|
|
Be crystal clear
Tell readers what's in it for them. Paint a vivid, detailed picture.
Call your reader by name
Talk directly to your reader - "Hello Ms. Longname" and spell it correctly.
Get personal
Use a personal one-to-one manner. Write like you talk. Be intimate. You to me - that’s your goal. This is your opportunity to have an intimate communication. Short, pithy, curiosity-provoking first sentences help readers slide easily through your copy
Use words that sell - not scare
New, free, now, hope, desire, dream, dare, compare, see, smell, touch, passion, rich, money, fun. Never: cost, pay, fee, contract, sign, try, worry, loss, lose.
Make your text look appetizing
Neatness not symmetry. Tasteful call-outs, interrupters, bold type and underlines can all be used to make it easy for the reader to understand your message. Studies prove that capital letters placed mid-sentence can reduce readership by as much as 70% - they act as speed bumps slowing the reader down. Also if you have something worth saying do it in six words or less.
Write in the active tense
Tell readers exactly what you want them to do. Pop it out. Bring it in. Call now. Discover today. Go online. Direct is about motivating immediate behavior. Ragged copy usually works better.
|
