I wanted to share this great post that copywriter Michel Fortin put on his blog yesterday on The 5 things your reader wants to know. Answering these questions will establish your credbility in your copy like nothing else. Enjoy.
Showing posts with label copywriting. Show all posts
Showing posts with label copywriting. Show all posts
Wednesday, December 31, 2008
The 5 Things Your Reader Wants to Know
I wanted to share this great post that copywriter Michel Fortin put on his blog yesterday on The 5 things your reader wants to know. Answering these questions will establish your credbility in your copy like nothing else. Enjoy.
10 Advertising Words to Avoid in 2009
Copywriter Susan Gunelius of KeySplash Creative Inc. wrote this informative and timely post for Entrepreneur.com on the 10 advertising words to avoid in 2009. Among my favorites are:
Free This old standby will trigger email spam filters if used in subject lines. Gunelius recommends using the terms 'complimentary' or 'gratis' to sneak past the user's email filter. I recommend that you avoid using the word 'free' in the subject line at all and only use it in the body copy with a slightly altered spelling, such as 'fr*ee' or 'freee'.
Guarantee This was a surprising one for me, but I see her point. People don't trust guarantees like they used to. Gunelius recommends crafting a "more effective message that your readers are more likely to believe and act on."
Really A useless filler word, this reminds me of when we had to write papers of so many words in school on some mundane topic. So if we were clever we'd write "I really really really like chocolate." Gunelius also condemns 'Very' and 'That' as useless filler.
Opportunity "You're not helping anyone when you offer "opportunities" in your copy," writes Gunelius. I agree. Buying a timeshare is an "opportunity."
Synergy It's high time this one was kicked to the curb. Says Gunelius: "Leave jargon and 10-dollar words out of your advertising messages. There's no room in copywriting for buzz words and words that consumers need a dictionary to understand. Consumers don't care about your "unique value proposition." They care that when they pay for your product or service, it will deliver the results they expect." Amen.
Free This old standby will trigger email spam filters if used in subject lines. Gunelius recommends using the terms 'complimentary' or 'gratis' to sneak past the user's email filter. I recommend that you avoid using the word 'free' in the subject line at all and only use it in the body copy with a slightly altered spelling, such as 'fr*ee' or 'freee'.
Guarantee This was a surprising one for me, but I see her point. People don't trust guarantees like they used to. Gunelius recommends crafting a "more effective message that your readers are more likely to believe and act on."
Really A useless filler word, this reminds me of when we had to write papers of so many words in school on some mundane topic. So if we were clever we'd write "I really really really like chocolate." Gunelius also condemns 'Very' and 'That' as useless filler.
Opportunity "You're not helping anyone when you offer "opportunities" in your copy," writes Gunelius. I agree. Buying a timeshare is an "opportunity."
Synergy It's high time this one was kicked to the curb. Says Gunelius: "Leave jargon and 10-dollar words out of your advertising messages. There's no room in copywriting for buzz words and words that consumers need a dictionary to understand. Consumers don't care about your "unique value proposition." They care that when they pay for your product or service, it will deliver the results they expect." Amen.
Wednesday, December 24, 2008
YouTube Gems
I've said it before and I'll say it again: I love YouTube. And I've been scouring the site for marketing and copywriting videos to share with you. Here's the latest batch I've found:
Bob Bly on creating an effective elevator pitch:
Bob Cox on setting your goals for 2009:
I hope you enjoy these videos and get a lot out of them. For more of my faves, check out my YouTube page.
Bob Bly on creating an effective elevator pitch:
Bob Cox on setting your goals for 2009:
I hope you enjoy these videos and get a lot out of them. For more of my faves, check out my YouTube page.
Monday, December 15, 2008
New Video: Recession Proof Copywriting Tips
Here's a new video I just created on recession proof copywriting strategies. Enjoy!
Monday, July 21, 2008
Recession? What Recession?!
All this talk about recession and layoffs has a lot of people crawling under their beds, fearing the worst. I know I was certainly in that category as I began a big marketing push. But I learned something interesting: the business is still out there. Business is still getting done. Companies are still marketing their services, and they need copywriters and marketing people like me to help them get it all done. Small businesses are starting up left and right, and people everywhere are hiring graphic designers, ordering material, and paying for all manner of goods and services. Just like old times.
