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Show Yourself

Always clearly print your phone number, fax number, website, email addresss and business address on sales letters etc. Donīt ever hide behind a PO Box as this kills credibility and suggests "sleazy." Be contactable and also include a PO Box but you must be able to be contacted at an address where anyone can knock on the door. Integrity is Everything.
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Be Personal

When using direct response copy, be personal where possible. Try and avoid "the manager" approach. "Hello John Smith" is more personal and people like to see their names.
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Readable Copy

Make your copy inviting by clealy spacing and highlighting when necessary. Large font with BIG BOLD BLOCKS should only be used where necessary. Get others to check your copy to see if itīs "easy on the eyes." Copy thatīs draining to read will never be finished. Spacing and a continuous flow is vital. If your friends and family find your copy "user Friendly," then others will also.
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Positive Copy

Always write positive copy. Negative copy has a tendency to switch prospects off. For example: If a charity is trying to raise money for orphans overseas, the best approach is to show people what can be achieved with their money: smiling faces, full stomachs, education and hope.

Thatīs far more effective than highlighting long faces, protruding ribs, and general scenes of poverty. People want to see a positive thing happen with their money.
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Photo

Placing your photo in sales copy and ads is a big winner when it comes to making prospects feel easy with you. Including your photo helps a person
"identify" with you. They can now put a face to the name. It shows that you are open and not hiding. This builds a lot of credibility.
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Free Post

When using direct mail make it easy for the prospect to respond. No one wants to rush into town and buy a stamp if they donīt have one handy. So include a pre-paid envelope thatīs only charged when someone responds. The prospect can slip the cheque or credit card details in the post with the order and save another expense.
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Be Specific

Being specific with your copy is always going to generate more responses than generalities. For example: "You can make over $1500 a month as a reseller for CRMS." This better and specific: "You can make $1575 a month as a reseller for CRMS."

"This month Iīll lose another 10.5 pounds through the super express low cal diet," is better than "This month Iīll Lose more weight through the super express low cal diet."
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Pictures

Yes a picture certainly paints a thousand words. In many ads a photo is a must have. A ton of words about how nice and warm and social a hot back yard spa is, wonīt even come close to a picture of a family enjoying it. Use photos where appropriate and it must communicate a benefit and create desire. A headline- "Enjoy Eating at Bugs Restaurant," will look great with a photo of a couple or family actually doing it- Enjoying Eating!
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Toll Free

Using a toll free number is a proven way to get more responses. The customer may be calling from another state and has nothing to lose. Seeing that "800" or "888" number says "FREE." People love free.

Write something like: Free Call Now 800 #####.
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Creative or Effective?

Creative does not necessarily mean effective. A website may have wonderful graphics yet do a lousy job of communicating the benefits of a product. A sales letter or ad may have great artwork and look fabulous to the eyes but have very little effect at making sales. You can have both but effectiveness and not creativity is what makes sales.

Many TV commercials that are absolutely brilliant from a creative perspective have failed miserably at producing sales. Aim for both but give me "effectiveness" any day.
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Repeat Offers

When sending direct mail, it often takes more than one attempt to clinch a sale. Itīs been said that it can take up to seven contacts to clinch a sale. Send another direct mail letter a month after the initial mailing and youīll see more responses.

Several years ago I wrote some direct mail brochures for an MLM business and often people would respond to second and third mail outs many months later. The original offer was slightly changed or the customers circumstances changed and they were now ready to do business.
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Free Fax

Not everyone likes to order over the phone or internet so offer a free fax. Claerly write the free fax offer where it canīt be missed and many will use this option.
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The Personal Touch

People want to do business with people not a "business." Be very warm and personal in your copy. ACME landscaping doesnīt make their yard beautiful, you do- the owner of ACME landscaping. Of course your business must be mentioned but YOU are the business.
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Dialogue

When writing long copy it should always be a dialogue. Copywriting is communicating. Donīt write too much about "I" "we" "our company" etc. No-one is interested in your business or mine. Prospects are very interested in what your business can do for them. Focus on the prospect with words like "You" and "your".
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Weīll Help You

Offer to help your prospects in the sales process. Invite them to call you or email if they have any queries about your product or service. This shows that you care and are confident about your product.
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Credit Cards

Always have a merchant account for processing credit cards. We are an instant generation and people love to buy things now. Spontaneous purchasing is common and results in many billions of dollars in sales. If a customer has to write out a check and post it, that can be a hassle-and a lost sale!

Make it easy for them because your prospects may like your offer and want to purchase it immediately. Itīs very convenient to be able to fill in credit card details and fax it or pay online.
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