|
|
|
12-Copywriting Tips to Make Your Advertising More Profitable
Year after year people make the same mistakes in direct-response copy and advertising. You can avoid the most common and costly blunders by following the following proven tips... 1. WRITE IN DIRECT RESPONSE LANGUAGE: * Use short paragraphs and...
One Simple Idea
Right now, no matter what time of the day or night you are
reading this, someone's website is making money -a lot of money-
using one simple idea.
It's an idea you should be using to increase the profitability
of not only your...
Search Engine Optimisation Copywriting - the Top Ten Pitfalls and How to Avoid Them
In the last few years, search engine optimisation copywriting in the UK and around the world has changed beyond recognition, as has the way sites are optimised by their design, coding and links. However, the biggest changes have been with SEO...
Tips on Finding and Hiring a Good Copywriter
Tips on Finding and
Hiring a Good Copywriter
by Phyllis Schwartz, The Copy Coach (c) 2004 BetterCopywriting.com
Finding the right words to promote your product or service is no easy, task, especially when writing is just "not your thing." You...
Writing Benefit-Driven Web Copy – 4 Steps to More Sales
You've identified the benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers? Recently I wrote an article explaining how to identify the benefits you offer your...
|
|
| |
|
|
|
|
Is It Time For A Copy Facelift?
by Karon Thackston © 2003
http://www.copywritingcourse.com
I just had to laugh! During a recent conversation about how often you should change your copy, I had one person tell me “Well, if there were any *good* copywriters out there, they’d be able to write it once, and it would work forever!” Oh really? Actually, nothing could be further from the truth.
It is extremely rare for advertising copy to last for extended periods of time. Changing your copy is a given, the reason being that people and events change. Since we, as copywriters, are reaching our customers on an emotional level, we have to stay in tune with what’s going on in their lives and their worlds. Let’s look at an example.
Say you rent mailing lists. Your primary benefit might be that you have the largest lists available offering a minimum of 100,000 names per category. Things are going great, and you’re renting lists like wildfire. But then – right in the middle of your success – the postal service increases rates substantially.
All of a sudden, your rentals begin to drop dramatically. Here you are screaming about the largest lists available anywhere, and your customer is thinking about how much his postage expense is going to skyrocket.
The businesses you rent lists to are now very concerned. What *used* to be your biggest benefit is now your biggest deterrent. Your customers no longer want to rent lists that have a minimum of 100,000 names. Instead, they’d love to be able to rent much smaller lists – in the 5,000 to 10,000 quantity range. Yep! You guessed it. It’s time to change your copy, USP and all!
Any
number of aspects can cause a change in focus for your target customer, and therefore a need to rewrite your copy. Here are some of the more common ones for businesses:
·New tax laws
·New mandatory expenses (such as a postage increase)
·Starting a new business
·Closing a business
·Stock price increase
·Stock price decrease
Business to consumer sales can be affected, too. Personal circumstances that change every day include:
·Buying a new home
·Retiring
·Getting married
·Getting divorced
·Having a baby
·Receiving a tax refund
·Receiving an inheritance
What do I recommend? Twice a year, take a good, long look at your copy. What has changed in your marketplace? What laws, regulations, or events have been implemented or have taken place? Will these things have an impact on your customers? How will you respond to them?
Take that information and compare it to what your current copy says. Is your message clear? Are there benefits you need to update or change? Is your copy still making the most positive impact on your potential customers that it can?
If not, don’t hesitate to make changes. After all, your copy is your key to new customers and repeat customers. And, as I said in the beginning, hardly any copy will last forever. Eventually, everybody is due for a copy facelift.
About the Author
Most buying decisions are emotional. Your ad copy should be, too! Let Karon write targeted copy and ezine articles for you. Visit her site at http://www.ktamarketing.com, or learn to write your own copy at http://www.copywritingcourse.com.
|
|
|
|
|
|