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Many times, short copy will pull a better response if a limited-time offer is made. "Zero percent interest until January 30th" or "Order before February 1st and get FREE shipping."
WARNING: Be very, VERY sure that your support copy is ready to go when you run short ads. For instance, I once had a client approach me about writing copy for a postcard campaign he wanted to do. As we went through process of his customers' most desired behavior, I discovered that he wanted readers to visit his Web site to get additional information they needed in order to purchase. However, his Web site was hardly set up to sell anything to anybody.
While postcard was fully capable of generating leads for client, support information he had prepared was in desperate shape! He would have seen little return on his investment - not because postcard didn't do its job - but because "landing page" of his site was simply awful.
Whether you're asking readers of short copy to call, click, or come by, be sure your support staff or information is ready, willing, and able to handle job.
Lastly, when you write extremely short copy, remember to stay focused. As I've said, there is not enough room to sell customers within your copy, but there IS enough room to pique their interest. Use limited space you have to punch up biggest benefits or end results your customers are looking for, and you'll see bigger returns on your investment.
Copy not getting results? Let Karon write targeted, persuasive copy for you. Visit her site at http://www.ktamarketing.com, or learn how to write your own copy at http://www.copywritingcourse.com. Don't forget to subscribe to Karon's free ezine at http://www.ktamarketing.com/ezine.html.