Marketing copy should be more about pictures than words. But how can a marketing copywriter say something like that?
Copy that works creates pictures in heads. People visualise what you’re on about. They can see it.
I can picture what you're saying
Have a go at reading this dreadful stuff and see how far your get:
Our customers operate complex, international strategies to provide access to instant, applications development, maintenance and consultancy services. We dovetail with suppliers of BPO or ongoing strategic initiatives and the internal IT teams, providing instant access to scaleable resources and cost effective offshore development.
Awful, isn’t it? I put this copy through my Best Words Fog Test and it came out as ‘unreadable’. On all levels, I score it zero out of 10.
OK, you CAN get some meaning out of it, but doesn’t it make you work hard! You have to go over and over it before you eventually give up. Is that what this business owner wanted people to do? No. He didn’t. He wanted to sell his services.
So let’s look at all the things he didn’t do, that writers of good copy must do:
- Identify the features or the product or service
- Match benefits to features
- Identify the potential reading audience and what is going to appeal to that audience
- Identify what job the copy must do
- Decide on a pitch/concept/approach that will connect potential reading audience to benefits
Write this copy in the appropriate tone of voice, creating pictures to SHOW the product or service, rather than TELLING about it.
Hard, aint it? But rewarding when you clients call to say how well it’s continuing to work for them!
Call Best Words to find out more.
