It is no secret that any advertising campaign is only as good as the copy you write. What you put into it is exactly the result you’re going to get. However perfecting your craft on the consistent basis is always a step in the right direction. If you’re reading this post writing promotional materials is already something you love to do. As such, I don’t believe I need to overwhelm you with anymore with the specifics of effective marketing. Perhaps all I need to do is show you how to add to your existing work, to make it more user-friendly and something that your audience will appreciate.
Writing good promotional copy is no walk in the park. It takes insight and a deep understanding of the people you’re writing it for. Any great advertising should be catchy, surprising and pull the reader in from the get-go. Your words on the page should be enough for them to gain a clear understanding of your product or service. In other words for every copy action there must be an appropriate reaction. The guidelines I am going to give you today will help you stay the course and navigate these waters with confidence.
Keep Your Friends Close and Your Audience Even Closer
Knowing who your audiences are is crucial when it comes to successful promotion. Write with your target in mind. Think of who would be interested in what you have to say. If you’re appealing to the average Joe, think of what they’re like, where they come from, what their lifestyle choices might be and so on. Ask yourself, what would they value, what do they enjoy doing, what products and/or services are they most likely to buy. Understanding your audiences not only gives you an advantage over them but also over the way you choose to promote your product or service. Doing this will help you stay on target as well as make your material that much more relevant and inviting.
What is Your Value?
What about your offer makes it unique? Why is it one that your clients just cannot refuse? What makes your proposal stand out from the rest? Assuming your target demographic buys into what you’re selling, what’s in it for them? Your goal here is to make them care about and accept your reasoning.
Roll Out Your Unique Selling Point
This is common sense, originality pays off. If you can weave a compelling story; one that is unique and can wet your targets’ appetite, consider it a success. If you can show them something that the competition lacks or did not think about before, you will be the first to introduce a new concept. Your unique selling point relies almost entirely on the effectiveness of your overall pitch. Your offer should generate enough interest to attract new clients.
Define Your Purpose
You cannot write without purpose. Think of what you’re aiming to achieve, what reactions are you looking to provoke and finally what actions you imagine people taking after reading your copy. Make absolutely certain that you understand why you are writing, the last thing you need is for your target audience to be scratching their heads in confusion.
Your Lead Matters
It is extremely important to get your reader to notice your offer. You cannot afford for it to be lost, misplaced or worse; ignored all together. That is why your lead or subject line matters. Take your time creating your lead and/or subject line and don’t be sloppy. Your opening lines are your main marketing tactic they are what drive your targets’ need to read on. Make it about them. Use words such as “you”, “contemporary”, “latest”, “exciting offer”. If you can make your reader feel special and appreciated by simply by means of the words you use, consider it a done deal.
Make Your Headline Pop
The headline is what immediately catches your readers’ attention. He or she naturally starts to make the necessary connections and associations with you service or product. Once again the question that comes up is what’s in it for me? The headline should clearly speak to who you are and what you’re selling. If the headline is weak you will lose your reader. Hint: You may want to play with the wording of your headline or subject line until you’re happy with the results. Writing the body of your piece may also spark ideas for your subject or headline.
Don’t Be Wishy-Washy
When creating a headline be direct. Don’t use words that fail to make a clear statement like “if”, “I hope”, “I think that”… Use affirmative, concrete words that reassure your reader that you are the real deal. Words that project confidence and professionalism are also the ones that reflect positivity and inspire a level of trust in your reader.
Passive Language Does Not Work
Writing in a passive voice will put your reader to sleep. Your copy is meant to energize and inspire not bore the heck out of your reader. Delivering your message in a passive manner will hinder your chances and make your idea seem irrelevant and dull.
Personalizing your message can make the reader feel warm and fuzzy. If you can inject your idea with a personal touch it will make you and your product that much more real to the reader. Introducing real-life examples of your successes such as quotes, testimonials or photos of satisfied clients generate a favourable outcome.
For more information about this and other topics I invite you to read Secrets of a Freelance Writer, How to Make $85,000 A Year by Robert W. Bly.