Write Right

Thu, 24 Dec 2009 18:30:36 +0000

The rich and colorful descriptors flowing from your deft digits
on a seasoned keyboard will tantalize and transform your rapt
audience. What?! That line may be too flowery but does show how
important it is to write advertising copy that demands to be
noticed. There are two considerations in creating compelling
copy. You don’t have much time to get noticed and the words have
to be exactly right. You get one chance. Be clear and creative.
And get to the point. List your benefit early in the copy. Don’t
make your prospect guess. If you’re selling fuel sipping
automobiles, say so–in the beginning. Tell prospects what they
need to know–The who, what, where,why and when of your
offering. Economize your words. Go through copy and eliminate
that not needed. You can say a lot with few words. Think Nike
and ‘just do it”. Too many descriptors cloud your theme and
confuse the message. Write like you talk. Phrases are OK. Forget
what an English teacher would say. Ad copy has a singular
goal–to compel people to act. Get creative with words. If you
sell chairs, maybe customers tell you the chair is comfortable.
You tell prospects the silken, smooth fabric created on old
world looms will embrace them and create a safe harbor from the
ravages of a stressful world. As you ponder your copy, consult a
thesaurus for words that are more rich, descriptive and
compelling. After you’ve crafted copy that meets your approval,
show it around. Ask those you trust to read and react to it.
Listen to their suggestions. Rewrite. Rewrite some more. Put it
aside and look at it in the morning. The words have to be right.

Yamaha PSRS700 Arranger Workstation Keyboard » Chairs

Write Right