Chapter 48
The Twenty-One Most Powerful Copywriting Rules of All Time
Writing copy is a key ingredient to successful and effective marketing. The following are notes for a full-length book on how to write copy that sells.
1. Know your USP.
USP = Unique Selling Proposition = a one-line statement (proposition) that explains (sells) how your product or service differs (unique) from the competition. You can't know it unless you research your product as well as your competition. What does Federal Express say? Dove soap? You must know your basic offer before you can begin to persuade anyone to accept it.
2. Use layout that supports copy.
Graphics, fonts, and layouts don't sell, but they can help bring attention to your sales message. Use proven formats. Look at the famous Maxwell Sackheim ad in my book, the AMA Complete Guide to Small Business Advertising (NTC Business Books, 1995). Consider an advertorial style. It can get 80 percent more attention than any other ad layout. You must know the form your sales message will take before you begin to draft your actual message. Knowing you are about to write a classified ad will lead you to write differently than if you were about to write a sales letter or a display ad.
3. Create a riveting and relevant headline.
Round up your prospects with a headline that makes them sit up and take notice. Best place to see good headlines is on the cover of Reader's Digest. See my AMA advertising book for 30 ways to write headlines. A headline ...
