Creative Tricks of the Trade — Copy
12 More Copywriting Tricks of the Trade
Here are some copywriting tricks seasoned direct response copywriters automatically incorporate into their work:
• "Free" is the most powerful word in the English language. Use "free" rather than "complimentary" or "at no cost to you."
• The word "you" should outnumber "I" or "we" two to one in your copy. This is true in all types of direct response copy—letters, brochures, ads, e-mail, telemarketing scripts, etc.
• Include a P.S. in direct mail letters. Thirty percent of the people reading your letter will read the P.S. first.
• Make a list of all the benefits of your offer, and then prioritize them by targeted audience. Lead with the number one benefit for your targeted audience.
• Summarize your offer on the order form. Frequently, the order form is the only mailing component that gets retained for ordering later.
• Include your guarantee in your letter, brochure and order form.
• Use hot spots to talk about and illustrate benefits. Hot spots are where the eyes of your reader/scanner go first.
• Read your copy aloud to help you decide if it is appropriately conversational.
• Use testimonials and offer elements to overcome buying objections.
• To overcome writer's block, just start writing. Don't focus on whether the headline is good or your opening paragraph is strong enough. Once you get started, you'll usually find your lead paragraph or headline down in the third or fourth paragraph.
• Give your client or marketing manager choices for headlines, rather than just one. It eliminates the stress on you of having to write THE headline for which you'd go to battle. It also gives clients the opportunity to feel as if they are part of the creative process.
TIPS WORTH testing
What should you test first? Given the opportunity to test creative, apply this trick: