Savvy business owners realise there are many ways of quickly grabbing a reader’s attention in web copy, direct mail, email and other marketing and sales materials.
Copywriting guru Ivan Levison recently put together an online video presentation listing 30 Ideas in 30 Minutes. It will give you some quick ideas to get better results from your marketing materials.
Some highlights include:
Storytelling
A compelling story will pull your reader in and help hold their attention.
Establishing empathy
It’s easier to build trust when the reader feels that not only do you understand their problem, but you also have a credible solution to offer them.
Upfront honesty
For some readers, it’s refreshing if you don’t beat around the bush. Instead, tell them exactly what you’re offering and how it will help them at the very beginning of your pitch.
Utilising a postscript
The PS gives you a clever way to reiterate the benefits of the offer, while urging the reader to action.
“Sell the offer, not the product!”
Levison says that in lead generation, your goal is not to make a sale right off the bat, but to identify serious prospects. He goes on to add that “Once they make themselves known, they enter the sales cycle and you can convert them into paying customers.”
Charles Cuninghame – Freelance Website Copywriter
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