every click of the mouse, you need to have something that stands out. Having a bold headline that clearly states a benefit of your product or service will get the attention of your reader and draw them in so that you can sell the product throughout the body of your article. Those benefits are going to be the most worthwhile part of your article, so it helps to display them from the beginning.

Rule number three: Show, don’t tell. Readers will care less about telling them what this product or service offers, but rather in you showing them the process. Tell them how you do something and give as much information as you can. The less mystery with a product, the more faith customers can put into your pitch, and by proxy, your product.

Overall, you want to start out by finding the worth in your product or service so that you can sell it to your customers. Then, make sure you have a strong hook to keep hold of your reader, and finally top it off by showing your readers as much information as you can that will sell your product or service.

Copywriting Making Your Bullet Points Stand Out

Marketer — Mon, 12 Dec 2011 03:00:21 +0000

Everybody knows how to use bullet points, and everyone loves them. At least, if you’re a copywriter, you love bullet points. They make writing your work easier, faster and more concise. What may look clunky and hard to sift through in a paragraph can work much easier when writing with bullets.

Why do bullets work so well? Well, let’s take a look. Bullets work because:

• They break up clunky text
• They grab your attention
• They’re much easier to read than paragraphs
• And they give your reader the main info

They’re easy to write as well. By making your points with bullets, you give the reader a chance to see the main arguments you have so that they can decide what is so beneficial about your product. The only problem with bullet points is that sometimes an enthusiastic writer can take the bullet point to a new level of long and boring. You need to know how to write bullet points that will be strong and effective.

Both headlines and bullet points have one thing in common, if nothing else. Both of these two things in your article need to be informative, but strong and persuasive as well. So let’s try writing some tips in bullet form so that you can find ways to make your bullet stand out.

• Throw out convention! Make your bullet fun, like a graphic image!
• Keep them short. Any more than three lines and you’ll lose your reader’s interest. You want to make a point, not a paragraph.
• Always list the benefits of a product and its features. It’s easiest to do in bullets.
• Make sure you watch how much highlighting you use. Yellow highlighting, while effective, can also be an eyesore.
• Bold your ideas, or italicise, but always emphasise if it’s a main idea!
• When it comes to keywords, don’t forget to bold them, as search engines will look for those, as will readers.
• Keep your bullets to less than a page. You don’t want to make your paper full of them, or it looks… like a lot of text.
• Keep your bullets indented into the page so that it stands out.
• If you want to use bullet points, use them more than once in the same article in different sections to break up boredom.

And that’s it! Using these techniques will not only make your articles look clearer, but they’ll make your point clearer as well.

Copywriting Quick Tips to Write Faster

Marketer — Wed, 07 Dec 2011 16:12:02 +0000

Sometimes, articles just don’t seem to go very fast. Even if you want to write your 500-word article in 10 minutes, chances are that won’t always happen. There are a few ways that you can speed up your writing process, depending on how much time you have available. Copywriting normally has a very quick turnaround, and blogs for example require daily turnout, so you want to be able to write them quickly. Twenty minutes for an article is probably about as much time as someone would want to even spend working on a 500 word article, so it helps to have a few ways to make it go faster.

1. If you have the time to brainstorm on ideas, do so in list form or some sort of organized chaos, as it were. Once you have enough ideas and the time to actually rough out your main idea, you can then go about narrowing down your article. Sometimes you’ll have ideas that don’t quite work with the rest of your article, or sometimes you have something that, while good, isn’t going to flow. Either way, a brainstorming session can be an easy way to get started.

2. Don’t try to wait and use your good ideas later. If you have your best ideas, then use them in your current article and restart the brainstorming process next time around. Your best ideas will always be easier to write than your “good” ones.

3. Warm up when you write. It may sound crazy, but just by starting to free write for a few minutes, it makes ideas easier to flow later on. Like many things, once you get started, it’s easier to continue. So cut your teeth on some free writing and not your actual article.

4. Leave your work alone. Write as much as you can in the first five or ten minutes, then walk away. Come back a little later and you might find that whatever writer’s block you had is long gone now. Don’t do this if you’re on a roll, though, because you don’t want to mess yourself up.

5. The reason you shouldn’t stop writing when you’re on a roll is because if you write three or four different articles simultaneously, you might find that you’re coming out with much more material for the same amount of time. After five minutes of work in one piece, switch to another and then switch again, giving you the opportunity for more growth.

6. Finally, do what I’m doing right now. Use numbers or bullets to help clearly distinguish between points and allow you a chance to stay on topic and breaking down the different ideas easier.

Copywriting for the Web

Marketer — Mon, 28 Nov 2011 08:04:22 +0000

With the evolution of the web came an entirely new form of copywriting. This came as quite a shock to those that had been writing for years and blew them away when they realized that they weren’t prepared for this new style. Copywriting for the web is a totally different style and brings about a variety of different uses, it also incorporates a lot of different sources of competition. While copywriting for the web can be very rewarding and provide quick information to a mass of people, it does require some skill and hard work.

