There are many fine
copywriting websites and newsletters available online. Some of
them offer swipe files or examples you can easily copy.
When writing for the web, few compare to the professionalism and successful results
produced with the advice offered by the late Joe Robson - UK Internet and
off-line Professional Copywriter and
Key Tips to improving
"Copywriting Tips The Pros Use"
By Joe Robson.
Longer headlines pull better than short ones.
ever start writing until you determine your USP
(Unique Selling Point)
Spend 60-80% of your initial effort on the Headline.
Include the 'greatest benefit to your prospect' in the
Target the headline towards your best prospects e.g. mention
accountants, or mothers, or gardeners.
Use the powerful 'trigger words' that are successfully used by
the best copywriters.
Don't be clever by using 'blind' headlines that require your
to read the Body Copy for a translation. They won't.
Don't use negative language e.g. "Our software needs no special
training" may be read by a 'scanner' as "Our software needs
NEVER USE ALL CAPITAL LETTERS IN YOUR HEADLINE.
are more difficult to read and even worse to 'scan'.
Begin Each Word With A Capital Letter.
Use "Quotation Marks" in headlines.
Don't use full stops (periods) in headlines
Copywriting For Sales Copy
Serif font like
Times Roman with curly bits,
is easier to read in print
Sans Serif like Verdana font without the
curly bits, is better for the web.
Use a subhead of two or three lines between the Headline and
the first paragraph to raise the curiosity of the reader.
Write as if you were describing your product to a friend, in
language he or she would understand. (But restrict any four-letter words to 'Free' and 'Save'.)
Get straight to the point!
Your copy should be as long as it needs to be to complete your
full sales pitch. "The more you tell, the more you sell". Your
reader needs information before she can make a buying decision.
But make sure it remains enthusiastic and exciting.
Use a Drop Cap or large capital letter at the start of your first paragraph to catch your reader's eye and draw him into your copy.
Always put a caption under an illustration or photo. People
read them, so use the caption to reinforce your sales message.
really do read
Mail Order people know the potency of testimonials, yet media
ads rarely contain them. Use them and your response will
rocket. And try to present them with some originality. (If you
haven't already done so you can see how I have presented mine
at http://www.adcopywriting.com./Services_Intro.htm )
If you haven't the time or the inclination to become a good
copywriter do this one thing to improve your advertising
response. Hire a good professional to write your copy.
Use Lots Of White Space.
Use bold to emphasize important points, but be careful not to
overdo it. Too much emphasis results in none at all. And underlines on a web page will be confused with links.
Keep sentences short.
NEVER SET COPY IN REVERSE i.e. white text on black background.
Even though many advertisers still use this technique don't you
be tempted. It slows the reader down and does not work!
Sometimes it can be used effectively on a web page, to
highlight a particular section and draw attention.
Use double spacing (leading) between paragraphs to avoid that
Use subheads (crossheaders) every few paragraphs to break up
the text and catch the attention of 'scanners'.
Check your copy and take out the word 'that' as much as you
can. It's much over-used and hardly ever affects grammar when
Always, allways, alwase use a spelcheker.
Put your logo and company details at the bottom of the last
page of your off-line Sales Letter.
And at the bottom of your print ad.
In a Sales Letter use blue ink for your signature.
Use a 'Joined-up'
not a commonly used Script Font. Best of all scan your own
Always type your name after your signature.
Never, never, never write a Sales Letter without a PS at the
Encourage so called 'Junk mail'. Examine closely how the
professionally written letters and direct mail packages are put
together. Watch the copywriters' use of 'trigger words'.
their style and and learn.
A print ad on a RIGHT HAND page will far out-pull the
on a left hand page. Because it's more popular with advertisers you
may often have to fight for this position with the publisher.
A print ad pulls better the closer it is to the front of the
PS. Your PS should identify a new benefit, or strongly
reinforce a previously mentioned one.
was co-author of 'Make Your Words SELL' with Ken Evoy. Joe's son
Steve is maintaining The Newbie Club which is
bulging with unique NET and PC Newbie tutorials and eBooks. CLICK ON OVER to
http://www.newbieclub.com/?Richard_Presents and look at their very professional Affiliate Program. It's BIG! Joe's Copywriting site is at
Robson's Copywriting Tips