Pro Copy Tips » How-to Guides

How to create a copywriting winner step-by-step

Dean Rieck — Mon, 14 Nov 2011 12:30:27 +0000

Few people view writing as a competitive activity. However, if you embark on a freelance career and choose to handle direct response projects, such as direct mail, you will eventually face a competitive challenge.

It will probably go something like this:

Client: “Do you handle direct mail?”

You: “Yes I do.”

Client: “Good. We have a direct mail package that has been working for a few years, but it’s starting to get a little tired. So we want to test something new.”

You: “Okay, what did you have in mind?”

Client: “Well, we want you to write something that gets better response. We’ll test your package against our control and see which is the winner. Are you up for it?”

If you’ve never faced this situation, you may break out in a cold sweat. After all, this isn’t just a writing project. You won’t be judged by your style or command of grammar. Your skills will be tested and measured with a calculator. You will win or you will lose.

So what do you do?

You could take a shot in the dark and hope for the best, but I recommend a more methodical approach.

Here’s my 7-step procedure for tackling a head-to-head copywriting test, based on proven problem-solving methods. It’s great for direct mail, but it can work for any ad in any medium.

1. DEFINE the problem. Because that’s what you’re facing, a problem to be solved: How do you beat the “control” and get better results? Put the problem in writing. Be specific. If the business you’re dealing with thrives on sales leads, and good leads have dried up, your problem is a lack of good leads. Write “The problem is that the current direct mail package is not generating qualified leads for salespeople.” Without a specific problem, you’ll never arrive at a specific solution.

2. EXPLORE available resources. Gather information about your problem. Collect samples, promotional literature, press releases, competitor information, memos, testimonials, articles and reviews, marketing reports, everything. Read and ask questions. But don’t make any creative decisions yet.

3. ANALYZE the control. Look at the control by itself and in context with any other past tests. How does it measure up creatively? Look for fundamental problems. Run a diagnostic check against proven principles and techniques.

Then look at the numbers — response rates, conversions, ROI, cost per customer, etc. Arrange tests chronologically or by response. Do you see a pattern? What has worked and what has not? Why?

When your analysis is complete, formulate your Hypothesis. This is a statement that summarizes what you believe the real problem is and what — in general terms — should be done about it. For example: “The subscription acquisition package is getting a good response and has beat out all contenders, but the ROI is still unacceptable. The package must be made more cost efficient while maintaining the current response and conversion rate.”

4. PAUSE. By now, your eyes are bleary and your brain is numb. It’s time for a break. Set everything aside and do something else. Take a walk. Golf. Eat lunch. Anything. The break will allow your brain cool off, to sift and organize information subconsciously.

5. CREATE your ideas. Now it’s time to come up with some ideas. How you proceed will be determined largely by your analysis of the control.

If the control is excellent, it may be doing all it can do. So, your best bet is to brainstorm fresh ideas and take a different approach to beat it.

If the control is merely good — the category most controls will fall into — there’s room for improvement. Look for something to change about the current control to improve results.

If the control is bad, toss it. Start from scratch and create something new. It’s safest to use a proven formula, to go back to basics. (Caution: A control can only be a control if it has won in tests. So, a “control” that shows poor technique or low numbers may indicate faulty testing or other serious problems.)

6. EVALUATE your ideas. Go over the ideas you’ve generated. Weed out all but the best. If you don’t like anything, or think you can do better, go back to creating for a while. When the deadline gets close or when you stop generating useful ideas, move on. Choose the single best idea you have. This is the one you will develop.

7. ACT on your best idea. Plan how to make your idea happen. Anticipate obstacles and prepare for them. Be ready to sell your idea to others. Expect hesitation or even resistance: “We’ve never done this before.” “I wouldn’t respond to this.” “It won’t work.” “This isn’t very creative.”

Doubt is a natural and inevitable feeling as you arrive at the moment of truth. Don’t let it stop you. Only testing will prove what works. So, GO FOR IT!

You’ll notice that I don’t include anything about writing the new piece. That’s because this kind of challenge isn’t as much about writing as it is about clear thinking and sound problem-solving.

I face challenges like this all the time. How about you? Have you ever been asked to beat a control? How did you tackle the project?

How to write a crowd-pleasing speech in 3 simple steps

Dean Rieck — Mon, 03 Jan 2011 17:07:00 +0000

The higher business people rise in the business world, the more likely they are to get invitations to speak.

However, they are also more likely to have no time to craft a speech, which is where good copywriters come in.

Arvid Westfelt shares his expertise on taking a highly consultative approach to writing a speech by following 3 simple steps.

***

Have you picked up Dean’s free report yet? Then you know that the 10th astonishingly simple way to dazzle your clients and double your income is to be a trusted consultant.

What it means is you’re not just a pair of hands typing copy. You are selling expertise in the broader sense of helping your client succeed.

If you get to that much-envied position, chances are your client will ask you to help her with things that are outside your specialty.

It could be radio ads, investor relations — or writing a speech!

Maybe not a speech for the presidential inauguration or the Academy Awards, but for a sales pitch or a presentation at a business seminar.

Either you recommend another writer who specializes in speeches, or you can use the opportunity to deepen your relationship with your client by taking on the challenge yourself. In that case you can become an even more trusted consultant (and pocket the money).

You will probably not have time to prepare by reading and digesting Aristotle’s Rhetoric or Cicero’s De Oratore. Instead try these 3 simple steps:

Step 1 — Meet in person and discuss the speech.

