7 Copy-Starter Tricks Every Marketer Should KnowJanuary 22, 2014 By Pat Friesen
Q: It's difficult to get started. What can I do to overcome writer's block? I spend a lot of time staring into space.
Q: If you open with a question, isn't there a risk readers will answer "no" and you'll lose them?
A: Sure ... which is why you want to phrase the question in such a way that no matter how your readers answer, they will be intrigued enough to continue reading. Bill Jayme was a master at creating openers like the ones we looked at during the webinar. You can also create questions with fairly predictable answers based on research or testing. Or do as I do and keep a file of question-openers you like, then analyze them for why they're effective.
Q: Should B-to-B openers be different than those used in B-to-C?
A: Used appropriately, the same general tips and techniques apply for writing both business and consumer copy. Notice I use the word "appropriately." We're human beings whether we're at home or work ... so the same motivators apply.
Q: Aren't email and letter openers similar to email subject lines and outer envelope teaser copy?
A: The answer is yes. However, by the time someone clicks on a subject line or opens an envelope, they've shown some interest. Now, the challenge is to offer an opener that reels 'em in to generate response. If you're interested in learning more about writing effective email subject lines, this free Brunch & Learn webinar hosted by DirectMarketingIQ offers ideas.