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LinkedInAre you satisficing? How people REALLY make decisions
Someone reads your copy. You pile on benefits and sales arguments. Fact by fact, people carefully evaluate the pros and cons of buying. If you present your information in just the right way, you will convince people to want and buy whatever widget you’re selling.
Right?
Boy do I have a surprise for you. Because that’s not at all how people make buying decisions. In fact, that’s not how people make any kind of decision.
Let me introduce you to “satisficing.”
How to write a radio ad that generates calls or traffic
As a copywriter, you may not often get the chance to write radio ads. Usually, the client or the radio production house will write the script.
But occasionally, someone will ask, “Oh, by the way. Can you write radio ad copy?” Naturally, you’ll want to say “Yes.”
In the back of your mind you’ll wonder if you can do it. It seems simple enough. But if all you’ve ever written is print ads, radio advertising will feel like foreign territory.
So let’s talk about radio ads and how to write a basic radio script. We’ll listen to one of my own completed radio ads as an example.
Proofreading tips to catch those stoopid mistakes
I’m the first to admit that I’m not a great proofreader. And I’ve had my share of stoopid stupid typos and mistakes slip through.
That’s always embarrassing. Even more embarrassing for a writer.
One answer is to hire a proofreader, as I did some years ago. But that can get expensive if you write a lot. And there’s just no way to stay on schedule if you have to wait for someone to review every little thing.
Another answer is to learn a few proofreading techniques so you can catch more of your own mistakes. Here are a few that work for me.
Rules schmules: 11 rebellious ways to electrify your copy
My writing teachers tried so hard to get me to obey all the rules of grammar and style. But I was rebellious.
I’d always ask where those rules came from, and they’d say that great writers shaped the language and everyone else followed their lead to create “standard” English.
Okay, I’d say. I’m a great writer and I’m shaping the language too!
That was a bit arrogant of me. But while my teachers had a point (I really did need to learn the rules), I also had a point (I can’t let the rules stifle powerful communication).
Mark Twain once said, “The difference between the almost right word and the right word … [is] the difference between the lightning bug and the lightning.”
So with humble apologies to my well-meaning instructors, I hereby reveal a few rule-breaking tricks of the copywriting trade. Used wisely, they can help transform your sales copy from a dull glow into a brilliant flash.
9 copywriting “number tricks” to manipulate readers
I had two choices for writing the number in my headline. I could have written “Nine” or “9.” And at the beginning of the previous sentence I could have written “two” or “2.”
Why did I make the choices I did? When you finish this article, you will know.
There are rules for writing numbers. The AP Stylebook suggests you should “spell out a numeral at the beginning of a sentence.” It also suggests you should “spell out whole numbers below 10, use figures for 10 and above.”
These and other standard rules are fine for ordinary writing. But copywriting is about manipulating readers in order to persuade, motivate, and sell. So you should ignore the “rules” and use a few tricks to accomplish your objective.
8 time-eating freelance client species to avoid
After a few years of freelancing experience, you will develop a sixth sense about the people who approach you with freelance work. Within about five minutes of meeting someone or picking up the phone, you’ll be able to tell if they’re worth your time or wasting your time.
However, this skill is hard-won. While I’ve tried from the beginning to be careful, I’ve been bamboozled a few times. Nothing serious in the way of money, but time lost cannot be regained.
To help save you time and aggravation, I’d like to introduce you to the eight dominant species of freelance Time Eaters. These are some of the ne’er-do-wells who lie in wait in the dark and menacing freelance jungle to feed on your valuable time.
Different from or different than?
This one always makes me stop and think. Should I write different from or different than?
By itself, the choice won’t affect whether someone buys the widget you’re selling, but it’s one of those little details that can add just a smidgen of extra clarity to your writing. In the aggregate, such things can improve your message and affect the response to your copy.
So, which one is correct? Different from or different than? Here’s what Elements of Style says:
Here logic supports established usage: one thing differs from another, hence, different from. Or, other than, unlike.
So that’s that. Different from is correct. But hold on, is it that simple? The University of Houston suggests that different than may sometimes be correct.
10 easy ways to instantly energize your creative powers
Whether you’re a freelancer or employee, being a successful copywriter has a lot to do with your creativity. Creative thinking helps you solve problems, overcome obstacles, and find new and better ways to use your skills in a productive and financially rewarding way.
You don’t think you have creative abilities? Nonsense. Everyone is creative to some degree. The only difference between those we call “creative” and everyone else is that creative people use and develop their creative skills. Often this is not a conscious effort, but a natural result of their personality and upbringing.
So it’s not a matter of “becoming” creative. It’s simply a matter of “energizing” the creative powers you already have. To a great extent, this means replacing the bad habits that are holding you back with good habits that make you a more creative and productive thinker. Here are some suggestions:
60 powerful offers proven to make sales
The supreme calling for any copywriter is to write direct response advertising. This is a form of advertising where you make an offer and solicit a direct response from your prospect.
The offer is the key to successful direct response advertising. Specifically, you must include 3 things in your copy:
1. You must make an offer.
2. You must provide sufficient information to allow your prospect to accept your offer.
3. You must provide an easy means of responding to your offer.
A direct response ad MUST include all of these or you are not doing direct response. This is why direct response advertising is all about offers, whether it’s a direct mail piece, print ad, online sales page, or email solicitation.
Years ago, I assembled a list of offers that have been used successfully in millions of ads over the years. There are hundreds, perhaps thousands, of possible offers. However, these 60 are some of the most common and successful.
7 freelance tricks to get new clients fast
Freelancing is a great option for many copywriters. I went this way years ago and I’ve never regretted it.
Good money. Control over working hours. Choice of work. No suits or ties. (I’m more of a jeans and untucked shirt kind of guy.) I simply can’t imagine re-entering the rat race to earn a living.
But there is one little problem: You must have clients to keep your freelance business running. And whether you’re just starting out or you’ve been around the block a few times, every freelancer has to spend a little time being the rainmaker.
Does that mean you have to turn into a hardball sales person. No. Most copywriters aren’t good at that. And it’s not necessary. All you need are a few tricks of the trade to find new clients and get those projects rolling in again.
