Now write your copy. Start by creating a copy skeleton with your product proof points arranged like vertebrae along the spine of your proposition story. Then add the flesh from your list of important selling points. What, you didn’t devise a copy platform of selling points? But that’s like setting off on a journey across Botswana without a route map. Let’s hope the camel knows where it’s going.
No-one was ever bored into buying a product.
Once underway, keep your body copy short and keep it interesting. You can seduce consumers, threaten them, bully them (sometimes), flatter them, bribe them, frighten or befriend them but you can’t bore them into buying your product. They won’t even bother reading it. Would you still be reading this if it was boring? Tell your story succinctly and strip out the stuff that’s only in there because you think it’s clever. You’re not here to show off; you’re here to convince your target audience to buy the product.
Keep a tight grasp on your commercial imperative, and have your reader fixed firmly in your mind’s eye. Choose someone you know, who is in your target audience, and write like you were talking to them. Then ask a teenager to read it. They can be brutally enlightening, can teenagers.
Above all, avoid doggerel and be original. Don’t use phrases you’ve read in other ads. Just because it looks like an advert and sounds like an advert doesn’t mean it’ll sell your product. It means your readers will yawn, think ‘same old crap’ and turn the page.
Coming soon… The tricky bit.
To avoid doing-it-yourself, call Michelle on 0330 088 9277 and ask her for a copy quote or contact us here.