7 Copywriting Tips That Should Be Put to the Test
Mark Everett Johnson, freelance copywriter and consultant, agrees with this tactic. "Don't just tell them about your product; tell them exactly how it's going to make their lives better."
2. Make Them an Offer They Can't Refuse
In "The Godfather," Mr. Studio Exec Woltz was a fairly hostile prospect and Johnny Fontane was a pretty bad offer made by Tom Hagen: "Johnny Fontane will never get that movie!" As you know, it was nothing that a horse head in Woltz's bed couldn't solve. Hopefully, there's a better way for you to provide prospects with an offer they might accept.
In fact, Johnson considers this the top copywriting tip: "No. 1, as stated by Inside Direct Mail founder Denny Hatch, the best way to improve your response is to improve your offer. That is, and will always be, my mantra."
3. Make Them Emotional
As with screenwriting, if you don't emotionally engage your audience, your product is dead in the water (and nobody wants to watch that). So while appealing to your prospect's rational side with a hard-to-resist offer is sound marketing, it's often not enough to get the sale. "You've got to engage both the rational and emotional sides of the brain—don't forget the emotional," reminds Harhut.
"State your main benefit right away, or the customer is never going to get to it—they are just bombarded with so much information," agrees Johnson. "You've got to fire your big guns first."
4. Provide Substance
To get people to respond in an emotional way to your mail, you're more likely to succeed—especially if you're a nonprofit—if your copy provides real meaning. "Remember to think about what matters to your reader, not what matters to you as a writer —and then put that into the copy," recommends Merritt Engel, vice president of fundraising agency Merrigan & Co.