Some Copy Tips From An Old Hand

I have been in the ad game for a long, long time. I have trained hundreds of writers, and I've been responsible for moving of millions £ & $ in product worldwide. Here are just a few tips that I hope will help you do a better job, and make a bigger name for yourself.

One.

Whatever copy job you are working on ? brochure, mailer, sales letter, press ad, website ? always include a headline. A pertinent headline. A selling headline.

This headline will be, or should be, powerful enough or intriguing enough to draw your target into the compass of the body copy. If it can do that, you are on a winner.

To put it simply, your headline should be a snapshot of your sales message ? a précis of your offer or promise. In other words, a headline that says: Buy this product and get this benefit.

Two.

Always remember, people don't buy products, they buy the benefits of owning those products. A man doesn't buy a sportscar because it is precision engineered or aesthetically designed. He buys it because of the ego-boost it gives him. It shows the world that he has made it.

Likewise, a woman doesn't by a cocktail dress by Camille of Paris simply because of the cut or the exquisite stitching. She buys it for the cachet that is attached to the label. She would probably look as good in a dress from a High Street department store, but she wouldn't feel as good. And that's the benefit.

Three.

Around 30% of all copy headlines are both useless and irrelevant. The worst of them often take the form of puns or are re-workings of current film titles or song titles. Puns are fine if they are appropriate, which they seldom are. And the writer who tries to demonstrate how cool he is by working his product message into a film or song title is usually doing a lot for the sales of movie tickets and CDs, but very little for his client.

The moral is this. State your sales proposition cleverly, wittily, stridently or emotively, but never ever employ a device simply because it's the easy thing to do. If you can't be original, at least be positive.

Four.

If it doesn't quack, it ain't a duck. And if your copy doesn't make some kind of selling proposition, it isn't advertising ? it's an announcement. So many writers these days fail to understand that copy is nothing more than salesmanship in print. They play with words for the sake of playing with words. They lose sight of the fact that they should be trying to sell something. Thus, copy must use the psychology of the salesman; and it must say, right up front: Here's what's in it for you.

Five.

Always be a little circumspect about experts who try to tell you how to write better copy. And that includes me.

Patrick Quinn is a copywriter, with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh.

Over the years, he has helped win for his clients just about every advertising award worth winning.

His published books include:

The Secrets of Successful Copywriting The Secrets of Successful Low Budget Advertising The Secrets of Successful Exhibitions Word Power 1-2 & 3 He also publishes AdBriefing, a free on-line newsletter. http://www.adbriefing.com

---

How You Can Become A Freelance Business Plan Writer

As with any business, becoming a freelance business plan writer... Read More

Dont Be Satisfied With Your First Draft

Sometimes it's a struggle to figure out what's the best... Read More

Ad Copy - Your 12 Point Inspection!

You're ready to launch that new product or promotion, &... Read More

The One Word Every Prospect Craves

It's arguably the most important word in the copywriter's arsenal.... Read More

Dissolving Buyer Scepticisim ... A Lesson In Copywriting

When making a purchasing decision, people have their "rip off... Read More

Give Me $1 And Ill Have A Powerful Marketing Weapon

One of my most powerful marketing weapons costs me less... Read More

Making a Living as a Copywriter; Freelancing Versus Agency

So You Want To be A Copywriter?Wannabe copywriters often check... Read More

How to Get Instant Attention

Most of us have seen a heckler at a baseball... Read More

10 Tips for Writing Web Copy

One of the most important aspects of a website today... Read More

Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them

When you're writing or evaluating copy for a B to... Read More

How to Write Adverts that Forces People to Respond

Think for a moment some day and consider the kind... Read More

Copywriting: Secrets of a Freelancer

Lately, I've been getting emails from other copywriters who ask... Read More

Kick-Start Your Juices

Listen, consider this scenario.You have a deadline to honour. Time... Read More

How To Ethically Use A Swipe File For Your Ad Copy

Did you ever wish you could afford to hire one... Read More

How Writing Radio Can Help You Become a Better Writer

Knowing how to write, and write well, is a skill... Read More

Health and Fitness: A Huge Industry in Need of Writers

Think about how much you read about and spend on... Read More

More Insider Secrets to Great Copywriting - Judging Your Target Market

This week we're going to reinforce the training that Recruits... Read More

5 Deadly Copywriting Mistakes That Kill Sales

Chances are that you are making many, if not all,... Read More

Why Copywriting Is The Secret To Your Online Success

Over the last decade, the number of companies selling their... Read More

Headlines That Pull, Persuade and Propel!

When writing direct response copy, there are a few things... Read More

Copywriting FAQs

One of the biggest challenges a copywriter faces is to... Read More

Dont Forget The Copywriting

Copywriting And Content CreationOne of the most important, but often... Read More

The Power of Saying You Can

If you have children, you will doubtless remember saying to... Read More

Can 97% of Netpreneurs be Wrong?

Why Some People's Ads Almost Always Make MoneyDiscover the Master... Read More

How To Personalize Your Headlines For Increased Profits!

Personalizing your headlines to your target audience can significantly improve... Read More

Top 8 Techniques - Secrets - Create Ad Copy For Your Business To Sky Rocket

Perhaps the most important benefit in the material that follows... Read More

A Copywriters Rant: Either You Get it, Or You Dont

Today I am having a rant inside of my own... Read More

Copywriting: Drafting Rules for Professionals

As a professional contractor who wears many hats, you owe... Read More

7 Steps You MUST Take Before Writing a Word of Copy!

Copywriting ChecklistOkay, you know you have your product (or service)... Read More

How To Get Started With A Career In Copywriting

Careers in copywriting are booming. Could it be that the... Read More

Sell Anything To Anyone On The Internet With Hypnotic Writing

I imagine you are the type of person who really... Read More

Professional Writing: Six Great Reasons to Hire a Writer

Most people can write. Some can even write well. But... Read More

Custom Writing Services: Market Overview

Market identification Custom writing services market is a sector of... Read More