This is part four of the five part series on creative marketing strategies for your business in a downturn. So you know the basics of marketing, you have learnt how to double your exposure with only half of your marketing budget and have been able to understand the value and power of selling packages. Now it’s time to learn the secrets of powerful copywriting.
A good scriptwriter will always tell you the number one rule for a good television or film script is to keep it ‘real’. That’s one of the reasons the Channel Seven series ‘Packed To The Rafters’ is so successful – the characters and the storylines are believable and we can relate to them.
Your copywriting or dialogue in brochures, your adverts and on your website is no different – it should be true, believable and speak the customer’s language. Don’t talk to your customers about your fertliser and its ingredients but instead tell them about how it will make their lawn greener and their garden better.
For your headings and sub-headings incorporate the twelve most persuasive words like now, new, at last, discover, money, save, wanted, introducing, easy, love, you and proven.
People read headlines – in print the power of the headline can be up to 90 percent of the success of the advert.
Write your content in ‘second person’ as it is far more powerful. ‘You’ language helps create the sense that you are talking directly to the reader so they feel engaged and involved. Remember to talk about the ‘benefits’ of what you have to sell and not the ‘features’ – people only buy benefits. For example, which sounds better: the feature: ‘the washing machine comes on rollers’ or the benefit: ‘rollers allow the washing machine to be easily moved for cleaning’.
Next up: putting your ideas into action. How one business saved $500,000 simply by being creative!
– Tony Eades is the Creative Director for The Brand Manager www.thebrandmanager.com.au
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