Three keys to persuasive copywriting
By: CHIP TUDOR

The purpose of copywriting is simple: persuade your audience to respond. Usually that response involves parting with money. People know this. So you’d think they’d automatically avoid watching or reading any advertising that even hints at it. They don’t. In fact, every day, they plunk down cash because a compelling copywriter has convinced them it’s in their best interest to do so. And just think. That could be your copy. Here are three keys to help you make it happen.

Get to the point People skim through tons of material. Just like you, they dump a handful of letters, flyers and leaflets in the recyclable trash every day (you ARE recycling aren’t you?). And they’re quicker with the TV remote than a jackrabbit scampering for cover. You have maybe 2 seconds to grab and hold their attention. If you think they’re going to hang around while you carefully and methodically lay out your—CLICK! Get my point? Then get to yours.

Pick out one thing that really sets your offer apart and pounce on it. Make it clever. Make it funny. But most importantly, make it short and punchy. This will increase the chance that they’ll stick around long enough for you to finish.

What’s in it for me? Don’t waste time talking about all the credits, credentials and capabilities you have to offer. They’ll be long gone before you’re even halfway done. Talk about them because that’s what they’re most interested in. I know. Shame on them for being so self-indulgent. But it’s really more than that.

People are bombarded with messages and have to sort through and clear out the clutter. So they quickly decide whether your presentation has any value for them. It’s not all self-indulgence. Some of it is survival from information overload. They’re not going to waste time reading all your material if there’s nothing of value to them. Therefore, focusing on the benefits of your offer is critical.

Talk to me not at me Conversational writing is the best way to personally relate to your audience. Remember, they are after all, people with real problems, real emotions and real lives. They don’t want to be an address label on your mass marketing campaign. And they can tell by the way you write when that’s the approach you’re taking. So don’t.

Be real by thinking about how your offer benefits the people you’re writing to. Try putting yourself in their place. Sure, you’ll often represent technology and services that are completely foreign to you. But you’re not just talking about a technology or service. You’re talking to people about the value that a technology or service provides them. Do so as one person talking to another and you will connect in a way that gains their attention. Chip Tudor is a freelance copywriter with a sense of humor that is experienced in writing for all media. www.chiptudor.com www.chiptudor.com/blog chip@chiptudor.com

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