Categories
Armstrong Beech Marketing Article writing Copywriting

Why emotional words are essential in selling copy

Why emotional words are essential in selling copy

– and why so-called intellectuals who dabble in marketing – can be a pain in the ass…
I always enjoy receiving newsletters from Andy Owen of Andy Owen Copy and Creative.   I heard him speak at a seminar in London a few years back.   He says it as it is and there’s always lots to learn and improve on.  This is his latest newsletter.  He talks about using ‘everyday words’ and further on in the article he lists  the ten most frequently-used words in Schwab’s 100 good headlines – which is interesting!  I hope all my clients know to write all about YOU/the reader…. I go on about it often enough!  Nice to see endorsement, nonetheless…..
“You – 31 Your – 14 How – 12 New – 10 Money – 6  Who – 8 Now – 4 Why – 4 Want – 4 People – 4             (Not many intellectual words in that lot, is there?)
“I use the oldest words in the English language. People think I’m an ignorant bastard who doesn’t know the ten-dollar words.
I know the ten-dollar words. And they don’t work in copy…”
Ernest Hemingway
Read that and digest it. Read it again. And again. And believe it. Because it’s true.  Hemingway was one of the greatest writers ever.
His work has touched so many people – and will continue to do so, for as long as this world of ours keeps on turning.
One of the secrets of his success, was he was ‘real’. A man of the people…
The way he wrote, connected readily with people. Rich and poor. Of all races and creeds. People of all types and profiles. And, of all ages.
This was down to his genius – and the words he used. Copywriters today could learn so much from him.
If you are writing copy to generate a response and a positive reaction, then here are three essential copy commandments that I’m sure Ernest
would have endorsed, had he been around today.
1. Never use a ‘clever’ word when a simple one will do.
2. Use everyday words that connect to the reader and sound as if
you are talking naturally to them.
3. Keep any so-called intellectuals as far away from your copy as
possible.”
Read Andy’s article here

Categories
Article writing Communications Copywriting Website

The pronouns you use on your website matter

The pronouns you use on your website matter

I enjoyed this article by Graham Jones, internet psychologist. My clients will know I’m often ‘going on’ about pointing out the benefits  of your service or product for your reader (WIIFM), how you’re going to solve the reader’s problem, so your copy HAS to be all about the reader.  Still though many many website are all about the ‘author’ instead of about the reader.   Is yours?  check it out now.   And if your website is starting with “Welcome to my website”  call for help immediately!

I love me phrase handwritten on the school blackboard
“You matter; not just you, personally, but the word “you”. It is significant. Yet much of the Internet uses “we”. “We do this”, “we do that” are the kind of phrases you see all over the web. Indeed you might think that the Internet is weed all over.
Focusing on you visitor or customer is a well-worn mantra, of course. We all know that we do better if we focus on their needs. Oh bother, let’s write that again: you know that you do better when you focus on their needs. See, that’s different?”              3rd May 2013  By
Read the whole article here
 
Categories
Article writing Communications Expert / Ology

How To Write Faster and Better Using The Power of Limitations

Another great article from Psychotactics.com.  I’m a great fan of New Zealand based Sean de Souza

“How To Write Faster and Better Using The Power of Limitations

How To Write Faster and Better Using The Power of Limitations
When you walk into an ice-cream parlour, something weird occurs. We look up to the board and find twenty or thirty flavours of ice-cream. And to most of us, this doesn’t even seem weird. We expect to have tons of choice.
But notice what you’re doing as you step up to order your ice-cream”
Click here to link to the rest of the article