If you don’t have much experience copywriting for the web, then it may be well worth doing some research. You will quickly see that there are a wide array of ways in which people present their thoughts and ideas on the web, some of which are pertinent and some of which aren’t really reputable at all. You need to see some good and bad examples to learn what works and what flops, it may become quite apparent through time. The biggest problem is that anybody can have a website or blog, and anybody can write an e-book—so what will make yours stand out from the competition and drive traffic?

As you search from website to website, you see that there are several ways in which somebody communicates on the web. They write web content directly, write blog posts, or communicate through an e-book. There are a variety of other ways, but these are the most common. This just goes to show that when people search for information on the web they want it quick and they want it at their fingertips for great reference. The copywriting therefore must be easily digestible, straightforward, and provide key messaging in the most efficient way possible. It also must be focused on Search Engine Optimization (SEO) which is a whole new concept to the copywriting world. This means that it has to contain the right amount of keywords that any search engine can pick up quickly, allowing for an ideal placement for people to access.

There’s certainly a lot to think about when it comes to copywriting for the web. You must adjust any preconceived notions and ensure that you can provide all of the right information as quickly and accurately as possible. You must recognize that you are often going to be knee deep in competition and you need to do everything to really make your voice heard. Copywriting for the web can be very rewarding but requires a great attention to detail and ability to keep up with trends constantly.

Copywriting Checklist to Success

Marketer — Sat, 26 Nov 2011 10:08:56 +0000

As a copywriter, sometimes after you have written an article you’re not exactly sure if it’s ready. But, if you don’t have a list of items to look for or to jazz up your article, you won’t know what exactly your article is missing. So, let’s make up a quick checklist that you can refer to when writing your own articles.

1. Do you have a testimonial? Those can be a great way to instill good will and faith in your readers if you have a testimonial from one of the business’s “delighted” customers. The more information that you have in that testimonial, the better.

2. Did you get a chance to reaffirm the sell, by encouraging them to order at that moment in the hopes of a bonus? If you can, the extra offer can mean the difference in a sale and an attempt.

3. Have you honestly kept the interest of your reader? The only way to check this is to leave the piece alone for a little while and read it over to see if you honestly have information presented in a manner that is interesting. Can you see the benefits of purchasing the products? There’s nothing worse than losing a reader’s interest so you can’t sell the product you’re promoting.

4. Do you honestly feel like your piece is strictly focused on your reader? Does it feel as though the reader will understand what’s in it for them by the end of the article, or have you spun off-course somewhere? You want them to feel like receiving the product will be of a benefit to them.

5. How easy to read is your article? Too many unusual words that make it unclear can turn off your reader as well. And if you have a word that needs to be in the article that isn’t clearly understood, make sure you explain it on your own.

6. Any sentences that can obviously be trimmed? Or maybe you can explain a sentence just a little more concisely to give it some power and effect.

7. Have you checked your formatting? If you need to highlight or bold your keywords, make sure you have that taken care of.

8. Is your headline the greatest hook you could have for your topic? Even if it isn’t the greatest hook, is it strong and clear? It’s never too late to give your headline a quick look.

Using a Call to Action in Copywriting

Marketer — Fri, 25 Nov 2011 20:21:00 +0000

If you’ve ever read an effective advertisement, then you know it’s all about the call to action. You want people to read your ad and feel immediately compelled to do something. You have to balance coming on too strong with the fact that you don’t want people to just sit there with your message idle in their minds. Good copywriting within advertising is all about an effective call to action that reaches out and grabs the readers.

If you don’t present the copywriting correctly, you can immediately turn away your reader. Your call to action needs to be powerful but it also needs to be subtle enough that the reader doesn’t feel as though you are shouting at them or directing them to do what you want them to do. People don’t like to be told what to do, so good copywriting within this medium must certainly be compelling but also balanced. It can be quite helpful to think back to advertisements you have experienced which have caused you to feel that you need to get up and act right away—these are excellent examples to mirror.

It can be helpful as you work on copywriting that has a call to action to create a sense of urgency. You don’t necessarily want to go with the cliché sayings such as “while supplies last” but you do want your copywriting to focus on what’s in it for the reader if they act now. This is a very effective call to action as readers feel like they’re getting something for nothing. For example if they were already planning to purchase the given product but through your copywriting they see that they can get a significant discount, this becomes a win-win in their mind. This is a very simple but highly effective call to action as people recognize the importance and the value of acting now and getting a bonus throw in at the same time.

