Key rules of copywriting

1. Know your audience.
2. Understand your product. This allows you to understand how your customers will benefit from using your product.
3. Understand your unique selling point. It is the one single thing that makes your product unique.
4. Write in a benefit-orientated manner. The copy should appeal to a basic need that will create a bond between the reader and product.
5. Be active with your copy. Active voice refers to a verb’s positioning in relation to its subject in a sentence. Active words create dynamic and energetic copy.
6. Use short, to-the-point sentences and words. These seven words are proven to be attention grabbers:
• You
• Free
• Now
• Choose
• Sex
• Save
• Guaranteed
7. Use formats that promote.
• Strong headlines pull in potential clients by capturing their interest and holding their attention.
• Bulleted selling points make text easy to read and are natural attention grabbers.
• Body copy should follow-up on the headlines promise. Copy must be short and customer-benefit orientated.
8. Use offers that sell. Offers are usually inserted at the end of text and are the final push prospects need to make the call.
9. Ideally all advertising should be direct response. What is the point of selling your product if no one comes into your store? Tell your reader what to do next by adding a call to action:
• Call now on 022 713 1111 to get a free quote
• Go to www.pencil.co.za to see a full product catalogue.
• Visit our Vredenburg store this Tuesday for a 50% discount.
10. Use your advert to get your brand out at every moment.
• Use a slogan
• Use your logo
• Contact details
• Tell the reader what your company does