7+ Cross-Channel Copywriting Tips to Use IMMEDIATELY!
Last month's Direct Marketing IQ Brunch & Learn webinar "Cross-Channel Copywriting Tips You Can Use NOW!" attracted a motivated crowd of inquisitive writers. Many thanks to those who attended and asked such great questions. What follows are some of the questions we didn't have time to answer. (If you missed this 45-minute webinar, no problem. You can still catch it here, on demand.)
1. The opening sentence of anything — email, letter, brochure, blog post — is difficult to write. Writer's block sets in. Got any tips?
Answer: First, don't waste your time staring at a blank page. Just start writing. Then look for your lede buried in the second or third paragraph. Another source of good openers is your customer. Talk to customers about why they buy. An opening sentence may come from an offhanded customer comment. Here are 48 more ideas for writing attention-grabbing openers.
2. I have trouble editing my own copy. Any suggestions?
Answer: Read what you've written aloud. It's often easier to hear than see a needed change. Write for scanners; people scan copy before they read it. Keeps words, sentences and paragraphs short. If a sentence is more than 1 1/2 lines, break it into 2. If a paragraph is longer than 6 lines, break it into 2. Put compelling copy points (benefits, call to action, etc.) in copy hot spots, where the scanner's eye goes first. Use active verbs to encourage action: go, get, see, buy, act, find, compare ... you get the idea.
3. What are some tips for jumpstarting creative thinking when you write about a product or service daily that never changes?
Answer: Mine customer comments, reviews, even complaints. These can be a good source of different ways to talk about the same old thing. Also look at competitive messaging. Don't be a copy copycat, but do look for new angles. Check out related blogs and YouTube videos. All it takes is a single word or image to provide new insights.