Make Your Copy More Meaningful

Deep down, all copywriters want the same thing, to be loved. And to a copywriter, love equals being read. Here’s a few tips on how to get some affection from your customers.

1. This may seem obvious, but if you want to be successful in any kind of marketing, you must communicate with your prospect. That means that you must understand them and write to them in a manner they can understand. And that means using words and phrases they would use and easily comprehend, without talking down to them. If they would use technical terms and you are talking about something technical, then so should you.

2. Do not add humor or any other elements if it distracts from your message. Shun gimmicks or freebies that don’t relate to your product, and use visual cues to direct your prospect’s attention to copy elements that help sell your product or service.

3. Every statement you make in a direct mail piece must relate to what the product or service will do for them. People are interested in themselves and how your message relates to them. It’s a “what’s in it for me” world, so any copy that you write must follow that path until it results in a sale. When that happens, everyone is happy.

4. The first step in creating direct marketing copy is to study the product and determine a few key points. What does the product do? What benefits does it provide? What features does it have? Do they enhance the function of the product? Is this something you would want? Why? What premiums are appropriate for this product? What sets this product apart from competing products?

5. Once you have gathered this information, it’s time to write an outline of how you will structure your letter or brochure. This is where you weave the various elements together to present your product in the best light. Involve the prospect on an emotional level. Create desire for your product or service, and weave that emotion throughout your copy.

Remember, follow the golden rule: “Don’t assume anything.” When you write your copy, make sure it is easily understood. Test your copy with people who know nothing about your product. If they understand it and want to respond, you are on the right track.

Albert Saxon is president of Saxon Marketing, Indian Orchard, MA.