| So what makes good copywriting? | | | | If your copy looks too daunting, it won't get read. |
| Good copywriting must follow five basic rules: | | | | Do you see how easy it is to read this article? Write |
| 1. It must grab the readers attention with a | | | | like that. Why? Because In the United States alone, |
| compelling headline. | | | | one in seven people (more than 40 million people) can |
| 2. It must hold interest, by immediately delivering | | | | barely read a job offer or utility bill, which arguably |
| what was promised in the headline. | | | | makes them functionally illiterate. |
| 3. It must be absolutely clear what your message is. | | | | The aforementioned figures don't even take into |
| 4. It must have a strong guarantee. | | | | account the illiteracy rates of other countries. |
| 5. It must produce the desired results. | | | | Unfortunately, many adults who surf the Internet |
| Let's examine each of the five rules, one at a time: | | | | lack good reading and comprehension skills. That's |
| Grabbing the reader's attention should be your #1 | | | | why your copy should be simple and direct without |
| objective. On the Internet, you must assume the | | | | actually "talking down" to readers. Did you know, |
| reader is merely "scanning" your sales copy. | | | | research has shown that the longer and stronger |
| Therefore, it is absolutely imperative that your sales | | | | your guarantee is, the fewer returns you'll have? It's |
| copy forces readers to stop scanning and start | | | | true. |
| reading your copy! | | | | Unfortunately, many businesses shy away from |
| So, the first two or three words of your headline are | | | | making strong guarantees because they think that a |
| critical. Research has proven that certain words or | | | | large percentage of their customers will take them |
| phrases that quickly get the reader involved, are the | | | | up on it. This is a myth. |
| best "stoppers" or attention-grabbers for headlines - | | | | Unless your product or service is absolute garbage, |
| power words or phrases like: | | | | at most, only about 1-2 percent of your customers |
| ..SECRETS...GUARANTEED...WIN... DISCOVER...MAKE | | | | will ever take you up on your guarantee. |
| MONEY...LOOK YOUNGER, LOSE WEIGHT, etc. | | | | These percentages have remained constant for |
| However, whatever words you use as | | | | decades.So if you've been using a 30 day guarantee, |
| attention-grabbers in your headline, keep in mind, you | | | | up the ante and try 60 days, 90 days, or 6 months. |
| only have a few quick seconds to grab scanning | | | | This will give readers more confidence in your offer, |
| readers by the eyeballs and pull them into your copy. | | | | and produce more sales. |
| So choose your words carefully and TEST, TEST, | | | | And finally, it's all about results. It's not about style |
| TEST! | | | | points. It's not about writing award-winning copy. It |
| After your headline does its job of pulling the reader | | | | really doesn't matter what someone else thinks |
| in, your copy must keep the reader interested, by | | | | about your writing. None of those things matter. The |
| immediately delivering what was promised in the | | | | only thing that matters are results. |
| headline. Don't try to be cute, and don't string your | | | | Is your copy getting the desired results - whether |
| readers along. For example, did you notice how I | | | | the goal of your copy is making sales or pulling in |
| immediately got right into telling you about "5 Rules | | | | leads, traffic, etc.? |
| Of Good Copywriting?" | | | | For example, I've seen sales copy advertised in |
| Always respect your readers time. | | | | magazines and newspapers, that I felt was horrible. |
| Next, it must be absolutely crystal clear what your | | | | But then I kept seeing those same ads repeated |
| message it. Don't turn simple words into rocket | | | | over and over again. That's a clear indication that |
| science. You will only confuse your readers, and | | | | those ads are making money. Offline media |
| confused readers don't buy. | | | | advertising is expensive. Most businesses can't afford |
| That's why it's a good idea to "dumb down" your | | | | to keep repeating their ads, unless they're making |
| copy, and write so that a child can understand it. | | | | money. |
| That means staying away from big words or words | | | | In closing, you don't necessarily need to be the next |
| that a child can't figure out what they mean. | | | | Woodward or Bernstein to write good copy. Just |
| It also means staying away from long paragraphs, | | | | follow the 5 basic rules presented in this article, and |
| and long sentences. | | | | you'll be just fine! |