Common Sense Ideas for Catchy Copywriting

A few weeks ago, I met Margo Berman at a workshop we were attending.  Margo calls herself a “creative strategist”.  Among other things, she is a copywriting expert.  She was kind enough to send me some of her materials. 

I was impressed with what she had to say about copywriting.  These days, almost any small business owner needs to create some type of copy to promote his or her business – usually web copy.

Read on to learn how to write effective ad or web copy..

Margo Berman’s Top 10 Tips for Catchy Copy

1. Use clear, descriptive language.
2. Include at least one benefit.
3. Use the ABA structure: A is the headline; B is the body of the copy and the second A is the final line.
4. Weave your main concept throughout the copy – take you main idea and continue it until the last line.
5. Use a button – a clever close that doesn’t have to refer back to your headline.
6. Speak in one person (first person = I, second person = you, third person = they).  Keep the same tense.  If you begin in the present stay there, if you begin in the past, stay there.  Changing tenses confuses readers.
7. Stay in one tone of voice – don’t move from whimsical and fun to authoritative and serious in the middle of your copy.
8. Establish a sticky slogan – the shorter the better – for example: “Common Sense, Uncommon Wisdom”.
9. Include a call to action.  Be sure to tell the reader what to do – call, stop by, order on line etc.
10. Use connectors – little bridges that connect the copy and add flow.

I like these common sense ideas for writing catchy copy.  I am working with them to improve my promotional material.  I especially like number 9 – a call to action.  I sometimes forget to ask readers to buy my books, or hire me as a consultant, speaker or coach.  I’m going to revise all of my web content to make sure that I have a clear and compelling call to action in each.

That’s it for today.  Thanks for reading.  Log on to my website www.BudBilanich.com for more leadership common sense.  Check out my other blog www.CareerSuperStar.com for common sense advice on becoming the life and career star you are meant to be.

I’ll see you around the web, and at Alex’s Lemonade Stand.

Bud

PS: Speaking of Alex’s Lemonade Stand – my fundraising page is still open.  Please go to www.FirstGiving.com/TheCommonSenseGuy to read Alex’s inspiring story and to donate if you can.

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