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20 most powerful copywriting rules of all time

Ameinfo.com lists The 20 most powerful copywriting rules of all time. Continues from yesterday's MediaMix:

11. Use proven techniques to attract and seduce

You have to keep the reader reading any way you can. Sub-heads, bullet points and indents all work. These techniques also cater for the 'skimmers' who tend to glance at copy, as well as the word-for-word readers. The effective use of subheads is essential in selling copy. A lot of readers, although attracted and intrigued by the headline, can be turned off by the sight of long body copy.

A subhead will give them an idea of what the body copy is saying, and can be a short cut to getting a pretty speedy overview of what the letter is all about.

Subheads make it easier and more inviting for the reader to keep going down through more of the body matter of a letter. The first couple of subheads should be powerful and interesting and support the headline. They do a vital job.

Tests have shown that two short opening paragraphs and then your first subhead is a recommended route.

12. Specifics sell, generalities do not

'75.6%' is significantly more effective than 'over 75%'. The reason is simple. 75.6% is so specific it makes it more believable. Your reader will be sceptical. He wants to disbelieve you. The more you can do in your copy to counteract this and win the reader over, will give you a fighting chance. And, when you think about it, those percentages are available anyway. Most use 'over 75%' and similar phrases, simply because they are lazy.

13. Testimonials are gold dust

Testimonials are all about confidence. Other people telling you what you have bought - or are about to buy - was, or will be, one of the smartest decisions you ever made. Use them whenever you can. When you open Harvey McKay's book, Swim With The Sharks Without Being Eaten Alive, the first 15 pages are filled with testimonials. It's a very clever approach. He is making you feel you have made one of the wisest decisions of your life by purchasing his book. You are so excited to start the book after reading testimonials from people including President Ford, Billy Graham and Robert Redford, that you have already justified making the purchase.

14. Guarantees are expected. Don't disappoint

Give a guarantee. It is part of life now. It is expected. People will suspect you if you don't give one, or if you wrap it up in small print. Less than 2% of your customers will ever ask for their money back, so offering a guarantee is a pretty safe risk. What kind of guarantee? Well, as liberal as you can possibly make it. 'No quibble', 'no questions asked' are the best. Because they give confidence about you and what you are selling.

15. Don't forget to tell the reader what to do

I get amazed at the amount of mailings and ads I see, that seem to forget this.

The whole object of you spending your time and money creating good copy is to influence the recipient to buy from you. When they get to the end of the letter, tell them what they have to do. Wherever possible, include a personalised order form or response device. It will always uplift response, especially in BTB mailings. In addition, give the reader as many opportunities to respond as possible - mail, fax, toll-free numbers, email or website. If you're marketing on the Web, include a link or a button that makes it easy for your readers to order. Deadlines can be effective too. Most people won't take any immediate action unless there exists a sound reason to do so. Deadlines are one way to generate speedier action, as long as your deadline sounds credible.

16. Use words that have magic, pzazz and above all, words that SELL

Use words that are proven in getting attention. But use them wisely. If you just string these words together, they are ineffective. But weave them into your copy, along with the essential facts and copy techniques described earlier, and they become very powerful indeed: Here are a few proven ones...

Introducing, announcing, astonishing, exciting, exclusive, fantastic, fascinating, first, free, guaranteed, incredible, initial, improved, love, limited offer, powerful, phenomenal, revealing, revolutionary, sensational, special, successful, super, time-sensitive, unique, urgent, wonderful, you, breakthrough, new, and how-to.

Notice most of the above are emotional words..

17. In A Sales Letter, The P.S. Is A BIG Player

Big is right. Testing has shown that 79% of people who open your mail will read the P.S. almost immediately. That's a lot of people. But always use the P.S. to restate the offer and benefit. There should never be anything in the P.S that isn't in the body copy. It is imperative that any offer is restated in the P.S., together with any deadline.

18. Test ruthlessly

Test. Test. Test. The rock on which the direct marketing church was built. Yet very few people seem to test these days. Some can't be bothered, some are just plain lazy, some are naïve in such things and most blame budgets. If you don't measure it, you can't prove it. People think testing is research. Nothing is farther from the truth. Research is theoretical, not actual. Research is opinion, information, preferences, etc. Testing is real. The results of battle activity. Straight from the marketing trenches. Many variables can be tested in direct marketing, but make sure you only do one at a time, otherwise you won't know which element has generated the uplift.

19. If there is no offer, there will be no sale

Ignore this at your peril. Remember, the individual you are writing to, is now in control. What's more, that person knows it. This is 2004. People demand the best. If you don't provide a strong offer in your mailing or ad, the recipient will go somewhere else. You may not like it. But it's a fact.

20. Study Successful Copy

Study the best writers. There are books available showcasing the most successful letters ever written. Treat yourself to some. Read selected letters out loud. You will know instantly why they worked. Write out some letters word-for-word in your own hand to get a feel for its rhythm. You'll find this is an interesting exercise. Remember that the best writers study the business. The best writers study words. Great copy comes from people who pay enormous attention to detail. Great copy comes from people who think beyond the words...