1) Identify the benefits of your product or services to your customers. For instance; If you're selling tyres, instead of saying "Our tyres feature a durable compound tread" try "Get 500 miles more from our new tyres". Once you have identified the benefits to your customer, then stick with them through all your marketing activity. Try using short paragraphs and bullet points early in your text, they are easier to read fast.
2) Keep all your copy simple and conversational. Don't try to explain too many concepts but stick to one or two themes in the text. Don't be afraid to repeat yourself. Write as if you are talking to your customer face-to-face. Be human. Be humorous if appropriate.
3) Address your customer directly and use the word 'you' wherever you can. A personal message has a better chance of being read and communicates the idea that you are focussed on their needs. Try not to use your company name when refering to yourselves, it comes over as impersonal - try using 'we'.
4) Apply the principle of AIDA: Attention, Interest, Desire, Action
Attention: Your words need to stand out from the crowd. Usually this means using an eyecatching headline. When we are writing copy for our clients we spend at least half the available time coming up with headlines.
Interest: Once you've got their attention, then win their interest. This is where benefits come in. Benefits show you listen to your customer and have exactly what they need.
Desire: Once you customer understands the benefits then you want them to feel a need for your product or service. Explore how the benefits will make them feel, how it will impact their work or home life.
Action: All the above counts for little if your customer does not act. Immediate action is the most effective. You must decide what the ideal outcome would be for you. An order by phone? An immediate purchase in a store? A visit to your website or just a phone call to your sales team? Each of these outcomes can be influenced by strategies such as special offers, limited time offers, buy one get one free offers, vouchers etc. And, of course, always include contact details - a bit like this:
David Hymans 07545 884153
5) Offer free information. If you are an accountant, include a handy tax guide for the year. If you sell computers include a 'Performance Tips' list. Not only are these things useful to your customers but they extend the value, and life, of your printed material.
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