Saturday, 7 May 2011

Top five tips for copywriting to an audience that doesn’t want to listen…

I said…

Top five tips for copywriting to an audience that doesn’t want to listen!!!

The grammar is technically correct, the language flows and structurally it’s sound.  So why aren’t the calls flooding in? 

No one is reading.

Let’s be honest, most of us don’t want to read about utility pipe manufacture.  Or why one fire alarm is better than another – even when we really do need one!  So it’s important to spend some time making sure your material attracts and keeps the right audience.

Here are our top five ways to reel them in

  1. Before you start writing do your market research.  How old is your target audience?  What are they interested in?  Will they necessarily understand the technical terms of your business?  Once you can answer all the questions, you can start to write effective targeted copy.

  1. Know your competition.  What are you offering that they can’t?   Whether you’ve got a special offer on or you have the biggest sales force in the UK – make sure your audience knows why you’re different. 

  1. State the benefits.  This is the key to keeping an audience interested.  It’s not what you’re doing or how you’re doing it that encourages a reader to pick up the phone.  It’s whether they can get the highest quality or best deal that counts.

  1. Use ‘you’ and ‘your’.  Make it personal.  Let your audience know you’re talking directly to them.  Customers buy from you because they believe your products or services can make a real difference to them.

  1. Always write short and snappy sentences.  Keep it focused. 

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