Usually by an ever growing to-do list, late reports to complete, meetings to arrange, unopened mail, etc.
If only they could spend a few moments to look over your proposal, you know they would instantly place an order with you.
But if their mind wanders even for a split second, your letter, flyer or web content will be passed over without the slightest remorse.
Unless you have a clear logical path, your prospect will get lost and lose interest.
Learn to keep the momentum high by being interesting, talk using stories, share experiences and above all focus on the prospect.
Keep your copy clear, simple and concise and constantly focused on the prospect.
Then secondly by defining clear milestones to help the reader feel that ground is being covered.
If you can build your offer based on a brick-by-brick approach to each completed statement, then following the logical path of the message will mean the only rational conclusion that can be made, if the whole marketing message was read, is that the reader must be foolish to not respond.
When creating the logical path for your prospects, it is also important to ensure that the path you take them along is relevant to their logic. You must consider what your prospect must believe in order to buy. Outline the clear steps in the same order the prospect needs to see them.
Going back over the same point at a later stage will mean you will lose the sense of momentum.
Try to catch areas of your copy where you yourself are distracted or lose interest. By reading your copy out aloud, these areas will become apparent. Imagine if you were your prospect in a busy office with many distractions. Highlight any sections that make you lose interest. Edit or remove these sections until the final draft has you gripped to the last word.
It should clearly represent one complete thought.
Avoid underdeveloped thoughts, complicated or unusual words, complex sentences, or industry jargon.
A simple technique to keeping things simple:
By checking similar words in the thesaurus, you’ll very often find a better word to describe your thoughts
By keeping your copy conversational, you will discover words such as ‘that’ and ‘then’ can be removed
By adhering to a logical flow and keeping the momentum of your offer, repetition only slows down the copy and destroys the momentum.
Use metaphors, similes, action words and onomatopoeia in your copy. This will describe your thoughts more accurately using much less copy.
By making dubious and questionable claims that you cannot prove will only confirm their suspicions.
Find ways to personalise your copy so that your prospect can see how your offer affects them.
As you are working on the copy, you will very likely misread sections and assume meanings that make sense to you, but no-one else.
This workshop will cover the following areas:
Further workshops include Marketing Analysis, Writing Styles, Search Engine Optimisation and Measure for Success. These introductory workshops are 45 minute telephone calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.
Elements of writing great content