The speaker is the medium of the message and her personality will have a tremendous influence on the speech. So you want to get to know her and the challenge she is facing. More specifically you want to find out:

What is the objective of the speech? (Generate leads, win a pitch, explain technicalities)
Who is in the audience? (Knowledge, attitude towards the client, needs)
Who is the client? (Experience in public speaking, competencies, worries)

Try to find out as much as you can about the situation and your client. Also ask about practical issues like the length of the speech, the size of the room, and technical aids like microphones or whiteboards.

Step 2 – Generate ideas together.

When you have a rough idea about what you want to accomplish, you should start generating ideas together. It’s important to let your client do a lot of talking, so you hear her speaking style and arguments.

With your helpful input, this will form the basis of the speech, which you could now start structuring like this:

Introduction (“Hi, my name is Eva Jones, and I’m here to talk about the TV business”)
Background story (“After starring in the show X-wives, I ventured into consulting …”)
Statement (“Aspiring female actresses need three skills to succeed”)
Short form of main arguments (“Business savvy, tough and humorous”)
Develop the arguments (“Business savvy means …”)
Answer objections (“Isn’t it all about being beautiful? No, because …”)
Short form of main arguments again (“I know from experience that you need to be business savvy …”)
Call to action (“Start today by getting your own signed copy of my new book! Thank you.”)

Step 3 – Write down keywords and practice.

The point here is not to write out a full manuscript word-for-word. Rather you want to free your client from a script by only writing down keywords and phrases. Try these steps:

Ask your client to give the speech in front of you — without stopping for mistakes, comments or anything.
Time the speech.
Take notes and discuss any changes.
Repeat!

General guidelines for writing a speech

It will take longer to give the speech in front of an audience, and the bigger the audience the longer it will take. Use PowerPoint sparingly if you need to explain or exemplify, never as a script. If you need a script, use a very simple one with only keywords and phrases on stiff cards.

Have fun!

And please tell me, do you write speeches? Do you use this structure or something else? Share your thoughts!

How to write email marketing messages that get clicks

Dean Rieck — Mon, 29 Nov 2010 11:00:08 +0000

Email is fast, cheap, and if done correctly, incredibly effective. That’s why so many businesses, online and offline, want to use email as part of their marketing.

The downside is that unlike many other media, the technology for email marketing hasn’t progressed much over the last few years. In many ways, it’s gone backwards.

You never know what platform people will be using to access their email. You don’t know the size of their screen. You don’t know if they’ve turned off images or have a strict spam filter set up or if the email will even be delivered.

Compared to other types of marketing, email marketing can be pretty primitive. You can’t take anything for granted. And it’s wise to keep things simple.

So when you need to write email marketing messages, and you want people to click on a link (which is almost always the goal), you want to keep a few basic ideas in mind.

Consider the “from” line. What’s one of the first things you do when you get a letter by snail mail? You look at the upper left corner of the envelope to see who sent it. Right?

Likewise, when people get email, they look at the from line to see who sent it.

You can use a company name (From: SharperImage), personal name (From: Richard Thalheimer), email address (From: Richard@sharperimage.com), department address (From: SpecialOffers@sharperimage.com), anonymous address (From: 23456@si.com), or just about anything you want.

Generally, however, people pay more attention to messages from people and businesses they know.

Write an attention-grabbing “subject” line. You can state your offer (Get 600,000 pieces of clip art for only $69.95), offer something free (Dow Jones Video Just For Asking), announce exciting news (Russian scientist discovers biological secret of love), appeal to the how-to instinct (How to find out anything about anyone), or ask a question (Want an easy way out of debt?).

The subject line is like teaser copy on an envelope. Its only purpose is to get people interested enough to want to know more. Be careful with spam filter trigger words, though.

Get creative with your subject line. Arouse curiosity by ending your line mid-sentence (To cut your travel costs in half just…). Establish a personal feel with the “forward” abbreviation (FW: Here’s something I think you’ll like). Create excitement with a “nuts” line (We’re going nuts trying to reach you). Create familiarity with a “whoops” line (Whoops – important correction to my last email). The possibilities are endless.

Get to the point quickly. Expand on your subject line in the headline or first paragraph of your email message. Telegraph your offer clearly and completely.

If your subject line says, “Get $100 off your utility bills,” your first paragraph could say, “Sign up now for a RISK-FREE 30-day trial of Shopper’s Discount and you can get $100 in FREE UTILITIES! We will send you $100 in Utility Cash-Back Certificates – good for gas, electric, cable TV, phone – absolutely FREE.”

Include a salutation. Many email messages work fine without a salutation — they’re more like short ads. But if you want your message to look more personal, you’ll need a salutation at the top or after a headline.

You can make it generic (Dear Friend, Dear Pet Lover, Dear Homeowner), but a personalized salutation is better whenever that’s an option. Simply include the word “Dear” followed by a field for the first name or first and last name of the recipient.

You can personalize your body text in the same way with names, places, locations, and various bits of information. Don’t overdo it, though, or you’ll raise privacy concerns.

Include at least three links. Unless you’re trying to sell something directly from your email, you will be sending your reader to a web page to complete the transaction. That means including a link that the reader can click on or cut and paste into a browser’s address window.

This link should appear at least three times: after the offer in your first paragraph, somewhere in the middle of the message, and again at the end. I’ve seen statistics that claim 95 percent of click-throughs come from the first two links, which is why it’s especially important to place links early in the message.

For newsletters, you can break your copy into several short items, each on a different subject with its own link.

Keep it short (usually). Prevailing wisdom says a prospect email should be from 200 to 500 words and a newsletter from 500 to 1,500 words. But don’t rely on that. I’ve seen successful email messages with anywhere from a few sentences to thousands of words.

In general, if you want to sell right from the email message, you need more copy. If you want people to click to a web page, keep it short and say just enough to get the click-through.

