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Chris
Cardell is a leading world expert on Business Success. Here
are Chris Cardell’s five top tips for writing an
effective Marketing letter. When you have read them,
join Chris Cardell's Free Marketing Tips Letter by
filling in the box at the end of the page.
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Step into
the mind and the shoes of the person reading your
copy. Everything you
write should be designed to meet their needs,
wishes, desires, hopes, fears and dreams.
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Keep it
simple. Don’t use
language or sentence structure any more
complicated than you would use in conversation
with someone over dinner.
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Benefits,
benefits, benefits. You
must focus on the benefits of what you are
offering, rather than the product or service. When
you buy a new hi-fi, you’re probably not
interested in how it was made or how many wires it
has (the product) You’re interested in how it
will sound (the benefit) If you buy a new chair,
you don’t really care if it took three years for
a man in China to make it (the product) You’re
interested in how comfortable it’s going to be
(the benefit) So all of your copy should focus on
the benefits.
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Remember
the magic word – YOU. By
continuing to use the word ‘you’ in your copy,
you are forcing yourself to have a personal
conversation with the person reading it.
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AIDA Follow
this classic rule of copy writing and you can’t
go too wrong. AIDA stands for
Attention
Interest
Desire
Action
All
of your copy, whether it’s a letter, brochure or
email, should follow this simple process. First you
need to get their attention – this normally happens
in a headline. Then create some interest. You then
need to turn the interest into a real desire for your
product or service. All of which is useless if the
reader does not take action. So make it very clear
what action people need to take to begin a
relationship with you. For more Free Copy Writing tips
from Chris Cardell, join our Free VIP Newsletter below.
Join
up to receive Chris's Cardell's exclusive 'Marketing
Letter.'
Fill in the box below and you'll receive regular
copies of Chris Cardell's Free 'Marketing Letter.'
It's packed with hundreds of leading edge tips on
Marketing, Advertising, PR, Internet Marketing and
Sales. You'll also discover everything you need to
know to write great Marketing Letters. Fill in the
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