Writing copy is like face-to-face selling. As the saying goes: "It is not what you say, but how you say it that counts."
My suggestions below will help you create a copy that pulls, persuades, and propels your prospects into action. Don't miss these strategies that every experienced business writer knows.
1. Cut to the chase.
Don't beat around the bush. The main selling proposition should be made immediately clear. Remember: most people have a very short attention span.
For example: "Ten Ways to Use Free Publicity to Increase Your Sales."
2. Arouse your reader's curiosity.
For example: "Do you make these mistakes when buying a car?"
3. Provide a strong offer.
It should explain the next step in the buying process and prompt the reader to take action NOW. People like to be told what to do and how to proceed.
4. Use words that paint vivid mental images.
Let your prospects visually experience the benefits of your offer.
People think in pictures, not in words or numbers. Human mind will turn words into a visual equivalent. For instance if I told you to think of a flower, you are not going to think of the letters "F", "L", "O", etc. Your mind will automatically visualize some sort of flower. Try to evoke images in people's minds.
5. Put yourself in your reader's shoes.
Use a language that people in your target market can easily understand. One of the challenges, facing marketing professionals, is to find ways to relate to their target audience.
6. Use Emotional Words.
Your choice of words can make or break a deal. Words can alter the impact of your message. For example:
instead of "cost" say "investment"
instead of beautiful "teeth" say beautiful "smile"
instead of "skinny" say "slim" or "slender"
7. Use Positive Words. For example:
instead of "inexpensive" say "economical
instead of saying "this procedure is painless" say "it is relatively comfortable"
8. Come up with a hot headline.
The headline is the crucial element in your copy.
If you come up with a poor headline, your reader will not read any further, no matter how effective the copy is.
9. Keep it simple, direct, and straightforward.
Copy using complex and fancy language does not sell the product. Suppress the urge to impress your readers with your extensive vocabulary. Focus on your customers instead.
Be personal, emotional, and conversational with your copy. The challenge is to show that you are genuinely interested in each and every prospect. Write as if you are speaking with your prospect face-to-face, and in a relaxed manner. Avoid broad claims such as "fastest", "cheapest", "best". Be more specific. And more intimate.
10. Provide all the reasons for purchasing your product.
People buy on emotion first. Then they justify their decision with logic. Therefore, you should include logic and rationale in your copy.
Finishing Thoughts: Remember that buyers are people. So are the purchasing agents. And the C-level executives. They are human beings. People always buy for personal desires and self-interested motives. Therefore, don't try to sell to some inanimate object called a "business". Sell to people.