Essential Rules

 Copywriting Essential Rules  Joseph Pulitzer said, “Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it, and above all, accurately so they will be guided by its light.” 

Errors in spelling, punctuation and grammar reflect poorly on the image your company is trying to create. Yet you will find a multitude of errors lurking in the print advertisements, direct mail and even on the websites of many prestigious well known companies. One single word can implode your marketing message, leaving it in shambles. Or it can transform bland chatter into a gripping call to action.

Is It Clear?
Many companies confuse their audience with advertisements and commercials cluttered with unnecessary details. Some commercials overwhelm their audience with sound & images to the point where the product, service or company is not remembered.

Is It Succinct? (AKA “To the point”)
Less is more. K.I.S.S. We’ve all heard these. They’re true. Cut your message down to size until it’s succinct. Relegate superfluous words to your dictionary. No worries, they will still be there when you need them.

Is It Accurate?
A flyer hits your mailbox for a service you actually need right now. A close inspection reveals multiple mistakes in punctuation and grammar. This should be a red flag. If the effort at communication is lackadaisical, what does that say about the service?

Is It Comprehensive?
We have all likely seen a business card from a company with an ambiguous name. We will never call them because we don’t have any idea as to their product or service. An intriguing tagline can solve the mystery and get their telephone to ring.

Is It Unique?
The average person is bombarded with more than a thousand marketing messages every day. To grab their attention, your message must be unique and enticing, but not necessarily complex. One highly recognized example would be “Don’t leave home without it”. It is short & succinct with a strong message about the woes that might befall you if you did, in fact, leave home without it.

Is It Believable?
How can you be believable when making such incredible claims about your products or services? You can publish a client list, along with endorsements and references. Testimonials can be very effective. Detail your credentials and guarantees, show samples of your work in your ad or on your website.

Is It Gripping?
If your message is riddled with first-person pronouns like “I”, replace them with “You” and “Your”. Great advertising has little to do with your company and its products or services. It has everything to do with your customers and the benefits they’ll receive by doing business with you. Always answer the question, what’s in it for them?  Emotion is the most important ingredient in that mysterious elixir which triggers the buying decision. Evoke a strong positive emotion from your prospects and you’ll be on your way to success.

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