Wild Bill's Top 30 Copy Writing Principles!
1. The Right Product for the Right Target Group:
Make sure that you are promoting a product that is
useful and/or desirable to the audience you are
targeting.
2. Use Attention Getting Headlines:
You web site will have or should have much useful
information embedded within. Just like direct
advertising, you must be sure that you have a great
headline to get your reader's attention.
3. Expand Headline with Lead Paragraph:
Follow up the headline immediately with the first
paragraph. If you ask a question, answer it. If you
propose a thought, explain it. Don't leave them
hanging too long, you may end up hanging yourself.
4. Draw the Reader In:
Avoid page and advertising layouts that are confusing
or hard to read. Reading your message should be a
pleasure to read. Keep your copy simple, clear and
concise. Talk to your reader as you would a friend or
family member. Be straight and sincere with them.
Spell it out and explain point that need explaining.
Don't leave your reader second-guessing your copy.
5. Support your Opening Idea:
When you plant that opening idea, build on it and
support it. List your strongest and key points. Don't
just tell your reader you're better, state (brief)
facts why!
6. Focus on the Reader, not the Product:
Of course your copy must contain information and facts
about your product or service, but that is not your
focal point. You must focus the reader. Use their
needs, wants, desires, fears, weaknesses, concerns,
and even fantasies to sell your product or service.
7. Empathize with your Reader:
Many buyers have firm beliefs and strong feelings for
the type of product that they are interested in. Share
their enthusiasm; support them in their interests
outside the product itself.
8. Use the "That's Right!" Principle:
Get your prospect to agree with you. Tell them
something they know already. Get them to say to
themselves, "That's Right!"
9. Ask Provocative Questions:
Leading into your copy or headline with thought
provoking questions will grab the reader's interest
and move them to read more for the answer.
10. Move Quickly from Intro to the Pitch:
Don't waste your reader's time trying to "warm them
up". If they got that far, there's blood flowing
already. People are busy creatures. If you lose their
interest, you neither sell nor profit. Get on with it!
11. Be Sincere:
What's the number one fallback for sales on the web?
Fear! Fear of being scammed or ripped-off. The more
sincere you are the better your chance of building a
"selling" relationship.
12. Don't Contradict Yourself:
Double-check your copy. You would be surprised to know
that many copywriters unknowingly contradict
themselves leaving the reader suspicious, thus
destroying your credibility with them.
13. Keep Your Focus Aligned:
The more focused your target group, the better your
chance of meeting their needs. Don't try to sell
everyone!
14. Make Your Product Irresistible:
Dress it up. Your product should sound like the cream
of the crop. Focus on your selling point (price,
quality, etc) and make it impossible for the reader to
imagine another in comparison.
15. Use Fear as Motivation:
Fear is both a weakness and strength, but also a
powerful selling tool. Fear of injury, death or missed
opportunity. If you sell a safety product you would
use this fear to your advantage. If you're offering an
opportunity, the fear of missing their chance is a
strong seller.
16. Anticipate Problems and Complaints:
Don't avoid or hide a possible problem with your
product or service. Address it in a positive
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manner.
This creates a sense of goodwill between seller and
buyer.
17. Flattery will get you everywhere:
Yes, everyone likes to hear a little flattery. Keyword
here is "little". Don't overdo it!
18. Be Personable:
Let them know that there is a kind, honest and real
person behind the page. People would rather deal with
people, not companies, corporations or conglomerates.
Add the "Human Touch" to your copy.
19. It's Guaranteed:
A guarantee reassures the reader that you are
reputable and will live up to your promises.
20. Use "Power"ful Words:
"Power" words are words that move a buyer by enhancing
and reinforcing your presented idea. Certain words
have proven to be movers and shakers in the
advertising world. For a limited list of some of the
more popular "power words" check here: <
http://216.147.104.180/powerwords.shtml>.
21. Share a Secret:
People want to get the inside track. If you can
convince your prospect that you have an exclusive
message for them, you're one step closer to a sale.
22. Keep It Lively:
There are many ways to keep your copy lively. Telling
a (brief) story is a strong technique for getting your
message across. Separating and highlighting key
information or facts is another. Using personal
pronouns like "you", we and us will add a sense of
warmth to your copy. If you are publishing your own
newsletter Last Send, use a personalized program such as
this: to put
your readers on a first name basis.
23. Go with the Flow:
Writing copy requires the ability to make a smooth
transition from one point to another. Rather than
laying them out like a list, learn to use transitional
words. Transitional words are used to go from one
point to another. For a list of some of the more
popular transitional words and for your own reference,
check here:
.
24. Check Your Spelling:
Take the time and spellcheck your work. Finding
misspelled words in web copy leaves the reader
wondering how competent your product or service could
be, if you cannot take the time to be sure you spelled
the words in your web copy correctly.
25. Use Photo's to Demonstrate:
Use photos to demonstrate your product or service. If
used correctly a picture really is worth a thousand
words.
26. Use Graphics to get Attention:
Using buttons, icons and arrows can help direct the
reader's attention to important details. If organized
correctly they can also help sort facts or messages
into categories.
27. Offer Testimonials:
Offer short, reputable testimonials. People want to
hear what others have to say about your product or
service.
28. Create a Memorable Logo:
Create a simple, but memorable logo or custom graphic
that your visitor can easily relate to your product or
service
29. Create an Unforgettable Slogan:
Use a short, easy to remember slogan that a reader
will walk away with on his or her lips.
30. Get a Response:
There are many techniques for getting a prospect to
respond. Spell it out for them. Tell them to respond.
Tell them why they should respond. Give them a reason
they should respond now. Offer a bonus or freebie if
they respond. Don't require your reader to have a
degree in computers to respond to you. Make it easy to
do and give them choices of how to do it. If using an
order form, make it inviting and easy to use.
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