16 Copywriting Tips to Improve Your Marketing
- You (actually using someone's name). Names are intrinsically tied to our self-perception and make us more engaged and trusting.
- Free. Getting something free makes it more desirable than something that is just less expensive.
- Because. Research shows that even nonsensical arguments work better than none at all.
- Instantly. If you can convince viewers you can solve their problems quickly, they are more prone to buy.
- New. Novelty is critical for products to make people happy about what they bought. Ironically, it is detrimental to brand perception because newness undermines trust in companies that is built over time.
9. Get the headline right According to David Ogilvy, five times as many people read the headline as the body copy. That means the headline should get 80% of your creative effort. Build on what has worked before, lead with a strong benefit and split test to improve the impact of what your write.
This Play-Doh ad is an extreme example. After the initial shock of seeing this image associated with a children's toy, the copy turns out to be very clever: "Safe no matter what you make." 10. Play devil's advocate Create strong copy that addresses customer objections head-on. Researchers have concluded that arguments that are framed in the "devil's advocate" style are more likely to persuade listeners to support the original argument rather than disagree. Potential flaws and concerns are raised and addressed directly by the copy and subliminally by the reader. Try pointing out common concerns that customers may have and then provide facts and evidence to prove they have nothing to worry about.
You don't exactly think "practical" when you see a Porsche race by. The ad capitalizes on this common perception by saying: "The more kids you have, the more practical it becomes." Most families with small children would think mini-van, but it suddenly makes sense to have alternative, fun transportation for the parents. 11. Incorporate calls to action Excellent headlines and body copy may not be enough inspire the audience to do something. Make sure you have clear, visible instructions on how to take the next step. Calls to action are the way prospective consumers engage in positive interaction with your company while also enabling you to assist them.