"GOOD COPY CLOSES THE DEAL"
One of the best ways to show
customers, clients, members, donors, prospects, etc., that their response
matters to you is to acknowledge that their time matters to them. How do you do that? Give them content that matters.
What makes content
meaningful? It’s succinct but
informative. You tell your readers what
they need to know to make an informed decision, and you don’t drag it on longer
than necessary.
It’s also detailed but not
cumbersome. If you’re selling a new car,
basic specs on the motor will suffice for most audiences, unless you’re
appealing to a particular segment of audience or highlighting a unique selling
feature of the engine itself. Tout key
benefits and features.
It’s written in an audience-specific,
reader-friendly way. If your audience is
a technical or scientific bunch, jargon is acceptable. For more general or lay audiences, however,
jargon-free, colloquial language is best.
Keep sentences on the shorter side, but also vary length to keep readers
engaged, not bored.
Finally, make it obvious what you
want your readers to do, and make it equally obvious how you want your audience
to contact you.
Graphics grab attention but copy
closes the deal. Make sure your text
does its job.
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