I am often asked by business owners, entrepreneurs, consultants, coaches and others for copywriting tips. Here are my top six:
1. It is actually about them, not you.
Don’t write for yourself, your college professor or your next-door neighbor. It’s not about your style, your preferences or your own “voice.” It’s not even about what you like or want. It’s about the audience, the product/ service and, ultimately, about selling.
2. Be eye-friendly.
Nothing tires the eyes like big blocks of endless black and white text. So include bullets, sun-heads, questions, sidebars and headlines to break your copy into manageable, scannable chunks.
3. Back it up and be realistic.
Don’t over-promise, over-hype or sugar-coat. Be honest in your copy and your claims. Your customers will love you for it and your prospects will be all the more attracted to you and your products/services.
4. Tell them what to do next.
Don’t lead them to the end and then leave them hanging. Tell them what they need to do to become your customer. Whether it is by phone, e-mail, coming into the store or by Pony Express for that matter, tell them clearly and precisely. You’d be amazed by how many businesses forget to include a clear call to action in their copy.
5. Speak their language.
Know who you are writing and marketing to. Are there certain must-use words? Are there major no-no words? If the writing comes across as disconnected from the audience, it will be evident from the get-go.
6. Become a wealth of information.
Provide site visitors with resources and articles, product reviews or survey results on your product/service and industry. They will not only have the facts to make an informed decision, but they will also view you as a trusted expert.
About Allison Nazarian:
Allison Nazarian is the President of Get It In Writing, Inc., a leader in providing copywriting and marketing services to businesses of all sizes throughout the world. Allison is the author of the books Copywriting 101 and 52 Tips, and is currently developing additional e-products and services, including: Internet Marketing for Lawyers (teleclass and book), SEOCopywriting 101 (book) and My Story, My Time, a book by and for women.
