Copy Written to Sell
Marketing copy takes many forms, from a simple ad in a local newspaper or an information flyer to a comprehensive website and extensive brochures. Yet all of these formats and more have one thing in common: Virtually every word has been carefully chosen to sell a product or service.
More than entertaining the reader, highly persuasive copy compels someone to take action, whether it’s calling for information, visiting a website or making a purchase. Let’s look at a few characteristics of effective marketing writing.
• You have a consistent message.
If you have a unique aspect about your business, make sure you include it in every marketing piece you generate. You want to reinforce your core message whenever possible – “30 minutes or it’s free,” “two scoops of raisins,” “the good hands people.” Remember your short- and long-term business objectives when you write. That way, your copy will stay as close as possible to your overall strategy.
• Your focus is on the consumer.
Be sure to focus on the benefits. Consumers want to know “what’s in it for me?” Check yourself when you find that you’re writing too many “we” statements, an indicator that you’re not putting your target audience first.
• You have a strong call to action.
Tell your target what you want them to do. Motivate them to call for a free consultation, visit a particular website for more information, stop by the store, etc. And make it prominent – remember, you want to elicit a response.
Consider hiring someone trained in persuasive writing.
People think they are saving money by doing it themselves. Wrong. You actually make money when you hire an experienced team of marketing professionals who can take the time to sit with you and form a marketing strategy for your business. Then they can create a persuasive piece with compelling copy that will give you the results you need, giving you back your initial investment – as well as a boost in your sales.
Want to know the most compelling words used in advertising copy? Visit daishocreative.com/articles.
Frank Irias is the president and co-founder of Daisho Creative Strategies, a Miami-based marketing and design firm. For more than a decade, he has specialized in helping small- and medium-sized businesses mix short- and long-term marketing strategies that yield higher results. Contact Frank at 305-234-5617 or visit http://daishocreative.com for more information.
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