December 29, 2010

In Copywriting, What You Say Is Just as Important as How You Say It

The best illustration of how important copy really is was shared by my good friend, mentor and colleague Lorrie Morgan-Ferrero. She explains that copy is the DNA of all marketing materials. I have to agree.

Imagine stripping all of your marketing materials of words. How well would your website, brochure, print ads, sales letters, press releases or broadcast scripts work without words?

Although it’s been said a picture is worth a thousand words, a picture alone isn’t going to sell your products or services as effectively as when pictures are accompanied by clever copy.

Let’s take the importance of copy a step further and discuss word choice.

Word choice is a vital component of the copy for your marketing, advertising and promotional materials. In fact, your copy can make or break your sales efforts. I always say “copy counts and actually your sales count on your copy.”

It’s best to use words people will readily understand in your copy. After all, your copy should connect with your customers by speaking their language to move them towards the sale.

Not only is it important to use words people understand. It’s equally important to choose your words wisely.

Words have different meanings to different people. That’s exactly why it’s vital to consider your choice of words carefully.

Here’s an example:

Would you rather do business with the oldest garage door company in town or the most experienced garage door company in town?

“Old” can seem less desirable, even behind the times.

“Experienced” positions a business as an authority.

Would you rather work with a Realtor who wants to sell you a “house” or help you find your dream “home”?

“House” is a word that can seem generic.

The word “home” is warmer and connotes a much friendlier feel. Notice how using the term “dream home” increases the warm and fuzzy feeling even more.

As you can see, words definitely have different meanings to different people. Plus, the way you arrange words can impact your results, too.

Here’s another example. Consider using the word “bonus” instead of “step” when it comes to referring to blended families. Bonus mom or bonus child each have a much more appealing ring than stepmom or stepchild (remember Snow White?).

Take Action Challenge: Consider your industry, products and services and most importantly the people who are interested in what you have to offer. What words do you use to describe your offerings? Could you use an alternate word or synonym to make your marketing materials more effective and really connect with your clients?

Copywriting Expert

Copywriting Expert

Lisa Manyon is the President of Write On ~ Creative Writing Services, LLC. and a Professional Copywriter and Marketing Strategist specializing in POWERFULLY communicating your marketing message to increase results. She’s a published author and is a featured in the International Association of Web Entrepreneurs Official AWE Guide to Emerging Trends Every Online Entrepreneur Must Know and has written promotional, advertising and marketing copy for internet gurus and a wide variety of brick and mortar businesses. She's completed Glazer Kennedy’s Creating Copy that Sells certification and is a Copy Coach for Lorrie Morgan Ferrero’s She Factor Copywriting Bootcamp. Manyon offers a free Copywriting Action Plan with 7 Power-packed Insider Tricks of the Copywriting Trade to Dramatically Increase Sales of your Products & Services on her website

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