|
|
|
35% Revenue Increase… from Your Website!
35% of visitors fail to achieve their goal when they visit company websites! By following 2 simple rules, you can increase your web-derived revenue by 1/3 or more!
Renowned website usability researcher, Jakob Nielsen, today (Nov 24) published...
5 Secrets of Successful Copywriting
5 Secrets of Successful Copywriting © 2004 David Garfinkel Would you like your sales to go through the roof? Of course you would. Who wouldn't? I have found five secret "keys" that dramatically improve the money-making ability of just about ANY...
How Using A Drop Capital Increased My Ebook Sales By 40%
You will often find me with my head in a book, studying the marketing and copywriting experts from the past. It was whilst reading one such book, that I discovered how using a drop capital, can increase readership of advertising. The book was:...
The Art of Reading Your Buyer's Mind
Wouldn't it be fantastic if you had a crystal ball and you could read your prospects' minds you knew what they were thinking when you were making your sales presentation. You knew why there were considering the product in the first place. You knew...
The Top 7 Rules of Power Copywriting!
Here are the top techniques and tricks that today's best copywriters use. Learn them well, remember them always and use them often! 1) Research, Research, Research. The biggest difference between good copywriters and great copywriters is...
|
|
| |
|
|
|
|
|
|
Pumping Up The Emotional Side Of Gizmos, Widgets And Powdered Eggs.
You have permission to publish this article electronically or in print, free of charge, as long as the byline at the end of this article is included. A courtesy copy of your publication would be appreciated.
Pumping Up The Emotional Side Of Gizmos, Widgets And Powdered Eggs.
Conventional wisdom has it that business-to-business advertising must be jam-packed with facts. But today, the facts are not enough.
All advertising copy consists of two elements: What is said and how it's said. What is said is the rational part of the message -- the claims and benefits that result from careful positioning and strategy. How it's said is the emotional element -- the look of the advertising, and the charm, humor, nostalgia, empathy, sense of security, beauty, or sense of style and quality that is conveyed.
Knowing when and how to use emotion is the most important part of a copywriter's and art director's job. Because, whether we like to admit it or not, most purchase decisions -- greeting card or giant machinery, new car or new factory roof -- are made for emotional, not rational, reasons.
A Couple Of Definitions.
We've been told that emotion is probably best defined by the observation that emotions are feelings. How important is that? Very. Because feelings are everything in people's lives. They dictate where we live, who we live with, who our friends are, what we read, what we eat, what we drive, where we go on vacation, what we laugh at, what we cry about and what we want out of life. And they tell us what to buy, when to buy, where to buy, and who to buy from.
We've also been told that a definition of communication is the interchange of ideas between two people. But, in advertising, we have to go beyond that. Our business must be the interchange of feelings between two people. We have to make people really feel something about the products and companies we advertise. Otherwise, they won't buy. And if they don't buy, we've failed. So, the simple truth of the matter is: The only advertising that works is advertising that makes somebody feel something.
Four Thoughts, No Rules.
Explaining how to use emotion in advertising is difficult, if not impossible. It all depends on the situation and the abilities of the people involved. But here are some things that may help put the subject in perspective.
Businessmen And-Women Are People, Too.
Some will argue, especially in today's downsized work environment, that the businessperson is besieged, harried and overworked. And all they have time for is the facts. True, perhaps. But it is also true that they are being constantly being bombarded with information at every turn. Which means that if your advertising is going to be successful -- if it is going to stand out from the clutter -- you better deliver it in an emotional envelope. Whether you're a man or woman, working man or working woman, prudent veteran, or a kid just out of school isn't important. Emotional advertising has a universal kind of communication that works. Warmth, humor, charm, flair -- these are things we all relate to, respond to. Emotional advertising transcends the demographic
position of the reader or viewer. People in all walks of life respond to wit, to being talked to in a flattering and friendly way, to being liked. People like advertising that makes them feel good -- about your product, about your company, about themselves.
Start From The Other End.
All advertising must start with a strategy. But, too often, we build our strategies on the what. With too little consideration of potential emotional appeals. And too much focus on the specific product differences and benefits, no matter how small these differences might be. We get locked into saying something instead of communicating something. It would be better if we spent more time trying to understand how people might use the product in their lives. And trying to judge its emotional importance and appeal. Which means that, sometimes, you may want to start at the other end. By first coming up with a great attention-getting idea -- that you can then fit into the framework of the strategy.
Don't Go Too Far.
Don't get the wrong idea. The rational appeal of your advertising is important, too. Especially when you have something significant to say. But even when you don't. Because the rational element is what people use to justify their emotional decisions. Nobody will ever say, "I bought their product because the photos in their brochure were beautiful," or "I gave them the business because the copy on their Web site gave me a chuckle." Even though stuff like this may have affected them, they still need a rational reason. So, you better give them one.
Rely On Your Own Feelings.
If you put anything on paper without emotion, it should be because you're in search of it. You have to start with emotion, if you want to end with it. Remember, the whole idea here is to share your feelings (and the intensity of them) -- about a company and its product or services -- with the people on the other side of that page or screen. It means forging those feelings into the shape of ads, brochures, Web pages, postcards and matchbook covers for all of the rest of the world to feel. And just think about it! Every time a person will reach for a product, it's because you have reached them inside. And given them a feeling for it. Which makes for a pretty good feeling in itself.
