by Marcia Yudkin
One of the best-designed sales
pieces I've received in years was a come-on for
an MIT conference. Every panel implemented the
metaphor of a deck of cards in both design and
text. Bullets in the form of hearts, spades,
diamonds and clubs and subheads like "This
session provides you with all the aces you
need" carried through the unified theme.
After spending so much time exploring this
piece, I figured the conference sessions would
have something to teach me too, and I signed up.
Another marketing piece, from
CM Communications, Inc. of Boston, landed in my
files because of its clever use of a tailoring
theme. Headed "Getting the Right Fit,"
the three-panel brochure used a tape measure to
illustrate subheads like "Don't Hem
Yourself In," "Look for a Versatile
Outfit," "Button Down Costs" and
"S, M or L?"
an Effective, No-Hype Long
Follow the steps in a
new online copywriting
course to create a thorough,
sales page for your own (or
a client's) event, coaching
program, tour, retreat,
Learn to write
long sales copy.
Long Sales Copy Online
Well-executed themes get
results in marketing because they reach beyond
features and benefits to engage emotions as well
as the intellect. In addition, they provide
unity between words and graphics and thus become
more memorable. Sometimes they involve a
creative format too.
Cindy Marshall, of Jefferson,
South Dakota, used the theme of a police suspect
file in a promo piece for Media Concepts, in
nearby Sioux City, Iowa. The manila file,
complete with a real-looking coffee stain, opens
to fingerprints, Polaroid crime-scene items and
a profile including "caught guiding
unsuspecting clients in specifying advertising
goals" and "known to be armed with
To select an effective theme,
stay away from any you've already seen
implemented in your industry. Play an old parlor
game to spur your imagination: If your product,
service or business were a fruit, which one
would it be? If it were a song, which one would
it be? If it were a communication medium, which
one would it be? How about a feature of the
landscape, a type of weather, a dessert, a bank
Write Product Descriptions That Sizzle and Sell
Never go brain-dead again when you have to describe 17 - or 1777 - similar products. Marcia Yudkin's concise how-to manual and brainstorming guide comes to the rescue, with the keys to effective product descriptions for print or online catalogs or sales pieces.
copywriting made easy.
Or, think about some general
categories of phenomena that provide rich
sources for themes: Nature; Technology; Hobbies;
Relationships; Mythology; Popular Culture;
Occupations; Common Problems. Sometimes a pun,
such as in "A Hire Authority" for an
employment firm, supplies an interesting
metaphor you can build upon. Once you choose a
tentative concept, brainstorm related ideas,
such as for "shoot-out": holster; OK
Corral; bad guys; sheriff; Wild West;
For maximum effect, a theme
should be unexpected, such as "Setting Sail
for Internet Profits" and yet sufficiently
familiar so that visual elements like anchors
and rudders and textual references to
"catching the wind" and "calm
seas" make instant sense. The theme should
always be more concrete, picturable and
commonplace than what you're selling. Otherwise
you will have created an unnecessary mystery
instead of a compelling sales piece.
Quick online course teaches how to
catch pesky typos. Whether you check
writing on screen or on paper, learn the
stakes for error-ridden copy, the five
best proofreading methods and the tools
you can or shouldn't use to identify
errors. Includes practice tests and
Proofreading Hacks course.
As with any marketing idea,
test it out with people similar to your
prospects to make sure it provokes a laugh or a
nod instead of a "Huh?"
Marcia Yudkin. All rights reserved.
more articles about copywriting.
more in-depth information from books and reports
to become a well-paid copywriter/marketing
Online Courses That May Interest You
The Sales Letter Makeover Course
The Press Release Makeover Course
The Mighty Postcard Marketing Course
Create a Practical Marketing Plan
Fact Checking Made Easy
Marketing for Introverts