Top Tips For DIY (Do It Yourself) Copywriting
I am often asked by business owners, entrepreneurs, consultants, coaches and others for copywriting tips. Here are six of the most important in no particular order:
1. It is actually about them, not you.
Your marketing copy isn’t where you tell your life story or replicate your college thesis. It’s not about your style, your preferences or your own “voice.†It’s not even about what you personally think or want. It’s about the audience, the product/ service and, ultimately, about selling.
2. Go easy on the eyes.
Nothing tires the eyes and kills interest more than a big block of endless black text. So include bullets, sub-heads, questions, sidebars and headlines to break your copy into easy-to-scan chunks.
3. Back it up and be realistic.
Don’t over-promise or over-hype. Be honest in your copy, just as you would in a verbal conversation. Your target market will love you for it and 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? Use an acronym or jargon only if you’re certain everyone will know what you’re talking about. If the writing comes across as disconnected from its audience, this will be evident from the get-go.
6. Become a wealth of information.
So, you’re an expert? Show it! Pack your copy with expert advice, tips, resources and information. It’s more important to be seen as a trusted expert thank it is to “make the sale†each and every time.
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This is the best copywriting blog post I have seen, and believe me I have read a lot. I am going to copy it and post it above my desk.
Looking forward to more.
Thank you, Judith! Feel free to e-mail me with any topics/ideas you’d like to see covered in futured blog posts — anything having to do with copywriting, information marketing and/or blog writing is fair game. Allison
Fantastic post. Simple & bang on target. Gonna print this and keep for reference. Many thanks for sharing these tips.