It can be a fine balance and one of the more challenging aspects of copywriting to create an effective call to action that will draw in the reader rather than turn them away. Think of language that you find to be effective and not insulting in the advertisements that you have reacted to. While you don’t want your copywriting to come across as an infomercial, you do want to draw people into acting as quickly as possible and getting something won

Adjusting Copywriting to Different Mediums

Marketer — Sun, 20 Nov 2011 20:12:10 +0000

Copywriting is intricate work. Even the most seasoned writer may find themselves in a new and unfamiliar situation based on the medium that they are writing for. This is especially true with the evolution of the web and the host of new types of writing that have come about as a result. You may have spent your life and career performing copywriting services for a particular medium and then find yourself in unchartered territory leaving you feeling like a novice. It’s important to understand how to adjust your style and tone based on the different mediums out there.

It’s always a great idea within copywriting to stay fresh with your skills. Studying the types of writing that are gaining in popularity and the trends that go along with it can be quite beneficial in keeping your skills fresh. For example, you may have written web copy specifically before, but if you don’t have experience writing blog posts or e-books you will definitely need to brush up. There is no such thing as one size fits all when it comes to copywriting—each medium requires a different tone, style, and type of writing and you as a professional need to adjust accordingly and quickly. Keeping your copywriting skills fresh and trying out different mediums can be an excellent way to be a versatile and well rounded writer.

If you’ve spent your career in an advertising agency writing ad copy then you have likely mastered that medium. While this is great, using the tone and style that is often associated with ad copy won’t fly in web content that often deals in the more factual. It can be helpful to take a course or perform any necessary research so that you’re not caught off guard if you are required to tweak your style to a new and completely different medium. Each type of writing requires a new perspective, new mindset, and of course a whole new way of doing things from the perspective of the writer. You are working to reach your audience in a new and innovative way each time so learning to make the necessary adjustments can mean great success.

If you really want to keep current with the different writing styles, it may be beneficial to take on a freelance assignment within a new medium just to try it out and keep fresh. Sometimes the adjustments may come through trial and error but you will be so happy when you find the proper ways to communicate your message through effective copywriting dependant on the medium which you are faced with. Being a versatile copywriter means being able to adjust to changing trends and new assignments all the time.

Format

Marketer — Sat, 21 Aug 2010 15:35:29 +0000

Advertising format: This is the way in which all the advertising elements — headline, copy, illustration, colour — come together, creating an attractive and interesting whole. The end result has to look clean and easy to read and above all, INVITING. It’s been said before but this is a good place to repeat it: A common mistake advertisers make is in trying to tell it all in one advert. It’s wrong to think you’ll get more value for your money that way. Quite the reverse, in fact.

Some Guidelines are:

Don’t let your headline run all the way across to the border of the advert … it might lead the eye out. Rather break it into two lines.
Make sure your headline is larger than the print size of your body copy. This is especially important in classified adverts.
Avoid clutter. Don’t think of white space as a waste of money … it helps keep your advertisement clean and neat. Keep space between the elements — headline, illustration, paragraphs — and lay them out in an orderly fashion.
Establish a focal point. You’ll have seen them before, adverts that are so confusing and cluttered you don’t know where to begin reading. Make sure your reader knows where to start — why should he have to figure that out for himself? The reader’s eye movements follow a logical pattern: top to bottom, left to right. If your advert includes a response coupon, place it in the bottom right hand corner.
Place your headlines below the illustration rather than above — it gets greater attention that way. It’s been found that readers glance at an illustration first, then downwards to headlines followed by the bottom of the advert.
Following on from the above, the name of your company must always come at the end. Many retailers seem to think the latter is the most important thing to readers and use it as a headline.
When the advert exceeds two columns, consider placing your text into narrow columns.
With classified ads, make yours larger than everyone else. Spend extra and place your headline in bold print, or use strong borders.
Avoid doing anything that makes reading difficult. It’s easy to be tempted into using a variety of type styles and type sizes, but it’s a mistake.
Avoid doing anything purely for artistic effect. Printing masses of text in white on a black background might make the advertisement stand out on the page, but it’s also very difficult to read. Then there’s the old yarn about the response advert with its coupon reversed out … Did they expect respondents to write in white ink? Actually, it’s no yarn — such cases actually exist!
Study the publication you plan on using, and make sure the print size of your advertising copy is at least no smaller than that of the publication’s editorial.
Project your company and brand name. It’s important to establish your image, and the reader must know who’s doing the talking. Like a signature on a letter, it must come at the end of the advertisement.
Don’t feel the need to fill blank spaces or every corner with logos. Also limit details; a street and email address and telephone number are usually sufficient unless you want your audience to write to you. If the advert includes a response coupon, make sure it contains your postal address.

Merely Marketing » Advertising

Words to Get the Biggest Buzz

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Learning How to Advertise

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Three Rules To Being Persuasive

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Copywriting Making Your Bullet Points Stand Out

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Copywriting Quick Tips to Write Faster

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Copywriting for the Web

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Copywriting Checklist to Success

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Using a Call to Action in Copywriting

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Adjusting Copywriting to Different Mediums

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Format

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