Posted on Friday, 9th May 2008 by CopywritingCat
Here are some cool tips from Copywriter Craig Garber who managed to grab the cool URL www.kingofcopy.com
As he says, copywriters don’t need to worry about being long or short. It’s all about being “crisp.”
Here’s what he suggests (with my editorial comments):
(1) Create experiences in your prospect’s mind.
The idea here is to develop vivid imagery. For instance, he encouraged everyone to remember the old Bugs Bunny cartoons, where chubby Elmer Fudd chased the rabbit around and around, fueled by images of tasty rabbit stew.
I call this “painting word pictures.” Vagueness and abstractions won’t motivate readers to take action.
(2) Use emotional triggers.
People keep reading when you tug their emotions. Or, as I would add, that’s why it’s easier to get hooked on Extreme Home Makeover than on a more intellectually satisfying author talk from C-span. Or why people voluntarily read romance novels instead of statistics textbooks.
(3) Use action words.
Rather than describe a wall to keep out the pests, he says, describe the “unassailable wall around your yard.” Good for a first draft.
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