Why You Should Write Words First
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By :
Robert Bell
Submitted
2008-11-08 00:00:00 |
A good marketing piece pays attention to both copy and layout. But always, always, always, write the copy first. The design must reemphasize the strongest points in the copy, and never be created independently of it.
Otherwise, your work look great but have too little substance, or have a visual message that conflicts with the words, or force your most important points into some hard-to-read corner.
Copywriters often have a sense of good design, and prepare a rough layout for the graphic artist to work from (or, if the design is simple, actually create both elements together). But trying to fit text to suit illustration and design is a definite no-no.
The only exception is in a very small piece. In some instances, like a business card with a strong graphic, you may have a very clear idea of the layout before you write the words. If the whole idea is to dominate the page with a graphic, such as your company logo, and fit in contact information around it, obviously the words come after.
But always ask yourself if this card is doing the strongest selling job it can. Maybe you need a sales sentence and should shrink the logo down somewhat unless your product, too, is graphically oriented. Make sure the artwork is appropriate to your message and if it is not, get rid of the concept.
Effective Copywriting and Great copywriting:
1. Grabs the reader's attention with something relevant;
2. Addresses the reader's fears, anxieties, or aspirations;
3. Stresses benefits to the end user, not the features that lead to those benefits;
4. Offers to solve the reader's problem, in the most specific terms possible;
5. Provides the reader with a chance to acquire something of clear benefit, but only for a limited time;
6. Pulls the reader toward an immediate next step;
7. Shows the consequences of a failure to act;
8. Backs up claims with comparisons to the competition;
9. Includes solid, substantial proof of your claim by someone else (a customer, an expert); and
10. This should be obvious, make sure you provide the necessary order form, address, telephone number and e-mail to allow the reader to take action.
You may not get all ten in every marketing document, but aim to include as many as you can. These group together into several bunches.
Writing promotional material is both a science and an art. Doing your own press release or flier copy is pretty straightforward. But if you're going to spend a chunk of money doing a brochure or newsletter, make sure the copy is outstanding.
Certainly you can try to do your own, following the principles outlined above. But before you set the type, try out the advertisement on people who will give you accurate and detailed feedback. Writers who sell are writers who revise, so be prepared to do several drafts. Then leave it for a few days and come back to it with a fresh mind.
Or call in outside help. Either outline the project to a writer and wait for a draft, or write the first draft yourself and then let an editor put the magic in it. Whether you or the outside consultant prepare the first draft, expect to play with it. Make sure each section uses strong sales language. Examine the different sections together, to see if they fit well and are in the right order.
Where do you find writers and editors? Get recommendations from other business owners whose marketing materials you respect. Look in the Yellow Pages under Editorial Services, Marketing Consultants, Public Relations, or Publicity. Or, of course, have a look on web sites like elance.com or getacoder.com
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