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That’s what differentiates you from others. Project your message in a way that it immediately grabs attention.
In morning I was watching “Meet Joe Black” on HBO, (today is Sunday) and there was one scene in movie when Anthony Hopkins and Brad Pitt were walking down a busy street. There were scores of people around them; still, they both were prominently visible even from a distance. I noticed that only they were wearing dark clothes. Everybody in crowd wore light shaded clothes. I found scene very fascinating. This is how a focus should be created. Your message should be different from rest of crowd.
It should hit right nerve instantly, from first sentence itself. Your first sentence should make reader think, “Ok, this is something worth taking note of.”
Without sounding melodramatic, make your message as moving as you can afford to. Don’t be too personal if you are not a known personality and majority of your target audience is a stranger to you. Still, messages that address to individual readers are more appealing.
Try to start with a “You” or “Your” or “Yours?” Messages starting with a highlighted question also incite a response. Keep your sentences short, with lesser commas and semi-colons. If you have abundant space, use bullets to highlight major points – they are easy to read and are generally to point. There are no strict rules for sort of words you should use. Particular words should appeal to particular target-segment. Mainly, keep things simple and to point. Use dabs of humor wherever possible. Once I wrote a short story around service of my client – they are a detective agency.
Copywriting is all about sincerity. You’ll sound monotonous and clichéd if you are not sure of motive of your copy. To sound credible, you should believe in authentic intentions of your client. Never write for a product/service that is intended to cause harm to your readers.
In end, practice and study. After all, copywriting is a profession, so it has its no’s and yeses. Be observant. Study everything around you, and read copies of other writers carefully. Always keep notes of things you can use. And…write a lot.
Amrit Hallan is a freelance copywriter, copy editor and a writer. He also optimizes web page content for higher Search Engine ranking. Read his weekly essays and articles by subscribing to firstname.lastname@example.org For Copywriting and Copy Editing Services, visit: http://www.amrithallan.com