A Copywriter Never Mumbles – and Other Principles of Effective Ad Copy

Written by Walter Burek

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4. Use short paragraphs, short sentences and simple words.

The professional copywriter always practices this simple principle: Short sentences and short paragraphs are easier to read than long ones. And easier to understand. Rudolf Flesch, in The Art of Plain Talk, says thatrepparttar best average sentence length is 14 to 16 words, 20 to 25 words is passable, but anything over 40 words is unreadable. So write in crisp, short, snappy sentences. A trick ofrepparttar 108135 trade -- using sentence fragments -- can help keep your average sentence length to a respectable number of words. And add drama and rhythm to your copy.

Paragraphs should also be kept short. Long, unbroken blocks of text intimidate readers. If it looks hard to read, they probably won't read it.

As for short words, John Caples,repparttar 108136 Hall of Fame copywriter said: "Evenrepparttar 108137 best-educated people don't resent simple words. But they arerepparttar 108138 only words many people understand."

Plain writing in simple words simply communicates more effectively than writing with a lot of big words. Keep in mind that in Shakespeare's most memotrable sentence -- "To be or not to be?" --repparttar 108139 longest word is only three letters.

5. Write simply and naturally

People like to read simple, easy-to-understand writing. Andrepparttar 108140 simplest, most easy-to-understand style is to write conversationally,repparttar 108141 way you talk when you're at your best -- when your ideas are flowing smoothly, when your syntax is fluent and your vocabulary accurate. A simple test to check on your conversational tone is to imagine yourself speaking to your reader instead of writing. Are you expressing yourself clearly, or are you mumbling? Are you using only those words, phrases and sentences that you might actually say to your reader if you were face to-face? Or do you sound stiff and impersonal? If you wouldn't say it, why write it?


©2003 Burek Group

Walter Burek is an award-winning copywriter who learned his craft at some of the finest advertising agencies in the world and has been a writer and Creative Director on some of advertising’s most important accounts.

Currently, he offers freelance copywriting services through his company, walterburek.com.

Walter also writes, edits and publishes Words@Work, a free newsletter for marketing communications professionals.

"How To Emotionally-Charge Your Sales Letters To Boost Sales"

Written by Mike Jezek, The Sales Letter Psychologist (TM)

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'human' element to it. Simply tell a story about someone whom your readers can easily relate too, describing their problem andrepparttar frustrations that go with it in detail. And then, illustrate how this person used your product and solved their problem. Consequently making their life or business much better. This kind of story creates a type of "Social Proof." Meaning it cultivates a followrepparttar 108134 leader response. 3) Use Emotional Words Instead Of Logical Words - It's no surprise that some words fire off stronger emotions than others. Words like abortion, pro-life, Soviet or dictator have an immediate effect. Other less controversial words such as mom, dad, family, home, friends sister and brother have strong emotional impact. You need to evaluate your target market and find out what key words your market really reacts too. The key thing to remember is that just about every word has an emotional element to it. If your offer is greed oriented, then words and phrases like "money"; "get rich" ; "six-figures"; and "make money easily" will excite your readers. Ideally you want to use many small, one syllable words that your prospects can relate an emotion to. Pick five or six key words that'll stir up repparttar 108135 emotion you want in your reader and subtly plant them throughoutrepparttar 108136 sales copy to spark an emotional reaction. Whether you're vexed by a sales letter that gets poor results or you already have a sales letter that's getting decent results, you now realize what to do to make it sell more. You simply make it more emotionally-charged. As of right now, you know three shortcut ways to make your sales letters more emotional. They are: stir up pain; use mesmerizing stories; and weave emotional words into your copy. Go ahead and start making those changes and if you do this correctly, you should see a rise in sales and profits.

============================================================ Mike Jezek isrepparttar 108137 creator of Mega-Persuasion Psychology™repparttar 108138 science behind “Irresistible Copywriting” which employs a powerful combination of results-producing influence techniques and psychologically persuasive sales devices -- proven to increase Web SALES by 30% to 400% or more. Sign up for Mike Jezek's acclaimed "Confidential Psychological Selling Tactics" mini-course today at copywriting@worldresponders.com or enjoy more of his articles at www.irresistiblecopywriting.com =============================================================

Mike Jezek is the creator of Mega-Persuasion Psychology™ the science behind “Irresistible Copywriting” which employs a powerful combination of results-producing influence techniques and psychologically persuasive sales devices -- proven to increase Web SALES by 30% to 400% or more.

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