The first rule of writing effective copy is writing it in a tone and style that your audience will understand. If you are writing to an audience of lawyers, write on a level they will understand. Don't write on a level that you would if you were writing to children.
1. Figure out who your market is. Find out lifestyles, demographics, geographics, and anything else that is relevant with understand that market.
2. Before you write any copy, make sure that you have thoroughly studied the product or service that you are selling.
3. Make sure your copy flows. Don't change from a formal tone to an informal tone, unless it is something that you are trying to convey in your message. Use short sentences that are easy to read. Be clear and concise with the message that you are trying to deliver.
4. When writing effective copy, stay away from using the word "I." People want to know what's in it for them, they are not really interested in you as much as they are as themselves.
5. Generating a killer headline is what is going to get the prospects attention. Make sure that your headline is captivating. If you are going to be clever, make sure the prospect can figure out the message immediately. You don't want them to wonder what the message is or what you are trying to sell.
6. People buy on emotion. No matter what you are selling make sure you list benefit after benefit as they sell. Features are nice, but they will not sell the product. Always remember to start with the benefit.
7. Develop a strong call to action. You can have great sales literature, but without a call to action, you are only going to delay getting a direct response to whatever you are trying to sell.
8. If you are writing web copy, make sure it is filled with rich keywords, as you want to get the best search results possible.
9. Always open paragraphs with attention getting hooks. Don't let the reader drift into another state when they are reading your copy. If so, then the prospect will go elsewhere.
10. Be sure to review your copy as many times as possible. Read it one time, read it again. Put it down, then read it again. Make sure it is the best copy that you have ever written. After all, you want customers and clients to keep coming back to you for business. That's why you are in business -- right?
