Legendary Ad Man Herschell Gordon Lewis
To be successful, a copywriter has to do everything a good salesman does without the benefit of a live customer to react to — you can’t look into your customer’s eyes and you can’t hear the tenor of their voice as they respond to your words.
Instead, you have to anticipate any possible reservations your reader might have and address them in advance.
Don’t Use a Bunch of Highfalutin Words
You don’t impress potential customers when you use words they don’t understand. In fact, it leads them to conclude that you just aren’t smart enough to say what you mean in plain English.
Make Your Writing More Inviting
When your readers see a massive block of text, it’s intimidating.
So use headlines, bullet points, and bold text to break up your prose and make it more inviting.
Most readers don’t read read the whole thing all at once. Instead, they peruse the copy first, considering the headlines, bullets, and bold text first.
A word of warning about bold text: Just like swearing, the more you use it, the less potent it becomes.
And generally speaking, headlines should be no longer than 10 words.
Start With a Bang
As the great Elmer Wheeler used to say (no, I’m not making that name up) “The First ten words are more important than the next ten thousand.”
That’s why it’s often a good idea to begin with one or two provocative questions or a short, direct declarative sentence.
Sell the Benefit
Legendary ad man David Oglivy used to say that good copywriting shouldn’t call attention to itself. Instead, you should “make the product the star.”
Tell the readers precisely how whatever you have to sell will make their life better by saving them time, saving them money, making them look better, making them feel better, or making other people envy them even more.
Don’t Overpromise
If you make one unbelievable assertion, readers will automatically question everything else you have to say.
Say Their Name, Say Their Name—A Lot
As Dale Carnegie used to say: “A person’s name is to that person, the sweetest, most important sound in any language.”
But you can’t address your customers by name. So use the words “you” and “your” as often as you can without sounding goofy.
We Think by Feeling
Modern brain research confirms that human beings “think by feeling,” just like the poet Theodore Roethke said.
Words evoke feelings. And buyers are overwhelmingly influenced by feelings. Legendary ad man Joseph Sugarman reminds us:
You buy a Mercedes automobile emotionally but you then justify the purchase logically with its technology, safety and resale value.
Customers aren’t buying what you’re actually selling — they’re buying the way they hope it will make them feel.
The Right Connotations Are Crucial
Connotations are the feelings that a word evokes in addition to it’s official dictionary definition.
For example, the words cheap and inexpensive mean roughly the same thing, but they have very different connotations.
Which sentence sounds more warm and cuddly?
Dr. Smith provides outstanding treatment.
or
Dr. Smith provides outstanding care.
And don’t use words with negative connotations to assert a positive value. For example, legendary adman Herschell Gordon Lewis used to go bonkers whenever he read copy that suggested a product would “drastically improve your life.”
Drastic is full of negative connotations — so why not say “this product will dramatically improve your life,” instead?
Rhythm and Flow
Even though people will typically read your copy silently inside their own heads, the sound of the words you choose and how they flow together strongly influence the way your writing will be received.
Poetry and copywriting have a lot more in common than most people realize.
by Richard W. Bray
