IMS #194 - September 16 2010
Copywriting Made Easy
Peter,
One of the better jobs I've had,
is offering my services as a freelance
copywriter. I've always found copywriting
to be enjoyable. It doesn't matter if I'm
writing a sales letter, direct mail,
advertising collateral, or some other
marketing piece.
For me, the secret to writing copy was
never coming up with a headline first.
It was always about writing a description,
or telling a story about a photo. By
copywriting "backwards" here's how I
wrote instant ad copy, for hundreds of
satisfied customers, that kept coming
back, year after year.
Watch the two minute video to get a
summary of the concept. Then, if you'd
like to discover more, enjoy the full
article below.
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Please Choose Your Favorite Format
Watch it on YouTube:
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Read it in HTML on the Blog:
http://www.internetmarketingsecrets.com/copywriting-made-easy/
Or Read it in Text Format Below
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COPYWRITING MADE EASY
Hate writing? Ever get writers block?
Well, imagine if you couldn't.
Imagine that you had to write great
ad copy, for hundreds of clients, as
part of your job description. Pumping
out dozens of creatives, one after
another, all day long.
I'm not talking leisurely direct mail
pieces, or lengthy sales letters. I'm
talking small brochures, shelf talkers,
wobblers, door hangers and other
advertising collateral.
I'm talking clients that walk into the
printing plant at two in the afternoon,
and want something on the press by
five. There's no time for whining,
writer's block, or other excuses, when
the account is worth millions.
So what's the secret behind being an
"instant" copywriter. Well, I did it for
five years, as head of creative, for a
large printing company. I picked up a
few tips along the way, that I can share.
You've probably heard the old saying,
that a picture is worth a thousand words,
or every picture tells a story. That's the
secret of a great instant copywriter. You
find a photo, or have the client provide
one, and tell the story behind it.
For example, one of our largest clients
handed me a photo containing three
cartons of juice, a hockey puck and a
hockey stick. So what are you going
to say?
Remember, this thing needs to be written,
designed and proofed. Then have film and
plates made. Another proof, then on the
press, printed, stacked, cut and shipped
within hours.
So I said to myself, all you need to do,
is tell a story that involves the elements
in the picture. Within minutes of seeing
the photo, I was already writing the
sales copy...
"Hey Mom, you'll score big with this trio
of winners. Try all three outstanding
flavours. You'll see why we call them our
hat trick."
"There's Raspberry Cocktail, Pure
Orange Juice and Grapefruit Juice from
concentrate. Good tasting nutritious
juice, that's ready to be enjoyed any
time of day. Order some today and make
your fridge a hall of fame!"
I tied in hockey language like hall of
fame, winning and hat trick, along with
telling mom, that the juice is nutritious
and enjoyable at any time. Then I wrapped
it up with a solid call to action and an
emotional reward at the end.
Simple huh? If you tell a story, and write
to the person viewing the picture, sales
go up exponentially. Even if you just get
stock photography from a place like iStock
Photo, you'll never be stuck for words.
For example, if you want to sell aluminum
foil, get a photo of family on a picnic
and write about it. Tell the viewer how
your brand of aluminum foil trays are
strong enough save the day, for everyone
from world class caterers, to Grandma's
humble cabbage rolls.
See how fun it can be?
I always thought that it was an easy job
being a copywriter. You can make it easy
too. Just tie the creative into and around
the picture. You'll magnify your sales.
Oh... and one last thing... that company I
wrote the juice ad for? They're one of the
worlds largest private dairies, doing
billions of dollars per year in sales. I
wrote and designed their home delivery
service ads, for over five years. Yup...
little old me.
So I can tell you for a fact, that this
method works. Not only did the client love
it, but so did their customers. And that's
all that matters, because they spoke with
their wallets.
take care,
Michael
P. S.
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