Ahhh…yes the continuation of the ever so captivating Copywriter’s Handbook.
This chapter covers how the copywriter can write a clearer more concise copy in order to better sell products.
Here it is in a nutshell.
Avoid “borrowed interest”. This means…get to the point! don’t fancy things up with big words, long stories and rambling.
Bly gives us 11 tips on how to write clear copy
- Put the readers first: talk to the people. You may not know exactly who you are talking to but you do know who your audience is. Keep the reader’s interest in mind.
- Carefully organize your selling point: this is pretty self explanatory. Organize your selling points in order of importance before writing your copy. Present these points in a “logical, persuasive, clear fashion.”
- Break the Writing into Short Sections: No person wants to read pages filled with copy. By breaking up the copy into shorter sections, you make it easier for the reader to get through the ad and get what they want.
- Use short sentences: ‘nough said. I recently saw an ad for a Honda Civic it read “Freedom Is Choice”. Short and to the point.
- Use simple words:We, the consumer are not interested in your vocabulary. We want it easy to read. “But [simple words] are the only words many people understand.” (hee hee).
- Avoid Technical Jargon: Rule # 1: 95% of people should understand what you are saying. Rule #2: Don’t use technical mumbo jumbo unless you have no other choice.
- Be Concise: Short. Sweet. And to the point!
- Be Specific: Have all your facts together when writing your copy. The more information you can give the consumer the better.
- Go Straight to the Point: Save the warm up for the drafts. Sell, Sell, Sell. You should be trying to sell the product right off the bat.
- Write in a Friendly Conversational Style: isn’t that what blogging is? Write as if you were speaking to someone. “The simplest, clearest style is to write the way you talk.”
- Avoid Sexist Language: The best way to explain this is to just use some of the examples give by Bly himself. Sexist Term: Cleaning Woman Nonsexist Substitute: domestic
Bly gives us some other Tricks of the Trade that we can use.
End with a proposition: “Your Jaw Gets Tired Just Thinking About It.” (an ad for Stride Gum)
Use Sentence Fragments: “From the Heart. To the beat. To the fist. To the face.” ( Def Jam Icon for PlayStation 3)
Use One Sentence Paragraphs: That’s right! this is acceptable. Your elementary school teacher would be appalled!
Use Graphics techniques to Emphasize Words or Phrases in The Copy.