----------------------------------------•--------------------------------------
Walter is a professional advertising copywriter who writes, edits and publishes "Words @ Work", a FREE bimonthly newsletter of advice and information about writing that works. To view his award-winning portfolio and to subscribe visit www.walterburek.com. You may also subscribe to Words@Work via e-mail to: walter@walterburek.com
>>>>>
About the Author
Walter Burek is an award-winning copywriter who learned his craft at some of the finest advertising agencies in the world and has been a writer and Creative Director on some of advertising’s most important accounts.
Currently, he offers freelance copywriting services through his company, WalterBurek.com.
Walter also writes, edits and publishes Words@Work, a free newsletter for marketing communications professionals.
|
|
|
|
|
| Copywriting . Net |
| Copywriting . Net. The Internet's copywriting service center for Web and print marketing communications. |
| www.copywriting.net |
|
| Copywriting - Wikipedia, the free encyclopedia |
| As search-engine algorithms get smarter every day, this Search engine optimization (SEO) copywriting is more and more about writing for human visitors as ... |
| en.wikipedia.org |
|
| Copywriting - SEO Copywriting - Learn copywriting |
| Copywriting .com has just changed hands and will open its doors again in a few weeks. If you'd like to be notified when we launch, please send an email to: ... |
| www.copywriting.com |
|
| Copywriting 101 | Copyblogger |
| Copywriting 101 Tutorial Copywriting is one of the most essential ... Subscribe to Copyblogger to learn more about copywriting and online marketing. ... |
| www.copyblogger.com |
|
| The Copywriting Site - Free information, tips, and tricks on ... |
| The Copywriting Site: Here you get free information tips and tricks on copywriting that sells. - Marketing Writing. |
| noriainternational.com |
|
| Copywriting courses. Become a copywriter. |
| Copywriting courses for copywriters; plus tips on buying copy and hiring a copywriter. |
| www.inst.org |
|
| Advertising & Online Copywriting, Search Engine Copywriting ... |
| Advertising copywriting and search engine copywriting that impresses your visitors and the engines. |
| www.marketingwords.com |
|
| Free tutorials on copywriting, web content, advertising, internet ... |
| How to dramatically improve response from your Advertising, Internet marketing, Direct Mail and Web pages with powerful copywriting. |
| www.adcopywriting.com |
|
| Copywriting: See what people are saying right now on Technorati |
| See all blog posts tagged with copywriting on Technorati. |
| www.technorati.com |
|
| Advertising Copywriter, Website Copywriter, SEO Copywriter ... |
| Need a copywriter who can really grasp your business? Copywriting for websites, SEO, ads, brochures, articles... Elegant, no-fuss copywriting that really ... |
| www.divinewrite.com |
|
| Copywriting |
| Every advertising medium is different. And so is copywriting for each element. Business owners can find out what to look for when hiring a copywriter. |
| advertising.about.com |
|
| Copywriting Secrets - Master Copywriter - Killer Copy Writing |
| FREE E-Course Reveals The Latest Kick-Ass Copywriting Secrets You've Gotta Know! ... "Now You Can Grab The Latest No-BS Advanced Copywriting Secrets That ... |
| www.websiteconversionexpert.com |
|
| Text Wizard® Copywriting - UK freelance copywriter, scriptwriter ... |
| Plain English with fizz: copywriting that stays on brand and on your mind. UK copywriter. |
| www.textwizard.com |
|
| Getting Real: Copywriting is interface design - Signal vs. Noise ... |
| Copywriting isn’t something to be left to the guy on your team who writes long ... So, I’m considering adding copywriting to my list of responsibilities, ... |
| www.37signals.com |
|
| Amazon.com: Persuasive Online Copywriting: How to Take Your Words ... |
| Amazon.com: Persuasive Online Copywriting: How to Take Your Words to the Bank: Books: Bryan Eisenberg,Jeffrey Eisenberg,Lisa T. Davis by Bryan Eisenberg ... |
| www.amazon.com |
|
| Michele PW |
| Watch your business soar when you put the power of great copywriting, results-driven marketing solutions and amazing creativity to work for your business. |
| www.writingusa.com |
|
| Pages tagged with "copywriting" on del.icio.us |
| Good Copywriting: A blog about copywriting on the web ... Copywriting tips for online marketing success from Copyblogger · save this. copywriting blog ... |
| del.icio.us |
|
| Online Copywriting: Subscribe to the Excess Voice Newsletter |
| Online Copywriting: Nick Usborne's Excess Voice newsletter includes dozens of articles and a comprehensive list of resources and reviews for writers of ... |
| www.excessvoice.com |
|
| Linda Westphal, Freelance Advertising Copywriter |
| Experienced copywriter for direct marketing articles, and advertising tips. Citrus Heights, California. |
| www.lindawestphal.com |
|
| Copywriting: Projects on Elance |
| Copywriting, Between $250 and $500, 7, 11/29/2006 1:45 AM ... Copywriting, Prefer not to disclose, 0, 12/1/2006 2:41 PM, 6 d, 22 h+, Authentication Status ... |
| www.elance.com |
|
|