Four Steps to Better Copy

How can you get better response to every mailer, ad, email message, and web page? Master copywriter Karen Marchetti says you can improve your copy with these proven tips:

1. Write your copy exactly the way you would say it when face-to-face or on the phone with a prospect. Read your copy out loud. Whatever sounds like something you wouldn’t actually say face-to-face should be simplified or rewritten.
   
   
2. Get more “you” in your copy. Your prospects don’t care about you, your company or your products. They only care about “what’s in it for me?” Watch for all the occurrences in your copy of “us”, “our”, and “we.” Rewrite those sentences to focus on “you” and “your.” 
   
   
3. Focus on the benefits to your prospects.
   
   
4. Use specifics – rather than generalities – whenever possible. Specifics sell!

For example:
We provide direct mail services to small businesses. 
(“we”-focused, no benefit, too general)

You’ll find complete direct mail creative services, printing, and mailing all in one location.
(Now the copy focuses on “you” and the specific benefits.)

Karen Marchetti is one of Wild Woman Design’s copywriting resources. You can learn more at www.SMAresource.com.

Wild Woman Design specializes in creating the right images for businesses. From developing logos to choosing color schemes to designing a look for Web sites and brochures, we make sure your business always looks its best.

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