"COPYWRITING TIPS THE PROS USE"
By Joe Robson.

--- For Headlines ........

Never start writing until you determine your USP

Spend 60-80% of your initial effort on the Headline.

Include the 'greatest benefit to your prospect' in the
headline.

Target the headline towards your best prospects e.g. mention
accountants, or mothers, or gardeners.

Use the powerful 'trigger words' that are successfully used by
the best copywriters.

Longer headlines pull better than short ones.

Don't be clever by using 'blind' headlines that require your
prospect to read the Body Copy for a translation. They won't.

Don't use negative language e.g. "Our software needs no special
training" may be read by a 'scanner' as "Our software needs
special training".

NEVER USE ALL CAPITAL LETTERS IN YOUR HEADLINE. They
are more difficult to read and even worse to 'scan'.

Begin Each Word With A Capital Letter.

Use "Quotation Marks" in headlines.

Don't use full stops (periods) in headlines


------ For Sales Copy ......

Serif font like Times Roman with curly bits, is easier to read
in print media. Sans Serif like Verdana font without the curly
bits, is better for the web.

Use a subhead of two or three lines between the Headline and
the first paragraph to raise the curiosity of the reader.

Write as if you were describing your product to a friend, in
language he or she would understand. (But restrict any four-
letter words to 'Free' and 'Save'.)

Remember A.I.D.A.

Get straight to the point!

Your copy should be as long as it needs to be to complete your
full sales pitch. "The more you tell, the more you sell". Your
reader needs information before she can make a buying decision
But make sure it remains enthusiastic and exciting.

Use a Drop Cap or large capital letter at the start of your
first paragraph to catch your reader's eye and draw him into
your copy.

Always put a caption under an illustration or photo. People
read them, so use the caption to reinforce your sales message.

Mail Order people know the potency of testimonials, yet media
ads rarely contain them. Use them and your response will
rocket. And try to present them with some originality. (If you
haven't already done so you can see how I have presented mine
at http://www.adcopywriting.com./Services_Intro.htm  )

If you haven't the time or the inclination to become a good
copywriter do this one thing to improve your advertising
response. Hire a good professional to write your copy.

Use    Lots   Of   White   Space.

Use bold to emphasize important points, but be careful not to
overdo it. Too much emphasis results in none at all. And
underlines on a web page will be confused with links.

Keep sentences short.

And paragraphs.

NEVER SET COPY IN REVERSE i.e. white text on black background.
Even though many advertisers still use this technique don't you
be tempted. It slows the reader down and does not work!
Sometimes it can be used effectively on a web page, to
highlight a particular section and draw attention. BUT USE IT
SPARINGLY!

Use double spacing (leading) between paragraphs to avoid that
'cluttered' look.

Use subheads (crossheaders) every few paragraphs to break up
the text and catch the attention of 'scanners'.

Check your copy and take out the word 'that' as much as you
can. It's much over-used and hardly ever affects grammar when
removed.

Always, allways, alwase use a spelcheker.

Put your logo and company details at the bottom of the last
page of your off-line Sales Letter.

And at the bottom of your print ad.

In a Sales Letter use blue ink for your signature.

Use a 'Joined-up' handwriting font, not a commonly used Script
Font. Best of all scan your own signature.

Always type your name after your signature.

Never, never, never write a Sales Letter without a PS at the
end.

Encourage so called 'Junk mail'. Examine closely how the
professionally written letters and direct mail packages are put
together. Watch the copywriters' use of 'trigger words'. Study
their style and and learn.

A print ad. on a RIGHT HAND page will far out-pull the same ad
on a left hand. Because it's more popular with advertisers you
may often have to fight for this position with the publisher.

A print ad. pulls better, the closer it is to the front of the
publication.

PS. Your PS should identify a new benefit, or strongly
reinforce a previously mentioned one.

 

Joe Robson is co-author of 'Make Your Words SELL'  with Ken
Evoy.  Joe and Tom Glander own The Newbie Club which is
bulging with unique NET and PC Newbie tutorials and eBooks.
CLICK ON OVER to http://www.newbieclub.com and look at their
very professional Affiliate Program. It's BIG! Joe's
Copywriting site is at http://www.adcopywriting.com