The first thing to think about when writing any copy is who it is you are writing it for and what it is that that will motivate the reader/customer to respond to it. Pitched correctly it should be right for the people you want to influence with it. So how do you know if it is or not?

Before I start writing any copy I make sure that my customer has answered a number of questions that relate to the needs and interests of the reader. The copy is then created to make sure that it hits the mark. I tend to step into the reader/buyers shoes and ask myself what I would want to read or hear about in order to feel motivated to respond.

You could test run your copy by asking a typical buyer to read it for you and give you feedback. Sometimes you can get too close to your own product and service and stop seeing it from the customers’ point of view. It is good to look at it from this perspective.

Here are some of the rules for ‘good’ copy writing

These rules can apply to letter, email, website, and brochure or advert copy.

Know your objective
Before you put pen to paper you need to know what you want to achieve.

Know who you are targeting
It is also important to be clear about who you are targeting and what their interests and problems are. This will help you to write copy that communicates directly with these people and provides solutions to their problems.

Write as if you are writing to one person
When you are writing put yourself into the shoes of the person you are writing to. Imagine that person as a friend and you are writing your message just for them. Even although this letter may go out to hundreds of people, each person will read it individually.

Be personal – use you and your
If you include plenty of you and yours in your copy it will come across as if you are talking to the reader personally. You will be more likely to make a connection with the reader this way. Using you and your shows the reader that you are focusing on them and their interests as opposed to your own.

Get the reader’s attention from the start
Headlines that communicate something immediately of value to the target reader will get their attention.

•    A major benefit
•    A question that they have to say yes to
•    An amazing fact or piece of research
•    Something new or different
•    An amazing opportunity

The headline is the opening sentence and the first thing that is read. Use a spot colour to emphasis its importance.

Make it look easy to read
Readers will make a decision to read copy or not, very quickly. If the headline has successfully grabbed their attention and the copy looks easy on the eye there is more chance of it getting read. Short paragraphs with sub-headlines that highlight the main benefits, well spaced out amongst plenty of white space will make it look attractive and pleasant to read.

Write as you speak?
Imagine that you are going to have a conversation with someone and tell them all about the solution you have for them. Use easy to understand plain English. Jargon and long words have the potential to bore and confuse. Be friendly and personable as if you were speaking to a friend.

Keep your sentences short
Short sentences keep people’s attention.

Simplify
Eliminate excess wording. Be clear and concise in the points that you make.

Sell the benefits
Show that you understand the target reader’s problems and explain the solutions you have for them. Talk about what your product or service can do for them and the outcomes they can expect to be satisfied. Make sure that you communicate your unique selling proposition.

Include an action line
At the end of any letter you will want your reader to take a next step. You need to ask them to do that. If the next step to expect is a call from you within a defined time period then you must communicate that.

There are more ideas in my book, found at  www.85ways.co.uk

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