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9 Elements to Help Your Copy Connect with Your Ideal Customers

Written by Lisa Manyon

Topic: Writing ToolsPublished Recently added

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When writing marketing, advertising and promotional copy, there are specific formulas to increase response and effectiveness. Since your copy truly is the secret to sales success it's important to familiarize yourself with the formula even if you aren't writing long copy. Here's why: There is a psychological process that readers go through regardless of copy length and regardless of reading preference ie: analytical reader who dives into all the copy or scanner who glances at the key points and quickly makes a buying decisions. Knowing the formula for creating a sales letter will help you connect with your ideal client. Regardless of the length of your copy you can incorporate the basic formula to ensure you're providing all the information your customers need to make a sound decision about investing in your products and services. The reason understanding sales letter copy is extremely important is not only because it follows a specific formula for success - it also allows you to infuse your own voice into a proven method for authentically connecting with consumers. The formula gives you a solid roadmap to success once you dig in and pay attention. The basic elements follow:

Attention grabbing headline that is customer centered

An opening that includes interesting facts and stories to further connect you with your ideal customers/clients

Features to explain what your product is all about

Benefits to demonstrate how life will be better with your product or service

Testimonials to provide social proof of your claims

An offer that showcases everything your customer receives for their investment.

A call to action so your ideal customer takes the next step towards doing business with you or investing in your product or service.

Add a P.S. to pull it all together and reiterate your offer

Include captions under your pictures when applicable

It's a little more complicated than it sounds, especially if you're not wild about writing copy in the first place, but you get the idea. And, when you wrap your mind around this formula it's much easier to create copy that works. There are also specific sections of copy that are the most read. The first thing the majority of readers absorb is your headline. So, you'll want to make that punchy and customer-centric. The second most read portion of copy is your P.S. So, make sure you include the details of your offer to capture the scanners. Finally, the third most read portion of copy is the captions under pictures. Now that you have the formula, this information allows you to craft compelling copy to truly connect with your ideal market. Take a moment to review your marketing materials today? Does your copy incorporate the formula for sales success? What can you do to make your message more authentic?

Article author

About the Author

Lisa Manyon POWERFULLY communicates your marketing message to increase results. Manyon’s work has been featured by the National Association of Women Writers, Absolute Write, Copywriting TNT, Lewiston Tribune and more. She has written promotional, advertising and marketing copy for internet gurus and a wide variety of brick and mortar businesses.

Manyon has spent well over 15 + years in the marketing trenches of advertising agencies, radio stations and non profit organizations.

Manyon continually invests in professional growth to offer the best service possible:

Manyon developed a series of marketing trainings for the Idaho Small Business Development Center to help businesses avoid costly start-up mistakes.

o She is the first professional copywriter in the state of Idaho to achieve Glazer - Kennedy Creating Copy that Sells certification
o Manyon served as Managing Director of Lorrie Morgan-Ferrero’s National Copywriting Mentorship Program and is a Copy Coach for the She Factor Copywriting Bootcamp
o She is the Copywriting Expert and for the Association of Web Entrepreneurs and a featured author in The Official AWE Guide 2009- Emerging Trends Every Online Entrepreneur Must Know.

As President and Founder of Write On ~ Creative Writing Services, LLC. Manyon has created a mobile business model that allows her to work and play anywhere she chooses.

She LOVES what she does and enjoys writing web copy, press releases, broadcast copy and more. She accepts a select number of ongoing copywriting and consulting clients and fits in special projects when time allows.

Manyon publishes an monthy ezine Manyon’s Musings and She offers a free Copywriting Action Plan with 7 Power-packed Insider Tricks of the Copywriting Trade to Dramatically Increase Sales of your Products & Services. Claim your subscription by visiting any of her websites or her blogs.

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