"The written word is the strongest source of
 power in the universe".

Sales Literature

The importance of headlines

Six times as many people read the headline as the body text or ‘copy’ of a marketing piece. A good headline should telegraph your message into the mind of the reader. It will entice them to read the rest of your copy. Try writing a few different headline options once you've finished the copy and choose the best one.

Write about benefits – not just features

Always focus on the benefits to your reader. If people aren't buying from you, or if they aren't buying in sufficient quantity, perhaps it's because you haven't thought enough about the benefits of your product or service. So don’t just write about the unique features of your offering: talk about what your product or service will do for the reader. Pack the resulting benefits into your headline and throughout your marketing copy.

Keep sentences short

This is the key to clear writing. Opinion differs as to the precise number of words in an ideal sentence but a general rule is: use short words, sentences and paragraphs.

Endings and calls to action

In most forms of marketing communication, you should have regular ‘calls to action’, particularly at the end of the text. For example: ‘So why not call 0113 282 1918 right now? You can then leave the rest to us’.

How to improve your writing

Here are some tips to turbo charge your writing:

• Read from your client's perspective. Now how does it sound?
• Concentrate on your clients – write ‘you’ four times as much as you write ‘we’.
• Make sentences short and snappy.
• Split longer paragraphs into shorter ones.
• Does each paragraph focus on one thing?
• Is there a call to action?
• Walk away from it, come back and take another look.

Top 10 tips for top copy

1. Review your copy

Do it over and over. Six or seven times or more.

2. Do not use long Latin words

Like "regulations, indicate, publications" - use short Anglo-Saxon words like "rules, show, books". These words have more punch.

3. Avoid being clever and cryptic

Some ads take me weeks to work out what they mean. We are all too busy to be bothering with the clever stuff. If it can be understood by a half-wit with a two second attention span you probably have a winner.

4. Grammar

Do not be handicapped by thinking that everything has to be "grammatically correct". When you are copywriting all that stuff goes out the window. Say it in the simplest way possible.

5. Use short sentences

And only contain one idea in every paragraph. Do not spend ages constructing enormously complex sentences with millions of clauses and sub-clauses. Also, be specific, state real figures, avoid things like "up to 5%" or "over 1,000". Try to avoid percentages and state real sums of money instead.

6. Facts and benefits

State what the customer will get when they buy the product or service. Do not waffle. Every word needs to be earning its place in your copy. Do not be worried by length of copy. Testing shows long copy sells more than short and long headlines sell more than short. Your copy should be as long or as short as it needs to be to sell the product.

7. Speak the reader's language

Do what a salesman would do. Think about how you would sell the product to someone. The best copy often has a kind of speech type "you-and-me-talking" quality about it.

8. Visualise a person and write to them

Better still, write as if you are writing to someone you already know who fits the target audience: Your Mum, a friend, whoever.

9. Use simple words that everyone understands

Then everyone will understand. Good copy is often criticised for having a childlike quality. This is deliberate; if a child can understand it, everyone can understand it.

10. And finally

Read books on the subject. Study the work of the greats of advertising. Write, write and re-write. The way to get effective advertising is to test everything. Do not use full stops in headlines. And remember: good copy is like a river; you should be able to jump in at any point and be carried along by the flow.

If you want more copywriting tips take a look at these power words. If you are fed up with writing tips and just want a copywriter, contact us and we will take care of it for you.

Power Words

Single words can be used to add "punch" to your sales material. Some power words to use in your marketing might include:

Free, Powerful, Easy, Cheap, Revealed, Shocking, Best, Uncovered, Hidden, Proven, Results, Revolutionary, Profits, Fantastic, Inside, Learn, Enhance, New, Improved, Unbelievable, Ultimate, Discount, Offer, Breakthrough, Save, Guaranteed, Tricks, You, Limited, Special, Secrets, Profitable, Solution, Maximise, Optimise, Successful, Performance, Unique, Effective, Efficient, Versatile, Established, Practical.