Don’t write like a spammer. Keep your tone friendly and informative. Avoid overblown language. Keep the exclamation points to a minimum. Avoid lots of all-cap lines, which is akin to screaming.

The most important thing to remember about writing email marketing messages is that while people will spend a lot of time with other formats, they get impatient with email. Everyone gets too much of it. And the default response is to just keep hitting the delete button.

So if there were ever a situation where you should forget any pretense of cleverness and just write simply and directly, it’s when you’re writing copy for email marketing.

POWER Copywriting: How to write any ad in 5 steps

Dean Rieck — Thu, 04 Nov 2010 10:00:39 +0000

Some time ago, I taught a copywriting class at The Ohio State University.

It was the first time I had ever tried to teach anyone how to write copy and found it was extraordinarily difficult. That’s because many of the things I did naturally from experience or instinct were a complete mystery to my students.

So I devised a simple method for writing ad copy for novice writers. I called it POWER Copywriting, an acronym for the five steps in the copywriting process: Prepare, Organize, Write, Edit, and Review.

This represents years of copywriting experience boiled down to the basics. I won’t promise that this will help you create a masterpiece of copywriting brilliance. But it can help guide you toward better and more effective sales writing.

Since most of the people in my class wanted to write “ads” for their business, the method is built around the idea of writing simple print ads. However, since all forms of advertising use the same basic elements, it works for any kind of copywriting.

Let’s begin.

Step 1: PREPARE

Good ad copy begins with good information. And the best way to gather the information you need is with a thorough Q&A. Here are some basic questions that will help you prepare for just about any ad writing project.

Don’t try to wordsmith at this point. Just collect as much information as you can. Feel free to add additional information as needed.

If you’ve been reading this blog for a while, you’ve seen this copywriting checklist. Now you can see just how helpful it can be.

Description. Briefly, what is the product or service you are selling?

Purpose. What does this product or service do for the customer? How does it work?

Price. What is the suggested cost? What are you asking for it?

Features. What are the most important facts and specifications about this product or service?

Benefits. What do the features mean for the customer? What problems are solved? What needs are filled? Of all the benefits, which is the most important?

Competition. From the customer’s point of view, why is this product or service better than what the competition is offering?

Your Business. Do you have a special history, unique owner, awards?

Guarantee. How strongly do you believe in the product or service? How will you back up your belief? 30 days free trial? Money back guarantee?

Prospect. Who do you visualize as the ideal buyer? Male or female? Income? Job title? Interests? Concerns? Fears?

Objections. Why would someone not want this product?

Testimonials & Endorsements. Letters from happy users? Media coverage? Celebrity endorsements?

Objective. What do you want prospects to do when they see this ad? Ask for more information? Buy immediately? Come to your website? Request a demo?

Offer. What is the deal you are offering to prospects? Lower price for a limited time? Free information? Gift with an immediate order?

Deadline. When does the offer expire?

Required Copy Points. What information or legal copy must be included?

Taboos. What can never be said or promised?

Method of Payment. Credit card? PayPal? Installment Billing?

Method of Ordering. How should a buyer place an order? Phone? E-mail? Web form?

Step 2: ORGANIZE

After you’ve answered these questions, you next need to organize your information. This is simply a matter of writing the essential points concisely. These are still just notes for reference, but your copy is now starting to take shape.

Don’t take shortcuts. The best selling ideas come from this research and note taking. And I’ve found that writing and rewriting notes is a great way to focus the mind and shape ideas.

Here are the essential items you will need to write your copy:

Description
Purpose
Price
Features
Benefits / Prime Benefit
Guarantee
Prospect
Objective
Offer
Deadline
Method of Payment
Method of Ordering

You’ll notice that this list doesn’t include everything from the first step. Some of the information you collect in Step 1 is for background only. The items in Step 2 are those most likely to be used directly in your copy.

Step 3: WRITE

Now that you’ve collected and organized your information, it’s time to start writing your copy.

Write your headline.

Review your Prime Benefit, Offer, Deadline, Price, Prospect, Method of Ordering, Description, and Guarantee.
Choose the information you want to emphasize.
Select a basic headline type that best conveys your information. See below.
Write several headlines and choose the best.

7 Simple Headlines that Work

Direct — A direct headline comes right out and states your main idea. 7 step online business plan generates cash instantly

News — People are interested by news. Words such as new, introducing, announcing, now, and at last indicate something newsworthy. Now program your VCR by simply speaking to the revolutionary VCR Voice Programmer

How-To — This headline promises a solution to a problem or information of interest. How to stop smoking in 30 days

Question — When related to a benefit or the reader’s concerns, the question headline is a powerful attention grabber. How do I know which mutual fund is right for me?

Command — A command can kick your headline into high gear and start selling immediately. Call today and reserve your Star Trek collectible

Information — People make buying decisions with the information you provide. By educating people, you gain their attention and trust. Two things you won’t get on your average tread mill

Testimonial — Nothing is more convincing than a customer endorsement. This diet program worked for me. It can work for you, too!

Write your subheads.

Review your Description, Benefits, Features, Offer, Deadline, Guarantee, etc.
Choose the information that best expands on your headline.
Write your subheads in order of importance. Use the active voice and make every subhead a benefit statement.

Write your body copy.
Expand on each subhead. List features. Explain each benefit. It may seem that this is the hardest part since the body copy will probably require the most number of words. However, body copy is relatively easy to write once you have your headlines and subheads.

Most good copywriters spend from 50 percent to 80 percent of their time on headlines. If your reader takes the time to read body copy, they’re already interested in what you’re selling. All you need to do is provide clear details and support your headlines and subheads. No need to get fancy.

