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The Most Powerful Words To Use In Your Copywriting

What are the best and most powerful words to use in copywriting is a question I hear all the time because copywriting is one of the key marketing skills – being able to manipulate words which resonate with readers and persuade them to buy your products.

Within the copywriters’ armoury there are certain words which have been proven to be winners and which when used correctly virtually guarantee you a great response rate.

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Below I’ve listed a number of these copywriting “power words”. Use them in your website, emails, sales letters and brochures and see the impact they have on your marketing.

Free
The most powerful word you can use. We all love anything that’s Free. Free will always draw the eye and will ensure that the sentence is read.

Easy
We all want things to be easy. We want results to be easy to achieve. We want everything easy. If your product or service makes peoples’ lives easier, make sure you tell them.

You
The magic word in all good copy. The word ‘you’ makes your copy a personal conversation with the person reading it.

No Risk
If customers perceive there to be a risk in buying your product, then they probably won’t. If you can remove that risk then the decision to buy from you becomes so much easier. Remove the risk and you’ll massively grow your sales.

New
Everyone wants the ‘new’ thing. We may be bored with old stuff but something ‘new’ may well get our interest.

Limited
Scarcity is an important marketing tool. If there is a limited supply of your product, customers will take action out of fear of missing out.

Simple
People don’t want to have to wrestle with something complicated. If it’s simple and you don’t have to be a genius to understand it I may be interested.

Solve
People buy things that are going to solve their problem. Outline the problem and then demonstrate how you can solve it.

Guaranteed
The ultimate risk elimination is the guarantee. Take away the risk and there’s no reason for me not to buy from you.

Yes
There’s something about the word ‘Yes’ It just works wonders. When you speak to customers use it a lot.

Important
It’s important to use the word important. People want to know about important things and it’s a word that grabs the reader’s attention. And that’s important!

Fast
We all want things to happen fast. If you can do it – tell them.

Proven / Proof
If you can prove the claims you’re making, you remove the scope for scepticism.

Now
There comes a point when you need to tell your customer what to do. They need to call you, or order from you or ‘click here.’ But you don’t want them doing it tomorrow or next week. You want them to do it now.

So to guarantee that your marketing has the maximum impact, make sure your copy is full of these “power words”.

If you’re not confident of your copywriting skills and you want words that turn readers into buyers get in touch today.

 

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How To Write Sales Letters That Sell

I often get asked about copywriting and in particular How To Write Sales Letters that actually sell products.

Many people will tell you only experts can write brilliant direct mail and emails. It takes years of concentrated effort and learning … in addition to natural flair. If you ain’t got it, you just ain’t got it.

Rubbish

Writing powerful, effective direct mail letters is definitely something you can learn.
Here are just a few of the simple (but tried and proven) methods employed by the “gurus”.
Apply them to your work and you’ll instantly see the difference.

1. Your Offer
Your offer must go near the beginning. If you bury your offer half way through, you give the reader no reason to get involved with your letter.

2. Another Way To Present Your Offer
Instead of including the offer in the early part of the letter, try using a “Johnson Box”. A Johnson Box is a sentence or two, often in an asterisked box, before the start of the letter. It puts the benefit right up front so that the reader is enticed to read on to find out more.

3. Personalise Your Letter
To get the best response, it is vital that you personalise every letter with the recipient’s name. Just think how you respond to a letter written to “Dear Homeowner”.
A generic greeting like that dramatically increases the likelihood that the letter will go straight into the bin.

4. The Power Of You
Having addressed the reader by name, you now need to talk directly to him or her. By using the word “You” throughout the letter, the reader feels you are addressing him directly and is much more likely to take action.

5. How to Get Readers to Turn The Page
Never end your page with a full stop.
Instead, try to break the page mid-sentence so that the reader is virtually forced to turn over. If you can make this broken sentence dramatic in some way, then your chances of the reader turning over will be massively increased.

6. Feature, Advantage, Benefit
In your body copy, you should concentrate on giving the benefits of your product – not just the features
Always keep in the back of your mind: “People don’t go into a shop to buy a drill bit. They want the hole it makes.”
To give you an example of how the features-advantages-benefits rule applies in selling a drill bit…
“The cutting edges are tungsten carbide tipped (feature) which means they last up to 7 times longer than a high speed steel bit (advantage) so you have much less costly downtime sharpening and replacing worn out drill bits (benefit).”

7. Credibility
Build credibility with a strong guarantee, testimonials and specific examples. Social proof is very persuasive.

