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Words That Sell
How to Catch Your Customers' Attention
by Simon Bailey
Simon Bailey is a freelance copywriter and editor.
His previous career in international finance with
American and European institutions, peaked in London and
the Far East, as head of a Japanese treasury team. His
broadening experience then took him to a number of
contrasting trades and industries. Having enjoyed
writing for work and pleasure all his life, Simon
reinvented himself as a creative copywriter and editor.
His list of clients now stretches from the Catering
Industry to Formula One Racing.
simon@nicewords.com
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Only a small percentage of people who see advertisements and receive direct mail will respond. Whether you write in-house, or use an agency, following some basic rules of successful advertising will greatly increase your response rates.
Multiply Your Odds by Targeting the Right People
People don't read ads. They read what interests them. This sounds obvious, but expensive advertising material is regularly blasted out indiscriminately.
So, do you advertise to the world at large? Or do you advertise to an identifiable person? Can you picture that person? Male or Female? Is that person a DIY expert, a business professional or retired? What do they read?
Keep asking questions until you can clearly visualize what that person looks like, and how he or she, spends their time. This vital image will help you reach out from your anonymity and write words to impact upon that person's life.
Doing this job efficiently will help you penetrate the hard shell we have all developed to avoid the constant bombardment of advertising messages, currently estimated at around 2,000 per day.
You will get a far better reaction from sending out a teaser campaign about (say) a stock market tip sheet, from a hot list of people who have already shown an interest in investments, than you would from a cold mailing to everyone in town. By selectively renting well qualified and recently updated lists, you will duplicate your ideal prospects. By using only recommended brokers, you will then be able to send less, and receive more.
Similarly, you should selectively place your advertisements in the media known to interest your typical customer.
Figure Out Your USP and Blow Your Competition Away
Whatever your product, you must establish a Unique Selling Proposition (USP). Used effectively in your advertising campaigns, it will make you stand head and shoulders above the competition.
For example: Having lost the battle for supremacy with Hertz, Avis eventually realized they were number two in car rentals. However, their sales dramatically increased when they came up with the slogan "We Try Harder". This shift of focus allowed customers to perceive a real benefit.
Similarly, when Fairy washing up liquid, suggested that their product was "kinder to your hands" they created a USP, which set them apart from their many competitors.
Likewise, your proposition must also be so strong that it will draw customers towards your product like a magnet.
It's the Words that Sell
Glossy photos look nice but add costs, and it's really the words that get the emotions going. Words do the selling every time.
Do you think an amateur investor who sees the headline: "Seven Habits of Highly Effective Stock Traders"; or "I could Show Homer Simpson How to Trade Shares", might just be intrigued ?
You will strike gold if your words draw vivid pictures in the minds of your targeted customers; spelling out how your product will help them do something more easily, or make them richer. If you can free up their valuable time, or make them feel younger or more attractive, you will whet their appetite and draw them in. Tell them how to achieve a desirable, but previously unobtainable, goal, and you will surely create buying interest.
Everything you promise must be true. Clever words can persuade people to buy inferior goods -- but only once.
Features Bore - Benefits Entice
Bland announcements like "We Stock a Fine Range of Wines", or "We've Been Established for 32 Years", will register an emotional zero with your customer. "Our management is highly experienced in all matters" sounds like self congratulation. There's nothing there for the customer. Turn these boasts into customer benefits. Get his pulse rate up and you have a potential sale.
Apply this to Your Business
No matter what line of trade or profession you are in, whether it's business consultancy, manufacturing or selling fruit and veg. If your advertising copywriting absorbs these basic rules, you will be more successful.
© smarterwork 1999 - 2010. All Rights Reserved.
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