ten tips for better copy
Post on 26-Jan-2015
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DESCRIPTIONLarry Asher has been writing ad and design copy for his entire career. Here are some tips he's discovered along the way that he shares with SVC classes.
- 1. Ten Tips for Better Copywriting
2. 1. Flag your audience Place something in the headline or firstfew words that says: hey reader, this concerns you.. 3. 2. Answer WIFM? Tell the reader how youre improving their life or well-being. Dont just blow your clients horn. 4. 3. Use the active voiceSuggest actions, make suggestions,ask questions, convey immediacy.In the active voice, the subject of the verb does the action (The boy hit the ball).In the passive voice, the subject receives the action of the verb (The ball was hit by the boy). 5. 4. Get to the point People are busier than ever.Respect their time and give your message a chance by saying what you have to say quickly. 6. 5. Avoid overpromise Consumers dont trust advertising.So go out of your way to be humble,self-effacing, and honest. 7. 6. Use plain words Nobody likes a show off, so usesimple, everyday language.Avoid committing acts of literature. 8. 7. Touch an emotion Every marketing decisionno, every decisionis made for emotional reasons.Find out what emotion is at play in your clients story and tell it. 9. Long Twill Skirt $29.99[reg. $39-$42] One of our most popular choices for summer. This classic skirt is made of durable cotton twill. Its easy to care for and always looks pulled together. The front features a hidden center zipper and vent at the bottom hem for ease of movement. Flattering back darts add shape for a better t. Womens sizes feature a comfortable side elastic Long Twill Skirtwaistband. $29.99[reg. $39-$42] One of our most popular choices for summer. This classic skirt is made of durable cotton twill. It's easy to care for and always looks pulled together. The front features a hidden center zipper and vent at the bottom hem for ease of movement. Flattering back darts add shape for a better fit. Women's sizes feature a comfortable side elastic waistband. 10. Womens Legs.There are more glamorous skirts than this; slinkier skirts;kinkier skirts; fully slit skits; faintly see-through skirts.There is, as yet, no limit to human imagination and thearchitecture of cloth devised to enclose womens legs.The subject is entirely too interesting to ever let it rest.This skirt, shown here, being the opposite of everythingglamorous, being innocent, dees logic. Being innocent, it Long Twill Skirt becomes, in operation, more sensual than anything else. $29.99[reg. $39-$42] A triumph of innocence, it drives you mad. This skirt, ofOne of our mostplain windy blue cottonThis classic skirt is popular choices for summer. chambray walks by in front of you made of durable cotton twill. It's easy to care for and always lookswith legs somewhere there inside it all, moving along unseen pulled together. The front features a hidden center zipper and vent at the bottom hem for ease of skirt; the legs are back darts addinside the movement. Flattering like soft wind behind a blowingText shape for a better fit. Women's sizes feature a comfortable side you think you seesail, suggesting shapes and just when elastic waistband.something, a shape you think you recognize, its gone and thenit begins to return and then its gone and of course you canttake your eyes off it.Yes, the long slow motion of womens legs. What everhappened to those things at carnivals that blew air up intogirls skirts and ou could spend hours watching. Even asrecently as Marilyn Monroe there were such things, werentthere?Pure cotton chambray skirt. On-seam pockets (deepones). Zipper and two ocean pearl buttons in back.Sizes: 6, 8, 10, 12, 14 Price: $58 11. 8. Say less Say only as much as you figure youraudience is interested in reading.Then stop. 12. 9. Say it unexpectedlyIf it sounds like advertising,it must be advertising. And people dont like advertising. 13. 10. Beware of rules The problem with rules is that they ruleout brilliant exceptions. 14. Goodbye.