Q. I’m not a very strong writer. Do you have any suggestions to help me be more effective?
A. One of the best ways to write good, strong copy is to approach the task with organization. Good copywriters always know both the audience and the desired action for the audience to take.This information is the basis for strong copywriting, so determine the answers for your project right at the beginning.
Next you need to list the benefits your audience will derive from using the product or service.This is related to, but different than, the product or service features. Usually the features equate to a specific, intended customer benefit. Jot down the features, then translate the list into benefits for the customer.When writing, mention the features but emphasize the benefits.
With the audience, desired action and benefits identified, you are now ready to write a first draft. Paint a picture or tell a story that will draw the reader to your point of view or inspire the desired action. Realize that although you are writing for a specific audience, the personalities of readers vary. Include just enough technical information to satisfy readers who need to see data to make a decision. Keep copy simple and clear for readers who like to get to the point quickly. Include bullet points for readers who like to skim.
Finish your writing with an attention-getting first sentence or headline that will grab the reader’s interest and keep him reading.
• • • • •
CHUCKLES • • • • •
One day a man goes to a pet shop to buy a parrot. The assistant takes the man to the parrot section and asks the man to choose one. The man asks, ''How much is the yellow one?''
The assistant says, ''$2000.'' The man is shocked and asks the assistant why it's so expensive. The assistant explains, ''This parrot is a very special one. He knows typewriting and can type really fast.''
''What about the green one?'' the man asks.
The assistant says, ''He costs $5000 because he knows typewriting and can answer incoming telephone calls and takes notes.''
''What about the red one?'' the man asks.
The assistant says, ''That one's $10,000.''
The man says, ''What does HE do?''
The assistant says, ''I don't know, but the other two call him boss.''
PRINT. IT WORKS.
There's nothing experimental about print. It just works.
Whether direct mail, branding materials, investor relations or your corporate identity, a well-printed piece makes you look your best. Give them something tangible to keep your message top-of-mind.
Need help? Call one of our Sales Representatives. That's what we're here for.
ROBIN SMUCKER Mobile 330-466-3515
CARY BOWMAN Mobile 330-466-3516
390 East Wood Street P.O. Box 605 Shreve, OH 44676-0605
Phone 330-567-2341 Fax 330-567-3616 Toll Free 1-800-821-0456 E-mail: firstname.lastname@example.org