5 Ways To Instantly Improve Your Copy
1. Isolation technique
It doesn't matter how good your copy is if they don't read it. Put blinders on and read each line (including the headlines and subheads) as if they exist in total isolation. Ask yourself if it makes sense on its own. For example, I was looking through Esquire Magazine and saw an article on a celebrity. The headline was "That Voice." Does that headline compel you to read on? It didn't do it for me. A mistake many copywriters make is to write too cleverly, insisting that "if you only read the rest of the copy, you will understand my masterful headline." Uh ? wrong. Make it clear enough to stand on its own.
2. Hire child labor
It's okay if little Johnny isn't old enough to vote. If he's old enough to read, he has the potential to work under you as a mini entrepreneur. Here's what you do. Find a child between 8 and 12 years old (much younger or older and this trick won't work). Have him or her read your copy out loud. Every time little Mary stumbles or doesn't know a word, pay her a buck. If the prospect has to think about what a word means, you risk taking him or her out of the "reader's trance" and losing the prospect forever. Use short words and sentences and you'll save a lot of money with this test.
3. Show it happening NOW
Use active voice rather than passive. In other words, make your subject do things rather than have things done to him or her. The copy reads more dynamically that way.
Example of passive:
"Over 500 qualified prospects were sent an invitation to the meeting."
Example of active:
"We sent out over 500 invitations to qualified prospects."
4. Get headlines and subheads to work harder
Sometimes you only need to change a word or two to vastly increase your conversion rate (the number of online visitors who convert to buyers).
I've seldom seen one that couldn't be tweaked for more impact.
"Put music in your life"
"Puts music in your life"
Simply adding the "s" increased conversion over 400%. Do the isolation technique on those heads and subheads. Then ask yourself after each one, "So what?" If it makes you want to read further, good. You're on the right track.
5. Add lists
Some of the most highly read parts of any copy are the bullets or numbered lists. They are bite-sized and easy to understand with one quick glance. (Whether online or offline). So make it easier on your prospect by spoon feeding him or her Here's a tip. Be put your strongest bullet first and last. When a prospect scans, those are the two most thoroughly read positions. the information. Hey, you're reading one now!
Special Requirements for Reprint: we ask only that you include Lorrie's name and resource box, and keep all hyperlinks as live links.
ABOUT THE AUTHOR
World class copywriter, Lorrie Morgan-Ferrero of Red Hot Copy educates entrepreneurs in the art of increasing sales with powerful copy. She has been interviewed by the Christian Science Monitor, Studio City Sun and many national radio stations. Get f*ree copywriting tips from her weekly ezine http://www.red-hot-copy.com/ezine.htm.
Fundraising Letters: Where To Find Creative Ideas For Your Appeals
How do you make your fundraising letters creative and fresh year after year when your needs don't change all that much? I am not talking about new initiatives. I'm talking about the programs that you run year after year. The membership drive that you run year after year. The funds that you must ra...(related: Copywriting)
Be Contagious... Spread The Word!
"Melissa" invaded our computers in late 1999, then "I Love You" in 2000. A year later, the "homepage.htm" attachment virus is wreaking havoc online. And now, in 2002, we have not been spared. A fury of Klez.Gen worms as they spread like wildfire has brought the web to a crawl at times.Of course, we should never open any attachments from unknown s...(related: Copywriting)
10 Tips For Tech-writers
Tech-writing is a tricky business. It's not a very high profile industry, so there's not much support around. Follow these 10 quick tips, and you'll be well on your way to a satisfying tech-writing career.1) Follow a sensible career path?
- ...(related: Copywriting)
Quotations As Expressions In Life
Quotations are expressions, usually in the spoken form or in literature, which are referenced to by others. Usually, quotations are written within quotation marks, as a verbum dicendi, to indicate that it was an ex...(related: Copywriting)
Web Writing - Dont Lose Your Visitors Attention!
Did you know that your writing can have a huge impact on how successful your site will be? If you're trying to sell a product or a service, what you say and how you say it is extremely important because you don't want to lose your visitor's interest before they get to your order form.Here are some tips to help you improve your writing skills in order to keep your visitor's attention.Stress The Benefits EarlyIf the goal of your site is to sell a product or service, don't focus on what you want, focus on what your visitor wants. Whether you realize it or not, when a person lands on your homepage, there's a little voice inside their head that constantly asks, "What's in it for me?" They came to your site because they are searching for ...(related: Copywriting)
Killer Ad Copy
Not everyone is a writer. Good copy writing is a science and can be learned over time. Great copy writing is an art and should problably remain in the hands of those who can craft it well.Words have power.They can make you laugh, cry experience great joy, provide encouragement or they can destroy your confidence. They need to be used very carefully. You can compell people to take an action you want through the power of your words.When writing sales copy, you need to consider what response or action you want your reader to take.To do this you need to talk to your reader on a personal level, get th...(related: Copywriting)
Five Steps To Online Copywriting Success
One of the most important priorities of evey online business should be their copywriting. Online copywriting skills are a "must have" for anyone who is thinking about real success with their online business.It doesn't matter if you're marketing a product, a service, a network marketing opportunity, or if you're an affiliate selling someone else's products; you need to know a little bit about online copywriting. You don't need to be an expert at it, but you should know some basics to help with constructing landing pages, content pages, or just simple ads for advertising.When I bought my first car, I made sure that I knew how to do s...(related: Copywriting)
Magic Words That Sell And What Words To Avoid
We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of th...(related: Copywriting)
Does Your Copy Look Fake To The Search Engines?
From the early days of search engine optimization, keywords and content have always been vital to achieving your goals. Starting back in the days when we used to shove every slightly relevant keyword into our Meta tags, it has been obvious that search engines love text. The more adva...(related: Copywriting)
Working With A Freelance Editor
If you are interested in creating information products, you will very likely deal with editors throughout your career. You may need someone to edit a book, review a special report, or tighten up a magazine article. Even if you are a brilliant writer, it always helps to have someone else look at the work with fresh eyes.Most of these editors will be people you hire on a freelance or project basis. To get the most out of such a relationship, it helps to be clear about what you need and what you can expect.To start, you should know w...(related: Copywriting)
How To Really Connect With Your Customer In Your Copywriting
One of the least talked-about areas in copywriting education isvoice. This is probably because it's tough to set general rulesfor something that's so personal to each of us. After all, thesame things go into building your copywriting voice that go intomaking you who you are!Personality, upbringing, environment, education, audience,purpose?all these and more go into forming your voice, n...(related: Copywriting)