"Your copywriting will have a huge impact"

Jonathan helps businesses to gain significant sales and eliminate insignificant marketing spend

"Stop wondering what makes that other guy successful and start implementing Jonathan’s ideas. He will earn you thousands more this year and open your eyes to the huge potential of on line sales marketing. If he did it for me, he can do it for you!"

K. Vithlani – Soncos Ltd

"THE WORDS THAT YOU WRITE ARE READ BY YOUR CONSUMERS AND WILL HAVE A HUGE IMPACT ON THE RESULTS YOU WILL GET"

The words that you write in your brochures, in your letter, on your website, in your emails and in fact in any of your sales and marketing material have a huge impact on the outcome you will get. This is the scary bit about copywriting. The good news is that copywriting is not difficult or even complicated. Actually it is very simple when you know the basics.

There are a few guidelines to follow. The one I am about to explain to you is one of the most important and it is be concrete and be emotional with what you say, particularly with the headline. If the headline doesn’t get the readers attention in less than 2 seconds they have gone, slipped through the net and will not read anymore of your valuable information.

FREE 5 biggest secrets of Sales & Marketing

What does concrete and emotional mean?

Well it is easier to start by saying what it doesn’t mean. It doesn’t mean writing a message like:

“Tesco are cutting prices”

This message is vague and lacks personality

Compare this to

“Tesco wine, price crash, save 15%”

Which one would you respond to?

The second one is more powerful because it is concrete by saying wine and save 15% plus it has emotion by saying price crash. Overall it is also specific rather than been vague and generic.

It is a sad fact but most marketing messages are more like the first example and have business jargon added in to try and impress the reader.

The following is a real example of a message that I got recently from a company trying to sell me a server.

“If you don’t take up this offer, your competition will and they will reduce their costs by more than you”

Aghh!

Let’s see if I can improve on this:

Don’t miss out on this offer, it will make your business more efficient

Don’t miss out on this offer, it will make your accountant happy

Your accountant will strut into your annual meeting and proudly announce that you have reduced your overheads by 7% just by taking up this offer

Which one is both emotional and concrete and which one would you respond to?

So there you have it, the first and one of the most important lessons in writing effective copy

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