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Editing Yourself: Five Tips for Using Words Masterfully in Your Copy

by Marcia Yudkin

With just 26 letters in the English alphabet, it sometimes seems impossible that language can meet all the selling challenges we set for it. The magic of persuasion lies in the art of choosing and arranging words. Subtle nuances of words can spell the difference between a reader losing interest or feeling an overwhelming desire to go on.

Here are five expert tips on using words to win attention, build credibility, trigger interest and eliminate doubts so people buy or register as a possible customer. Many of these points I learned at the feet of top editors at New York publishing houses, major magazines and public radio. Although they were teaching me how to shape words for the utmost clarity of factual information, the suspensefulness of a narrative line or the
impact of commentary, the techniques apply just as well to using words to sell.

Copywriting Course

Learn to Write No-Hype Copy
Six-week self-study course teaches you to wow people into buying through the power of well-chosen words.  Includes challenging and varied assignments to practice on, with answers from the instructor and participants.  Replace incomprehensible jargon with reader-friendly, motivating content.  Copywriting course.

1. The word "but" deserves caution because it signals an obstacle or hitch and may subtly signal disparagement. Compare, for example, the increased power when we change "It's first come, first served, but we'll try to help you meet your deadline" to "It's first come, first served, and we'll do our
best to help you meet your deadline."

2. Avoid the word "no," which functions like a stop sign, when trying to elicit action. See how that little two-letter word throws the message out of whack in this line on a billboard: "We'll call you back. No, really." When we simply remove the "no," the impact of the message strengthens. Likewise, thereís an overall lift in impact when you change "No other local bank offers 24 hour answers about your loan" to "Unlike other local banks, you get 24 hour answers about your loan from us."

Learn From the Masters of No-Hype Copywriting
In 2013 and 2014, Marcia Yudkin convened the most articulate and experienced practitioners of no-hype copywriting for an exchange of ideas on writing copy that persuades without excessive showmanship or stretching the truth.  Presenters included Peter Bowerman, Nick Usborne, Shel Horowitz, Karon Thackston and others. Order the recordings from this telesummit.

3. The present tense for verbs conveys more power and confidence than past or future tense. You can hear and feel the improvement from the usual "After our ten-point tuneup, your car will run like a dream" to "After our ten-point tuneup, your car runs like a dream."

4. Adverbs weaken statements, even though theyíre added as strengtheners. Avoid intensifiers like "really," "very" or "extremely." Get rid of "literally" any time your sentence doesnít pass the test of literalness: "We literally exploded in laughter." Did you explode, according to the dictionary definition of that word? No. Then out it should go.

Advice on "Help - They Just Don't Get It!"
One of the most unnerving and perplexing marketing dilemmas is having customers who do not believe they need what to your eyes they desperately lack.  In a three-audio set, learn the six most common reasons for such a misfire and the six best remedies that lead to understanding.  Then listen to two coaching calls in which Marcia Yudkin helps a client and listeners understand how to apply this sort of diagnosis and treatment to actual misunderstandings between service providers and potential customers.  Three one-hour recordings, $79.95.  ORDER NOW.

5. Donít use violent metaphors like "killer web sites" unless youíre targeting an audience that thrives on machismo. Itís common to use violent, aggressive imagery as an all-purpose intensifier, but this makes for sloppy writing that makes many audiences pull back instead of smile. For instance, a sales coach promises "Deadly Efficient Selling." The word "deadly" suggests a process similar to a sniper picking off a victim with
one shot and no wasted effort. Well, who is the victim, in that case? The customer? Surely most businesses do not want dead buyers.

Give every word choice a ruthless lookover during the editing process so you create the most persuasive argument with your arrangement of your 26 basic components!

Copyright 2016 Marcia Yudkin. All rights reserved.

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