Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal
Advertising Information | Blogging & RSS | Branding Information | Copywriting
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting | |
| |
| Copywriting Information | |
|
|
|
Kick-Starting Body Copy
Several correspondents to our newsletter, AdBriefing, say that they are having trouble writing body copy for ads. Their problem seems to be the age-old one of how to kick things off - how to make a start. Can I help? Of course, I can. When you have been writing copy as long as I have, you will come to understand that there is an unwritten formula for writing copy. While I shudder at the thought of formulae in advertising (since advertising is still a matter of doing what your instincts tell you to be right, and not what some computer programme tells you), there is no doubt that copy should follow a logical sequence. A sequence that takes its lead from the message in the main headline. I've said it before, and I'll say it again, every headline should contain some kind of offer or promise. At risk of repeating myself, it should contain a benefit along the lines of: Buy this product and get this benefit. If it doesn't do this, then to my mind there is no point in running the ad. As the great Doctor Sam Johnson said, back in the 1700s: Promise, large promise, is the soul of advertising. Ok - assuming that you have written a benefit-ridden headline, it follows that the first line of body copy should reinforce that benefit. It should enlarge upon it. It should take the initial promise and make more of it - much more. In other words, it should be a more verbose rendering of the headline statement. An expansion of what is in it for the punter. It should not, decidedly not, be talking about something entirely different from what is contained in the headline - as a lot of so-called copywriters tend to do. This merely diverts your prospect's attention from your major proposition. Always remember that the reason he is bothering to read your body copy is because he has been intrigued by your headline. He wants to be sure he has understood the message. All right, with the opening para written, the rest should write itself. Your second para should talk about the features of the product. How it works. What it does. How fast it operates - that kind of thing. And if it has a lot of features, expand your writing into a third and fourth paragraphs if necessary. This done, your penultimate para should refer back to the headline - once again reiterating the benefit. After that, all you need is a call-to-action paragraph; one that describes where, how and when the product can be bought. And that, in a nutshell, is how to construct body copy. The formula, however, is not set in stone. Just so long as your first paragraph is always a re-work of the headline message, you can do more or less as you wish with the rest of it. Simple - isn't it? About The Author Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh. He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com j.p@markethillpublishing.co.uk
MORE RESOURCES:
Copywriting - Google News |
|
|
|
RELATED ARTICLES
7 Steps You MUST Take Before Writing a Word of Copy! Copywriting ChecklistOkay, you know you have your product (or service) in front of you. Now it's time to get the word out with an attention-grabbing sales letter. How to Make the Most of Your Website Copywriter Many people feel uncertain when dealing with copywriters. Like any artform, writing is subjective; instead of black and white, most business owners and marketing managers see indistinguishable shades of grey. Writing For Sex Markets Many professional freelancers will go their entire career without ever once writing a story about sex. Oh, they may craft a racy scene or two in the course of writing the next Great American Novel, or they might someday write an article about the latest in sexual research, but that's about as far as many writers will ever take the concept. Super Verbs Really Move Your Copy Run or hustle? Eat or devour? Move or scurry? You can boost the power of your copy by boosting the quality of verbs you use. Verbs show action, and the way you describe that action can have a dramatic bearing on your readers. Headlines That Pull, Persuade and Propel! When writing direct response copy, there are a few things that can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter or ad into an action-generating mechanism is the headline. Copywriting 101: Exclamation Point, Friend or Foe? My name is Ann and I'm a grammar geek. There, it's out and I'm relieved. Prevent Procrastination With Positive Pressure My wife and I recently bought a house.It's currently being built and moving day is slated for December. How to Get Instant Attention Most of us have seen a heckler at a baseball game. Sure, he's likely to draw attention, both positive and negative. A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money COPYWRITINGAfter determining what we are going to sell, the next task is to effectively convey our message.Copywriting is the art of writing words and messages that successfully sell a product or service. Beyond Once Upon a Time: Fairy Tales arent the Only Thing Needing Catchy Openings Once a upon a recent time in a galaxy not so far away, I received an e-newsletter that provided valuable dos and don'ts for email newsletter publication. Ah, something about this newsletter didn't pull me in to read its tales nor did I take out the sword to slash my name from the e-newsletter distribution list. How to Write a Direct Mail Fundraising Letter (Four Tips for Fund Raising Success) 1. Address your reader as a friend, not as "Friend. The Lost Art Of Fundamental Copywriting What ever happened to good old fashion, fundamental copywriting? Has anyone seen AIDA? I mean, before you can run, you first have to learn how to walk, right? Yet, I see it over and over again. Marketers who can't even write a simple headline are trying to "hypnotize" readers with "psychological copywriting," because that's what a few of today's copywriting experts are telling them they should do!I'll let you in on a little secret. Steps to a Writing an Effective Press Releases Want to get the most media attention and spotlight for your business? Then the first place to start is with a GREAT press release. Now I can almost see half of you leaving now, dreading the thought of having to write one of these. Five Keys To Leaner and Meaner Copywriting Grab 'em and don't lose 'em. Every marketer knows that one. Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly When it comes to search engine optimization, copywriting plays a big role. You want to have excellent copy that appeals to both your visitors and the engines in order to create pages that will rank highly. Internet Marketing 102: Copy What Works Internet Marketing- Forget the experts, latest software program or even that book that someone is selling to get on the "best seller list" and the 200 free ebooks they are offering you. Here is what REALLY works, and it's something that you learned in kindergarden. Five Steps To Online Copywriting Success One of the most important priorities of evey online business should be their copywriting. Online copywriting skills are a "must have" for anyone who is thinking about real success with their online business. No-Holds-Barred Conversation with Dan Lok - Part 1 Question: If you were starting out and had no references or a substantial resume, how would you go about finding paying customers for your services?To answer your question, I'll assume you're a junior copywriter or marketing consultant.When I first started out and didn't know a soul, I'd open the yellow pages and cold-call the business owners. Be Contagious... Spread The Word! "Melissa" invaded our computers in late 1999, then "I Love You" in 2000. A year later, the "homepage. 3 Keys to Better Online Copywriting Doing the copywriting for your own website without the proper knowledge and tools is pretty much like flying blind in a snowstorm without piloting experience or instruments.It doesn't work too well.
|
|
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting |
| Copywrite © 2006 www.AdAdvantageSuccess.com All Rights Reserved. |
