Whether you are writing copy for direct mail, email, in-store or exterior signage, or any other type of marketing material, a few simple tricks will increase your ability to grab your audience’s attention and communicate your message more effectively. Here are some fundamental principles of writing great copy that will help you command attention:
1. Be imaginative. It’s easy to say the same thing in the same way all the time. Break out of the mold. Look for unconventional ways to communicate your message.
2. Be a salesman. Cute and clever doesn’t get you anywhere by itself. Your copy still has to motivate recipients to action. Be creative, but also be clear. Sell benefits. Give an overt call to action.
3. Put the customer front and center. Make the customer the center of the message. Talk about their problems, their challenges, and their bottlenecks. Let them identify with the message, then talk about how your products and services can solve their problems.
4. Build trust. Part of building a brand and gaining repeat customers is establishing loyalty and trust. Represent your products in a way that is accurate, helpful, and maintains your customers’ confidence.
5. Hire a professional editor. Make sure your copy meets professional standards. Someone who is “good at grammar” isn’t sufficient. When it comes to marketing, there are rules for punctuation, capitalization, and usage that only professionals know.
Of course, there are other elements to great print marketing, as well. Good layout. Interesting graphics. Compelling offer. But great copy ties it all together.