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A FEW THOUGHTS ON WRITING INTERNATIONAL ENGLISH
Here is my "dime's worth" (see learning "American English" , or at least your expressions already) on the subject of writing for an international audience on the world wide web. The Web offers you an opportunity, unique in history, to speak directly...
Copywriting: Engage Prospects By Involving Their Senses
Imagine a bland, colorless existence. Where food had no taste, silence surrounded you and everything smelled the same. Not very appealing, is it? Now imagine a crisp, fall morning. The sun is burning away the last of a lazy fog. Robins are...
How To Take Your Freelance Writing Chances
Your initial freelance writing assignments are the best way to present yourself to your client for repeated work. If you provide for them a good product, at a good price, they are likely to come back time and time again. The goal of any career,...
SEO Copywriting Makeover: Finding the Right Trigger
by Karon Thackston 2005
http://www.copywritingcourse.com
You've got a great product or service. Now, how do you make buyers sit up and take notice? How do you get them excited about what you're offering? You have to pull the trigger.
There is...
The idea way to grow your writing business
As a writer (or any business) in order to generate good financial returns for your efforts you will need to place a great deal of emphasis on product creation and the marketing aspects of your business to turn "what might be" into "what will be"...
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Writing direct mail that really, really works
So, you have something you want to sell. It may be a product, a service, or a cause. It could be a membership, a subscription, or a motor car. It might be paper, health products or the idea that the humane society or the Alzheimers association is worth giving money to. It could be computer equipment, hand-sewn dolls clothes or garden gnomes.
Whatever it is you are selling, you need to let the right people know youre selling it. And one of the most effective ways of doing that is through direct mail.
Direct mail works best if you know the type of person who buys your product or service. For instance, if you sell to building contractors or pet owners you can get a targeted, personal message to them quickly.
Whats more, computers make it possible for small businesses to produce professional looking mailings at a very attractive price. They make it possible to select names from mailing lists by demographic classification, frequency of purchase or by amount of purchase. Computers allow every letter in a mailing to include the name of the addressee, not just the salutation but several times throughout the body of the letter.
Heres some tips that will help you make your campaign more effective
Always include a letter in your mailing
This may sound obvious but many mailings only contain a brochure. This is a mistake. Theres a saying Brochures are sent by companies, letters are sent by people. You need a letter because a letter is personal. And because letters persuade people to buy.
Get your letterhead right
What paper, layout and design you use are very important. I recommend you steer clear of official company letterhead and design something more appropriate to your message.
If you want people to telephone, make your phone number stand out. If you want them to visit your web site, do the same. Your address is less important because even if you want people to reply by mail theyll expect a reply paid envelope. Dont put fax and telephone together its confusing for people. Avoid using telephone numbers using letters such as, 1-800-OUR SHOP. If you absolutely must use this type of number make sure you place the numeric number close by.
Write long letters
Most people dont want to write long letters, they worry theyll sound rambling, or they think long letters dont sell. But a long letter serves a purpose. If your prospect is going to buy your product, or contribute to your cause, he needs a lot of information. A short letter
cant hope to give him enough information to consider making a purchase.
A good rule to follow is: Keep selling until you run out of selling points. By the end of your letter your prospect should have more than enough information to make a decision.
Write a friendly greeting
When possible address your prospect by his name, as this will increase your response rate. If you dont have an individual name, youll have to use a title such as Dear Business Manager, or Dear Creative Director. Dont address a householder as, Dear Householder, Instead use, Dear Animal Lover, or Dear Mercedes Owner.
Use an attention-grabbing headline
Make sure your headline is at the top of the letter. Use it to highlight the main benefit. Make sure its easy to understand and tells your reader why he should read your letter. Avoid headlines that try to be clever, or funny. They rarely work.
Ask for what you want
Dont be slow in asking for the sale. If you want the reader to buy your garden gnomes, tell him so, near the beginning. If you let him get half way down the page before telling him what you want, your letter will end up in the trash.
Write from me to you
Make your letter personal. Have one customer in mind while your writing it and address him as if he were sitting right beside you. Use the word you frequently. Instead of saying, Our lingerie is sexy say, Youll look sexy in our lingerie. Change, Our blankets are warm and comfortable, to: Youll be warm and comfortable in one of our blankets.
Get your reader to act NOW
By the end of your letter, the reader should have all the benefits of your product or service, and have become more and more interested. Now you need to get him to act. Tell him clearly and simply what you want him to do: telephone, fill in the reply card, send money, visit your web site or get a representative to call.
Finish with a PS
Make sure your PS sounds like something you just remembered to say. By, try not to start your PS with the word Remember as it shows what youre about to say contains nothing new. Instead, use the PS to highlight a benefit not already included in your letter.
About the Author
About the Author
Julia is an independent copywriter specializing in advertising, search engine marketing and direct mail. For more information on how Julia can increase your company's sales visit her website at www.juliahyde.com or email info@juliahyde.com
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