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Marketing messages that sell...
Copywriting
Every business needs to deliver marketing messages that sell.
So here’s a quick creative checklist for you courtesy of Drayton Bird
- The opening must quickly offer or clearly imply a clear, strong benefit.
- Is everything instantly clear to the reader. If it's funny, clever or obscure - beware.
- Unless you give every sensible reason to buy, answer obvious questions, overcome all reasonable objections, you'll lose sales.
- Is what you sell fully and clearly described?
- Is the tone right? Don't be funny about serious things (eg, charity, business or money)
- Show it to someone uninvolved, preferably a likely prospect. Ask if they understand it... and if they would buy
- Do you prove your claim is true? By using Testimonials? Independent statistics?
- Do you ask firmly enough for a reply, tell people precisely what to do? Repeat your arguments at that point.
- Is the coupon, order form or request to reply big enough, clear, simple and easy to use?
- Read the copy aloud. Does it sound like someone talking? Great!
You may find using this check-list is a bit of a bore... but it’s a lot less boring than marketing that flops.
You'll quite likely find that some, perhaps many of your messages miss one or more of the points above. If you look out for them, I promise you it will improve your results... perhaps so much it will surprise you.
Do you use marketing checklists?
Keep your powder dry,
Warren Cottis
PS. Have you signed up for my weekly marketing ezine?
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