Great copywriting

Know your audience - put yourself in their shoes. Write for them and ONLY them.

Keep it honest - don't over-claim. Don't plagiarise.

Write headlines that grab attention and reach your audience. It gets your text off to a flying start and 'drives' it from there on.

Decide upon a USP - this is one of the keys to persuasive copywriting.

Keep your audience gripped - hold their attention by keeping the copy interesting, moving along . . . spark their interest with subheads, bullets . . . surprise them with a fact or quote. Engage with them. Talk to them like human beings. Communicate. Communicate. Communicate.

Lee, you've provided me with an extraordinary piece of work on an unusual and potentially very sensitive subject - funeral planning. You've expressed everything I had been thinking about with eloquence and skill, delivering beyond my expectations. Simon Donnelly - Life Celebration Ltd

Stress the benefits, not the features - For example: NOT "These sofas are made from great leather." BUT "These high quality leather sofas are so comfortable". Do you see?

Weight the sentences properly for maximum impact - put the high-impact part of a sentence at the end, not the beginning. For example: NOT: a thousand fireworks exploded in the sky as the clock struck midnight, BUT: As the clock struck midnight, a thousand fireworks exploded in the sky. (Much stronger, isn't it?)

Let the words do the work - Try to avoid clichés, exclamation marks, emboldened, italicised or underlined text, and words in CAPS. If a line needs to be strengthened with all those things, then it shouldn't really be there.

T: Lee - 07952 304 461
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