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A Copywriter Never Mumbles – and Other Principles of Effective Ad Copy
H.L. Mencken, the author, jounalist and social critic observed that most people "write badly because they cannot think clearly." And the reason they cannot think clearly, he went on, is that "they lack the brains." Putting aside H.L.'s cricisim...
Are Keywords Destroying the Flow of Your SEO Copy?
by Karon Thackston © 2004, All Rights Reserved http://www.copywritingcourse.com/keyword With all the shuffling that’s been seen in the search engine world within the last year, the issue of obvious optimizing has become a hot button. The current...
Hiring a GREAT Copywriter
Hiring a great copywriter can be a challenge. There are a lot of good writers out there. There are even a lot of great writers out there. But a copywriter- a great copywriter, does more than just write. A great copywriter has the ability to write...
Proof Reading-The in "Audible" Art Form
If you are a writer of an ebook you definitely get others to proof-read your work, right? Is proof-reading one of those tasks that if you had the option you would rather take the garbage out to the bottom of the driveway and tolerate the stench then...
Use Grammar as a Marketing Weapon
If you're like me, you're not writing that ad, Web page, or
radio script to make your English teacher proud. You're writing
to sell.
If you get an "A" while you're at it, great. But don't count on
it. To get prospects to click, call, or buy,...
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Copywriting Is Not One-Size-Fits-All
by Karon Thackston © 2004
http://www.copywritingcourse.com
I was in shock. Honestly, I shook my head when I read his email. I meant no disrespect; I just couldn’t believe he really felt that way.
“Karon, I want you to write the sales letter for my site. How much will it cost me?” read his note. After looking at his home page and evaluating his target audience, I didn’t feel a sales letter would be the best type of copy for his site. When I sent him my suggestion he replied with something along the lines of, “No sales letter? What other kind of copy is there?”
Was he a fan of sales letters? No, not especially. Did his question come with a sarcastic tone? No, it was a genuine question. A lot of what he had been exposed to online was sales letters. So much so that he thought this was the *only* type of copy to have on a website. That’s what all the “gurus” were telling him, so it must be true. Even though he had been to countless sites that did not have sales letters, he never realized the differences.
I pointed him to several sites that had a wide range of copy to show him some of the other styles.
Catalog Copy - (one of my favorite types to write!) http://www.gortonsfreshseafood.com
Long Sales Copy - http://www.copywritingcourse.com
Short Sales Copy - http://www.landmarkcreations.com
Brochure Copy - http://www.toyota.com
Shopping Cart Copy - http://www.amazon.com (works especially well for books)
Of course, these are just a few. What was his response? “Now I feel stupid! Of course,
Young People Get India Interested In Coffee
Starbucks recently announced that it is expanding into India. Long a nation of tea lovers, India's youth are increasingly opting for coffee. The dramatic rise of coffee houses there, not only highlights a change in taste, but a cultural shift where young affluent Indians are more interested in global trends than ever before.
Business News
Steve Inskeep has business News.
there are several types of copy. I don’t know why I thought I had to have one particular kind for my site.”
From there we worked together to better understand his audience and create copy that would appeal to them.
Copywriting is not one-size-fits-all. I’m not saying sales letters don’t work. Like every other type of copy, they do, given the right environment and the right product/service. What I am saying is you shouldn’t box yourself in by assuming you *have* to have a particular type of copy. Just because one style of writing works well with someone else’s site doesn’t mean it is right for yours. Just because another person is selling a similar product or service doesn’t mean you have the same audience… therefore it doesn’t mean you should use the same type of copy.
In fact, there may be several different types of copy that work equally well for your site/customer. After all, diversity is part of advertising. Take the time to investigate your product, service, and customer then research copywriting styles. When you do, you’ll likely discover that you have several options. Test those options in order to find the one that pulls the best response. *That’s* the type of copy that works best for your site.
About the Author
Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.
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