Here's another thing I've learned: There are entire groups of people who will never feel the recession. They will never wonder if they're still going to have a job tomorrow, or worry about if they'll have enough money to retire. And they are buying things to, as witnessed by this recent article in The Atlanta Journal Constitution. Expensive Australian water and cell phones inset with Swarovski crystals appear all the rage among the well-to-do, even while others are cutting back.
I have a theory that there are money levels. Reach a certain high enough level, and you'll never sink below it. You'll always have plenty of money to do whatever you need or want, money that is tied up in safe investments. Donald Trump and Bill Gates are in this level.
There's also a lower level that is so low it makes it hard to rise to the top. For these unfortunate souls, times are always tough, no matter how well the economy is doing. But I believe that even these people can rise above this level if they will only realize that there is a way out for them.
So what does that mean for us copywriters? Well, check out this article from millionaire copywriter Clayton Makepeace on five ways to profit from these lean times.
So, how is the recession effecting you and your business? Do you have too many clients? Not enough? Are the people you're working with feeling the crunch? What are some ways you've learned to recession-proof your business? Post a comment and let me know! Let's start a conversation.
Here's another thing I've learned: There are entire groups of people who will never feel the recession. They will never wonder if they're still going to have a job tomorrow, or worry about if they'll have enough money to retire. And they are buying things to, as witnessed by this recent article in The Atlanta Journal Constitution. Expensive Australian water and cell phones inset with Swarovski crystals appear all the rage among the well-to-do, even while others are cutting back.
I have a theory that there are money levels. Reach a certain high enough level, and you'll never sink below it. You'll always have plenty of money to do whatever you need or want, money that is tied up in safe investments. Donald Trump and Bill Gates are in this level.
There's also a lower level that is so low it makes it hard to rise to the top. For these unfortunate souls, times are always tough, no matter how well the economy is doing. But I believe that even these people can rise above this level if they will only realize that there is a way out for them.
So what does that mean for us copywriters? Well, check out this article from millionaire copywriter Clayton Makepeace on five ways to profit from these lean times.
So, how is the recession effecting you and your business? Do you have too many clients? Not enough? Are the people you're working with feeling the crunch? What are some ways you've learned to recession-proof your business? Post a comment and let me know! Let's start a conversation.
Monday, June 9, 2008
5 Success Secrets of the Copywriting Masters
Want to know how the pros really create winning copy that sells? Try these 5 expert tips for starters, and you’ll be well on your way to writing copy that promotes your products and services—just like some of the greatest copywriting superstars of all time.
Focus on the Consumer, Not on Your Product. The question on everyone’s mind is, “What’s in it for me?” Answer that question about your product or service to the prospect’s satisfaction, and chances are good that they will become paying customers. They don’t care how long your company has been in business, or what you were doing that made you come up with the idea for your product or service. They only want to know how it will help them solve a problem that they are facing.
Use Everyday Speech. You’re writing about widgets to ordinary people, not an academic paper on Hemingway’s use of the comma. Avoid the stilted, high-falutin’ Corporatese that poisons many a marketing piece. Use ordinary, everyday speech, and avoid jargon if possible.
Start a Swipe File. This is the one thing that all successful copywriters do, and if you’re going to be writing your own copy, you should too! So start saving those pieces of “junk mail” that you get, and print out and save any web sales letters or emails you come across as well. They can be a fountain of inspiration for your next promotion. Why reinvent the wheel?
Read. You can’t be an effective writer—of any type of material—if you don’t read. Read magazines, newsletters, Web sites, and blogs relating to your industry. If you’re at a loss for industry publications, check out Tradepub.com, which offers free magazine subscriptions and whitepapers for dozens of industries. I get many of my ideas for my blog posts and this newsletter from reading marketing publications.
You should also read outside your industry and for pleasure. Not only is it a great way to pass the time, but it can teach you about language and sentence construction, which come in handy when you’re writing your next promotion. Read business books, as well as your favorite fiction. I like science fiction, but any genre will do, and it all helps you learn how to tell a compelling story, which works as well in marketing copy as it does in today’s bestsellers.
