Writing copy that gets into the mind of your target audience is a good start, but it will come up short on results if you ignore the technical and creative challenges presented by the different mediums you use to deliver your messages.
Print, direct mail, broadcast and electronic media all have their freedoms and constraints. Savvy copywriters understand how to adapt their writing style to exploit what opportunities exist in how their audience will be receiving their messages.
Print or Electronic? One Writing Style Does Not Fit All
The notion that you can take brochure copy -- no matter how well written -- and have it do double duty by putting it up on the Web is a misguided tactic.
While people are used to reading larger blocks of text in various printed materials, Web users want to get to the point. Copy that requires scrolling through multiple paragraphs of dense text will alienate all but the most motivated of readers. Less is more when writing text for the Web, including:
- Punchy headings
- Shorter, concise paragraphs
- Bullet points that call out important messages
- Keywords set off in bold
- More facts, less fluff
The Science of Direct Mail Copywriting
Writing effective direct mail copy is a science all its own, with some proven rules of thumb available to help guide you to a successful result.
- Personalize your message
- Write in a conversational style and avoid jargon
- Use eye-catching headlines
- Stree benefits, not features
Writing a clear and persuasive call-to-action is critical in direct mail. Tell your recipients what it is you want then to do and provide a compelling reason why they should act. Encourage the recipient to contact you and provide more than one way for them to follow through (i.e. - Business Reply Card, phone number, Website).
In most forms of copywriting, once you have your prospect on the hook, make your move to reel them in then and there. If you don't, you run the risk of adding them to the list of "the ones that got away."
For more ideas to drive sales go to blog.ambitmarketing.com or visit Ambit Advertising and Public Relations.
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