Writing Your Own Copy

 

When you’re first starting out, particularly on your own, chances are you’re not going to be able to afford copywriters, graphic artists and marketing pros to create your sales materials and letters. Many of the products you’ll sell will come with their own materials, but the letters, brochures and other information you send out via email has to come from you. Don’t panic. Here are the basic rules of copywriting:

  1. Don’t try to be all things to all clients. Tailor your material to a specific audience with a specific problem. Don’t say you’re a “photographer.” Say you’re a “Photographer who shoots marketing photos for small businesses.” Let your prospects know you specialize in what they need or want done.
  2. Use testimonials. Get a first and last name and business name if you can, but even if you can only use a first name and last initial, have your customers praise you and your company in their own words. Don’t make up testimonials. Use real people. Testimonials work.
  3. Ask questions in your brochures. Don’t say, “A photograph is worth a 1,000 words.” Ask, “What says, ‘We care about our customers’ more than a-one-of-a kind photo of your staff making a customer’s day with over-the-top service?” Questions naturally get prospects thinking. Statements don’t.
  4. Appeal to the customer. After all, it really is all about them. Start off your brochure, letter or copy with something about the customer. Instead of, “We offer 24-hour service, seven days a week,” try something like, “You work 24-hours a day, seven days a week and so do we so we can be there for you whenever you need us.” Focus on their problems, their concerns, their company and then how you fit into the picture.

Great marketing and copy writing is about conveying how well you listen and understand your customer’s problems, and how you can help them solve them.

Quote:
“If the headline is poor, the copy will not be read. And copy that is not read does not sell goods.” ~ John Caples

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