There are hundreds, if not thousands, of websites and books out there that will offer you insight into the world of effective copywriting. You don't have to be a professional and you don't have to be scared to death that you're going to sink your small business if your first ad isn't downright perfect. You do, however, need to remember a few key points.
- Always, always, always check for spelling and grammatical errors! Nothing will make you lose credibility as quickly as an ad riddled with typos. To be blunt, you'll look stupid and your company will look unreliable.
- Create a killer headline. For some tips, check out Ernest Nicastro's article over at MailingKnowHow.
- Make sure you talk about your product or service. Don't leave the client or consumer wondering what the heck you're selling. I watched the Super Bowl with three pretty intelligent fellows this year. These guys work in a field that makes me feel like Lowly the Worm. However...remember that GoDaddy.com commercial? First time it played, they all had a good laugh (and stare)...then all three looked at me (the one glued to the computer all day) and asked, "So what IS GoDaddy anyway?" One even said he'd go to the website expecting it to be adult material. Traffic may go up, and the hype sure got out there thanks to some delicious marketing tactics by the company...but did they really sell their services? I thinketh not. (Other folks I've met thought that "GoDaddy" would be a parenting site and they were shocked by the commercial. Can you say mixed branding message?)
- Issue a call to action. In other words, tell your customer to buy the book, subscribe to the magazine, visit the website or attend the conference you're telling them about. Back in my commission sales days we called this "closing the sale". You have to ask (or tell) the consumer what you want them to do. Tell them to "sign up today!", "join us today!" or "go jump in a lake!" (hey, it works for the Polar Bear swimmers, right?) Tell them what you want them to do.
One copywriter whose website and e-zines I enjoy is Lorrie Morgan-Ferrero of Red Hot Copy. She's talented and frankly, she's bloody funny. You know how that gets me! Pop by and check out her site, sign up for her e-zine (her Valentine's Day edition caused quite the fray, apparently, but it gave me a good chuckle!), and be sure to tell her I sent you wandering by!
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