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FOUR QUICK TIPS
For More Effective Copy
Follow these quick tips
for more effective copy that produces better results:
1. Translate features into benefits. Never assume
your readers can make the leap from feature to how it benefits
them. For example, trumpeting that a particular athletic
shirt is made with Coolmax fabric may not do the trick.
The copy must explain that it wicks moisture away from the
skin, keeping you cool and dry while you exercise.
2. Make it "you" friendly. Write copy
from a "you" perspective, for example, "You'll
run longer and stay cooler in our state-of-the-art shirts"
… instead of "We've been manufacturing shirts
for 20 years."
3. Convey credibility. Be sure to toot your own
horn with credibility-building facts, such as length of
time in business, the size of your company, number of customers
served, memberships and offices held in prestigious professional
associations, guarantees, warranties and so forth.
4. Tell stories. What's more convincing: a page
littered with facts and figures about the amount of sweat
the Coolmax shirt wicks away from your body? Or a real testimonial
from an athlete who enthuses about her fantastic experience
with the product? Use customers—and their stories—to
make key selling points.
Need MORE effective copy?
Contact
the Turtles TODAY for marketing tools that
get you noticed!
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