Tested-Advertising-Methods-Ch-11-Right and Wrong Methods of Writing Copy
We have learned how to write Strong Headlines with the right Appeal.
And how to write mind-blowing openings which
are meant for your readers...
so that you can keep them engaged.
Today we will learn what are the right and wrong methods of writing copy with examples.
Here is the list of recommended copy:
STRAIGHTFORWARD COPY
Copies that simple and logical.
It merely states the facts in the most understandable way possible
With no style and rhetoric.
Example:
PERSONALIZED STATIONERY
100-high quality, special-size bond notes sheets
and 100 envelops are neatly imprinted with any three-line
the address you designate.
Carefully packed and mailed prepaid to your
home for three dollars.
STORY COPY
This copy starts with a human-interest situation.
Then comes a story, the moral of which is
"Buy the product advertised".
It might not work today but these were famous in the '90s.
Examples
"HE TOLD ME I WAS THE GIRL OF HIS DREAMS
AND I THOUGHT HE MEANT IT"
"He said I was wonderful, the one girl he'd been hoping to meet ever since college. And then
everything seemed to go wrong.
"My cousin introduced us when we went to our high school
reunion. George was wonderful-fun to talk with,
good looking, a great education, a great job, even a good dancer."
DIFFERENT AT NOON
"When he asked me to go swimming the next day, it seemed
like love at first sight... for both of us!
"We talked for a while on the beach. But the more we talked,
the less interest he seemed to become in our conversation...
and in me.
"When he told me he had to leave early, I knew something
had changed, but I had no idea what.
"George," I said," I thought you really liked me. What happened?"
"His answer gave me the shock of my life"
RIGHT IN THE FACE
"Last night, at the dance," he said," you looked
absolutely great. But now, in sunlight, you have just
about the worst complexion I've ever seen! Can't you
do anything about that?"
Things like this happen all the time. But it does not have to happen to you! True beauty is impossible without a smooth-running system, the kind you have with
YOU AND ME COPY
In "you and me" the manufacturer speak directly to
the customer, usually in a chatty, friendly way.
Just as a good salesman talks to a potential
customer.
Example
FISH HAS BEEN MY SPECIALITY ALL MY LIFE
In my many years as a fisherman, I've seen a lot of fish.
Starting with the days when I used to go"mackerelling" in
my father's vessel, I've loved the sea and the good
things that come out of it.
I remember how father carefully selected the best fish
of the catch to take home. I've never forgotten his
"Fisherman's Test" of mackerel and codfish. We'd pick
the plum ones with meat so fat and tender they would
break apart at the touch of the fork.
And.....
Let Me send You these Fillets Now-On Approval
The "fish has been my specialty" approach has proven
successful for everything from abalone to yogurt.
It's one of the most difficult styles of copywriting, yet often
easiest for the do-it-yourself
true believer.
Have your conversation with the client recorded and transcribed
as the first draft.
Fix any error and add selling details and
make it the final draft.
I hope you enjoyed reading it, do let me know your thoughts in the comment below.