Test, Test, Test. Another thing all successful marketers and copywriters do is test. Run your sales letter or webpage against another, changing only one thing at a time, like the headline. Whichever one outsells the other, use that one as your primary sales message, then test again! Change something else about the letter, like the lead, or the offer, or the guarantee. Heck, even use a different font! Even the most seemingly insignificant element will make people more likely to whip out their credit cards than another. Keep testing and testing until you’ve got something that continues to pull better than anything you set it up against. This becomes your Control. Use it as the basis for everything else you create.
That’s it! 5 super copywriting secrets you can start using right now!
Focus on the Consumer, Not on Your Product. The question on everyone’s mind is, “What’s in it for me?” Answer that question about your product or service to the prospect’s satisfaction, and chances are good that they will become paying customers. They don’t care how long your company has been in business, or what you were doing that made you come up with the idea for your product or service. They only want to know how it will help them solve a problem that they are facing.
Use Everyday Speech. You’re writing about widgets to ordinary people, not an academic paper on Hemingway’s use of the comma. Avoid the stilted, high-falutin’ Corporatese that poisons many a marketing piece. Use ordinary, everyday speech, and avoid jargon if possible.
Start a Swipe File. This is the one thing that all successful copywriters do, and if you’re going to be writing your own copy, you should too! So start saving those pieces of “junk mail” that you get, and print out and save any web sales letters or emails you come across as well. They can be a fountain of inspiration for your next promotion. Why reinvent the wheel?
Read. You can’t be an effective writer—of any type of material—if you don’t read. Read magazines, newsletters, Web sites, and blogs relating to your industry. If you’re at a loss for industry publications, check out Tradepub.com, which offers free magazine subscriptions and whitepapers for dozens of industries. I get many of my ideas for my blog posts and this newsletter from reading marketing publications.
You should also read outside your industry and for pleasure. Not only is it a great way to pass the time, but it can teach you about language and sentence construction, which come in handy when you’re writing your next promotion. Read business books, as well as your favorite fiction. I like science fiction, but any genre will do, and it all helps you learn how to tell a compelling story, which works as well in marketing copy as it does in today’s bestsellers.
Test, Test, Test. Another thing all successful marketers and copywriters do is test. Run your sales letter or webpage against another, changing only one thing at a time, like the headline. Whichever one outsells the other, use that one as your primary sales message, then test again! Change something else about the letter, like the lead, or the offer, or the guarantee. Heck, even use a different font! Even the most seemingly insignificant element will make people more likely to whip out their credit cards than another. Keep testing and testing until you’ve got something that continues to pull better than anything you set it up against. This becomes your Control. Use it as the basis for everything else you create.
That’s it! 5 super copywriting secrets you can start using right now!
Friday, January 11, 2008
A Little-Known Source for Great Ad Ideas
Swipe files have been on my mind lately, and Ben Settles mentioned a great source of ads recently: old comic books.
As a recovered comic book geek, I remember those ads very well. Here are a few of my favorites:
Ah, good old Charles Atlas. These ads were great. Notice the little comic-style story in the left margin. Comics were the perfect place for these ads, comic book readers being a pretty picked-on bunch, after all. Here's a another version in all its four color glory:
These ads combined all the color, power and zap! of the comics with proven direct response principles. They don't run them like this anymore. Comics these days have gone to running image ads. To find some of these old gems, check out flea markets, antique stores, and the back issue bins of your local comic shop. Most comic books lose their value over time, so you can walk out with a box full of them for a few bucks, though many will run the same ads (many comic store owners protect their stock in protective plastic sleeves, so make sure it's OK with them to take a look at the inside back cover to see if there's an ad you want to take home).
Happy hunting!
Wednesday, October 31, 2007
A Special Halloween Treat
Now why didn't I think of this?
In honor of Hallowe'en, here's something marketing guru Daniel Levis put together for Clayton Makepeace, a marketing "seance" with late great copywriting legend John Caples.
James Palmer
http://www.jamesmpalmer.com
http://thecopywritinblog.blogspot.com
In honor of Hallowe'en, here's something marketing guru Daniel Levis put together for Clayton Makepeace, a marketing "seance" with late great copywriting legend John Caples.