Write your call to action.

Review your Method of Ordering, Offer, Price, Deadline, and Guarantee.
Write your call to action including all the above information that applies. Use the active voice and be straightforward and clear. Try the all-new Gizmotron 5000 for 30 days risk free. Your satisfaction is guaranteed or your money back. Order within the next 10 days and get 3 bonus Gizmo attachments FREE! Click here to place your order now!
Look at similar ads to see how other writers have structured the call to action.

Step 4: EDIT

For some, editing is the hardest part of copywriting. But it’s essential to get the clean, crisp results you’re looking for. You must be ruthless. Don’t fall in love with your own writing. Every word must add to the message. If anything is unclear or wordy, cut it out. Long copy is fine. Just make sure that every word is pulling its own weight.

As you review your work, ask yourself a few questions:

Does my headline get attention, select an audience, deliver a complete message, and draw the reader into the body copy?
Does my headline exploit human motivators such as fear, exclusivity, guilt, greed, or envy?
Is my headline clear and to the point? Does it relate to the product or service?
Do my subheads logically expand on the headline in order of importance?
Is my body copy full of facts or empty clichés?
Do I ask for the order? Have I made it clear what I want the reader to do?

Step 5: REVIEW

Put your copy aside for a few days and read it later when you’re fresh. Try these techniques to review your ad.

Use the 5-Second Test. Show the ad to a few objective people. If they don’t understand it at a glance — in about 5 seconds — it isn’t going to work. Don’t play with body copy. Revise the big things. Make your headline more clear and direct. Clarify your offer. Give direct ordering instructions.

List all the negatives. What’s wrong with the headline? The call to action? The tone? Be brutal and honest. Don’t get attached to particular pet words or phrases. This isn’t art, after all. It’s business. So if something needs to be changed, change it.

Consider one other way to write the ad. Even if you have a successful formula, there are always other approaches that will work. If you keep an open mind, you just might find a better way. Or you may discover improvements you can incorporate.

Try the Stop-or-Go Test. You should generally speak in the second person, using words such as you and your. And you should avoid speaking about yourself too much, with words such as I, we, and our. So, with a green pen, circle all words referring to your reader. Then, with a red pen, circle all words referring to you. If you see a lot of green, your copy is a go. If you see a lot of red, stop and edit.

I’ve never found any copywriting formula to be perfect, but this step-by-step method seems to work for most people who have tried it.

Give the POWER Copywriting method a try and let me know what you think.

How to write a complete direct mail package

Dean Rieck — Mon, 18 Oct 2010 10:00:36 +0000

Every copywriter should know how to write a direct mail package.

It’s true that you see fewer of these today because of growing online marketing and the down economy. However, the direct mail package remains the granddaddy of direct marketing.

The knowledge and skill required for the package can translate into every other medium.

So let’s go through what I call the standard or “classic” direct mail envelope package piece-by-piece.

The sample shown is a direct mail package I wrote many years ago for a piece of training software. It includes a 6″ x 9″ outer envelope, 4-page letter, brochure (actually a “broadside”), lift note, and reply or order form.

You can see the complete direct mail sample here.

Outer Envelope. This is the distinctive feature of the classic direct mail package: an envelope that carries all the other elements through the mail. It’s called the “outer envelope” or OE to distinguish it from the “reply envelope.”

The appearance of the OE can be anywhere on a scale from plain, with little or no copy or graphics, to bold, with lots of “teaser” copy and images.

Plain or bold is a strategic choice based on what you believe will get the most people to open the envelope and read the contents.

If you have a highly desirable product or service, and you’re sure the mailing list includes your ideal prospects, bold is a great way to go. Teaser copy and graphics can get people interested right away and helps set them up for the sales pitch inside.

But if you have any doubts about the product, the right thing to say or show, or your mailing list, it’s often a good idea to use a plain envelope. While it doesn’t help your sales pitch, it doesn’t hurt it either. And because it gives no clue about the contents, people have to open it to see what it’s about.

Envelopes come in a range of standard sizes and can be custom manufactured to nearly any size within United States Postal Service specifications. They can also be made from various types and colors of paper or other materials and can have one or more windows or be closed faced.

Letter. This is the heart of any direct mail package. My personal rule is that if you have an outer envelope, you MUST include a letter. The letter is your voice. This is where you speak directly to people, one-on-one, and present your offer.

As with any other element of a direct mail package, you can illustrate your letter and make it as colorful as you wish. However, in most cases, it’s better to make the letter look like a standard letter without too many bells and whistles.

Writing letters is something of an art form, so there is no set formula. Master copywriters often do their best work when they break the rules. But there is a certain structure that most letters follow:

Headline or “Johnson Box”
Salutation, such as Dear Friend, Dear Joe, or Dear Cat Lover
Short, attention-grabbing first sentence
Body copy that tells a story, presents a problem and solution, and/or presents your offer, along with benefits and details
Call to action or CTA, such as “Call 1-800-123-4567 to order now” or “Visit widget.com to download your free trial today”
Guarantee to back up your offer
Deadline (if appropriate) to prompt faster response
Sign off with a handwritten signature
P.S. (Post Script) that presents a prime benefit, restatement of the offer, deadline reminder, bonus offer, or whatever you want to highlight

Brochure. This is an optional component. I say it’s optional because, often, a direct mail package can work as well or better without it, depending on circumstances.

The most important thing to understand about the brochure is that it’s not just an illustrated version of the letter. It is specifically used to provide support information for the letter. It should illustrate features, list benefits, provide proofs, make comparisons, and list technical details to lend credibility to what your letter claims.