8.Break Up Your Letter
By using lots of sub heads, you break up large blocks of text and make the letter visually more appealing.
Additionally sub heads mean a reader can get the gist just by skimming the sub heads

9. Call To Action
Assuming your reader has read through to the end of the letter, you now have to tell them what action you want them to take.
“Call us now on 01483 200387”
“Email us now on mikejennings@bda.me.uk
“Contact us through the website www.bda.me.uk”

Whatever action you want, you must spell it out.

10. The “P.S.”
After the headline, the PS is the next most read section of the letter. The PS gives you the chance to either repeat your offer or repeat your call to action

By simply applying these techniques you will have got to grips with the basics of how to write sales letters and will be writing more compelling letters which will get great levels of response.

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Your Website And The Questions You Must Ask Yourself

Is your website the primary marketing channel in your small business marketing?

If so ask yourself this question “Is it delivering new leads and enquiries on a regular basis?

There are two key elements involved here.

  1. Is your website being found by customers looking for what you sell.
  2. Is your website converting those visitors into enquiries?

If your website is generating traffic but not converting, whoever created your website may not have thought sufficiently about the content.

Before you start writing your website you should ask the following questions:

  1. Who is your website aimed at – who are they, what are they like and what style of website will they react best to?
  2. What are your objectives – do you want your visitors to pick up the phone or email  you, or do you want them to leave their contact details. Perhaps  your website is primarily there to give your business credibility.
  3. Having visited your site what action do you want visitors to take – because whatever it is you will need to tell them.
  4. What is your strategy – what is your strategy for turning visitors into database contacts or sales leads? Are you using testimonials effectively? What about video?

Having asked these basic questions , you must now look at the proposition you are making to your visitors.

Remember you have about 8 seconds to grab your visitors’ attention otherwise they’ll click away.

They’re not interested in you

Also remember they’re not interested in you or your business.

The only thing they are interested in is what you can do for them. Can you solve their problem?

So your first line of text had better tell them what you do and not just from your point of view but more importantly from theirs.

For example if you were a servicing garage, your first line might say:

“ We service, repair and provide MOTs for all makes of car”.

But what the customer really wants you to provide is the security and peace of mind that their car is roadworthy and won’t break down on them.

So your second sentence had better tell them that.

It’s all about taking action

You must also ask yourself whether  the proposition your website makes is compelling enough to  make your visitors take action.

  • What makes you stand out from your competitors – what is there that makes you the right choice for me?
  • Do you offer a guarantee and so remove the risk for me to trade with you?
  • Do you offer a free taster so that I can trial what you offer without it costing me anything?
  • What benefits do you offer me that your competitors don’t?

Only when you’ve answered all these questions and have a genuinely compelling proposition should you  start planning what pages your website should have and how the navigation should work.

After that you will at last be ready to put pen to paper and start writing the words.

Business Development Advisors can help you grow  your business and take it on to the next level. If you’d like to find out more please get in touch

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Writing Great Copy – A Key Small Business Marketing Skill

Writing great sales copy is a real skill and is vital for small businesses.

But the good news is that it’s a skill that you can learn.

I’m not saying it’s easy but when you develop the ability to influence people and persuade them to take action, the impact on your market will be huge. You’ll have the power to bring sales and enquiries flowing into your business whenever you need them, like turning on a tap.

To Write Compelling Copy – Use “Power Words

“Power Words” are the words which really resonate with your readers, that hit their hot buttons, compel them to read your copy and then to act on it.

Below is a small selection of ‘Power Words’:

  • You
  • Free
  • New
  • Discover
  • Win
  • Guaranteed
  • Latest
  • Improve

But the most powerful of all ‘Power Words’ is the word ‘You’

The ‘Point-of-You’.

The big mistake a lot of businesses make it to tell the reader what they do. What they should do is tell you, the reader, what they can do for you. So see the difference. When you use the ‘Point-of-You’, you talk about your readers and what they want. You make a connection with your reader and making sales is all about making connections.

So remember – your sales copy shouldn’t be about you but about your customers and what you can do for them.

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What Are The Most Powerful Words For Small Business Marketing?

The words you use to communicate with your customers are very important. Copy writing is all about hitting your prospects hot buttons and getting them to take action. There are certain words which when used correctly virtually guarantee you a great response rate.

Below I’ve listed a number of these copy writing “power words”. Use them in your brochures, web sites or sales letters and see the impact they have on your marketing.

Free
The most powerful word you can use. We all love anything that’s Free. Free will always draw the eye and will ensure that the sentence is read.

Easy
We all want things to be easy. We want results to be easy to achieve. We want everything easy. If your product or service makes peoples’ lives easier, make sure you tell them.

