1. Isolation technique: It doesn’t matter how good your copy is if they don’t read it. Put blinders on and read each line (including the headlines and subheads) as if they exist in total isolation. Ask yourself if it makes sense on its own. For example, I was looking through Esquire Magazine and saw an article on a celebrity. The headline was “That Voice.” Does that headline compel you to read on? It didn’t do it for me. A mistake many copywriters make is to write too cleverly, insisting that “if you only read the rest of the copy, you will understand my masterful headline.” Uh – wrong. Make it clear enough to stand on its own.
2. Hire child labor: It’s okay if little Johnny isn’t old enough to vote. If he’s old enough to read, he has the potential to work under you as a mini entrepreneur. Here’s what you do. Find a child between 8 and 12 years old (much younger or older and this trick won’t work). Have him or her read your copy out loud. Every time little Mary stumbles or doesn’t know a word, pay her a buck. If the prospect has to think about what a word means, you risk taking him or her out of the “reader’s trance” and losing the prospect forever. Use short words and sentences and you’ll save a lot of money with this test.
3. Show it happening NOW: Use active voice rather than passive. In other words, make your subject do things rather than have things done to him or her. The copy reads more dynamically that way.
Example of passive: “Over 500 qualified prospects were sent an invitation to the meeting.”
Example of active: “We sent out over 500 invitations to qualified prospects.”
4. Get headlines and subheads to work harder: Sometimes you only need to change a word or two to vastly increase your conversion rate (the number of online visitors who convert to buyers). I’ve seldom seen one that couldn’t be tweaked for more impact. Example, “Put music in your life” Versus “Puts music in your life”. Simply adding the “s” increased conversion over 400%. Do the
isolation technique on those heads and subheads. Then ask yourself after each one, “So what?” If it makes you want to read further, good. You’re on the right track.
5. Add lists: Some of the most highly read parts of any copy are the bullets or numbered lists. They are bite-sized and easy to understand with one quick glance. (Whether online or offline). So make it easier on your prospect by spoon feeding him or her
Here’s a tip: Put your strongest bullet first and last. When a prospect scans the information, those are the two most thoroughly read positions. Hey, you’re reading one now!
ABOUT LORRIE: Lorrie Morgan-Ferrero of Red Hot Copy is a pioneer in the world of copywriting when it comes to selling to women and conscious entrepreneurs. Her background as a journalist and an actress prepared her for the level of wordsmithing and psychology necessary to build her decade-plus career. Her list of clients reads like a Hall of Fame list of marketers and corporations such as Office Depot, NAWBO, Ladies Who Launch, Ali Brown International, Braveheart Women, Glazer Kennedy, and more. Author, speaker, and creator of “The She Factor Copywriting Bootcamp” and “The Conscious Copywriting Formula,” Lorrie knows what it takes to build rapport for long-lasting relationships. And more importantly, she knows how to SELL with copy!
Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT