7 Copywriting Tips That Should Be Put to the Test
Don't forget, your prospects are getting bombarded with information through the Internet, where they have the ability to choose and exit that information as quickly as a click of a mouse. So you have to get their attention with substantial information rather than trickery and thin material. "As technology changes and consumers get more control over what they read, providing relevant content is king," says Engel.
5. Stay in Character
But while it's important to give your prospect what he or she really wants, copywriting experts also urge that you "stay in character," including not getting thrown off your game by whoever hired you to do the job. "Don't be cowed by loudmouths and cocksure prophets," says veteran copywriter Herschell Gordon Lewis, in character.
Too often, copy in the letter tries to be too many different things for the prospect. "It's key to find your central focus and stay there," advises Greenawalt. "Don't scatter-shoot, hoping something you say will stick."
Sometimes it's as easy as keeping it simple, especially if you aren't targeting too tightly, says Greenawalt. "If you're too hip, too brainy, too chic, too cool or too funny, you will miss most of the market. For most products, Anytown, USA, is the right address for the greatest numbers of sales," she reminds.
6. Test Screen That Baby
When asked what process produces the best copy, Steve Cuno, chairman of Response Agency, doesn't hesitate. "There are but two. The first is, thou shalt test. The second is like unto it: Thou shalt set aside thy personal preferences and roll out only that which succeedeth," he states.
7. Keep Cool
The writer spends more time alone than most other professionals, often doesn't get the credit he or she deserves, will likely hear more about what's wrong than what's right with the copy, and may grow increasingly thin-skinned and paranoid. Lewis urges that you go in the opposite direction with two simple words: "Keep cool."