James Palmer
http://www.jamesmpalmer.com
http://thecopywritinblog.blogspot.com
Monday, September 3, 2007
6 Great Newsletter Ideas--When You're Out of Ideas!
"6 Great Newsletter Article Ideas--When You're Out of Ideas!"
by James Palmer
For marketers, publishing your own electronic newsletter can be challenging. Between project deadlines and other things, you've already got a lot on your plate. Then you also have a newsletter to get out every week, month, or quarter. Then it happens . . .
You've run completely out of ideas.
What do you do?
Well, first of all, don't panic. Panicking will just make it worse. Secondly, follow these five guidelines and you'll find yourself coming up with more fresh ideas than you can fit into a dozen newsletters.
1. Think Timely
Is there something going on the world that you can tie back in to your business? Keep an eye on the local and national news, especially business trends. Is there something there you can use as a springboard for an article about your business?
2. Relate Your Subject to Something Else
Even a subject that has nothing to do with the focus of your newsletter can be fodder for an article. In a recent issue of DM News, copywriter Bob Bly wrote a copywriting article entitled: "Harry Potter and the Irresistible Offer", in which he talks about an interview that J.K. Rowling did recently where she mentioned having written the final chapter of the last Harry Potter book over 15 years ago. That way, she would know how the series ends and be able to tie everything that came before into that final chapter.
Bob deftly tied this into direct mail copywriting, stating how you can follow Rowling's advice by creating the offer first and then writing the other direct mail elements. Genius! Not only is it a great idea, but Bob was able to connect to something from popular culture (and what's more popular right now than Harry Potter?)into an informative, helpful article about direct mail. Now you try!
3. Answer Reader Questions
If you get a lot of questions from your readers, this can make for great articles.
4. "Invite" a "Guest" Author
I did this a couple months back in my own newsletter, when I posted an article by Ezine Queen Alexandria K. Brown. Many ezine writers put permission to reprint at the end of their articles. All you have to do is include their fully intact bio and contact information at the end. It's free, viral marketing for them, and a free article for you. So if you're stumped one month, just look back at the other newsletters you've received. Is there an article that you particularly enjoyed or identified with? Something that would be a good fit for your readers? Grab it and send it out. Just make sure you've gotten permission, or done whatever is required by the author for you to use their work legally.
5. "Classic" Reprints
If your newsletter has been around a while, try reprinting a "classic" article from your archives. New subscribers probably haven't seen it, and your longtime readers would likely enjoy a refresher course. Just don't make a habit of it.
6. Interview an Expert
In your business, you've doubtless made contact with other business people in fields complementary to yours. Why not interview them for your next newsletter article? People love talking about themselves and their businesses, especially if it means free advertising for them! Include their bio and website link at the end. You never know, it could lead to some joint venture opportunities!
I know it may not seem likely, but as any writer will tell you, coming up with ideas is easy, it's the writing that's hard! Ideas are all around us, but sometimes you just have to do a little digging to dredge them up. For example, my lack of ideas gave me the idea for this article! So just look around and take what you need from the world around you. Your next newsletter will go out on time, and will be a killer success!
James Palmer is a freelance copywriter, business journalist, and ghostwriter who creates marketing materials that help large companies, coaches, and entrepreneurs communicate their business in a way that is easily understood by their target audience. He also offers a newsletter creation service for those who understand the power of having their own newsletter but don’t have the time to implement it. For more information, or to sign up for his free monthly newsletter The Write Stuff, please visit his website.
by James Palmer
For marketers, publishing your own electronic newsletter can be challenging. Between project deadlines and other things, you've already got a lot on your plate. Then you also have a newsletter to get out every week, month, or quarter. Then it happens . . .
You've run completely out of ideas.
What do you do?
Well, first of all, don't panic. Panicking will just make it worse. Secondly, follow these five guidelines and you'll find yourself coming up with more fresh ideas than you can fit into a dozen newsletters.
1. Think Timely
Is there something going on the world that you can tie back in to your business? Keep an eye on the local and national news, especially business trends. Is there something there you can use as a springboard for an article about your business?
2. Relate Your Subject to Something Else
Even a subject that has nothing to do with the focus of your newsletter can be fodder for an article. In a recent issue of DM News, copywriter Bob Bly wrote a copywriting article entitled: "Harry Potter and the Irresistible Offer", in which he talks about an interview that J.K. Rowling did recently where she mentioned having written the final chapter of the last Harry Potter book over 15 years ago. That way, she would know how the series ends and be able to tie everything that came before into that final chapter.
