Writing your own copy constantly can lead to a problem—how long is it before you run out of things to say?

Before you know it all your marketing materials look and sound the same. Customers start getting fed up seeing the same old messages again and again.

So how do you overcome this?

What can you do to freshen up your approach and offer something more innovative, eye-catching and exciting?

Doing a 180

Keeping your marketing collateral fresh and exciting is vital if you want to remain at the forefront of your industry.

When things start to get a bit stale it’s time for a 180 degree rethink by looking at your products and offers from a different angle.

Let’s look at an example to see how this can work.

Bob has a company that makes washing powder. His normal marketing ploy is to show a glamorous model walking along the street, smiling in a brilliant white trouser suit. This shows the product not only cleans superbly but it will also enhance your confidence and attractiveness (at least that is the underlying suggestion).

But Bob’s clients are getting tired of seeing superwoman with her unnaturally clean clothes, so he had to come up with a new angle. This time, rather than showing the whiteness of the finished article, he took a step back.

His new advert shows a shabbily dressed woman in stained clothes. Her hair is a mess and she seems invisible to everyone else and quite introvert. The message this time is that drab whites lead to a drab life. This time viewers see an image they don’t want to be associated with and buy his product to ensure they don’t end up that way.

A rather cheesy example but I think it makes my point.

Choose a different angle

So if your marketing approach needs a revamp move away from the pleasure angle and sell it from the other side of the fence—and visa versa.

The fresh approach will attract attention and get people talking about your brand again. Do something unexpected and create a buzz.

Sally Ormond – freelance copywriter

Psst. Come here – did you know there are millions of adverts everywhere you look? They’re on websites, in brochures, newsletters, emails…

Do you want to know how to make yours stand out?

Take a look at what your competitors are doing…and then do something completely different.

I bet if you were to study the adverts in your industry you’d see a common theme running through them. It might be in the copy, it might be in the design, it’s probably in both. The problem is you are all selling similar products and services so if you want yours to be noticed, you have to be different – you have to stand out from the crowd.

When you run a business, it becomes your life. You live and breathe it every day so it’s not surprising that you become blinkered in your marketing approach. Which is why. sometimes, it pays to get an outsider in to write your sales copy for you.

Once people realise that, my phone rings. As a freelance copywriter I can come into your business with a fresh pair of eyes. Whether I have experience in your industry is neither here nor there – in fact, having no experience is often an advantage. An outsider will look at your product or service in a totally different way and bring a fresh, unbiased approach to your sales message that eye-catching.

If your budget doesn’t allow for a copywriter to be brought in, I’ve put together a list of 10 ways you can be individual in your marketing approach:

1. Put a handwritten letter on your advert to make it stand out.
2. If you have well known and respected clients, put their names on your ads (of course, you must get their permission first) as endorsees.
3. Before and after pictures send a strong message.
4. If you’ve had an outside review or feature written about your company, use it in your copy. This will add credibility to your advert.
5. Throw in a free bonus offer.
6. If possible, a famous name endorsing your product will always grab attention.
7. Put your own picture and contact details on your advert. This adds a personal touch.
8. Perhaps consider donating a percentage of profits to charity.
9. Use closed questions in your copy to make them think about your product and what it will do for them.
10. How about a competition. If they can find the 5 spelling mistakes in your add they can enter your free prize draw. This will keep them reading your ad and the longer they read, the more likely they are to become customers.

You don’t have to use all of the above, just one or two will make you stand out from your competitors.

Are you already using these techniques? Do you have one that works particularly well for you? If so why not leave a comment and share it with us?

You may have spent hours putting together a pretty advert which is very informative. Great - I’m sure you’re very pleased with it, which you should be assuming you weren’t hoping to make any money from it.

But I have a feeling the main reason for going to all that trouble was to make money so you may have a problem. You’ve just blown your marketing budget on a nice piece of paper that won’t sell.

The copywriting (or sales writing) on your advert is there to perform 2 functions – it tells your reader what your product is but it must also be persuasive enough to make them buy it. Not always an easy combination to achieve.

I’ve been a freelance copywriter for a while now so I have put together 7 tips to help you make your adverts more persuasive.

1. Including a picture of yourself will add a personal touch.

2. If you have any famous or well-known clients, mention them (it will increase the want factor).

3. If your product’s passed any tests (safety, quality control etc.) write about it.

4. Include testimonials from happy clients.

5. If you’ve had articles written about your product make reference to them in your advert.

6. Make sure your website looks professional – its quality will have an effect on their opinion of your product.

7. If you offer a money back guarantee, tell them – it will show your commitment to them and increase your credibility in their eyes.

Your advert is there for one purpose only - to make your reader want your product and then convince them they need it. When you’ve achieved that the sale’s in the bag.

Advertising is a necessary evil for business owners. It is the ultimate cat and mouse game.  Your mission - should you choose to accept it - is to create an advert that will sell to your reader without them realising it.

Why?

Because most people don’t like being sold to. It makes them feel manipulated so you have to do it in such a way to make them feel as though it was their idea to buy your product, not yours.

Many people think it is fairly easy to put an ad together – throw a few graphics or images together, add a splash of colour and a few words and, hey presto, you have an advert.

Well, if that’s how you work, you may not be in business too much longer. To help you out I have listed below 10 tips to help you create adverts that will not only look great but will also sell.

1.    Get ideas by studying the advertising material of similar products to your own. Put together a ‘swipe’ file of good sales letters, adverts and emails etc., which can use for reference.

2.    Be clear from the start what it is you want your advert to do. Is it for sales, lead generation, attract web traffic, newsletter sign-ups…

3.    Before you begin list your products features and benefits. Make sure your leading benefit is used in the headline or first sentence.

4.    Be specific – include numbers, sounds, smells, descriptions etc.

5.    Tell you reader how your product differs from those of your competitors and highlight the areas that your product is better.

6.    Use visuals – show people using your product or before and after shots (if relevant).

7.    Identify your target audience. Who are they, what do they like, how to they think…

8.    If you have proven facts (i.e. surveys, reviews, product tests etc.) use them in your ad as they will add credibility to your product.

9.     If you offer a guarantee, after sales support etc., tell them. This will add to your credibility and your readers’ peace of mind.

10.     Make sure you tell them what you want them to do – buy now, call today, book an appointment etc. If your call to action is vague or non-existent you won’t make a sale.

There you have it. These 10 tips will help you put together adverts that will convert into sales and put money in your pockets.

But one word of advice - test your adverts. Create 2 versions and find out which one generates the most response. Then refine that one until you achieve the ultimate ad which sells, sells, sells.