We offer professional copywriting to ensure the very best results. We follow the eight guidelines provided on the right, here. These are, after all, the keys to copywriting success. The more successful you are at implementing each of these guidelines, the more success you'll experience from your copy.
We offer two options for your to consider:
Promote Benefits, Not features. Currently if you have actually been copywriting for some time, I'm sure you have actually heard this before; however, a listing of copywriting commandments would not be total if this wasn't mentioned.
What does this mean exactly? First, lets talk about the distinction between a feature and a benefit. A feature is an actual characteristic of your product. Let's say you're selling a refrigerator. One of its features might be that it has an ice dispenser. While that may be desirable in a refrigerator, there's actually nothing hot or engaging about listing this out. A benefit, on the other hand, defines precisely that-- just how your client can benefit from a function. So, when it comes to a refrigerator, you might compose something like, "The refrigerator supplies an endless supply of perfectly sized cubes of ice on-demand to provide that perfect glass of iced-coffee during the hot summer months."
Do not weaken your copy by using words like probably, maybe, try, or I hope, etc. Be firm in your choice of word selection. After all, you want your customers to be firm in their choices especially when that choice involves you.
As a copywriter, it doesn't matter how smart you are or how brilliant you are as a best selling author or that you have an extraordinary vocabulary -- you'll never get to use it. The average age-level for your writing will never be over that of the eighth grade level.
In studies performed by Fleish-Kincaid, looking at over 600 ads, they discovered that those ads that performed the best were written at the 9th grade level. This creates some very simple rules.
From years of testing by many different marketers, it has been learned that there are just some words that convert better than other words. These are what are referred to as advertising power words.
Whenever and wherever you can, use them in your copy when writing. There are lists available on the internet that provide as many as a hundred different of these advertising power words. When writing, keep this list out so that you can readily reference these words.
An example of some of these words are as follows:
According to Havard Business School Professor, Gerald Zaltman, 95% of all purchases are made subconsciously. That's massive! This means that as a copywriter, your prospects are making decisions almost exclusively on an emotional level.
It works like this. Your prospect decides that they want something for emotional reasons. Of course, they then have to justify it so they begin to look for logical reasons that will support their desire to buy. In order to make your prospects want to buy, you need to make them feel something. They need to form an emotional connection.
There are a few ways to do this. You can use their sensory organs by describing the smells, tastes, looks, feels or sounds of what you are selling.
You can a create an emotional connection through a story. Stories are tremendous ways of forming connections with your readers. People love stories.
One very important detail - whatever you do, avoid sounding like a used car salesman.
The truth is that people are bombarded daily by ad copy. They are sick and tired of being "sold". As a copywriter you walk a fine line between selling and sounding like that Used Car Salesman.
How do you avoid it? Read your own copy and ask yourself, do you sound like you are being sold? Do you sound like that used car salesman? If you do, soften it a bit.
I get it -- you want your copy to convert. You have to be cautious because you don't want to turn off your prospects or cause them to doubt your claims or worse still, you don't want them to buy and then suffer major regret and becoming the voice of dissent online about how disappointing your offer is and that it really disappoints.
It's best to write in active voice as it's more engaging and more interesting to read. When writing, you always want to review your copy for opportunities to insert active voice in place of passive. Passive voice always includes some form of the verb "be", like "am", "is", "are", "was", "were", or "been".
The active voice, as illustrated is more engaging and fun for the reader. Your conversions will be higher when you write in active voice versus passive.
Your job as a copywriter is to write engaging copy whose purpose is to get the customer to buy. Just because you might have a lot to say about a particular product doesn't mean you need to say it or that it's effective.
In general, the more expensive a product is the more you will need to say to over the potential objections. The less expensive it is, the less you'll need to write.
Despite continuing to hear, "Don't sweat the small stuff!" In copywriting, you want to pay close attention to the details. Even changing a single word can have a significant result in the conversion rates.
For example, a study done by Carnegie Mellon University found that by changing the phrase, "a $5 fee," to "a small $5 fee," they were able to increase the conversion rates by 20%.
You might think it okay to ignore certain objections people might have about buying a certain product along the lines that by ignoring it, they probably won't think of the objection.
However, it's so important to try and come up with every reason you think a prospect might not buy your product and then counter them. For example, when I was young, I used to sell security systems to local businesses. In Philadelphia, it was a pretty common practice for most local auto garages to have dogs. The dogs fell into two categories -- pets and guard dogs. Clearing the objection, in each case, is different.
If the dog is a pet, there is an emotional attachment between the dog and the owner...whereas, if it is a guard dog, often, that emotional connection didn't exist. So, if I can determine right up front through questioning that the dog is a pet, than the objection that the owner might have to a security system being a dog is a weak objection -- why? Because if it's a pet, the owner wouldn't want to risk losing the dog; therefore, eliminating it as an objection. Likewise, if the dog is a guard dog, simply flipping it a treat that is "treated" and therefore incapacitating the dog eliminates the dog as an objection. Of course, your copy has to go on to say "no dogs were hurt in the making of this illustration" so they don't peg you as an animal abuser. Words carry meaning and that meaning can have signifcant weight.
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