You
The magic word in all good copy. Using the word ‘you’ forces you to have a personal conversation with the person reading it.

No Risk
If customers perceive there to be a risk in buying your product, then they probably won’t. If you can remove that risk then the decision to buy from you becomes so much easier. Remove the risk, massively grow your sales.

New
Everyone wants the ‘new’ thing. We may be bored with old stuff but something ‘new’ may well get our interest.

Limited
Scarcity is an important marketing tool. If there is a limited supply of your product, customers will take action out of fear of missing out.

Simple
People don’t want to have to wrestle with something complicated. If it’s simple and you don’t have to be a genius to understand it I may be interested.

Solve
People buy things that are going to solve their problem. Outline the problem and then demonstrate how you can solve it.

Guaranteed
The ultimate risk elimination is the guarantee. Take away the risk and there’s no reason for me not to buy from you.

Important
It’s important to use the word important. People want to know about important things and it’s a word that grabs the reader’s attention. And that’s important!

Fast
We all want things to happen fast. If you can do it – tell them.

Proven / Proof
If you can prove the claims you’re making, you remove the scope for scepticism.

Let me know if you think I have missed out any important “power words”. I’d be interested to hear your comments.

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What Really Motivates Your Customers Buy?

There are many reasons why people buy, but whatever product you sell, you will find there are a much smaller number of core motivations.

The following list can’t be comprehensive, but covers the great majority of buying decisions:

  • To make money
  • To save money
  • To save time
  • To save effort
  • To be more comfortable
  • To achieve greater cleanliness
  • To attain better health
  • To be popular
  • To attract the opposite sex
  • To keep hold of possessions
  • To increase enjoyment
  • To gratify curiosity
  • To protect family
  • To be fashionable
  • To satisfy appetite
  • To avoid trouble
  • To avoid criticism
  • To be individual
  • To make work easier

Some fairly primeval motivations there! Some we may not even readily admit to. But they are the things that drive us!

Now ask yourself, how compellingly does your marketing zero in on, and develop, one or more of those motivators?

How Compelling Is Your Copy?

If your words are going to move people to action, you need to really get inside their heads, and appeal to those buying motivations listed above.

In advertising studies done over the years, certain words, known as Power Words appear time after time. The most common of these are:

  • You (or Your)
  • How
  • New
  • Who
  • Money

While there are of course lots more power words, if you check the five above against the list of motivating factors, you’ll see that these five cover a large proportion of them.

The fact that “You” appears at the top of the list is highly significant.

“The Point of You”

The importance of the “Point of You” is that the writer is putting himself in the customers’ position and talking directly to the reader.

When you talk about what your customer wants and the emotion that really motivates them, then you will connect with them on both the conscious and unconscious level and  you’ll be on to a sure fire winner.

So when you write your copy, remember to focus on the “Point of You”, utilise power words in your headlines and body copy and make sure you identify and satisfy those buying motivators.

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10 Key Tips For Writing Compelling Letters That Sell

Surely no one sends sales letters anymore I hear you think.

There’s no doubt that online marketing has replaced traditional marketing in a lot of people’s minds. And that is a key reason why sales letters or direct marketing is still a very powerful marketing channel.
You see there is so much less direct mail being sent these days that letters now have a very good chance of being read and as long as they are well written and persuasive, direct mail can be very effective and should definitely still be a part of your marketing arsenal.

But your direct mail has to be good. The following tips will give you all the  weaponry you need to write compelling and effective sales letters.

1.The Offer

Direct mail letters that contain a powerful special offer generate on average 400% better response than letters without offers.
A special offer grabs attention and forces the reader to read the headline and then the body copy to see what is being offered.
Hit your reader with your best stuff right at the start. Your task is to engage and interest the reader and your special offer at the start of the letter will do this.

2. Write Directly To Your Reader

The most important words in your letter will be “You” and “Your”.
Your letter mustn’t be about your company but about what you can do for the reader. You are talking directly to the reader and showing how you can solve his or her problems.

3. Benefits Not Features

I think these days we all know that customers buy benefits not features. No one buys a chair because it is ergonomically designed but because the ergonomic design supports your back and gives you a truly relaxing experience. So having listed your feature you then ask the question “which means that”…….. This forces you to articulate the benefit, which is what the prospect will buy.

4. The First Few Lines

Your first few lines must grab your prospect by the eyeballs. Each line has got to interest the reader enough that he goes to the next line. So your special offer starts the process and your benefits then take over. Once your reader is into your letter, with any luck they will read through to the end.

