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

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

Not everyone reads long copy and that’s why there are double readership paths. I’m guessing you already know this…but just in case, copy (the written part of any marketing material) is the secret to sales success.

Have you ever noticed the formatting on long direct mail or web sales letters? Study the formatting and you’ll see long copy is formatted so “scanners” can skim the page to get the message while analytical readers can dive in and absorb ALL the details.

Double readership paths are essential to appealing to both analytical thinkers/readers and scanners at the same time. This means you can capture the attention of both kinds of readers by using simple formatting tools like bolding, italicizing, highlight, underlining, using all capital letters and incorporating bullet points.

An effective and likely the most common double readership path formatting technique is bolding vital text. Using bold font on key information makes it easier for scanners to glance down the page, get the essence of your offer and move on to make a QUICK but informed purchasing decision.

You’ll often see italicized words to emphasize key points as well. Using italics is another way to grab the attention of readers.

Highlighting or changing font color is a popular technique to capture attention and really make offers or other vital information stand out.

Underlining can emphasize your point as well. But be sure to use underlining techniques sparingly in your online copy. Underlined text can signify a hyperlink in online copy and can confuse your readers.

USING CAPITAL LETTERS IS ANOTHER WAY TO GET ATTENTION. Remember that this can also be misconstrued as “yelling.” So, watch your context when incorporating CAPS.

To recap the double readership path: Generally speaking, there are two kinds of readers; analytical and scanners.

Double readership paths can help you capture the attention of both reading styles by adding:

• Bolded text to grab attention and showcase key points in your copy that will capture the attention of scanners
• Italics emphasize key points and grab attention
• Highlighting or changing font color is another way to illuminate offers and vital information
• Underlining is another technique but should be used sparingly in online copy. Underlining can be confused with online hyperlinks
• ALL CAPITAL LETTERS ARE USED TO GRAB ATTENTION. Be sensitive in their use as they can also suggest yelling

Finally using bulleted lists can make your main points and benefits really stand out. Remember to use an odd number of bullets because studies show readers are more responsive to odd numbered bullet points than even numbered bullet points.

Take a moment to review your marketing materials today.

Are you utilizing double readership paths?

Should you be?

Can you juice up your current marketing materials with simple formatting techniques?

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

Since copy (the written part of any advertising, marketing and promotional material) is truly the secret to sales success and REALLY connecting with your clients - it's important to ensure you're including ALL of the key elements.

Once you craft your engaging headline, create an enticing subhead, clearly show your customers or prospect the "What's In It For Me" factor, you get to the heart of your business by telling your story and you make an offer there's only one thing left to do. "ASK".

One of the best pieces of advice I can offer when creating copy is to always include an offer, otherwise known as a call to action. Just because you've presented an offer doesn't mean people will be compelled to take the next step. It's important to ask them to take a specific action. If you don't have a clear path to the next step you run the risk of losing any engagement you've established thus far.

What do you want your customers to do? Don't assume they'll come to your website or storefront just because you've told them you're there. Results driven advertising, marketing and promotions take more planning and effort than an "If I build it they will come" approach.

Give your prospects and customers a reason to support your business. Invite them in to your storefront, request they visit your website and be sure to ask them to take action by giving them a compelling reason to do so.

What are you "asking" your clients and prospects to do?
Advertisements designed to build top of the mind awareness without any clear call to action are called institutional ads. If you have an unlimited budget this can be effective. I'm simply making a case for the use of direct response tactics in all of your marketing efforts. Direct response ads get better results. They promote action, engage and motivate building relationships (generally in the form of sales). Plus there tends to be a much larger return on investment when you incorporate direct marketing and actually "ASK" prospects to act.

Isn't that what marketing is really all about?

Take a moment to consider the types of marketing or advertisements you personally respond to. If you see an ad on television that is unclear do you immediately gravitate toward the brand being featured? Probably not. When you see an ad with a specific offer, perhaps a solution to a problem you've been experiencing or an item that fills a need you have right now you're more likely to take action.

Ask your audience to take action. What are you asking your customers to do? Are they taking action? Are sales increasing?

Copywriting, Group Mastery 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 at www.writeoncreative.com