Killer copywriting takes the talents of a killer copywriter. A writer with enormous creative ability to peel through the layers of a product to reveal what never has been revealed. A vision of a fresh tomorrow for your product. Then punch that vision through with fist-force. Zowie.
A super-creative copywriter introduces new perspectives clothed in unexpected combinations of words and phrases. But how to pack that punch? “Holy headline, Batman.” Yup, Robin, start with the headline. Catch ‘em with a snappy head like one we wrote for a Revere Ware promotion, “Buy any Revere Ware skillet, and we’ll give you a dozen eggs to break it in.”
The advertising legend David Ogilvy understood the value of a good headline when he wrote and rewrote this famous headline, 104 times. “At 60 miles per hour, the only thing you hear in a new Rolls Royce is the ticking of the dashboard clock.”
The headline must drive the reader to the next line which focuses on benefits, then to a promise you will keep, and finally to the offer and the sale. Copy should be concise, simple and conversational. Today, writing is often more digestible when written in sentence fragments, sort of how we talk. One-sentence paragraphs. One word sentences. And phrases beginning with conjunctions like—and, or, but. It’s OK, really.
Killer copy is the most significant online marketing tool in your advertising toolbox. And since buying decisions are based on emotions, words must pry open a prospect’s inner feelings. Does your product copy make them feel sexy, smart, attractive, or rich? Does it appeal to their passions, fears, or perhaps secret desires? Killer copy must get into the head and under the skin of the prospect. Now, the copywriter understands what makes a Rolls Royce owner tick. And it’s not the dashboard clock.
A virtual pile of crumpled paper often encircle the feet of copywriters at CMS Writing. Working fearlessly and tirelessly to get the copy just right, our copywriters sometimes labor long into the night, through dozens of iterations. To paraphrase a line from the movie classic It’s A Wonderful Life: Every time you hear a balled-up piece of paper drop, a copywriter gets closer to the truth.
Website copy must be concise. And in the present tense, whenever possible. Website copy must be inviting with compelling headlines and body content. Keeping the reader on the page takes the talents of an exceptional writer. A writer with endless creativity to reveal content that is fresh and engaging. A writer whose language, words and phrases, are always, always conversational.
Writers at CMS Writing understand that web pages are rarely read word by word, but rather skimmed and scanned. The Nielsen Norman Group finds that almost 80 percent of test users scanned the pages, only 16 percent read word-by-word. So, assure your web pages are scannable:
●Introduce one idea per paragraph
●Begin with the conclusion
●Half the word count of conventional writing
Neutral perspective sells better than subjective, exaggerated or promotional language. When writing web pages with longer articles, a summary might be best for a blog. Then add a link to the full article. Readers are overloaded with information in lengthy writings. Avoid, however, short, no-value postings. And learn how to optimize content for search engines. Also:
●Understand your audience
●Write in plain English
●Write for quick comprehension
●Write in content chunks
Try to include links. Include informational graphics, images, videos or slideshows. Use information from viable studies as well as screenshots with content. A good, strong headline is 80 percent of the draw.
When writing web copy use outbound hypertext links to reinforce material. Keep sentences concise. More importantly, keep paragraphs short with one idea per paragraph. Write in bite-size chunks for fast assimilation, using a consistent, approachable tone. Scanning becomes easier when there is a minimum of punctuation. Period!
If content is king, the headline is queen in advertising writing. And queen trumps king! From observation readers will retweet based on a headline alone. Especially if they know you. Statistics show that eight out of 10 check out the headline, but only two out of 10 read on. In a Jockey® underwear sale print ad, the graphics included close-up of heads of three horses and their jockeys in a close horse race.
A CMS Writing headline: “You’ve got a good bet riding on Jockey® brand men’s underwear sale at Macy’s” leads to the body copy: “It’s a sure bet. Put your money on Jockey® brand men’s underwear to “win” and bring home a first-place refund of $10. Purchase any combination of the Classic Brief, the Midway, Boxers, or Power Knit T-shirts. Make a minimum purchase of $50 and you’re off and running toward a $10 refund. So get on the right track and head to Macy’s for the annual Jockey® brand men’s underwear sale. The race is on in Men’s Underwear, all stores.”