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"Copywriting Businesses - How Can I Get Started?"
"Copywriting Businesses - How Can I Get Started?" Do you have the training and skills needed for copywriting? Are you looking for a way to get your foot in the door? Will you have what it takes to succeed with your copywriting businesses? For...
Do You Want To Sell More? Then Stop Trying To Be Everything To Everybody!
I know you've heard this a thousand times, but from the looks of
things few businesses are following the advice¡
Far too many businesses (online or offline) define their target
market as ¡°anyone with a pulse and a wallet.¡± (Not always in that...
Five Sections of Your Copy Guaranteed To Get Read
by Karon Thackston © 2005 http://www.copywritingcourse.com Only about 20% of your copy is going to get read. The rest will simply be scanned. I'm sure you've heard the statistic before. It's nothing new. While it might sound frightening or...
SEO Copywriting - In the Wake of the “Florida” Update
by Karon Thackston © 2004 http://www.copywritingcourse.com/keyword After Google’s most recent update, those in the search engine optimization (SEO) field seem to be standing at attention. As sites that have held long-standing positions in the top...
Writing Newsletters – Tricks of the Trade
Follow 10 simple rules of thumb, and you’ll soon be writing great newsletters and reaping the rewards. Company newsletters can be an amazingly successful marketing technique. Whether you want to up-sell or cross-sell, establish your brand or...
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Business Writing: When Not To Be Professional
It’s time to write your next ad or brochure. Maybe some web content. You’ve done all your research, and you’re staring at a blank computer screen. You want to look good in print. You want to put your “best foot forward.” And, of course, you want to make a barrel full of money.
Well, you’re going to have to pick one, because you can’t do all three.
Not, that is, if “looking good in print” means sounding like an educated professional. Or using perfect grammar. Because unless all of your prospects are English teachers, they’re going to respond better to more natural writing – writing that reads like people actually speak.
Real people don’t speak like “professionals” write. (Neither, for that matter, do most professionals.) Real people use sentence fragments. They start sentences with “and”, “or” and “but.”
Every now and then they kind of trail off like…
One thing real people do not do is use big, fancy words when shorter ones will do. And neither should you.
Real people do not say things like, “I am committed to finding the lowest cost alternative.” Why, then, would you want to be “focused on providing” it?
Copywriting that uses stuffy, complex language just doesn’t sell. You know what I mean: The verbose, impersonal, corporate-speak that sounds more like a mission statement (which nobody cares about) than a personal communication. The
kind that strokes the CEO’s ego when it should be stroking the prospect’s.
With that in mind, here are some tips to help bring your writing back “down to earth”:
1.Picture your prospect. Get a mental picture of the one typical person you’re writing to. If you have to, get a real picture from a magazine or even your family album and tape it to your computer screen as you write. Then write like you’re talking to that one individual.
2.Read your copy out loud. If you stumble over anything, so will your reader. Rewrite until your words flow smoothly and sound natural.
3.Read your copy to someone else. Preferably a group of people. If, when you are finished, they tell you what a great job you’ve done, you have failed. You’ve succeeded when they ask you how to get what you’re writing about.
Never be afraid to be personal in your ads, web pages, sales letters – any time you are communicating with a prospect. Make it sound like you are actually speaking to them.
If you still want to “look professional”, use the money you make and go buy some nice business clothes!
About the Author
Lisa Packer, author of "How To Dramatically Increase Your Business... Without A Blockbuster Budget" is an independant copywriter and marketing consultant. For more helpful articles like this one, visit www.dramatic-copy.com.
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