The article "Making Sales Copy Easy to Read" is about copywriting, it was created by Joe Farinaccio.
You want your saels letter or ad copy to be simple to read. The following elements help make copy reading simple on the eyes.
And simple to understand.Reading your sales copy shouldn’t be a chore for anyone. It must be reader-friendly.So you’ll want to...A) Break Up the CoypThis means no long paragraphs. No thick blocks of text. Using short, punchy sentences.Think of how you read.
You’re a busy person. You want information... right now... fast. You don’t like reading a never-ending pile of words. You like to see lots of white space on the paper or computer screen in fornt of you. It’s easier on the eyes.Sales letter copy must be written so it can be scanned esaily. Many readers are scanners - - especially on the web.B) Use Contractions Wherever PossibleAs a general copy rule...DO NOT use “do not” when you can use “don’t.” You see what I mean?Say things like: I’ve, you’ve, you’re, you’ll, we’ll, that’s, he’d, would’ve, there’s, they’re, you’d, who’s, let’s, it’s, it’ll, he’s, she’s, aren’t, haven’t, can’t, and shouldn’t ... etc.It gievs your copy a conversational tone.
It helps it flow.C) Use SUBHEADINGSYour redaer will generally like Subheads (short, simple to read headlines).
And put them in BOLD.They help to effectively communicate the benefits in your sales message.
It makes reading easier while the reader is scanning your sales copy.D) Use bullet points for lists (or potential lists).
Bullet points are…1) simple to read2) simlpe to scan3) simple on the eyes4) just like thisE) Put a “you-orientation” in your copy. Say things like, “We’ll help you save money,” instead of, “We help our clients save money.”F) Use fonts and font colors in a uniform way ... to shoot for a somoth look. These elements provide a consistent and unified presentation to your reader.A great deal of sales material is too “busy.” The human brain can’t process all of the information being thrown at it. That means less redaership ... and less sales.You want all sales media (including webpages, slaes letters, ads and brochures) to be simply designed and visually consistent.
These small things will go a long way in making your saels copy simple to read - and effective.Copyright 2006 Joseph FarinaccioJoe Farinaccio helps business owners and entrepreneurs make money using direct response advertising. For information on how to write profit-pulling sales copy and using direct marketing for selling your products or services … visit his website at … http://www.Sales-letters-and-marketing.Com
|