The format of a brochure is limited only by your imagination and the project budget, but usually it takes one of a few basic forms:

It is a flyer, one-sheet, or “broadside” with one primary selling surface and folded to fit in the envelope.
It is a standard “brochure” with multiple panels and folded to create 4 or more pages.
Or it is a “panel” piece with one of many types of folds, with copy and images divided between the various panels so that when it is opened, the reader sees each panel in a particular order.

Personally, I opt for the broadside whenever possible. I like having just one primary selling surface, much like a print ad, with secondary information on the back. The copy is not dictated by folds and, often, I design broadsides so that you have to open them completely to read headlines and see the images.

This isn’t elegant, but it’s effective at creating more involvement. I learned this trick from a Playboy mailing I received many years ago that used, shall we say, “strategic” folds to hide parts of a photograph.

Insert or Lift Note. This is sometimes called a “publisher’s note” because magazine subscription mail packages often contain them. The purpose of the “lift” note is just what it sounds like: to give the package a lift in response.

Usually, a lift note is signed by a different person than whoever signed the main letter. The lift note is small, generally printed on a slip that is folded, with a short headline or teaser on the outside. The note copy can present a last-minute thought or a special offer, deal with a specific objection, or highlight a benefit.

One little trick I have is to use a lift note for testing offers or presenting a special message to the list being mailed. So when I’m creating several versions, I can sometimes get away with changing nothing but the lift note, which makes production and proofing easier on everyone involved. Changing the package is as easy as swapping one note for another.

Reply Form. Many mailers today rely heavily on response via phone or website, so there’s pressure to eliminate mail-back reply forms. However, a physical reply is helpful for highlighting your call to action even if you don’t typically get response by mail. And of course if you do want mail response, the reply form is a must.

The reply can be as simple as a card that can be filled out and dropped in the mail or as complex as a multi-page order form. If you’re wanting to generate sales leads or if you’re offering a free trial, a simple reply is all you need.

For completing sales by mail, you’ll need a more complex form to capture product choices, billing information, shipping address, and so on.

Whenever you ask for personal information, such as a credit card number, you must also include a reply envelope, generally a BRE or business reply envelope.

And unless you have testing results to show that it’s more profitable to ask for a response by one medium only, such as reply mail, it’s usually a good idea to present additional reply options, including a phone number or web page.

That, in a nutshell, is how to create the classic direct mail package. There is much more to it, of course, and many copywriters have spent a lifetime learning how to make direct mail work. But this gives you a basic road map to get you started if you’ve never written a package.

How to write a powerful, response-boosting guarantee

Dean Rieck — Thu, 10 Jun 2010 13:00:10 +0000

Every copywriter should know how to write a guarantee. It’s a powerful marketing tool.

A solid guarantee provides tangible proof that a business is reputable and helps lower the perceived risk prospects feel when considering the offer. It boosts response to nearly any sales message.

You can even use a guarantee in fundraising to assure that funds are used as promised. Don’t be afraid of a guarantee — ever. It will almost certainly create more profit than will be lost through the few people who take advantage of it.

Here are the basics of writing a guarantee

If there’s anything like a guarantee template, it’s this:

We provide the finest widgets in the world. If you are not fully satisfied, for any reason, just return your widget within 60 days for a full refund of your purchase price.

You can be more personal. Or stronger. Just keep it short and sweet and readable at a glance.

Include the elements of a solid guarantee. Your guarantee should assure the prospective buyer of the quality of the product, clearly spell out terms and conditions, and specify a generous time period for evaluation. It should also state clearly what the company will do should the customer be dissatisfied.

Make limitations clear. Sometimes you must have limits. You might have a time limit: “If you’re not satisfied return within 30 days for a full refund.” You might have usage conditions: “With normal use…” or “When used according to directions….” You might have a liability limit: “Liability limited to the replacement cost of this item.” You might want to specify repair or replacement rather than return: “If it doesn’t work as promised, we’ll repair or replace it free.”

Don’t use limits unless you must. But when you do, make the limit clear.

Make your guarantee legal. Never, ever use a guarantee that hasn’t passed muster in the legal department. Make sure you’re not promising something you don’t intend to. And make sure the guarantee will stand up in court if you have any customer complaints down the road.

Backup your guarantee fully. If you say it, mean it. And make sure everyone in the organization understands the guarantee, especially phone operators, complaint handlers, management, and anyone else who deals directly with customers.

Avoid legal-looking teeny type. No one wants to be taken advantage of by unscrupulous customers. And, yes, your guarantee is legally binding. However, a guarantee shouldn’t look like a legal document, or you’ll alienate honest customers. Never use asterisks. Never list lots of exceptions to the guarantee. And never use big blocks of teeny type.

If the legal beagles force you to do these things, follow the lead of most financial direct marketers and bury the type elsewhere in the package. (Just don’t hide anything your customers should know.)

Keep conditions to a minimum. Don’t beat up people with conditions. Treat people as if they’re honest and most of them will act that way.

Tips for getting the most from your guarantee

A guarantee should speak for itself, but there are some tricks of the trade to make a guarantee work harder.

Make the guarantee visible. It should be one of the key elements of your promotion. If it’s a direct mail package, it can appear in the letter (especially near the end), the brochure, the order form or order form stub (for the customer to keep), or featured as a stand-alone insert that looks valuable. If it’s a print ad, highlight it in a box. In broadcast, say it and show it on screen along with the main offer.

Use guarantee copy to sell. The whole point of the guarantee is to help stimulate a response, so whenever possible, I like to include sell copy in the guarantee. For example, I might add a line such as “Fill out the order form and mail it today. Try your gizmo for 60 days. If you’re not completely satisfied …” and so on.

