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And information – descriptive content – is exactly what consumers (across all industries) want you to give them. Not a sales pitch, not an infomercial, but real honest to goodness content about why they should be choosing you over your competition.

(the curious copywriter)

  • Frost the copy. Find interesting, unusual ways to say what might otherwise be dull.
  • Use Franking to reinforce reader motivation. Obvious is boring. Hold interest by using few details and making strong statements in subtle ways.
  • Pump up verbs. Replace conventional verbs with interesting ones that bring life and action to copy.
  • Lead with relevant benefits. Use product features to substantiate the product’s claim. Specifics help people imagine using the product in the present tense.


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