5. How to Get Readers to Turn The Page

If your letter is long enough to go onto a second or third page you must have a technique to ensure they continue reading. Never end your page with a full stop. Instead, try to break the page mid-sentence so that the reader is virtually forced to keep reading.

6. Credibility

If your reader doesn’t know you, you have to establish your credibility. The best way to do that is with social proof or testimonials. Featuring a couple of testimonials demonstrates that people just like your readers have benefited from your product. Give as much detail about the person giving the testimonial as possible to ensure the reader knows it’s genuine and not something you’ve made up.

7.  Your Close

Before closing, go back to your big benefit and major selling points again. As one old copywriter once said, “Tell ‘em what you’re gonna tell ‘em. Tell ‘em. Then tell ‘em what you, told ‘em.”

8. Call To Action

The key point of your sales letter is to make the reader take action. That may be to call you, to visit your website, to download a report etc. Whatever action you want you must tell them very clearly at least once. If you can build in calls to action throughout the letter so much the better.

9. The “P.S.”

Don’t think that direct response copywriters are absent minded just because they always finish with a “P.S.”. It’s just another technique that always seems to work.

Most people read the P.S so even if you missed the reader with your opening statement, you can often pick them up again with a well thought out post script which stresses the key benefits, or the special offer.  In fact, some people read the P.S. before they read the letter.

10. Avoid Looking Corporate

If a letter looks obviously like direct mail, its chances of being opened are reduced. Franking a letter is a dead giveaway. If you put a stamp on a letter it looks much more like a personal communication and will increase the likelihood of it being opened. Taking that one stage further, if you can hand write the envelope, you are almost guaranteed that the letter will be opened, which means that you will have achieved the first objective of direct mail.

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The Simple 4 Step Process To Writing Great Copy

Great copy is at the heart of almost all of your sales efforts.

You need compelling copy on all your selling materials:

  • Website
  • Brochures and leaflets
  • Direct marketing letters
  • Eshots

The good news is that the formula for writing great copy is really simple.

1. Describe whatever it is you’re selling

2. Make very clear what it’s going to do for the customer (the benefits it’s going to deliver)

3. Establish your or your company’s credibility and trustworthiness

4. What should the reader do next – the call to action

1. What I’ve Got For You

If you want to persuade, you’ve got to let people know what they’re buying.

What’s your product? What does it do? Who is it for?

Start with a simple overview.

“A step-by-step home study course that teaches struggling entrepreneurs how to bring in more customers.”

The reader immediately knows what he’s being offered and whether it’s relevant to him.

2. What It’s Going To Do For You

Here’s where you talk about the great benefits your product will deliver.

You need to spell out the benefits instead of the features. If you’re struggling to identify the difference between a feature and a benefit, just remember the words “which means that”.

This chair is ergonomically designed” is a feature. But “This chair is ergonomically designed means that it will support your back and allow you to sit comfortably for hours” are the benefits.

Describe the end result, the “after” picture once your customer has bought your product and used it as you recommend. Let the reader know how your product will give him what he’s really looking for.

The best way to list features and their benefits is through a series of hard hitting bullet points.

  • The chair is made from English oak, which means that it will last for years.

Bullet points are a “secret weapon” for copywriters. They enable you to make your point in a powerful, skimmable way and they break the text up, making it more visually attractive and so less daunting to the reader.

3. Who Are You?

The need for this section will depend on whether the reader knows you or not. If you’ve been in contact with your audience for a while then you probably won’t have to establish your credentials. But normally you will need to establish that you’re an expert in your field and an entirely reputable person or company to do business with.

Another important tip in building the relationship and creating trust is to position yourself as being very similar and having the same issues as the reader.

If someone who has successfully lost five stone gives you weight loss advice, you’re much more likely to listen to them than if the same advice comes from a muscle bound Adonis.

4. What you should do next

The last and in many ways the most important element is the call to action – when you tell the reader what to do next.

Tell (don’t ask) the reader what to do now to progress with the sale. Be specific and absolutely  clear.

  • Call us today
  • Click here for our special offer
  • Come in store for your free gift before Friday

And of course, if there is a scarcity element ie your terrific offer closes in 6 days, you make that very clear here.

Whatever your communication, you must have calls to action at every stage

So remember: use this simple 4 step process and just watch your sales copy start converting your readers into buyers.

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How To Grab Your Readers’ Attention Online

Getting attention is the most important part of online marketing.

No matter how brilliant your ideas are and how good your online marketing is, you can’t even offer them to your prospect unless you’ve made him look in your direction first.

You have to get your prospect’s attention before you can turn him into a reader.

Do I have your attention yet?

