Short Copy: Understanding Its Purpose Can Increase Sales

Written by Karon Thackston

Short Copy: Understanding Its Purpose Can Increase Sales by Karon Thackston 2003

I believe it was Mark Twain that once said, "If I would have had time, I would have written a shorter letter." His point being... it takes much more thought and time to write a short, concise piece than a long one. It's true, too!

Think about it. How hard is it to get your point across in a very limited amount of time or space? Ever tried to write copy for a postcard mailing? How about a 30-second radio commercial? How do you tell customers everything you want them to know in just a few words? Truth is... you don't.

Short copy has some special considerations. The first (and most important) is that it isn't meant to makerepparttar sale. Then why do you write it? *To spark interest!*

Short copy plays an important role inrepparttar 108147 advertising process. It can be used as a lead generation tool, an announcement, a teaser to build interest, and in lots of other ways. Extremely short copy is simply meant to lead to other means of closing a sale.

Postcard mailers might instructrepparttar 108148 reader to send for an information package. Pay-per-click search engine listings will guiderepparttar 108149 reader to a Web site just full of copy. Ezine ads dorepparttar 108150 same thing. Small display ads in newspapers or in-store signage may encouragerepparttar 108151 reader to get more details. You getrepparttar 108152 point.

Short copy needs to be extremely targeted. For example, if you're running a small display ad in a magazine you'll want to take into consideration "why"repparttar 108153 readers bought that magazine. Then create your headline and copy to speak to their special interests.

Ifrepparttar 108154 magazine is devoted to Web site development, address that interest in your ad. Consider what will grab your customer's attention and make him/her curious. The "call-to-action" for short ads is always aimed at getting more information... not necessarily at makingrepparttar 108155 sale.

How to write for the web

Written by Polly Nelson

The content on your website needs to be even more carefully thought out thanrepparttar content on your brochures. This article offers some useful advice on where to start when writing forrepparttar 108146 web.

Get Read To start with, web users don't read pages. They scan them, looking for interesting information. They always want to move on and don't always believe what they read.

To gain and keep their attention; you need to be relevant, interesting, up-to-date, brief, consistent, easy to understand and accurate.

Know your audience A good place to start is with your audience. Think very carefully about who they are. This is obviously easier to do if your business is aimed at a niche market. If not; remember that you can't be all things to all people - and find out who your most profitable customer group is. Aim your content at them.

How do they talk, how do they think, what do they know and what do they want to know? Ensure you know your audience and write at their level and in their language. Make it relevant to them.

Get scannability Write in an inverted pyramid (sayrepparttar 108147 point and then explain it). Start with a really good headline that offers relevant benefits of readingrepparttar 108148 text. Next, summarise your point. Putrepparttar 108149 who, what, where, when and how inrepparttar 108150 first two sentences. Inrepparttar 108151 next paragraph, briefly explainrepparttar 108152 why and then move on.

Ensure you write paragraphs on pages to be read out of order. Remember that people have different sized screens and won't generally scroll down to find out whether or notrepparttar 108153 information is interesting. Putrepparttar 108154 main points atrepparttar 108155 top ofrepparttar 108156 page in bold.

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