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A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money
COPYWRITING
After 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. From the development of the...
A LESSON IN ADVERTISING FROM THE EIGHTEENTH CENTURY
Back in the 1760s, the great Dr Samuel Johnson delivered himself of the dictum that 'promise, large promise is the soul of advertising'. It's a good thought, a great thought; and I contend that what was true then is equally true today. But it seems...
Subtle Emotion - The Key To Copy That Works
by Karon Thackston © 2005 http://www.marketingwords.com Say the word "emotion" to a man, and he'll immediately jump out of his seat and run from the room! Utter the word "emotion" to a woman, and she begins to conjure up thoughts of romantic, long...
Three ways journaling can boost your creativity and your business
I have a friend who has struggled with her creativity for a long time. She's extremely uncomfortable thinking of herself as "creative." We've been working together on it, and making progress. One of the tools that's really helped her has been...
Why Good Copywriting Matters
Whether it is a web page or a brochure or a mailer or a newsletter, your written words decide the direction and dimension of your enterprise. The written copy of your message can make or break your business. It can make your reader eat out of your...
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9 Essential Items Your Website Copywriter Must Know About Your Business BEFORE Writing a Word...
...And if he's not asking, you don't want him writing for you.
Web Marketing Series
It's pretty much a given...when you hire a copywriter for your
newly designed web site, your getting someone with above average
writing skills. But the best copywriters are more than merely
good writers. They are expert interviewers, researchers and
marketers. Before sitting down to compose those lead generating
or sales gems, they must completely understand all the benefits
of your product or service, your goals for the project, what
makes your customers tick and what distinguishes you from the
competition.
If your copywriter is not covering these topics and asking these
questions before he begins writing your copy, you will not get
the biggest bang for your buck. Website copywriting components:
· Project Objective
Is the purpose to make a sale, educate your customers, raise
market awareness of your product or service, enhance your
company image...or perhaps , internally, excite your sales
force, improve company esprit de corps, build company loyalty?
· Target audience:
Who is the customer to whom we are writing? What are their sex
and ages? What jobs they hold? What about their social status
and economic circumstances? Where are your customers
geographically concentration? What motivates them? What if
anything do they already know about your product/service?
· Product description:
What are all the product's features; its specifications,
components, its manufacturing and delivery process? What efforts
have een made to market it to date?
· Customer benefit:
Why
should the customer buy your product or service? Can you
quantify savings in time, money and/or effort? What is the
relative importance of this product/service to the customer?
· Support for benefits claims:
What proof is available to support your product/service claims;
in the form of test data, focus group reports, testimonials? We
are looking for specific, quantifiable facts here, not
subjective generalities.
· Competition:
Who are your competitors in the marketplace? How can I get an
objective assessment of their features and a comparison to your
product or service?
· Creative consideration:
What are the limitations and constraints for the promotion; such
as budget, schedule, and overall requirements?
· Distribution:
How do you intend to market this promotion? What is the planned
marketing campaign...ad runs when and where, brochure
distribution and mailing plans?
· Unique Selling Proposition:
What specifically makes your product/service unique in the
marketplace? What separates you from the competition?
Copyright Alan Richardson
About the author:
Alan Richardson is a well-known internet consultant and
publisher with http://www.optimalwebservices.com - a Web
resource firm in North Easton, Massachusetts, offering free
advice and information for web-based small businesses and
entrepreneurs.
To read other articles by Alan, click
http://www.optimalwebservices.com/articles
To signup for the free 'Optimal Web Services for Small Business'
ezine, click http://www.optimalwebservices.com/subscribe
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