The 10 Laws of Writing Advertising Copy

Follow these writing principles when it's your goal to create successful direct mail and advertisements.

1. Choose words wisely.

In an unexplained almost magical way, words sway people simply by the way they look or sound. For instance, words that convey quality and care are:

hand-woven, workmanship, craft, smooth. Exotic words are: Jamaica, lush, mist, lime, golden, lemon. Upbeat words include: child, light, extraordinary, squealing, flower. Safe words are: family, church, blanket, warm, apple. And serious words are: war, work, immediately, financial. To create positive (or negative) moods or feelings that will motivate buyers, choose words wisely.

2. Develop the offer.

To find a strong offer for your product or service, test various offers. Your objective is to find which offer, or combination of offers, will successfully motivate your market to buy. For example, will it be "sale price of $18.95" or "receive $10 off the original price of $28.95"? Or perhaps buyers will respond when they are offered free shipping and handling or a free how-to booklet that helps them save time or money.

3. Focus on selling.

Advertisers have a six step process to follow when selling products or services: 1) get attention; 2) make the sale; 3) get the order or inquiry; 4) provide a quality product; 5) maintain an ongoing relationship with the customer; and 6) repeat steps 1 through 5 over and over.

As with any process flow, if the advertiser focuses too much on one item, one or more of the other items will most likely suffer. A common mistake is advertisers put all their energy into step one.

But contrary to much of the advertising we are exposed to, doing whatever it takes to get attention is not the magic formula for successful advertising. You can scream, shout, or shock them all you want, but if you don't make them understand why your product is exactly what they want, you will never make it to step two.

Sometimes it helps to think of yourself as a salesperson walking up to a customer. You would not wear a flashy suit with bells and lights to get his attention. You would approach him looking professional, credible and honest, and immediately present the benefits of your product or service.

4. Establish believability.

Believability is capturing buyers' trust and confidence. First as first-time buyers, then as loyal buyers. It may include: 1) belief in a company and what it represents; 2) trust in the people who run the company; or 3) confidence in the company's products or services.

To establish believability:

* Use original statements;

* Choose your company and product names carefully;

* Offer a free sample;

* Sign your name to the ad or sales letter;

* Show testimonials; and

* Use lots of specifics.

5. Write with enthusiasm.

As you know, it's easy and natural to be attracted to an enthusiastic person. It's no different in print. An ideal ad or direct mail package communicates the writer's excitement about a product or service. Imagine yourself describing a fantastic offer, a "miraculous" product, or a huge money-making opportunity to someone. What would your enthusiasm sound like?

One reason people are attracted to enthusiastic writing is because it encourages (allows) them to move forward with their private dreams, wishes or desires. Your personal and high-spirited copy may provide the edge of encouragement buyers need but haven't received from anyone else.

6. Craft a stand-alone order card.

Never assume buyers will read your entire direct mail package. They have learned to go straight to the order card to get most of what they want to know, like: What are you offering? What's the price? What are my obligations if I decide to buy?

Because of this known behavior, the order card must be comprehensive or a well-summarized snapshot of the entire mailing, typically including:

* a guarantee;

* a picture of the product or bonuses offered;

* multiple reply options such as phone, fax or mail;

* space for the buyer's name and mailing address if this information is not preprinted on the card;

* payment options details, if applicable, such as bill me, check enclosed or bill my credit card, as well as sales tax and shipping and handling charges;

* a clear description of what the buyer will receive;

* the company's name and address;

* a unique key code to track response;

* highlights such as "Hurry! Offer expires in 28 days." "Use this $102 check and receive immediate savings." "Limited Time Offer." "Extra FREE Bonuses For Quick Response."

* testimonials.

7. Use empathy.

I personally like to use empathy when I write because it sets the stage for a friendship. I don't want the buyer to feel as if we're complete strangers. I want him to know that I understand the problem he is trying to solve (I empathize with him), and that I have a solution.

Essentially, these are the reasons to use empathy.

* Empathy gives the buyer confidence because he feels someone is on his side and understands his problems.

* Empathy adds warmth to a sales letter.

* Empathy allows you to quickly communicate that you are the right person to help the buyer solve his problems.

* Empathy builds relationships, or a feeling of friendship when it is used in a sales letter.

8. Present a clear "voice."

When you combine a company's personality with its values and with specific attributes that it has identified as its own, you create for that company a powerful, valuable and memorable, voice.

An established, consistent voice provides a greater advantage in the marketplace because it adds clarity to your messages. Only clear messages get attention.

* Voice is expressed through words, visual style and identity. For Disney it's words like kids, family and fun. A visual style that includes theme parks and bright colors. And a strong identity or logo (Mickey Mouse ears). Together, the three create a harmony that is unmistakably Disney.

* Your voice has its own unique rhythm.

* Your voice stands clear and is easy to identify even when you talk to different audiences.

* Voice is always consistent. Without consistency you create confusion and instantly diminish the value of your voice.

* The core of your voice never changes. It endures year after year after year. Avis, for example, has included the phrase "We Try Harder" in its voice for 40 years.

* Voice is for every company, whether you gross fifty thousand or fifty billion dollars of sales in a year.

9. Pack the headlines with power.

Since most people scan advertising, the muscle of your ad or direct mail package must be in the headlines. The only way to write better, tighter headlines is to practice. Here's a fast exercise. Using the 8 bulleted ideas below, write headlines for your product or service.

* Use "How to" in the headline.

Example: How to find a headache doctor

* Use "how" in the headline.

Example: How one family saved $3,811

* Use the word "wanted" to attract attention.

Example: Wanted: People who like to read

* Use the key word "why" to arouse curiosity.

Example: Why do some people pay $500 for custom shoes?

* Start with "which" and form a question.

Example: Which of these common concerns would you like to eliminate from your own workday, once and for all?

* Use short testimonials.

Example: "I never stopped eating yet I lost 107 pounds"

* Keep headlines short--one to three words, if possible.

Example: For Quick Relief

* Address the group you're talking to. In the example below, the writer is talking to teachers.

Example: Do you teach? If so, please read on...

10. Initiate emotion.

Emotion--fear, love, pride, fulfillment, power, freedom--is created in advertising by way of pictures or words, or both. The combination is often more powerful than just one or the other. Of the 10 rules listed here, emotion is perhaps the most important feature of good advertising. An inspiring photograph will capture attention. An edgy headline will encourage buyers to read the opening paragraph.

The best expression of emotion in print advertising that I can recall seeing in the last two years is a self-mailer for a North Carolina-based magazine. The black and white mailer had exactly the right mix of photos and personal copy to arouse emotion. The photos were personal, real and easy to relate to. The words communicated a simple message that was clear, calm, influential as well as personal and real. Finally, the design included plenty of white space to accommodate the reader. What more could a potential buyer ask for?

Linda Westphal is a freelance copywriter who works with advertising agency creative professionals, business owners and other marketing professionals from her office in Sacramento, California. She can be reached at Linda Westphal Copywriting, P.O. Box 2033, Citrus Heights, CA 95611, (916) 961-7030, ore-mail: lindawestphal@compuserve.com. For free marketing e-booklets, visit www.lindawestphal.com.