effective marketing copy: When you write marketing copy, think "So What?" - 02/23/12 06:34 PM
When you write marketing copy you usually make some statements about the service you provide.
And then, you just might assume that your readers know why it matters to them. But we all know how dangerous it is to assume.
Instead, make sure they know the reasons why.
One easy way to be sure you're including those reasons why is to give your copy the "So what" test.
When you choose a benefit to write about, think "So what?" Then answer the question. Look at your answer and ask again. "So what?" Keep doing that until you list all … (10 comments)
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effective marketing copy: Why you can sell in person, but your marketing copy fails: You aren't spending enough hours writing - 02/07/12 10:33 PM
Why you can sell in person, but your marketing copy fails: You aren't devoting enough hours to writing.
Really good marketing copy looks like it took no effort at all. It appears to be stream of consciousness thinking from you to your prospect.
The truth is – to achieve that effect you have to spend some hours.
You start with what you want to say – and get it all out on paper. Then you re-arrange it so it makes some kind of logical sense as you progress from one point to the next.
Then … (8 comments)
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