Copywriting Power: Learn the Secrets of Captivating, Fresh Marketing Messages
0 views
Skip to first unread message
Marcia Yudkin
Apr 22, 2013, 10:50:03 PM4/22/13
to publish-the...@googlegroups.com
*****************************************************************
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=615411
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=615411
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Copywriting Power: Learn the Secrets of Captivating, Fresh Marketing Messages
Author: Marcia Yudkin
Word Count: 516
Article URL: http://www.isnare.com/?aid=615411&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=615411
Easy Publish Tool: http://www.isnare.com/html.php?aid=615411
*********************** ARTICLE START ***********************
Whether online or out in the world, attempting to win over busy people with formulaic phrases and sentences is like trying to sell fruit by displaying painted wooden bananas, peaches and strawberries that can�t be tested by smell or touch. Instead, lure readers with original stories, sensory details, unexpected metaphors, relevant connections to their lives and the consequences of not taking action.
With the rise of the Internet, where shoppers can�t touch the wares or look you in the eye to judge trustworthiness, words have a greater challenge to perform than ever before. But when you understand the angles and techniques that cut through the reader�s fog of indifference, words can bring your offering to life and convince someone not physically present with you to express interest or complete a purchase.
Effective ways to maximize the power of words for lead generation or outright selling include:
* Extend the effectiveness of metaphors � imaginative comparisons in words � by pairing them with related images and expressions. For example, in my second paragraph above, I referred to �the reader�s fog of indifference.� I could continue with that metaphor by going on to talk about techniques that serve as fog beacons or lighthouses, that lift the fog, that offer fog-penetrating glasses, and so on.
* Tempt readers to picture themselves using your products by spinning fictional stories about them. A web site selling lingerie for plus-sized women, for instance, skyrocketed their sales by filling their newsletters with romantic stories about women wearing specific items they sold. The famous J. Peterman catalog likewise wove a spell around its items with wording that got the reader imagining swashbuckling adventures in exotic locales.
* Find positive, pleasant ways to communicate negative policies to keep your prospective buyer in an agreeable frame of mind. Note the enormous gulf between �No personal checks accepted!� and �We accept cash, credit or debit cards, international money orders, bank wires and traveler's checks.�
* Feel free to use slang to explain a complicated concept while avoiding the tone of a schoolteacher. If your readers probably have never heard of a forensic accountant, for example, you could write: �He�s the guy who finds the emails that people in hot water think they have deleted.�
* Test whether or not you�re saying something informative by reversing your adjectives and asking whether any merchant in their right mind would describe their product with those opposites. As Guy Kawasaki explains, �It would be fine to describe your product as �intuitive, secure, fast and scalable� if your competition describes its product as �hard to use, vulnerable, slow and limited.� However, this probably isn't the case, so you're saying nothing.�
* Make your product descriptions juicier by describing vividly what readers can do and feel after they buy. Instead of �Ranchera Resort is devoted to the simple life�no phones, TV or Internet,� try �By leaving your gadgets at the gates when staying at Ranchera Resort, recover from stress, rejuvenate your spirit and restore your joy for life.�
About The Author: Marcia Yudkin is the author of more than a dozen books, including 6 Steps to Free Publicity and Meatier Marketing Copy, from which this article is adapted. Learn about her Marketing Insight Guides series on finer points of copywriting, persuasion and marketing: http://www.yudkin.com/guides/index.htm
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=615411
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=615411
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=615411
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Copywriting Power: Learn the Secrets of Captivating, Fresh Marketing Messages
Author: Marcia Yudkin
Word Count: 516
Article URL: http://www.isnare.com/?aid=615411&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=615411
Easy Publish Tool: http://www.isnare.com/html.php?aid=615411
*********************** ARTICLE START ***********************
Whether online or out in the world, attempting to win over busy people with formulaic phrases and sentences is like trying to sell fruit by displaying painted wooden bananas, peaches and strawberries that can�t be tested by smell or touch. Instead, lure readers with original stories, sensory details, unexpected metaphors, relevant connections to their lives and the consequences of not taking action.
With the rise of the Internet, where shoppers can�t touch the wares or look you in the eye to judge trustworthiness, words have a greater challenge to perform than ever before. But when you understand the angles and techniques that cut through the reader�s fog of indifference, words can bring your offering to life and convince someone not physically present with you to express interest or complete a purchase.
Effective ways to maximize the power of words for lead generation or outright selling include:
* Extend the effectiveness of metaphors � imaginative comparisons in words � by pairing them with related images and expressions. For example, in my second paragraph above, I referred to �the reader�s fog of indifference.� I could continue with that metaphor by going on to talk about techniques that serve as fog beacons or lighthouses, that lift the fog, that offer fog-penetrating glasses, and so on.
* Tempt readers to picture themselves using your products by spinning fictional stories about them. A web site selling lingerie for plus-sized women, for instance, skyrocketed their sales by filling their newsletters with romantic stories about women wearing specific items they sold. The famous J. Peterman catalog likewise wove a spell around its items with wording that got the reader imagining swashbuckling adventures in exotic locales.
* Find positive, pleasant ways to communicate negative policies to keep your prospective buyer in an agreeable frame of mind. Note the enormous gulf between �No personal checks accepted!� and �We accept cash, credit or debit cards, international money orders, bank wires and traveler's checks.�
* Feel free to use slang to explain a complicated concept while avoiding the tone of a schoolteacher. If your readers probably have never heard of a forensic accountant, for example, you could write: �He�s the guy who finds the emails that people in hot water think they have deleted.�
* Test whether or not you�re saying something informative by reversing your adjectives and asking whether any merchant in their right mind would describe their product with those opposites. As Guy Kawasaki explains, �It would be fine to describe your product as �intuitive, secure, fast and scalable� if your competition describes its product as �hard to use, vulnerable, slow and limited.� However, this probably isn't the case, so you're saying nothing.�
* Make your product descriptions juicier by describing vividly what readers can do and feel after they buy. Instead of �Ranchera Resort is devoted to the simple life�no phones, TV or Internet,� try �By leaving your gadgets at the gates when staying at Ranchera Resort, recover from stress, rejuvenate your spirit and restore your joy for life.�
About The Author: Marcia Yudkin is the author of more than a dozen books, including 6 Steps to Free Publicity and Meatier Marketing Copy, from which this article is adapted. Learn about her Marketing Insight Guides series on finer points of copywriting, persuasion and marketing: http://www.yudkin.com/guides/index.htm
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=615411
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Reply all
Reply to author
Forward
0 new messages