From websites and emails to leaflets and television adverts, we are bombarded with sales messages everyday. So, how can you make sure that your message stands out and is heard in the noise of the madding crowd?
As a small business owner there are 5 Copywriting Secrets you should know:
1. “You talkin’ to me?”
Ah, Robert de Niro. This famous line from the film Taxi Driver is a great one to keep in mind as you write. Using the word ‘you’ and addressing your prospect throughout your writing will engage your reader in what you’re saying.
2. “What’s in it for me?”
People are generally interested in one thing – themselves. Demonstrate how you can make your readers’ lives better by offering a benefit and not a feature of what you do and you’ll start winning hearts – and customers.
3. Why a good headline is vital
The job of a headline is to draw your customer in and get them to read the next line of your sales message. That’s it. A good headline contains one of three things:
- Some kind of benefit – e.g. ‘Save money and valuable time today’.
- An exciting snippet of news – e.g. ‘My Exclusive Interview with Apprentice Winner Ricky Martin’.
- Something to arouse your reader’s curiosity –e.g. ‘How Twitter saved my life’.
Great headlines contain all three things like, well… the title of this article for example.
4. The space bar is your friend
People are busy. You only have a few minutes to make an impression with the written word, whether it’s your company website or your latest leaflet that’s doing the talking.
Break up your writing with headlines, crossheads (or subheadings) and lots of white space to allow your words to breathe. This will give you room to highlight the key benefits your company offers and ensure that, even if your reader only has a minute to spare, he’ll take away exactly the message you want to send.
5. “Do this now”
This may sound a bit bossy but you do have to let your prospects know what you want them to do after they have read your sales message. Do you want them to call your office? Email you for more details? Check out the latest offers on your website? Add a call to action within your sales messages to tell your prospect exactly what they need to do next to benefit from your offer.
For more helpful copywriting tips you can apply to your small business today sign up for the free newsletter at www.haydngrey.co.uk (and there’s my call to action!).
by Katherine Wildman © 2012
Katherine Wildman is the Creative Director of Haydn Grey Ltd, a copywriting agency based in Cullercoats.
Discover how Haydn Grey can help you find the right words to promote your business at www.haydngrey.co.uk or call the office on 0191 289 3170.