I know, I know.  The economy is supposed to be horrible, but I'm busier than every before working with clients.  It's taken me away from this fine newsletter -- but I'm back with something that will change your copy writing for good.

Everything about AdBriefings is about putting in your hands tools to write copy that sells.  That means the member area, this newsletter, and even articles.  Even will answer your questions when you write.

(Okay, I'm a bit slow on the turn around, however, I do answer every question and appreciate your comments.)

I've been fortunate to talk with other copywriters experiencing the same thing, they are busy working with clients.  Marketing is working better than ever before.

Anyway, if you aren't getting more clients, working on new and exciting projects, or have found your copy drop off, then reply I'll get you back on track.

In this edition, let's talk about the words you use in copy, because how you say it really matters.

Sincerely,

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

How You Say It Matters

When talking about copy, the words you use are the only tools you have to persuade the reader.  Even before layout, graphics, or any other advertising element, the language you use must be compelling if you want sales results.

It doesn't matter if you speak the Queen's English, Cockney slang, or any dialogue in between, the words you use matter.

Two insights for choosing the right words ...

First, your language will match audience expectations.
Second, the words you use will be appropriate for your product.

This is salesmanship in print, so if you would present to one audience in a more formal language, then that's how you'll write when speaking with that audience.  If you are writing to a more casual audience, then using formal language may change the meaning of your words.

You can use different language for different parts of your copy to represent different characters.  For example, you may use more slang to talk frankly with your reader, with more formal language around product descriptions.

Because words have meaning outside of themselves, either social context, or in some case derogatory meaning.  Carefully choose words that best match the interests of your reader.

You can also use language to soften the buying experience, here's another example.

When asking about how someone heard about you consider changing selling words into conversation points.  This also includes using specific adjectives.

• "Advertisement" becomes "Notice", this differentiates your space advertisement from other solicitations, moving it more towards editorial or public service content.  Other phrases include the publication name, "coupon" because it implies savings, or "Write up" because it implies endorsement.
• "Buyers" becomes "Happy Customers" or even "customer family", with this you are moving away from the transaction into the experience of doing business with you.  In addition, you could say, "satisfied clients", "those we serve", or "regular clients."

When presenting how much something costs, or the amount of money required to finish the transaction, you'll use different words.  For example:

• "Price" becomes "Investment", "Rate", or "Fee" as long as you provide a specific title.  Providing your "Inspection Fee" is better than the "Fee for Inspection" because one is a title, the other is a cost.  You can also just give them the number, "It's just $X to get started."
• A "Survey" or "Price Workup" becomes "Service Determination".  Instead of figuring how much to charge, you are justifying and helping the prospect choose which services are right for them.  This lets you converse about decision criteria.

If you are comparing something in your market with what you are selling, choose words that frame the discussion.  Here you can use words to setup objections with other providers.

• "Competitors" or "Others" becomes language that describes a quality deliver.  Instead of down playing competitors, establish criteria for a prospects desired result or successful fulfillment.  "A quality provider will do these three things" instead of "Competitors don't do these three things"

Of course, you never want to call your competitors out by name, nor say anything bad about them.  However, you can use words to guide the reader on how to make a decision.  Later in your letter you'll match all the important points for a decision before a call to action.

Finally, words can be specific, especially when talking about existing customers.  Specific words here help the reader connect to those who have already said "Yes" to your offer.

• Don't say "customers" when you can say, "successful technology businesses, state and local governments, and busy executives"; this is best done after you've identified the category your prospect best fits.  Help the other person feel you do business with people like them.

The language you use creates an impression in your prospects mind.  It establishes the value they place on what you provide, while in many cases reduces fear.  How you describe your solution makes a big difference in how your prospect buys.

If you want copy that sells, choose words that connect with your reader as well as influence them in the decision making process.  Your careful choice of words can make all the difference in your sales results.

Copyright 2009 AdBriefing Copywriting Tips, All rights reserved.

Justin Hitt provides copy writing services to technology services firms interested in better b2b lead generation and customer retention.  For more about his services visit http://HittPublishingDirect.com/

Quote of the Month

"I don't know the rules of grammar ... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular." -- David Ogilvy, on your choice of language, Ogilvy on Advertising.