It’s nearly impossible to build a business without writing any advertising material. Even the smallest business card are advertisements. And they can be effective (make you more money) or ineffective (loss money)
You can hire someone to do it for you, but good copywriters charge thousands for even small projects.
So, here are three guidelines you should always follow when writing any marketing materials:
First, write like you are talking to a friend.
Don’t use fancy words or try to sound smart. It’s far easier to read something that sounds natural than a clever wordplay.
You’ll also come off more trustworthy when people can relate to what you say and how you say it.
Second, put a face behind it.
People relate to people—not companies. That’s why the most successful sales letters are always written as if one person writes it to another.
Don’t use “we.” Instead, stick to “I.” It sounds more personal and is more likely to open a conversation with the prospect.
Third, write and rewrite your headline until it’s really strong and attractive.
If your headline doesn’t work, nothing else makes a difference. Many professional copywriters spend almost as much time on the headline as they do on the rest of the copy together.
Many people like to start with the headline. But there’s no reason why you couldn’t leave it to be the last thing you write, you would have gathered more needed info to add to the headline.
Becoming a great copywriter takes a lot of work, and if that’s not your goal, I don’t urge you to do it. But when you know the basics, you can write much of your own marketing materials and know they’re going to work well.
If you want to learn more about copywriting, there’s an almost endless number of books about it.
Do you know of any?
Joy Akinlolu.
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