Articles by Briar Copywriting

Copywriting Has To Make Your Reader Buy

Mon, 11 Jan 2010 20:20:47 GMT

OK, you're right, copywriting isn't just there to make someone buy. You might want them to call you, visit your website or book an appointment.

But if your aim is to get your reader to buy, how
on earth can a copywriter know how to make that happen?

The life of a freelance copywriter would be much easier if we were all fitted at birth with a little button that could be pressed to make us open our wallets.

To narrow our search down for that illusive trigger let's clarify what definitely won't make people buy - clever
marketing. It doesn't matter how pretty your ad looks, how witty your slogan or ironic the content, none of that will make your reader think �I must buy that'.

The one thing that will get them to open their wallets is when the marketing strikes a chord with them. It is exactly this that a copywriter must aim for; they must tap into their emotional reasoning.

Customers aren't daft though. They won't buy simply because you're trying to sell to them. But they will buy if you can make them see that your product/service would be of benefit to them.

- It could give them the solutions to their problems
- Make them more attractive to the opposite sex
- Guarantee increased income

But remember to make sure you can fulfil any promises you make.

If you want to understand your audience you have to get inside their heads and discover exactly what makes them tick.

It's not an easy to achieve but once you've got the hang of it you'll be producing copy that will build customer confidence in your products and - more importantly - will make them want to buy.

Using Power Words Gives Your Writing The Edge

Mon, 11 Jan 2010 20:09:09 GMT

Let me start this article with a question.

Q: What is the one thing that freelance copywriters are always asked for?

A: Snappy or punchy copy.

But of course, when you actually probe a bit deeper and ask exactly what they mean by �snappy copy' and the response is usually along the lines of:

"Erm�you know�snappy�punchy�that sort of thing."

Hmmm, very useful.

If a copywriter is going to produce powerful copy, they need to fully utilise the one tool they have available to them - the power words.

We're not talking about incredibly complex words here. The words they use are very basic, simple words that don't require defining or explaining. Your reader shouldn't need a dictionary to try and establish what you're talking about; they should be able to connect with them immediately.

You want to see some examples? OK. Power words are things such as:

- Love

- Hate
- Cash
- Care
- Best
- Crash
- Worst
- Win
- Lose
- Risk

That doesn't mean you have to hit these right in your first draft. Every copywriter will produce several drafts before they submit it to their client.

The editing stage is vital because it's at this stage you clear out all the flabby worn-out words and replace them with something more powerful. Of course, the choice of words is going to depend on
what you are writing and who you are writing for.

If you are still unsure of what I am getting at, below is a list of worn-out words and their powerful alternatives.

Worn out word	Powerful alternative
cost-effective	cheap
impact negatively	hurt
optimal	best
upgrade	boost

See - the power words are �snappier'; they'll give your copy far more impact.

Try them out and see what difference it makes to your sales copy.

How Not To Write Web Copy

Mon, 11 Jan 2010 19:51:59 GMT

The internet is made
up of content. It's what makes cyber-space go round. After all how
would the search engines be able to provide you with search engine
results without content?

Content is everywhere you look. Some
of it is fantastic � informative, funny, attention-grabbing, persuasive,
powerful, relevant, eye-catching�and some of it is, well, trash to be blunt.

You often find it impossible to recall a great advert (especially a written one), but I bet you can remember the
bad ones. They always stick in your mind.

Therefore, if you don't want to be remembered for the wrong reasons, you must avoid producing bad copy. To help you achieve this, I have put together a list of sins that you should
avoid at all costs.

1. There is no attention-grabbing headline

2. You haven't used sub headings

3. You haven't stated the benefits of your product/service

4. You haven't given any guarantees

5. There are lots of spelling and grammar mistakes in your copy

6. You haven't used testimonials (believable ones,
anyway)

7. You haven't told your readers about the features of your product

8. You haven't used conversational writing or
questions

9. You are using overly complex, long sentences

10. You haven't used deadlines to encourage people to buy

11. There is no strong call to action

12. You haven't offered a free trials (if applicable)

13. YOU'VE WRITTEN YOUR WEBSITE ALL IN CAPITALS

14. There are very few ordering options

15. You haven't used any visuals (all text is a bad idea)

16. There are no comparison against competitors

17. There is no emotional appeal

18. You've used way too much jargon

19. Your font is either too small or too big

20. There isn't enough white space on your page

Not all of these items will be applicable and you may not want to use some of them because they don't fit in with your company policy.

Check through your website now and see if you can spot any othese common mistakes? They are easily resolved.

Sally Ormond - freelance copywriter

Copywriting Tip - Words That Will Work In Your Favour

Wed, 30 Dec 2009 11:38:54 GMT

Words can be very powerful. Believe it or not, the English language is full of words that will make people act the way you want them to. They will buy, they will contact you, they'll even hop up and down on one leg whilst waving their arms around - OK, maybe not the last one.

What am I talking about?

OK, let me ask you this. What is the purpose of copywriting on your adverts, brochures or website?

The answer is simple � it is designed to make your reader buy. Now and again your readers may need a nudge to get them to arrive at that buying decision. So, the words that you use within your advert are really important.

Rather than leaving you to discover the mine of golden words yourself, I have listed 10 of the little beauties below.

Curious?

I thought you might be. Prepare yourself, here we go�

�   Limited � People love to think they are getting something �exclusive'. Tell them your product is in limited supply and they won't want to miss out.

�   Discount � Don't you just love to think you're getting a bargain? Well, your readers will too. They could be time limited, BOGOFs, money back schemes etc.

�   Guaranteed � This is the all important peace of mind. It will give your readers confidence in your company knowing you believe in your product so much you're prepared to give a guarantee.

�   New � Every one likes to have something that is new that will improve their lives whether its information, technology etc.

�   You/Your � These are so important. Talk to your reader directly and you'll build rapport and make them feel special.

�   Fast � Whether it's fast delivery or fast results, time is an extremely important commodity these days.

�   Testimonials � Seeing is believing. Your readers will be reassured if they can read from others that your product works. Just make sure the testimonials are specific and reputable.

�   Easy � People are inherently lazy. They want easy ordering, easy instructions, easy to pay and easy to use�

�   Important � This is one word that makes people sit up and take notice. They won't want to miss out on important information that could affect them.

�   Free � This doesn't mean you have to give your product away. Free information or a free trial is a great hook and incentive to buy. People love to get something for nothing.

By using these words in your sales copywriting you'll help create a greater response to your marketing. Try them out.