Before You Begin Writing
Before you write a single word of your message, you need to figure out your audience and your goal. These are critical steps, because later you’ll be using words to bridge the gap between your audience and your goal.
Start with your audience. Make a list of the things that might be important to them. Then narrow it down to what you think is the most important element. Use that item for your headline and all throughout your copy.
Professional Experience Not Required
Persuasive writing is more about human understanding than writing skill. The most successful copywriters didn’t get to where they are by being literary wizards. They got there by understanding what motivates people, and being able to write to those emotions.
The most effective marketing copy uses clear, simple language and avoids complexity altogether. Complex language just gets in the way of emotion.
Pick up any Sharper Image catalog and see what I mean. These catalogs sell extremely well for three reasons. They have neat products. They have great photos of those products. And they have straightforward descriptions that aim for the reader’s emotions. Continue reading ‘Postcards can be an effective part of your marketing program’ »