Short copy has some special considerations
The first (and most important) is that it isn't meant to
make the sale. Then why do you write it? To spark interest!
Short copy plays an important role in the advertising
process. It can be used as a lead generation tool, an announcement, a teaser to build
interest, and in lots of other ways. Extremely short copy is simply meant to lead to other
means of closing a sale.
Postcard mailers might instruct the reader to send for an
information package. Pay-per-click search engine listings will guide the reader to a Web
site just full of copy. Ezine ads do the same thing. Small display ads in newspapers or
in-store signage may encourage the reader to get more details. You get the point.
Short copy needs to be extremely targeted
For example, if you're running a small display ad in a
magazine you'll want to take into consideration "why" the readers bought that
magazine. Then create your headline and copy to speak to their special interests.
If the magazine is devoted to Web site development,
address that interest in your ad. Consider what will grab your customer's attention and
make him/her curious. The "call-to-action" for short ads is always aimed at
getting more information... not necessarily at making the sale.
Many times, short copy will pull a better response if a
limited-time offer is made. "Zero percent interest until January 30th" or
"Order before February 1st and get FREE shipping."
WARNING: Be very, VERY sure that your
support copy is ready to go when you run short ads. For instance, I once had a client
approach me about writing copy for a postcard campaign he wanted to do. As we went through
the process of his customers' most desired behavior, I discovered that he wanted readers
to visit his Web site to get the additional information they needed in order to purchase.
However, his Web site was hardly set up to sell anything to anybody.
While the postcard was fully capable of generating leads
for the client, the support information he had prepared was in desperate shape! He would
have seen little return on his investment - not because the postcard didn't do its job -
but because the "landing page" of his site was simply awful.
Whether you're asking readers of short copy to call,
click, or come by, be sure your support staff or information is ready, willing, and able
to handle the job.
Lastly, when you write extremely short copy, remember to
stay focused. As I've said, there is not enough room to sell the customers within your
copy, but there IS enough room to pique their interest. Use the limited space you have to
punch up the biggest benefits or end results your customers are looking for, and you'll
see bigger returns on your investment.
Which words make *your* customers buy? Let Karon show
you. Boost your sales and your search engine positioning by learning to write
strategically created copy that hits a nerve and makes the sale. Get the details now at http://www.copywritingcourse.com. |
