3 Ways to Spice
Up Your Marketing
Copy
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Is your corporate brochure a complete bore?
Do you cringe when you send prospects
outdated material because you know the
message just isn't right? Perhaps
you, like many marketers, have fallen into
a comfort zone with your marketing or you
don't have the time or resources to develop
new materials.
Here's the good news ...
You probably don't need to rethink your
entire marketing strategy. Some easy tweaks
to your copy can translate into big gains.
Below are 3 tips for putting some spice
into your communications:
1. Think of Your Copy as a
Conversation
Imagine you just met someone interesting at
a party and want to start a conversation.
If you talk about all your accomplishments,
your new acquaintance will look for a way
to escape.
Many marketers make this same mistake in
their copy. They "dominate the
conversation" by describing everything
about their company and failing to connect
with their reader. If you want someone to
read your content, you must engage them in
a conversation. To do this, you can:
- Discuss an issue that is important to
your reader.
- Ask thought-provoking questions.
- Use the word "you" often.
- Show your reader you have something in
common.
2. Have Fun with
Headlines
According to copywriting legend, David
Ogilvy, "On average, five times as many
people read the headlines as read the body
copy. It follows that unless your headline
sells your product, you have wasted 90
percent of your money."
Change your headlines to increase your
readership and response rates. You
can:
- Begin your headline with "how to."
- Share a secret with your readers.
- Use the word "discover."
- Ask a question.
- Give a command.
- Use a testimonial as a
headline.
3. Be Ruthless with Your Red
Pen
Sometimes it's not what you add to your
copy that piques a reader's interest, but
it's what you remove. Here are 3 things you
should avoid:
- Long sentences and paragraphs
that make your copy difficult to
scan. Up to 80% of readers scan
copy. Break up sections with headers and
use bullets to help readers locate key
points.
- Adverbs. Powerful
verbs can pull your reader into your copy
and encourage them to take action. Just
resist the urge to add descriptive words
that end in "ly." Adverbs are often
unnecessary and can slow down the pace of
your copy.
- Geek speak. Jargon can
confuse your readers and make them feel
alienated. If your message gets lost under
layers of complex technical talk, your
prospects will look elsewhere for answers
to their problems.
Next Steps
If you need assistance developing
compelling B2B marketing collateral,
contact me at 647-342-4921 or
rachel@freshperspectivewriting.com to
schedule a complimentary consultation to
discuss your marketing goals.
Do you want to reprint this
article?You can, as long as you ask
permission first by e-mailing me at
rachel@freshperspectivewriting.com.
I'll send you a short bio to include at the
end of the article.
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