Good. Now I’ll show you how to get someone else’s.

Your Reader Can’t Pay Attention To Everything

The brain is funny like that — if you try to pay attention to everything, you end up paying real attention to nothing.

So we screen out the irrelevant and choose which information to focus on. The brain prioritises what to “pay attention to,” because human focus is limited, and we just can’t give our attention to everything.
Your readers’ minds are very selective. So we have to give them a reason to pay attention to our content instead of everything else out there they could be listening to.

Getting Your Reader’s  Attention Is Difficult

Even if you have the best product or service in the world, it’s still difficult to get people to give you the time of day. There are lots of reasons for this:

  • Information overload
  • The amount of competition
  • The sheer number of distribution channels
  • Buyer sophistication

These are all roadblocks you face in the attention-getting game, so you’ve really got to be good at showing readers why their limited attention should be directed to you.

Try These Attention Grabbing Strategies

  • Capture Their Imagination
    By telling stories, using vivid description, personal experiences and case histories you will engage your readers’ imagination so they can envisage themselves in the situations you are describing.
  • Make It Personal.
    When you make your writing personal, you make it important. Personally interesting  information will grab attention. You don’t have to do a lot of explaining to tell someone his house or his hair is on fire — because it’s so personal to him. You immediately get attention.
  • Use Emotion.
    Emotion is a great way to make your message memorable and to make it resonate with your readers. If people empathise with you emotionally, that is much more powerful than a logical connection.
  • Don’t Take Chances With Attention
    You only have a few seconds to capture someone’s attention, so don’t take chances by using clever language or industry specific jargon.
    Clear, simple, straightforward language will grab attention and put the reader at ease.

Make Sure You Have A Strong Follow Up

Once you’ve managed to capture your reader’s attention, don’t waste it. Getting attention is  the first part of a two stage process.

Make sure your second stage, the actual information or message for which you grabbed the attention in the first place, is worthwhile.

If the follow up is high quality then you are in with a chance of making a sale, collecting an email address, gaining subscribers or whatever your objective is.

If however, having skilfully won your reader’s attention, the rest of your communication either lacks impact or even worse is boring, not only won’t you achieve whatever it was you set out to achieve, but you may well have blown your chances of connecting with these readers in the future.

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7 Incredibly Simple Ways to Get More People to Read Your Content

To get people to read your communications you’ve got to write compelling copy.

So you slave over your words and then finally hit “publish,” and what happens?

Nothing.

No comments, no tweets, no phone calls.

So what’s wrong? Is your writing rubbish?

Probably not.

The solution may just be to present it better and make it easier to read.

Browsers Not Readers

In the digital age we’ve stopped reading and started browsing instead.

We’ve all heard the statistics of how long you have to grab the attention of your web site visitors. People scan text and pick out the relevant information.

Our task therefore is to present our information so that a scanning, browsing reader can quickly pick the information out of our text

1. Make It Snappy

Writing for the web is not the same as writing an essay at school.

Keep your sentences short. Keep your paragraphs short. Avoid large blocks of text. Readers are no longer prepared to engage with long, detailed arguments.

Start with your conclusion and then justify it with the supporting text. Readers immediately get the key message and can move on when they want.

2. Embrace The Line Break

There are few easier ways to make your content more readable. Even complex content can be made much more reader-friendly with the simple introduction of lots of white space. Feature one idea per paragraph, and keep them short — three or four sentences at most.

3. Break Up Your Content With Compelling Subheads

A strong headline is vital to engage readers in the first place.  Interesting sub heads break up the text and sign post the fact that there is interesting stuff later on.

Make your subheads intriguing, but informative and avoid making them too sensational. We’re not talking the Sun or Daily Mirror.

Ideally your reader should be able to get the gist just by reading your sub heads.

4. Use Bulleted Lists

  • They create interest readers can’t resist
  • They’re easy to scan
  • They look different from the rest of your text, so they provide a visual break for your reader

5. Add Relevant Links

Internal links back to your own corner stone content https://bda.me.uk/copywriting.html will keep people on your site and reading your best material.

External links demonstrate that you’ve researched the topic and aren’t claiming to have a monopoly on good content.

6. Use Strategic Formatting

Add emphasis to your web copy by bolding important concepts. You reader will be able to scan through and pick out the most important information at a glance.

Don’t highlight everything. Instead, emphasize the key points so the scanner can quickly pick them out.

7. Harness The Power Of Numbers

Numbering points is an incredibly effective way to both capture attention and to keep the reader involved.

If you don’t believe me have a look at the number of marketing books that have numbers in the title https://bda.me.uk/book.html

Good luck