Opt for unconditional guarantees. They’re stronger than conditional guarantees and easier to administer. However, if you have to use a conditional guarantee, a longer term is better — a 60 day free examination is better than 30 days, for example. (Often people don’t think that a month is long enough to avoid payment if they change their mind.)

Use strong language. Unconditionally Guaranteed. No-Risk Guarantee. 100 Percent Satisfaction Guarantee. No-Questions-Asked Guarantee. As long as it’s believable, the stronger your guarantee the better.

Go beyond money back. Try “Double Your Money Back” or “115% Credit” for another purchase. Or maybe “We won’t cash your check for 30 days” or “We’ll return your own check to you” to assure that the customer will never have money at risk. To really assure your prospect, put yourself on the line with a super powerful guarantee that appears to carry some risk for you.

Dramatize your guarantee. You don’t have to promise to run naked through Grand Central Station if your customer isn’t satisfied, but you can certainly make your guarantee dramatic in other ways. For example, “Clip this coupon and bring it to our store. If we can’t match the lowest price in town, we’ll pay for the gas you used to drive here.”

Make your guarantee look official. Certificate borders, certificate paper, watermarks, icons like eagles and flags, dollar values in the corners, and other touches can help your guarantee look official. You can even ask the designer to create a seal or stamp with your basic guarantee copy in it.

A little guarantee inspiration

Here’s a simple, elegant guarantee from L. L. Bean in their 1993 Christmas catalog:

Our products are guaranteed to give 100% satisfaction in every way. Return anything purchased from us if it proves otherwise. We will replace it, refund your purchase price, or credit your credit card, as you wish. We do not want you to have anything from L. L. Bean that is not completely satisfactory.

Here’s a classic guarantee from the Sears, Roebuck and Co. catalog from 1902:

We accept your order and your money, guaranteeing the goods to reach you in due time and in perfect condition, and if they are not perfectly satisfactory to you when received, you can return them to us at our expense of freight or express charges both ways and we will immediately return your money.

How to write engaging newsletter articles in 7 easy steps

Dean Rieck — Tue, 27 Apr 2010 13:00:14 +0000

When I recently asked for guest post submissions, I had no idea what I’d get. Well, what I got was nothing short of amazing.

It appears that I have some incredibly smart readers with plenty of know-how to share.

So I’m delighted to introduce my very first guest blog post, written by Sally Bagshaw, a writer and editor extraordinaire from the land down under (Brisbane, Australia).

***

Corporate newsletters are an important tool to communicate with employees, clients, prospects, or suppliers. But like blogging, newsletters can become a victim of not enough time, not enough material to work from, or not enough inspiration.

What starts out as a regular, engaging and proactive tool slowly degrades into a half-baked email sent out once every blue moon. Subscribers slip away, employees disengage, and an important communication opportunity vanishes.

So what do you do? How do you come up with and write newsletter articles that are interesting?

Follow these seven simple steps and you’ll soon be back on track:

1. Know your audience

Even if it’s an internal newsletter for employees, don’t overlook the importance of understanding their problems, their motives and what they are interested in. If you are able to speak to them in their language, your internal communication efforts will become a whole lot easier.

2. Have a strong, newsworthy angle

Newsletters are meant to cover news. It’s that simple. And each article should have an angle that is reflected in the headline, lead and quote.

To make sure your angle is newsworthy, see if it covers one (or more) of the following news elements:

Timeliness — did it happen recently?

Proximity — did it happen close by to you or your readers?

Prominence — was someone important involved (a celebrity or a leader in your organisation)?

Consequence — did it have a big impact (this can also mean big in monetary terms)?

Human Interest — was it about someone who your audience would be interested in?

Novelty — was it quirky or out of the ordinary?

Progress — did it have to do with innovation or development?

If you can’t tick one of these elements off the list, re-visit your angle and tweak it.
Also have a think about the 5Ws and H (who, what, when, where, why and how) of your story. It will make it easier for you to write the article.

3. Write a killer headline

Headlines are just as important for newsletter articles as they are for media releases, direct mail, and blog posts. Keep your headline short, written in the active voice, and make sure it contains a strong verb.

If you get really stuck, try who > strong verb> what.

4. Follow it with a powerful lead

Your lead (the first paragraph) should cover as many of the 5Ws and H as possible. Write in the active voice and check to make sure you are staying true to your angle. The lead needs to hook your reader into reading the whole article, so don’t be afraid to put the most interesting information up front – don’t bury it further down the page.

5. Build your angle with a quote

A quote can add interest to your article and show the ‘human element’ in the story. Don’t waste your quote on trivial information such as times or dates. Instead use it to show opinion, observation and impact.

6. Use an image to create interest

People love pictures. Think outside the square and show off your employees, products, even premises in a different way – as long as it supports your angle.

7. Finish your article with a call to action

Like any marketing material, newsletter articles should have a call to action. Obviously you may not be calling for the reader to buy something, but don’t leave them hanging there with no direction on what to do next (after all, you’ve written such a motivating article, they are going to want to do something).

Think along the lines of:

download the latest policy from the intranet
register for training
request the latest product brochure
book a demonstration
email the project coordinator
complete the satisfaction survey
… you get the idea.

So that’s it. You are now prepared for your next newsletter. Don’t be afraid, focus on your angle and the rest will fall into place.

Good luck!

Sally Bagshaw is a web copywriter and content strategist with a special knack for finding the best angle for newsletter articles. Visit her website at www.snappysentences.com.

How to write a 30-second TV commercial script

Dean Rieck — Thu, 08 Apr 2010 13:00:05 +0000

Every copywriter longs for the opportunity to write a TV commercial. But the type of commercial you’ll end up writing isn’t what you think it will be.

