People today are very skilled at filtering out messages.  According to research the average person takes in over 8,000 messages a day.  This is a combination of adverts, music, radio, posters, mail, logos, branding etc. 

So how do you get your message through – it is all in the Headline   It has to be punchy and straight to the point. 

To get inspiration, look at the headlines of all the national papers today.  These people really know how to grab your attention.  Because they only have a split second to get it. 

It is the same with your marketing material.  Look at your leaflets, brochure or website and check out the first headline that your customers sees.   Think about the point I raised in Tip No.2.  Is the headline personal?  Does it make them think “The 10 things you absolutely need to know before XXXXX” ?  Or is it just plain boring i.e. Todays special offer is XXXXX.

Very often when I am working with a company, they tell me that their marketing doesn’t generate any response.  Once we change the headline we always get a response to their leaflet, brochure or website. 

Have a go and let me know what you think.

 We have all been there, we are so nervous about speaking or writing a piece of marketing, that we just open our mouths or pick up our pens and out it all comes.  We don’t stop for breath! 

Today’s tip is aimed at making your copy more personal.  You can use this copywriting tip if you are writing a letter, creating a leaflet, put new copy on your website or even just preparing your 30 sec elevator pitch for your next networking event. 

Close your eyes and imaging you are taking to your best friend about the product or service you want to promote.  Think about how the conversation will begin, what would you say?  What will be your friends reply?  How you would reply to them. 

Can you see the difference in the language and the tone that you are using to communicate to them?  This is exactly what you should be using.

Do you find yourself saying “We know this will help you”? Wouldn’t it be better to say “Let me help you, I can guarantee you….”

Think about the way you would talk to a customer.  Think of them as your friend and start using this strategy in your written copy.

I can guarantee you, you will see a difference in the response.  Go on, try it to day and see what happens.

Let me know what help you need with your marketing and copywriting and I will add it to our list of Tips in this section.