Great Marketing Copy - Really Not As Difficult To Write As You Think?

Recently, I received an e-newsletter with the headline, "Write Great Marketing Copy" which included some great "how to" advice but the problem is, copywriting tips without examples or experience can actually be misleading to the novice marketing writer.

The article said, "Writing good content for your website, marketing materials, blog or newsletter is not as difficult as high-priced consultants would lead you to believe."

Hmmm, if it were "not as difficult" then every website ought to have a least good or somewhat good content and they all should be pulling in a good number of sales everyday, right? Then why isn't that so? (Just ask the marketer whose website gets traffic but can't convert visits to leads or sales.)

The truth is, a professional copywriter knows "tricks of the trade" that marketers don't know. The professional copywriter has experience and from that experience has a well of knowledge to draw upon when faced with any marketing challenge. Copywriters and designers are creative professionals who can turn raw marketing strategy and data into the words and pictures that resonate with a target audience and motivate prospects to become buyers.

One of the first pieces of advice in the e-newsletter said, "Know your audience. Gear your writing to the needs and tastes of your customers. Think of your top 10 customers and write as though you're talking to them."

This is great advice. But let's go a little further with it and get a little deeper into the process of writing great marketing copy. Just because you're thinking about your top 10 customers' wants and needs doesn't mean you can think like them. And are they really the ones you should be talking to anyway?

Sometimes, you need to talk to the bottom 10, the ones who aren't buying your product or service due to perceived obstacles - things they THINK are reasons to not buy. Surveys and market research can help you find out what the obstacles may be and why those customers are not buying. Is the obstacle price? Is it that they don't think they "need" your product or service? A professional copywriter can address negative perceptions and knows how to turn them into positives with  words that can appeal to the bottom 10 and turn them into buyers - without alienating the top 10. Without alienating the top 10 - that's key. You still want people who are like your top 10 buyers to buy.

If you ARE writing to your top 10 customers, best thing would be to try to cross-sell them additional products or services - after all, they know and trust your brand. You'll be writing to your best customers, the ones you already have, who are most likely to buy more. But it's that fraction of your audience that isn't buying now that you also need to address and try to convert into customers.

Sound complicated? It is. It's more difficult than the advice in an e-newsletter may lead you to believe. You almost need a degree in psychology. A professional copywriter knows how to motivate with the right words, is a veritable "salesperson on paper" who knows how to talk to the top 10 (easiest to convert buyers) AND knows what to say to the bottom 10 (hardest to convince buyers).

Another "tip" from the e-newsletter ...

"Arouse interest. From your headline to your close, be interesting and colorful. Be crisp. Be friendly. Do everything possible to keep your reader reading."

Again, this is great advice. However, do you know if you're writing a letter what the tricks are that can keep the eye moving through your letter? Do you know how to use long and short sentences, subheads and bold copy, when it's more appropriate to write in the first person ("I"), and why you need to use the word "you" a lot in your letter? These are things professional copywriters know and can make a difference between a letter that gets tossed in the trash can or one that persuades readers to "act now" and buy your product or service.

Today's Guest Contributor: Joe Niewierski with 10 Direct Mail Tips For Results!

Today's guest contributor is Joe Niewierski of Postcard Mania, here with this article to help you create winning direct mail.

10 Tips To Get Results in Direct Mail

Don't want your direct mail to end up in the trash with the rest of the unread mail? These 10 tips will help you get the results you want ...

1. A clear, bold headline. On the envelope or front of the mailer there should be one central message. The best way to achieve that is with a bold, clear headline that's not cluttered up with other text. A good guideline is to have the headline fill up at least 15% of the front of the mailer.

2. A graphic that supports the message. The graphic should be easy to understand and add to the message the headline is trying to convey. For instance, if you are trying to get people to list their home you would want to show a home with a SOLD sign clearly visible out front. That graphic reinforces the message more than a simple picture of a home.

3. Color that pops. Make the headline and other text stand out by using a color that stands out from the background color. When you look at the card, ask yourself, "What do I see first?" If your answer isn't the headline, you might want to tweak the colors.

4. Subheads that lead into text. If you have a couple of paragraphs of text with no lead in, there's nothing to entice people to actually read the copy. A subhead will give people a place to start reading. If you have only a 100 words or so you may be able to get away with it, but if the text gets any longer than that the average reader will want to have some guideposts along the way.

5. Benefits, benefits, benefits. One of the biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.

6. The offer. An offer is always a good idea and should represent a specific reason to call now, such as "Limited supply" or "Interest rates are climbing."

7. Your company name and logo. Although this needs to be on the mailer, it shouldn't overshadow the offer. Customers care most about what you can do for them.

8. Call to action. Tell prospects exactly what you want them to do. "Call today for more information" or "See us online" are two of the most common desired actions.

9. Contact information. Provide your name, phone number, and Web address directly following the call to action. Whatever you ask prospects to do, give them the means to do it easily.

10. Return address. A return address ensures you'll get returned mail from the post office and sends a message that you're an established professional. People feel better knowing the company they're dealing with has an actual location.

About the author: Joe Niewierski, the VP of Marketing & Promotion at PostcardMania, became a published writer after graduating with a BA in Advertising from the University of South Florida. Using a powerful, yet simple, extremely cost effective way of communicating with customers has earned PostcardMania Inc Magazine's recognition as the nation's fastest growing direct mail postcard marketing firm with a $22,000,000 revenue run rate for year 2007. Today, PostcardMania employs 160+ people and prints 4 million and mails 2 million postcards representing over 350 business, finance and industrial clients each week. Visit www.postcardmania.com.