Creating Copy That Sells
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Copy needs to sell consumers on a product..
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06/14/11
Behind any successful print marketing campaign is engaging copy. While visual elements - such as vibrant colors or eye-catching images - might generate the first glance, it is the written copy that will ultimately seal the sale.
As Direct Marketing IQ recently asserts, copy needs to be both imperative and clear. When consumers read a promotional piece, whether it's a brochure or catalog, they should know what the next step of the sales process is for them. Businesses need to tell them to visit a website, head in store or call a customer care center.
Similarly, print materials need to be upfront when detailing how a product or service benefits consumers.
"There shouldn't be any head-scratching going on after reading your copy about the question, 'What's in it for me?' whether it's a direct mail letter or email. The benefit should hit them in the face and they should be thankful for the knowledge," explains the source.
That isn't to downplay the importance of visual design, however. For example, if a business' envelope printing materials are bland, they may not even open the letter in the first place.
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