- Focus on your purpose - what are you doing? Do you want to sell something, or to have the person complete a form or to click through to another website?
- Organize important message and supporting details - what benefits await the reader who completes the required action (your purpose)?
- Improve the flow of ideas - read it aloud, let your friends look over your copy, run it through a spell checker and grammar checker.
- Persuade your readers - did something work for you? A testimonial from you is the most persuasive tool to use. Your excitement about a product does not make it work.
- Weed out extra words - action words usually make people take action. Everything else is fluff.
- Energize your copy - not with extra exclamation points or all CAPS--but with your motivation. Even on paper, enthusiasm comes through to your reader.
- Achieve the proper tone - your readers should be impressed by your grasp of key concepts, but not overwhelmed with your hyperbole (better known as BS).
- Improve the format and structure - intensify your presentation by experimenting with layout, white space, size and positioning of graphics.
- Reach your target audience - say it with style--YOUR style! Highlight what you think is important, lead the reader down the page to the final action-producing button, form or click.
- Track all changes - if you make changes to copy, layout and design, keep records. If the element works, great; if not, change it.
Tags: copywriting, writing, advertising+writing, writing for success
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