Bob deftly tied this into direct mail copywriting, stating how you can follow Rowling's advice by creating the offer first and then writing the other direct mail elements. Genius! Not only is it a great idea, but Bob was able to connect to something from popular culture (and what's more popular right now than Harry Potter?)into an informative, helpful article about direct mail. Now you try!
3. Answer Reader Questions
If you get a lot of questions from your readers, this can make for great articles.
4. "Invite" a "Guest" Author
I did this a couple months back in my own newsletter, when I posted an article by Ezine Queen Alexandria K. Brown. Many ezine writers put permission to reprint at the end of their articles. All you have to do is include their fully intact bio and contact information at the end. It's free, viral marketing for them, and a free article for you. So if you're stumped one month, just look back at the other newsletters you've received. Is there an article that you particularly enjoyed or identified with? Something that would be a good fit for your readers? Grab it and send it out. Just make sure you've gotten permission, or done whatever is required by the author for you to use their work legally.
5. "Classic" Reprints
If your newsletter has been around a while, try reprinting a "classic" article from your archives. New subscribers probably haven't seen it, and your longtime readers would likely enjoy a refresher course. Just don't make a habit of it.
6. Interview an Expert
In your business, you've doubtless made contact with other business people in fields complementary to yours. Why not interview them for your next newsletter article? People love talking about themselves and their businesses, especially if it means free advertising for them! Include their bio and website link at the end. You never know, it could lead to some joint venture opportunities!
I know it may not seem likely, but as any writer will tell you, coming up with ideas is easy, it's the writing that's hard! Ideas are all around us, but sometimes you just have to do a little digging to dredge them up. For example, my lack of ideas gave me the idea for this article! So just look around and take what you need from the world around you. Your next newsletter will go out on time, and will be a killer success!
James Palmer is a freelance copywriter, business journalist, and ghostwriter who creates marketing materials that help large companies, coaches, and entrepreneurs communicate their business in a way that is easily understood by their target audience. He also offers a newsletter creation service for those who understand the power of having their own newsletter but don’t have the time to implement it. For more information, or to sign up for his free monthly newsletter The Write Stuff, please visit his website.
20 Questions to Ask Yourself Before Creating Your Next Newsletter
20 Questions To Ask Yourself Before Creating Your Newsletter
by James Palmer
What will my newsletter be used for?
Will my newsletter by delivered in text or HTML format?
Which autoresponder service will I use to deliver my newsletter?
How often do I want to send out my newsletter?
How many words will it be?
What features will I include in my newsletter?
What will my newsletter do for my business?
What will I call my newsletter?
Will I be the only author or will there be guest authors?
Will I offer my products and services in the newsletter?
Will I offer third-party products and services in the newsletter?
Will people pay me to place their ads in my newsletter?
Will my newsletter contain graphics or pictures?
Who is my newsletter’s target audience?
What major benefit does my newsletter give my target audience?
What personal information will I include about myself in the newsletter?
Will I give my target audience permission to reprint and distribute my newsletter articles?
Will I turn my newsletter articles into other information products like videos, audio books, teleseminars, workshops, ebooks, etc.?
Will I write each and every article, or use a ghostwriter?
How many newsletter subscribers do I want?
by James Palmer
What will my newsletter be used for?
Will my newsletter by delivered in text or HTML format?
Which autoresponder service will I use to deliver my newsletter?
How often do I want to send out my newsletter?
How many words will it be?
What features will I include in my newsletter?
What will my newsletter do for my business?
What will I call my newsletter?
Will I be the only author or will there be guest authors?
Will I offer my products and services in the newsletter?
Will I offer third-party products and services in the newsletter?
Will people pay me to place their ads in my newsletter?
Will my newsletter contain graphics or pictures?
Who is my newsletter’s target audience?
What major benefit does my newsletter give my target audience?
What personal information will I include about myself in the newsletter?
Will I give my target audience permission to reprint and distribute my newsletter articles?
Will I turn my newsletter articles into other information products like videos, audio books, teleseminars, workshops, ebooks, etc.?
Will I write each and every article, or use a ghostwriter?
How many newsletter subscribers do I want?
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