Super copywriting has not much to do with suffocating, stuffy language.
It has a lot to do with simplicity, clarity and FROM THE HEART talk.
Though, looking around at your competitors, you’ll see there’s a lot of pompous strutting towards the first way.
Don’t go down their path!
If you’re struggling with commanding attention from your promotional material, especially the ‘headline’ you’d do well to stick to the proven… HOW TO!
In fact, almost any ad or promotional piece, can start with this dynamic duo.
Let’s test…
For an accountant: “John Nairn’s Small Business Accounting - if you’re looking for a cheap, affordable, friendly accountant, then give me a call on 021 23 123 1234 and let’s see what we can do”
Hmm… not too enticing, right?
Okay, let’s stick our tried and tested How To, and rearrange the furniture a little.
“How to Save a Ton of Tax, Breathe More Easily and Keep the Taxman from Sniffing at Your Door!” This special report is waiting for you courtesy of John Nairn’s Small Business Accountancy Practice who Specialises in Helping Small Business owners who have been in business from 1-5 years. Call freephone 0800 1234 123 today, as their are very limited copies available of this special report: Plus, if you are one of the first 35 to call, you’ll also receive a special bonus gift!
Okay, let’s play with another one.
How about…
Dentists!
Joey Jones Dentist Services for all the family. Why not book your family appointment and receive 20% off your first lot of treatments. We’ve been in the profession for 15 years and pride ourselves in our services. Call 020 7665 7773 now; you won’t be disappointed.
Sounds boring, right? Sounds pretty much like most ads in that category!
Though, I’m telling you, that’s what your competition is upto!
And… maybe… you too?
Okay, let’s turn this around.
“How to Make Sure Your Whole Family Can Get Their First Dental Treatment… FREE!” Joey Jones, The Family Dental Specialist, Invites You to A Tour of His Friendly Dental Surgery. Please Call Maria, our Family Dental Welcome Manager on 000 000 000 and she will arrange a time that is suitable to you. By the way, we love children under 10… they’ll be spoilt rotten here and they may not want to leave!
Study these ads for they hold a BIG KEY for you in crafting your own marketing materials.
Raja C. Hireker
Raja C. Hireker is a publisher and editor of the Marketing and Life Strategies Newsletter ‘Swinging for The Fences’ He has ghostwritten over 130 articles and is sought after advertising and email copywriter. You can go to his copywriting blog at:
http://copywritingforprofessionals.wordpress.com as well as his website
http://RajaHireker.com/copywriting.html
He lives in London, UK and can be contacted by FAX on 44 208 764 1085 and by email on