10 Keys to Writing Copy That Sells!

Written by Alexandria Brown

Whether you're selling a product or service,repparttar 10 tips below are your keys to writing great copy that communicates and persuades ... to get results! These guidelines can apply to most any form of consumer marketing communications: sales letters, brochures, web copy, or direct mail. As long as your goal is to elicit a reaction from your reader, you've come torepparttar 129943 right place. Give it a whirl!

1. Be reader-centered, not writer-centered.

Many ads, brochures, and Web sites we see talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in it for me?" If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insertrepparttar 129944 word "you" often.

2. Focus onrepparttar 129945 benefits - not justrepparttar 129946 features.

The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here's an example: If you go buy a pair of Gucci sunglasses, you're not just looking for good UV protection, are you? You're buyingrepparttar 129947 sleek, stylish Gucci look. So that's what Gucci sells - repparttar 129948 image. You don't see their ads talk about how well made their sunglasses are. Think end results. Now, what does an insurance broker sell? Policies? No - peace of mind. (See? You've got it!)

3. Draw them in with a killer headline.

The first thing your reader sees can meanrepparttar 129949 difference between success and failure. Today's ads are chock full of clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention in a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered - no one gives a hoot about your company. Bad: "SuccessCorp Creates Amazing New Financial Program." Better: "Turn Your Finances Around in 30 Days!"

4. Use engaging subheads.

Like mini-headlines, subheads help readers quickly understand your main points by makingrepparttar 129950 copy "skimmable." Because subheads catch readers' eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarizerepparttar 129951 ideas as subheads. To make your subheads engaging, it's important to include action or selling elements. Bad: "Our Department's Successes." Better: "Meet Five Clients Who Saved $10K With Us."

5. Be conversational.

Write to your customers like you'd talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how do we do this." Avoid formality and use short, easy words. Why? Even if you think it can't possibly be misunderstood, a few people still won't get it.

Style over content

Written by Alex Cruickshank

One ofrepparttar most common and mis-used phrases relating torepparttar 129940 Web is 'Content is king'. More often than not,repparttar 129941 truth is more like 'Content is lacking'. This is because Web developers' bosses or clients tend to confuse a good-looking site with one that's useful. It's a legacy fromrepparttar 129942 days of print marketing, when ultra-glossy brochures and catalogues were essential to promote a successful company image.

But onrepparttar 129943 Web, such a policy falls flat on its face, because big graphics files take ages to download. Curious about what your site looks like to those without access torepparttar 129944 latest technology? Then unplug that leased line, replace it with a 56K modem, set your display to 800 x 600 with 256 colours, and switch offrepparttar 129945 external CPU cache in your PC's BIOS. Empty your browser's cache and access your site now. Ifrepparttar 129946 home page takes much longer than ten seconds to load, or looks badly designed, you can bet that a sizeable proportion of new visitors to your site will get bored and go elsewhere.

There are simple steps you can take to increaserepparttar 129947 load speed of your site. First, don't do as one Webmaster did, and assign four separate image files to four identical home page logos, thus ensuring thatrepparttar 129948 page took around three times longer to load than was necessary... On a more sensible note, treat your graphics images as MP3 files - be aware that you can remove some ofrepparttar 129949 'unseen' data and yet maintainrepparttar 129950 quality appearance of your site.

Choose your format carefully. JPEG is great for photos and other colour-rich images; use standard encoding rather than progressive encoding, as some older browsers don't supportrepparttar 129951 latter. JPEG is a lossy compression format, and onrepparttar 129952 Web you can afford to lose a bit of detail in order to save space. Typically a 30-40% compression level will retain enough detail to keeprepparttar 129953 image usable, while dramatically reducingrepparttar 129954 size ofrepparttar 129955 image. Some images - notably those with plenty of continuous tones - will compress better than others. Experiment with compression settings until you're happy withrepparttar 129956 result.

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