Unless you work at an ad agency or video production house, you’re not going to come anywhere close to writing a script for the next NIKE commercial.

You might get the opportunity to write a direct response or DRTV commercial. But you’re more likely to write spots for shoe stores, neighborhood banks, used car dealers, furniture outlets, fruit markets, and other local businesses.

Not too impressive, I know, but there’s a ton of small businesses who need these kind of TV spots. And someone has to write the scripts. Right?

It might as well be you.

Understanding Local TV Advertising

TV commercials are not like other media, such as print or websites.

A reader browsing a website has plenty of time to absorb information and can even reread copy that is interesting or informative.

However, TV commercials happen in real time. Most local spots run 30 seconds. That’s all the time you have to tell the viewer about whatever you’re selling. When it’s over, it’s over.

Of course, an advertiser will run commercials more than once, so viewers may be able to see your spot several times. However, the number of times it runs is out of your control. So you shouldn’t rely on repetition to get your message across. It should be clear and complete even if seen just once.

It’s also important to remember that the small businesses who run local TV ads don’t have a big budget. The owners usually operate brick-and-mortar stores and want to attract local customers. Your commercial can’t waste time on clever visuals or dialog. It must introduce the business quickly and give viewers a reason to go to the store.

The 30-Second TV Commercial Formula

There are many ways to structure a TV commercial, but for our purposes, let’s stick to the standard “voice over” spot. This means that an announcer reads about 30 seconds of copy accompanied by synchronized video. (Technically, a 30-second commercial is 28.5 seconds. You lose about one and a half seconds to fade the video up at the beginning and down at the end.)

So you will write a script consisting of two elements: the audio (announcer’s voice over) and the video.

Click to download a pdf of this template.

Most writers use a specially formatted TV script template for this, a page with the Audio on one side and the Video on the other. You can see the template I use here.

If there is anything like a formula for writing a local 30-second TV script, it’s this:

1. Say it.

2. Explain it.

3. Repeat it.

SAY IT.

With only 30 seconds to work with, you don’t have much time to build a mood or be clever. You must get to the point with the first sentence. Come right out and say what the spot is going to be about.

“Save 50 percent on all living room furniture at Finley’s Furniture!”

“Sun Bank offers you the lowest rate home equity loans in town.”

“Buy your dream car at Nolte Chevrolet for just one dollar down!”

The lead sentence in a commercial is like the headline in a print ad. It must get the viewer’s attention, select the appropriate audience for the message, and make the viewer want to know more.

Along with the announcer speaking this lead sentence, you will need to show a visual to go along with it. If the commercial is about saving 50 percent at Finley’s Furniture, you could show an attractive set of furniture with the words “Save 50%” on the screen.

Words on a TV screen are generally called “chyron” or “CG” for character generator. So when you write the announcer’s first sentence in the audio column, you will also write instructions for the video and CG in the Video column.

EXPLAIN IT.

After you SAY IT, you need to EXPLAIN IT. If your lead sentence is successful, you now have the attention of the viewer and must spend a few seconds sharing additional details.

If your lead sentence is “Save 50 percent on all living room furniture at Finley’s Furniture,” you could show various brand name pieces of furniture with audio that names each one.

Or to keep it simple, the audio may be nothing more than “Save 50% off traditional furniture. Save 50% off modern furniture. Save 50% off sectionals, tables, and lamps.” And so on.

REPEAT IT.

Finally, after you SAY IT and EXPLAIN IT, you should REPEAT IT. This sounds pretty simple, but a lot of writers forget this.

Remember that your audience is not necessarily a captive one. Attention spans are very, very short.

With remote controls and hundreds of channels to choose from, you can also expect many viewers to come into your spot late. They may be interested in what you’re talking about, but if you don’t repeat your “headline,” you run the risk of loosing a sale.

Often you just need to repeat the idea in the lead sentence and, since you’re probably urging people to show up at a store at a particular time, give the location and time. Like this: “Save 50 percent on every piece of living room furniture in the store. This weekend only at Finley’s Furniture. 123 Main Street in downtown Groveport.”

On the screen, you could show “Save 50%” plus the date and address, along with a picture of the outside of the store.

Quick Tip For Writing Local TV Commercials

Okay, I know a commercial like this isn’t very sophisticated. It doesn’t take a genius to write one.

That’s why the hardest part is resisting the urge to be creative. You have a job to do, usually to drive buyers to a store location. And more often than not, the more creative you try to be, the more likely your commercial will fail.

What you have to learn is how to build the words, images, and CG so they deliver a clear, complete message in just 30 seconds. So here’s my tip: Set up your DVR or video recorder to capture a few dozen local TV ads. Then watch them carefully and transcribe the audio and video images.

After doing this a few times, you’ll start to get a sense for how local TV commercials are put together. Eventually you’ll be able to write a script on your own. It may not be an award winner, but it will probably be good enough to get the job done.

How to write an advertorial to sell a product

Dean Rieck — Thu, 11 Mar 2010 14:00:11 +0000

Click picture to see advertorial sample.

If there’s any copywriting project that creates confusion for many of today’s new copywriters, it’s writing an advertorial.

Unlike most advertisements, the advertorial demands a different tone and a certain restraint in how copy is written. It must be less promotional and more “newsy.”

But let’s start at the beginning. What is an advertorial?

Here’s how Wikipedia defines advertorial …

An advertorial is an advertisement written in the form of an objective article, and presented in a printed publication—usually designed to look like a legitimate and independent news story. The term “advertorial” is a portmanteau of “advertisement” and “editorial.” Merriam-Webster dates the origin of the word to 1946.

