Subscribe by email:

Let's apply what you know about copywriting.  Here's an excerpt
from Patrick Quinn's "Secrets of Successful Advertising", which is
available to members at http://www.adbriefing.co.uk/

    "To state the glaringly obvious, I think that computers have
changed the world more than somewhat. Compared to thirty years ago,
you have no idea how easy it now is to physically manufacture ads
and brochures. All you need is a PC, a modest knowledge of layout
and typography, and you're off and running."

If anyone can produce attractive advertising, then why do so few. 
The problem lies in our prospective, how you see yourself in
regards to your buyers.

This isn't some "mind mojo", it's a matter of how easily you
connect what your buyer wants and what your offer provides.  When
you closely understand motivations, psychology of buyers, and the
"situation" that real buyers face, the easier it is to have a
conversation with them.

Look at it this way, ...

    You're at a party, you don't know anyone, and still everyone is
curious what you'll all about.

... or  ...

    You're at a party, everyone knows your name, and everything
seems to be about you.

Just because today's technology makes it easier to write letters,
create advertising, and even be a copy writer, it doesn't mean
you'll know what to say.  Worse, it doesn't mean what you say will
be of interest to your reader.

In both cases, you are at a party, but each presents a different
prospective.  The first case can be just as exciting as being the
star of the show, especially if you get to know the people around
you.

Because others are curious about you, your efforts to get to know
them better just increases their desire to learn more about you. 
You become the grand mystery that everyone wants to know more about.

The second case, the party is about you, there is nothing new to
discover.  Because everyone knows you, they make assumptions that
are very often wrong.

This is why unknown companies can sweep into markets against known
branded competitors and quickly take over a mass share of
customers.  When your advertising starts being just about you, then
that's a clear warning sign you are missing something exciting.

While either situation could be the same event, how other attendees
respond depends solely on you.

As a copywriter, I'd rather be in the first situation.  It's more
exciting as you discover new people, ideas, and interests. 
Conversations will be more interesting, however, I still might be a
little nervous to get started.

In the second case, while everyone knows you, they may also assume
a lot of things.  You don't get much of an opportunity to get to
know the people around you, and your influence is only surface.

The key to writing effective advertising is getting to know your
customers, connecting with buyers, and delivering something of high
perceived value.  It's better to cultivate curiosity than
familiarity; to talk about the benefits the other person gets than
to deliver a message all about you.

This "getting to know your buyer" is an excellent way to get past
writers block, you'll discover more ways in a coming issue.  Here's
a point to consider, actually creating advertising is easy -- the
hard part is writing copy that is of interest to your target buyer.

Unfortunately because it's physically easier to write copy, so many
just start writing.  They skip the ever more important step of
connecting with someone who can take action.  Here are a few
exercises that help to write copy that sells faster:

* Get to know your existing customers. Discover the results they
gain using what you have to offer, transform those into benefits
for copy.

* Be a "buyer watcher", see how your customers interact with your
product, the problems they face, and the people around them.

* Learn to ask thoughtful questions.  To discover what motivates
buyers, ask them questions then compare their response with
behavior.

* Take lots of notes.  Create lists of benefit laden headlines,
document emotional triggers, and events in the buyers life.

* Use your buyers language.  True copy that sells is a conversation
from a trusted adviser to someone with a problem to solve.

* Focus on a message that motivates.  Before worrying about layout,
medium, or typeface, get focused on a message that will motivate
buyers will respond.

* Ignore everyone who can't buy.  Unless they will be in the market
for what you offer in the near future, you're just wasting
resources to talk with non-buyers.

    Here's the application:  Grab the last bit of copy you've
written.  Rather than asking yourself "if you were a buyer"
questions, get out in front of buyers to check your assumptions.

This could be a trade show, drinks with a customer, a few phone
calls, or even a test mailing of a few hundred pieces.  You could
write a press release about the core problem presented, see if you
get any interviews.  Create a few articles on-line, see if they get
any traffic.

You can do a talk at a trade group about the topic.  There so many
ways to test your concepts with the attention of a real audience of
buyers.

You're not looking for feedback, complements, or even praise --
what you want is people asking "How do I get my hands on that?" 
One famous copywriter who wrote to blue collar working class would
go down to the local pub, buy a round for anyone who would listen
to him read his sales letter.

Keep the interest of your audience, get them asking for more, and
you'll know you have a winner.  It doesn't matter how it's laid
out, what it looks like, because the conversation is more important
than anything else.

This is why fancy advertising is often beat by simple copy that is
written for a real buyer to take action.  And, it starts with
understanding the buyer before the tools.  It starts with
connecting on a level of value with someone who can take action.

Sincerely,


Justin Hitt
Publisher, AdBriefing Copywriting Tips
http://www.adbriefing.co.uk/

P. s. You may have noticed, I'm saying "buyer" not "audience", not
"prospect", and definitely not "reader" -- this is critical,
because only a real buyer can take a monetary action with what you
write.  If you are going to write copy that sells, then you want to
be talking with people who can buy.  Something that will be covered
in detail in another issue.

P. p. s.  Who else wants to walk through a multiple week
copywriting workshop that results in finished campaigns designed to
sell?  If you want to sell more of what you offer, reach more
buyers, and connect in an meaningful way, ... then reply with a
brief description of what you offer and express your interest in
this upcoming program.  Questions are always welcome too.