Copywriting is an art. Knowledge of the proper ways of stringing together a group of words in order to achieve a goal is not simple. Skill, knowledge of proper grammar and use of punctuation marks, tenses and sentence construction are all essential in getting your point across.
But knowledge of the language is not enough. It also entails strategy and an ability to choose proper words for a particular purpose.
A group of words can very well remain that - just a group of words. This happens when what you write is not fitted for your objective. Therefore, the most basic pre tense to good copywriting is knowing how to write, what to write, when to write. It may sound complicated - it really is.
No matter how good you are in weaving words, if you aim to sell a product, yet come up with copy fitted for a reference book, then you fail in your attempt. Your copy may sound sophisticated and complex, but if it is not easily comprehensible, then writing marketing copy may not be best for you. The best marketing materials are simple yet thorough. No deep thinking required - just good and truthful descriptions that appeal to the psyche and wallet of a potential buyer.
Below are some basic tips and tricks one must keep in mind when writing marketing collaterals.
Know your audience. Writing without an audience in mind is like travelling without a clear destination. Knowing whom you should be appealing to, what their economic background is, their preferences, race, interests and age range all are essential when deciding which words and statements to use to get people's attention and to keep them interested. Writing with no clear target, most especially if you are writing marketing materials, is like blind marketing - you just pray your collaterals reach the proper people - and consider yourself lucky if it does.
Create effective titles. As a writer, your title may be your only chance to grab the attention of your target market. It is therefore critical that you use the power of your headline to attract attention, hold interest, or provoke action. Write for an audience - not for a search engine. Appeal to the natural wants and desires of your market. Use the title to entice them and to get them interested. When it comes to marketing materials - you are as good as your tag line. This is what keep Nike top of mind with the mere mention of "Let's do it!" or Coke with "It's the real thing." These 2 are simple statements which succeeded in multiplying sales for both these manufacturing hotshots.
Write simply and directly. Have you noticed that almost everyone is always in a mad dash? Somehow, consumers nowadays have very little time, and very short attention spans. It is therefore imperative that you make your marketing copy short and direct to the point. Flowery and winding introductions that all point towards one purpose are no longer needed. Remember that when you write simply and directly, you reduce your chances of miscommunication. Miscommunication happens when you say too much, thus exposing yourself to scrutiny, needless questions and doubt. Instead, post relevant information that directly states what a product or service is about, and how it can help make life easier for the possible consumer.
Keep readers engaged and interested. Nothing is probably more annoying than being forced to read material that is boring, irrelevant and too factual - that it almost lulls the reader to sleep. The whole point of writing marketing materials is to entice potential clients to buy - not turn them off. Too many writers try to sound profound and sophisticated that they lose their target readers in the process. It is much more easy to use big words in an attempt to appear as though you know a lot, than to be able to relay the same message by using a few short sentences.
If you need ideas on how to keep readers engaged, you could opt to do the following: develop a new interesting angle on an old topic, create an intriguing topic that encourages people to continue talking about your material, or incorporate an element of surprise. You can also inject humour and light-hearted banter. Whatever you choose to do, remember that your ultimate purpose is to keep your audience hooked and interested from the beginning to the end of your marketing materials.
Summarize key selling points and write a powerful closing. If you created a compelling opening, then you must also make an equally-interesting closing. To keep audiences interested, save some key pieces of information for last. Much like a suspenseful movie, do not give out the ending at the beginning - slowly lead your audience until the end of your piece, so that readers are wanting more in every little part, and are compelled to be with you until the end. Summarize all your points at the end, just to make sure your readers remember every key bit of information.
At every stage of life, it is important to effectively get your message across. Writing is one major way of doing it, but writing must always be well thought-off and strategic in order to be truly effective. Follow these tips and you may very well get to your goal.
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Michael Griffiths is the CEO and Founder of My Small Business Marketing Guru. Helping small business owners generate more leads, clients and increase profits with relationship based marketing strategies. We invite you to get your free black mask marketing resources to help you business grow today, when you visit http://www.mysmallbusinessmarketingguru.com.au
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