Get Your Message Across – 5 trusty tips to improve your copywriting

There’s a lot of buzz among marketers about the importance of search engine optimization copywriting. And no doubt, getting your Web site ranked highly in the major search engines is important. But your effort will be wasted if you don’t deliver a clear message that drives recipients to take action. Whether you’re writing copy for a Web site, email newsletter, direct mail campaign, or any other marketing effort, keep the following in mind to be sure your language gets the message across to your reader:

1. Get their attention. When it comes to promotional copywriting, your first priority is to make sure your message gets read rather than immediately discarded. That means writing a headline (or envelope copy, email subject line, etc.) that spotlights what’s in it for the recipient (e.g., “10 Ways to Cut Down Your Grocery Bill”). Alternately, something that intrigues will get your message read. For example, a link to “The Top 5 Ways That Homeowners Lose Equity” could bring viewers to a home repair or plumbing business.
2. Offer helpful information. If you can deliver helpful advice in your field or explain a complex subject, you’ll establish yourself as a go-to resource. “The more you educate people, the more market there is for what you do,” explains Mary White, a training coordinator with the Mobile Technical Institute in Alabama.
3. Keep it simple. Uncluttered, straightforward language in your copywriting is best for getting your message across. Lyn Mettler, co-owner and founder of Step Ahead, Inc., recommends aiming for an eighth-grade reading level. “You don’t want to talk over anyone’s head,” she says.
4. Be real. A growing business has a built-in advantage with the many consumers who favor working with independent and local businesses rather than large chains and nationwide organizations. You can play to that advantage on your Web site by spotlighting your local presence and the more personalized service you’re able to provide. “It should be in your voice,” White says. “If you’re not a good writer someone can do it for you. But you should write it.”
5. Don’t neglect your brand. Be sure your communication reinforces your brand or your company name in the consumer’s mind. Include it in the headline (or Web banner, email subject line, etc.).

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