12 Copywriting Tips to Make Your Advertising More Profitable

Year after year people make the same mistakes in direct-response copy and advertising. You can avoid the most common and costly blunders by following these profit-enhancing tips...

1. WRITE IN DIRECT RESPONSE LANGUAGE:

* Use short paragraphs and short words. This article has 68% short words-five letters or less. Strive for at least 65%-75%. Never go under 50% unless you are writing to Ph.D's.

* Make your sentences and paragraphs flow like a breeze.

* Ignore good grammar when you have a good reason.

* Keep the bucket brigade going: Start paragraphs with And, But..., So you see..., However...

* Use the freshest concepts and the most colorful language you can without disturbing the flow.

* Use hot words: free, profit, new, now, secret, easy, save, guarantee, today... and the hottest word of all: YOU!

* Use bullets... lots of them.

2. WRITE LOTS OF HEADLINES.

Always think up dozens of alternative headlines. Put your strongest benefits in them and test your best alternatives. When writing headlines for web sites make sure they include key search words and phrases along with the benefits.

3. DROP THE WARM-UPS...

You'll destroy your entire letter/ad by starting off, "As a homeowner, you know how maintenace costs are climbing every day...". Take your first draft and try cutting out the first two to three paragraphs... you'll usually find the real "meat" starts to appear in your copy after you have started to "warm-up" to the writing.

4. STAND OUT.

Separate yourself from the competition as clearly as you can. Discover, isolate, and dramatize all the reasons for doing business wity you...today..., instead of your competitor. Build your entire package or ad around these reasons (benefits).

5. SELL BENEFITS, NOT FEATURES.

Readers don't buy products or features of products. They buy the benefits-of-use of the product or features. Be humble enough to realize that a buyer will not give you one red cent for any product or feature until you convert the features into benefits-of-use.

6. LEARN TO GIVE.

Most advertisers and charities think of direct response strictly as a device to "get". Unfortunately, most readers also want to get. So, to succeed, you must adopt a "give" attitude... beyond what you offer in the product or service. Give them something immediately in your ad, your letter, your web page. Give them news, business tips, interesting stories, resources, freebies, special deals.

7. USE TESTIMONIALS.

They're proof that you're as good as you say you are, and that you'll do what you say will do. Like...

"I increased profits by $100,000 last year using your services..." Joe Smith, President, Smith Corporation

The more specific the testimonial the more power it has. Give full attributions whenever possible. Testimonials give you believability and credibility. You can't do successful direct-response without these two essential factors.

8. OFFER A MONEY-BACK GUARANTEE.

Whatever you are selling, make sure you offer a money-back guarantee. It's a critical factor in getting someone to send in their money to someone they don't know or maybe never heard of.

9. CREDIT CARDS, TOLL FREE NUMBERS.

Credit card purchases and toll-free "800" numbers can increase your response by as much as 50%. If you're on the web make sure you opt for secure on-line transmission (SSL) of credit card orders... or allow other means for your customer to provide their credit information to you.

10. ASK FOR ACTION.

It's amazing how often otherwise good copy never gets around to asking for the order. If you don't ask for action... you won't get any.

11. BUDGET YOUR TIME.

Devote about one third of your writing time to the lead elements, headline, subheads, teasers, opening paragraphs.

12. KEEP CURRENT.

Direct-response is more scientific than other types of advertising. Like any fast-moving science, it has it's discoveries daily. This is especially true of writing for the Internet/World Wide Web. Subscribe to industry trade journals such as Target Marketing, DM News, Direct, and other relevant publications.

(C) Copyright 2004-05 Thom Reece All Rights Reserved

Thom Reece is the CEO of On-Line Marketing Group, a direct response marketing agency with headquarters in Hawaii. He is the creator of the Online Marketing Resource Center [ http://www.e-comprofits.com ] & the major portal for the network marketing industry- MaxxMLM.com [ http://www.MaxxMLM.com ].

Thom can be reached by email at: thom@e-comprofits.com or by phone at: 1-808-929-7377

---

5 Deadly Copywriting Mistakes That Kill Sales

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

Magic Words That Sell and What Words to Avoid

We all know words are powerful. Whether written or spoken,... Read More

Five Sections of Your Copy Guaranteed To Get Read

Only about 20% of your copy is going to get... Read More

Hook Your Direct Mail Sales Letter Readers With Good Transition Sentences

Anglers in Maine catch trout using dry flies with barbless... Read More

Some Important Tips On Proposals And Price

Here's a critically important copywriting technique I use when writing... Read More

3 Keys to Better Online Copywriting

Doing the copywriting for your own website without the proper... Read More

Common Mistakes That Can Kill Your Web Copy

Sometimes learning what not to do is as important as... Read More

Tech-writers: A Necessary Evil

New to tech-writing, or thinking about starting? The key to... Read More

Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly

When it comes to search engine optimization, copywriting plays a... Read More

How to Write Carrot-Wielding Copy!

A significant reason behind websites that fail is the lack... Read More

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the... Read More

Can You Become a Freelance Copywriter in Los Angeles?

Is it out there? The chance to be a freelance... Read More

Fundraising Letters: Where To Find Creative Ideas For Your Appeals

How do you make your fundraising letters creative and fresh... Read More

Sell Anything To Anyone On The Internet With Hypnotic Writing

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

Super Verbs Really Move Your Copy

Run or hustle? Eat or devour? Move or scurry? You... Read More

The Second Most Important Element of Your Ad... after the Headline

Hi {FIRSTNAME Friend},Next time you're flicking through your local newspaper,... Read More

Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines

Headlines attract attention. Headlines generate interest. The time spent writing... Read More

How To Become Qualified As A Proofreader

The field of proofreading is not as easy to get... Read More

Internet Marketing 102: Copy What Works

Internet Marketing- Forget the experts, latest software program or even... Read More

Help, Help, Help, Sell

Here's a fundamental difference between copywriting offline and copywriting for... Read More

Copywriting: Secrets of a Freelancer

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

How Not to Write a Press Release

Several years ago, when I was working for an agency,... Read More

How to Write a Direct Mail Fundraising Letter (Four Tips for Fund Raising Success)

1. Address your reader as a friend, not as "Friend."When... Read More

Its the Headline, Stupid! - Writing Powerful Headlines

"It's the headline, stupid," is the sign that hangs over... Read More

Boost Your Conversion Rate In Three Steps

When I critique, edit or rewrite sales copy, I discover... Read More

On Copying and Stealing Designs

The notion on the great artist, Pablo Picasso's quote, "Bad... Read More

Sales Headline Copywriting ? Two Quick Steps to Success

Get a Good Start for Sales SuccessThe headline to a... Read More

Writing Copy for Voiceovers

As with any of the performing arts, an effective voiceover... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great... Read More

Copywriting Businesses - How You Can Get Started

Do you have the training and skills needed for copywriting?Are... Read More

Are You Losing Customers Because of Typos?

Overlooking simple steps such as proofreading and grammar can affect... Read More

Freelancers Can Jump-Start Your Publicity Initiative

If you find that your progress is blocked by a... Read More

Welcome Informed Criticism of Your Work

When you come to 'know' something, there is a temptation... Read More