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Start by determining how your customer will measure results. A cute opening is nice, but is it effective? Keep the focus on what you want to achieve, and compelling creativity will follow.
- Select powerful words
- Use the active voice
- Tell readers how to respond -- now
- Ask for the sale
Don't be stingy when writing right and making it work:
Wrong: If you're interested in our 2-for-1 special, call 609-434-0030.
Right: Don't delay! Call 609-434-0030 and save money with our 2-for-1 special.
Great copy makes it easy for customers to give you the results you want. But they need a response mechanism to understand what you want them to do and what action they should take.
An effective response mechanism includes a variety of ways to make contact. When it comes to writing a response, more is better. Compel readers to take action by providing phone numbers, e-mail, URLs and address.
Results-building techniques include:
- P.S. statements that repeat the offer and/or benefit
- Easy-to-use response forms
- Click-throughs to your e-mail address, website or order forms
A compelling response shows readers what's in it for them, how to respond and when. There's no better way to make it work than to write right for results.
Source: Roger A. Shapiro is president/creative director at Mitchell Rose, LLC, A Communications Consultancy. He is the author of Write Right, 26 Tips to Improve Your Writing. Dramatically.
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