Wes Hopper 
If you're running a business, or if you are in sales (and who isn't?), then you need to know about copywriting. You may not want to become a copywriter - because it's tough work to become good at it and that may not be your interest - but you need to know what good copywriting is.
If you don't, I can guarantee that you are pouring your hard earned advertising money down a rathole.
Most small business people I meet are clueless about copy. They usually confuse "pretty" with "good", and no one ever sets them straight, because most graphic designers and advertising agencies are clueless, too.
"What?", you say. "How can ad agencies be clueless about copywriting? Don't they write copy?"
Sure they do - they write artistic, descriptive and accurate copy in beautiful typefaces across elegant layouts. The problem is - it doesn't sell squat.
Here's how to tell a good ad agency from the pathetic herd. Do they create a way to measure results - in print, in mail. on the web? How many people saw it, how many people took some action, how many people bought something?
Here's another way to tell - look at their copy. If you know something about copywriting, you'll be able to tell immediately if they're going to waste your money or not.
To evaluate copywriting, you need to understand that all effective advertising has to have a purpose - some action that you want people to take. Everything in the copy, whether it's your web page, a sales letter, postcard, brochure or flyer, should be designed to compell that action. Your material should tell people what that action is - clearly! Don't make them guess, for cryin' out loud. "Click Here", "Buy Now", "Call This Number", etc.
The next thing you need to know is the difference between features and benefits. Features start with "we". We do this, we do that, we're #1. Yuck! Who cares?
Benefits start with "you". You get this, you get that, you feel this way, your problem goes away. It's all about them, your customer.
Test your current material right now - does it have benefits and a call to action? Or is it just pretty pictures and we, we, we?
There's obviously a lot more to good copy but there's plenty of information on the web from some world class copywriters. The four best that I know are (in alphabetical order) Gary Bencivenga, John Carlton, Gary Halbert and Dan Kennedy. Other excellent sources are Michel Fortin, Lorrie Morgan-Ferraro, Scott Haines, Alexandra Brown, Jim Edwards, David Garfinkle, Joe Vitale and Yanik Silver. Many of these people have free newsletters, article archives and other resources. Look them up!
So what are you waiting for? Get smart about copy and start getting orders.
******************************************
I'm a recovering engineer with a seminar and training business, awakening people to their power to create the life they want and giving them the tools to do it! My wife and I have an extended family of 4 children and 9 grandchildren. We have both made major mid-life career changes to move into doing what we are passionate about! When we're not working or studying, we're rafting the Grand Canyon or hiking the Southwest. http://www.createsuccessseminars.com/
Subscribe to Pathway To Success
Since 2000 published to over 138,500 Subscribers in 94 countries every other Sunday, our Ezine helps its Readers to succeed in their online business, providing them with top webmaster resources, hot marketing tips, profitable business opportunities, FREE advertising, articles, motivational reading, FREE Web Lions' Library, Bonuses and more.
You can also add 'Pathway To Success' and 'Subscriber Corner' Articles to Your Yahoo and/or to my RSS Feed and/or Your MSN by clicking the respective images here:
NEW!
Now you can receive Pathway directly on your Yahoo. You can subscribe by clicking the image on the right.
To check the current Issue,
please click here
HOT!
Now you can read Pathway RSS Feed in Google's New Beta RSS Online Reader. You can read it online or subscribe by clicking the image on the right. It's Free.
Also, you can get fresh content on your site. Read more below:
http://www.thecassiopeia.com/Syndication/
Don't forget to collect YOUR FREE Bonuses!
PLUS NEW! Insider Tips 7
PLUS 2008 Motivational Calendar
Note: Please read our Privacy Policy and related documents at:
Privacy Policy
HOT!
Now you can get the full RSS Reader bringing you all the news from Pathway To Success Ezine Portal. Click the image on the right to download.
|
Special 30-Day Success Course
11 Instalments
Yours for FREE if You Act Now!
|
|
Learn how quickly and easily find top
Clickbank products to promote. Save
time, promote more high quality products
and start making oodles of cash.
I'm Smartie: Get Me to YOUR Desktop. Just Click Here and
Get 'Search Engine Manual' As a FREE Bonus. Click here!
Want to know why you should get Smartie?
Check here!
|
To listen to a new Top Show, click the picture.
|
Visit 'Pathway To Success' Archives and Read Past Issues 2001
Visit 'Pathway To Success' Archives and Read Past Issues 2002
Visit 'Pathway To Success' Archives and Read Past Issues 2003
Visit 'Pathway To Success' Archives and Read Past Issues 2004
Visit 'Pathway To Success' Archives and Read Past Issues 2005
Visit 'Pathway To Success' Archives and Read Past Issues 2006
Visit 'Pathway To Success' Archives and Read Past Issues 2007
Visit 'Pathway To Success' Archives and Read Past Issues 2008
The man who has the largest capacity for work and thought is the man who is bound to succeed.
Henry Ford
HOT!
Install our new toolbar, get special business information fast and be informed the minute hot items are out, incl Articles here in Subscriber Corner, new Pathway To Success Issues and much more.
http://www.thecassiopeia.com/WebLions/theCassi1.zip
Note: Download the above file, unzip and install. When you open a new browser window, the toolbar should be there. If not, please go to 'View', 'Toolbars' and you will see 'theCassiopeia's' - click on it and the toolbar will display.
Whenever there's a new item, an icon will blink. Click on it and it will take you straight to the information.
Read More Business Articles
