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Clear, concise, and compelling words, sentences and paragraphs are the basic building blocks behind effective direct marketing.
In the previous columns in this series, I talked about the importance of using only great direct response copy, explained why your marketing investment will almost always plummet when you don’t use it and gave you some examples of bad things that will most likely happen if you ignore good direct response copy rules.
Today I’ll give you some of the bones. Sure, you’ve probably culled a few copywriting mechanics already. For instance, you can probably identify one of the biggest myths of marketing: that short copy works better than long copy.
Not true.
As you’ve heard, almost 100% of the time long copy out performs short. In addition, you may also remember that great copywriters:
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Craft sentences so they’re short and easy to read |
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Avoid big words when shorter words are available |
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Carve long paragraphs into several short ones |
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Indent and use white space to their advantage |
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Select hot words such as new, now, easy, introducing and save |
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Keep the opening paragraph short |
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Vary paragraph lengths |
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Make sentences and paragraphs flow |
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Occasionally insert a paragraph that consists of just a word or two, maybe one sentence |
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Use color for subheads, bullets and indentions |
In addition, great copywriters:
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Avoid bureaucratic talk |
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Don’t choose odd words that will pull readers’ attention away from the sales message |
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Weed out clichés and jargon |
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Steer clear of new language (such as slang words and phrases) that may jar or confuse readers with meanings they may not know |
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Avoid too many commas and semicolons. They’ll slow your readers down |
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Omit words that convey doubt or uncertainty: “we think,” “it appears,” “it seems,” “you might find |
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Force the reader to continue reading: in a letter or webpage with a link, for example, end the first page in the middle of a sentence |
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Clearly provide reader instructions at the bottom of each page such as “over please,” “continued on next page,” “turn over,” or “click here” |
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Write in a language that’s “you,” not “we” oriented. For example:
• You’ll gain (not “we provide”)
• You’ll discover (not “we’ll show you”)
• You’ll get a free (not “we’ll give you”) |
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Use an active voice. “You’ll get your free book,” not “The free book will be forwarded to you” |
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Use the present tense: “Subscribe now and you’ll get a free bonus” |
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Write to one person, from one person |
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Don’t brag—let the facts brag for you |
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Give examples, testimonials or facts so your audience will more strongly believe in you and your product or service |
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Pepper copy with scientifically proven power words: Own, Get, Control, Take, Care, Seize, Capture, Enjoy, Try, Grab |
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Use exclamation points, but sparingly! |
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Don’t use asterisks (*) |
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Use ellipses (. . .) instead of dashes (—) |
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