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Write Copy that SellsBy: Kim T. Gordon Ever wonder why detergent marketers are forever touting their products as "new and improved?" It's because select words have historically produced higher results and better return on investment for marketing dollars spent. Trouble is, we may have burned out many of these tried-and-true words and phrases – such as "free," "new," "first time offered" and "not sold in stores" – through overuse. That’s the contention of marketing copy guru, Herschel Gordon Lewis, well-known author of 26 books, including On the Art of Writing Copy: The Best of Print, Broadcast, Internet, Direct Mail. And we now have to find additional ways to establish rapport with readers, viewers or listeners. 7 Tips for Powerful Words From print and broadcast ads to direct mail, e-mail and even billboards, more often than not it’s the copy that motivates response. Here are 7 tips for giving power to your words. 1. Building rapport, says Lewis, is the key to getting response. And one way to establish rapport is through informal language. In e-mail and direct mail communication, for example, Lewis recommends trading in more formal words, such as "however" and "thank you," for "but" and "thanks." 2. Contractions, once considered too informal for use in marketing materials, are now standard and accepted. Replace "you will" with "you’ll," for instance, except where you want to create emphasis. When you separate words that are normally used as a contraction, you make a stronger point. For example, "This is not sold in stores," is much more emphatic and powerful than, "This isn’t sold in stores." 3. This column opened with a question. Why? Because they’re involving and have an emotional overtone. They hook you. According to Lewis, "An emotion-based appeal will out pull an intellect-based appeal." Using a question also allows you to direct the answer. By posing a question in an ad or e-mail such as, "Would you like to save 30 percent on your next order?" you can prompt the reader to respond affirmatively. 4. Some words have lost their impact because they must be followed with an explanation. Successful copy is about the "what" not the "why," says Lewis, who hates to use the words quality, value and service because they have to be hooked to an explanation of why. "Any advertising claim that spurs the question, ‘In what way?’ is automatically defective." 5. "What if the McDonald’s Quarter Pounder were called the McDonald’s Four Ouncer?" poses Lewis, who contends that using numbers in your copy can make an amount seem smaller or time interval feel shorter. "If the TV show ‘60 minutes’ were called ‘One Hour,’ its ratings would probably drop, because viewers might not want to commit that much time." 6. If you want to give your copy power, stay away from passive or pompous words. Active, direct language builds rapport and never condescends or patronizes. Replace "utilize" with "use," "endeavor" with "try," and "requested" with "asked for." One word Lewis cites as having real power today is "even," because it can add uniqueness to your offer. Consider how much weaker "We’ll refund the cost of shipping" appears compared to, "We’ll even refund the cost of shipping." 7. Have nothing to hide? Then why follow an important copy point with an asterisk? It makes an already skeptical reader more wary and drags attention down to the bottom of the page – giving greater emphasis to the fine print. Instead, Lewis suggests replacing an asterisk with copy in parentheses because, "Parentheses play down, while an asterisk plays up." In the marketing world, words are the foundation of the craft. And while implementing these tips individually may not make or break your next campaign, taken together they can add up to a higher response rate. Get In-depth Coaching on this Topic>>Kim T. Gordon's columns and articles are read by more than 3 million small-business owners each month. She is a small-business expert and the author of four books, including Maximum Marketing, Minimum Dollars: The Top 50 Ways to Grow Your Small Business. Copyrighted material. May not be reproduced in whole or part without expressed permission from the author. |
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