Archive for July, 2019

Some Copywriting Tips for Content Writers

July 16, 2019

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

Blameless

July 10, 2019

Yeah, I did your girlfriend
But it wasn’t my fault
If you weren’t home early
We wouldn’t have gotten caught

Yeah, I crashed your car
But why you blaming me?
You locked your front door
But you didn’t hide your keys

I said, “I’ll always love you
You’re the only one I see”
I was loyal for a week
Which is pretty good for me

Everywhere I go
All the people I meet
They make do bad things
I steal, lie and cheat

It’s a crazy crooked world
And everyone is rotten
Doesn’t matter what you do
It will soon be forgotten

By Richard W. Bray

complicated

July 4, 2019

feelings are
so complicated
you got me
all agitated

my body is
so complicated
good to go
and activated

people are
so complicated
ain’t no two
the same created

reality
is complicated
everything just
detonated

love and life
are complicated
i wish my heart
was nickel-plated

by Richard W. Bray