Wow Them With Words

by
Jeff Colburn

There are many ways to promote your business, but the key to many of these promotional efforts is copy. Copy is the writing that you create to communicate your ideas to others. The words you create for postcards, website content, advertisements, newsletters and all your other promotion can make the difference between stellar success and miserable failure.

The wonderful thing about copy, if you do it yourself, is that it's free. You don't need to hire a photographer, graphic artist, promotional product expert or anyone else. And once you learn a few tricks of the trade, you can pump out words pretty quickly.

The most common places to use your writing to promote your business are:

• Websites
• Newsletters
• Resource boxes on e-mails and in forums
• Articles on your site and free article sites
• Ezines
• Ebooks
• Press releases

Don't forget that the world is bigger than the Internet, and you need to utilize it to its fullest. Use your writing in the real world here:

• Articles
• Books, yours or other people's
• Press releases
• Advertising copy
• Postcards
• Magazine articles

There are two types of writing techniques you need to master. The first is writing for the Internet. This involves bulleted lists, short paragraphs and other techniques to make reading the material fast and easy. You can learn more about this from my article "How To Write Effective Copy For Your Website" at www.CreativeCauldron.com/articlewebCopy.shtml

The other is writing for offline uses. Writing for offline markets is often longer, seldom uses bulleted lists and can go into much more detail than online projects. This is because copy on computer screens is harder to read than the printed word and because the nature of the Internet makes people want to read things fast and move onto the next thing.

When you're writing promotional copy, for both online and offline projects, there is one thing you must do above all else. Don't state the features, state the benefits.

It's essential that you know the difference between features and benefits. Let's use my website as an example. I sell my services as a writer and website designer, so let's look at the benefits and features of these industries.

• Save them time
• Make them money
• Make a difficult thing easier
• Make them popular or famous
• Make their life fulfilling
• Make them the person they want to be

So when you're writing copy don't think about yourself, but about your prospective client and what you can do for them.

People don't care that you sell a cologne that smells good. They want a cologne that will attract women. Look at the commercials for Tag cologne. I don't know if Tag smells flowery, fruity or musky. All I know is that if I use Tag, every woman within 100 feet will find me sexy and irresistible. My car will make you safe, sexy or important. My diet food will make you slender, fit and gorgeous. My shampoo will make your hair soft and silky and you will be beautiful. Basically, people want to be rich, beautiful, popular, influential and young. Meet one or more of these needs and you will be a success.

Some words you can use in your copy to make it more attractive to prospective clients are:

• Fast
• Guaranteed
• Limited
• Easy
• Discount
• Sale
• Free
• You / your
• Important
• New

Also remember to speak to prospective clients directly. Don't say "People love my websites," say, "You will love the website I create for you." Write as if you were speaking directly to one person. Create an imaginary person in your mind, and write your copy for that person.

When you're working on your copy, never assume that the reader will come to a specific conclusion. If you want them to know something, tell them. Don't presume that your copy will bring them to the realization that you're the perfect person for the job, tell them. And once you've told them this, tell them to take action, now. Say things like, "order now" or "pick up your phone and call us now." You are the Shepard of your flock of prospective clients and it’s your duty to lead them where you want them to go.

There's a saying among sales people, "Find a need, and fill it." Find your clients' needs and tell them how you will meet and surpass their needs and desires and you will be a success. So start writing your way to fame and fortune.

Do you want to learn insider secrets of professional writers, photographers and artists? Then visit The Creative Cauldron NOW to find the answers to your questions, and achieve what you want in life. Go to www.IsFreelancingForYou.com to download the FREE report "Freelancing May Be The Perfect Job For You."

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