DOUBLE the power of your copy. Use this simple 15-point checklist.You’ll be amazed at the results.
Three weeks ago I rewrote the opening paragraph in a client’s e-mail newsletter. His sales went up 32% and I got a free case of wine worth $1500 (he is England’s oldest wine merchant).
Better copy is the key to successful marketing—and it costs no more to run good copy than bad. But copy is getting worse, not better.
In the UK, mailing volumes have increased 132% over the last 12 years, but the number of people buying as a result of this avalanche of paper has barely shifted. I bet the same is true in Australia. And it’s mostly down to copy that stinks.
Good writers have always been as rare as hens’ teeth. Even an old fart like me is never short of business: right now I’m working on six jobs for US and UK clients. Anyone who can write good copy should have no trouble earning $200,000 a year.
But even if you don’t write copy yourself it’s not hard to tell good from bad. I guarantee that if you follow the following 15 rules, your mailing results will improve. If you’re ignoring more than five of them, then results could double if you heed them.
1. Is there a letter? This is the vital element because it is the most personal one in a personal medium. Better a letter and no brochure than the other way round. Sometimes removing the brochure raises response.
2. Does it read like a letter? Read it out loud. Does it sound like someone talking? It should.
3. Does it look like a letter or a piece of print? It should be as much like a letter as possible, Typewriter faces usually do best. “Handwritten” letters often do well—especially for charities.
4. Does it waffle? The chief benefit or combination of benefits (not features) should be introduced fast. Don’t pussyfoot around or apologise for writing. Either people are likely to be interested or they’re not.
5. Is it simple or is the writer a smart-arse? “Anything written to please the writer rarely pleases the reader”—Dr. Johnson.
6. Does it use boring jargon or cliché? “Key issues”… “state of the art”… “core values”… “strategic initiative” … “fabulous free gift”…“cutting edge”. Most copy is full of this rubbish. People stop reading. Seek fresh language.
7. Does it use long fancy words? Change them for short ones. “Authored” means “wrote”; “purchase” means “buy”.
8. If you can cut a word out, do so. “For free” is “free”; “male personnel” is “men”.
9. Is it active or passive? It will be delivered in three days—passive. We’ll deliver in three days—now that’s active.
10. Is it complete? Does it give every sensible reason the reader should act and overcome all likely objections? Few one page letters are long enough to include all you need. You may never get the prospect’s attention again. The great direct marketer John Caples, said: “Would a salesman come and give you one reason to buy today, then another tomorrow? Of course not.”
11. Does it explain why your offering is better? Remember, people asking themselves, “Why you? Why not your competitor? Why not something else?”
12. Is it warm and friendly, using the word “you” a lot? Or does it remind you of a funeral directors’ conference? Charm sells. So does enthusiasm.
13. Are there examples, genuine testimonials and independent proof that what you say is true? Why should people believe you?
14. Does it ask vigorously and repeatedly for action? Or is the ending limp and perfunctory? Is there a strong post script? They work. Research shows on average the PS is the most remembered thing in a mailing.
15. Is it so simple even an idiot could understand it? Remember, there are a lot more stupid people than clever ones, and their money looks just the same.
You’ll find that what applies to mailings largely applies to e-mails, but I have used them in ads. They work.
B&T Weekly is sponsoring a direct marketing copywriting masterclass at Star City, Sydney on August 21. W: www.professionalmarketingpublications.com.au