In other words, an advertorial is an ad written to look and sound like editorial matter. With the typical advertisement, you want the ad to jump off the page. But with an advertorial, you want the ad to blend in, as if it’s just another article in the publication.

This may seem counterintuitive, but one of the reasons advertorials work is that people tend to tune out printed ad in the same way they have “banner blindness” online. Advertorials fly under the radar and can draw readers into the copy in the same way that articles do in a newspaper. People reading a publication are looking for things to read, not looking for ads.

Here’s a sample advertorial I wrote over 12 years ago. This is a short advertorial, but most of the basics are included.

Attention grabbing headline.
Newsy copy that uses an inverted pyramid writing style.
Simple layout that looks like other articles in the same publication.
One or more photos with a caption.

You’ll notice in this advertorial example, I’ve included a faux coup0n at the bottom to highlight the offer and call to action. This is not typical of advertorials, but then, I’m always breaking the rules when I have a good reason. In this case, I wanted to communicate with both readers and scanners and not rely entirely on the call to action at the end of the article.

It paid off, since this was a successful ad which help my client sell out in record time.

So why are advertorials a problem for many copywriters? I think it’s hard for many writers to switch from a promotional tone to a more newsy tone. And for young writers who are used to skimming rather than reading, and who get all their news online rather than in publications, the advertorial is a mysterious concept.

Now I realize that writing advertorials may seem like an old-fogey idea, but print isn’t dead yet. And more and more offline copywriting techniques are being used online. Just as the advertorial works in print, it will also work online.

So eventually, as a professional copywriter, you will be asked to write an advertorial. And you should understand how it works and how to write one.

Here are a bunch of other advertorial samples. The best way to learn about this special style of ad is to read a few.

How to write a fundraising letter for Sister Catherine

Dean Rieck — Thu, 11 Feb 2010 13:00:10 +0000

Imagine a local school asks you to write a fundraising letter to raise money for a new library.

You sit down at your computer and start typing.

They laughed when I suggested a new library, but when the kids started to read …

Dear Parent,

It hit me like a bolt of lightning!

The kids at St. Mary’s Middle School don’t read. For years, no one could figure out why. But now, a new breakthrough scientific study has revealed the shocking answer. NO LIBRARY!

That’s right. How can kids read if they have no books?

I ran into the same situation at my former school and after years of hand-wringing, trying every reading program under the sun, we experimented with a simple, book-lined library. And it worked!

Instantly, kids started to check out books and read them. The results were astonishing. And now you can get the same breathtaking results at St. Mary’s. With no risk or obligation.

You’ll be amazed when kids start checking out books in a wild frenzy of curiosity. You’ll stare wide-eyed as their brains swell and explode with knowledge. They’ll go to college. Get degrees. Be elected President. Discover medical cures. Travel to the stars.

Others may ask for a donation of $500 or more, but I’m not going to ask for $500 or $350 or even $200. In fact, I won’t even ask for $100.

For the next 28 days, you can donate to the St. Mary’s Library, soon to be jam packed with big, thick, juicy books, for just $49.95!

Your satisfaction is GUARANTEED! If you’re not 100% satisfied with the new library, just ask for you money back within 30 days after the grand opening, and you’ll receive a full refund (less processing fee), no questions asked!

What do the kids at St. Mary’s have to say?

“Yeah, I guess I’d read a book. If we had any.” – Johnny S.

“I don’t want to grow up dumb. Other kids have a library. Why not us?” – Sally Q.

“What’s a book?” – Pete H.

Don’t delay! This is your once-in-a-lifetime opportunity to build a lasting legacy for the kids at St. Mary’s Middle School. Mail your check today!

Sincerely,
Sister Catherine

P.S. WAIT! If you donate within the next 28 days, you’ll receive the Orange Zester 3000, the amazing new kitchen tool used by all the top chefs in Brockton, PA. Donate TODAY!!!

Uh … yeah.

Writing a fundraising letter isn’t the same as writing a letter to sell widgets and slicer-dicers.

With most “selling” copy, your job is to encourage a transaction. But with fundraising, your job is to make a more subtle appeal for assistance.

How about you hit the delete key and try that letter one more time.

The children of St. Mary’s are asking for your help …

Dear Parent,

I have bad news.

Our recent fundraising event to build a school library fell short of our goal. And unless we can raise the last $50,000, we won’t get the matching funds available to us from the National School Alliance (NSA).

Sadly, that means no library. No books. And another year of giving our children an education that’s less than they deserve.

We need your help right away. Can you afford a gift of $50? We’ve written to 1000 of our best, most reliable supporters. And if each of you can spare just $50, we’ll reach our goal, get the funding we need, and build the library we’ve promised our young students.

We don’t like asking you for yet another donation, since you’ve been so generous already. But frankly, you’re our last resort.

As you know, St. Mary’s has a reputation for educational excellence and high student test scores. But in the last few years, we’ve fallen behind. This is due to our inability to afford a proper library with the modern tools and resources today’s students (and teachers) need.

Without your help, we face another year of going without.

Can you find it in your heart to give just $50? We need your help today. The deadline for getting the matching funds is just 4 weeks away.

Thank you for your years of generous support. It’s people like you who make our school, and our community, a shining example of what community spirit can accomplish.

Sincerely,
Sister Catherine

P.S. To show our appreciation for your gift, a memorial brick with your name will be placed at the entrance to the new library. This will remind our students of how you helped to build a path for their future.

This is only a quick example, much shorter and far less polished than you would actually write for a fundraising letter. But it shows the difference. The approach is softer. More emotional. More personal.

To sell, you tug at the wallet. To raise funds, you tug at the heart.