| |
| |
|
Copywriting Information |
|
|
|
Magic Words That Sell and What Words to Avoid
We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of the most persuasive words to use in marketing are: Now Announcing Introducing Revolutionary Offer Quick Easy Compare Hurry Try to incorporate these powerful words into your brochures, web content, and however else you communicate with customers. Richard Taflinger, professor at the Edward R. Murrow School of Communication at Washington State University, says that a ploy often used in advertising is the use of logical fallacies. These fallacies are not recommended because they may alienate your audience. Taflinger suggest avoiding the following logical fallacies: - Black/White: The black/white, or either/or, trick is making a statement that provides insufficient options to your argument. A common way this is used in advertising is by presenting two situations, one with the product and the other without. The one with the product shows circumstances that the advertiser presumes the target audience would like to be in, and vice versa for the situation without the product. - Genetic Fallacy: This fallacy makes a prediction about something based on where it came from or its origins. Such statements may indeed by true, but they need evidence as proof. - Begging the Question: This is making a statement that includes a premise that has not been proven, basically saying that something is simply because it is. - Weasel Words: These are words that are tossed into a sentence that change the actual meaning of the sentence while leaving an impression that is different. - Dangling Comparative: This is a statement that seems to be comparing one thing to another, but in actuality never actually states what the thing being compared is being compared to. What generally happens is that the comparison is left up to the audience to complete. - Complex Question: A complex question is one that appears to be asking for a yes or no answer, but is in reality two yes-or-no questions that are usually contradictory. No matter how you answer, you can't win. - Buzz Words: These are words that seem to say something, but don't. They are extremely popular in advertising. - Guilt by Association: This is when you attribute characteristics to someone or something based merely on the society they keep. - Self-Definition: This is using a word that you expect your audience to define one way, but you mean it another way when you use it. By using Ogilvy's magic words and avoiding the use of fallacies, you'll be on your way to advertising that sells - without alienating your audience. Herb and Monica Leibacher operate Web Builder Express. Create a professional web site for your business or non-profit organization with Web Builder Express. At http://www.WebBuilderExpress.com, you can request your free Quick Start Guide that tells you how to create a great web site.
MORE RESOURCES:
Leap to the top with new in-house web copywriting service from ... - Response Source (press release)
Copywriting - Google News |
|
|
|
RELATED ARTICLES
Copywriting: Engage Prospects By Involving Their Senses Imagine a bland, colorless existence. Where food had no taste, silence surrounded you and everything smelled the same. 5 Rules for Effective Written Sales Communications Most salespeople have great ideas, but when it comes to putting those ideas on paper for their prospects, they ramble on for pages and quickly lose their readers' interest. Why do brilliant salespeople often have such a difficult time writing effective sales materials? Quite simply, these professionals haven't mastered the 5 rules of effective written business communications. Five Tips for Writing Eyeball-Grabbing Headlines If you made it this far, the headline for this story has caught your attention. Hot headlines are a hit with readers because they stick out, grab attention and urge them to read the rest of the story. Magic Words That Sell and What Words to Avoid We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of the most persuasive words to use in marketing are:Now Announcing Introducing Revolutionary Offer Quick Easy Compare HurryTry to incorporate these powerful words into your brochures, web content, and however else you communicate with customers. Copywriting 101: Exclamation Point, Friend or Foe? My name is Ann and I'm a grammar geek. There, it's out and I'm relieved. How to Write Carrot-Wielding Copy! A significant reason behind websites that fail is the lack of an effective direct response sales message. Such a message is comprised of three elements (it must be):Captivating (it captures the reader's attention) Riveting (it pulls her into reading further) Engaging (it calls her to act)How can you incorporate those three vital elements? If I were to answer that question adequately it would likely take me an entire book the size of an encyclopedia! But for now, let me give you a succinct explanation. Three Steps To Pump Up The Drama In Your Copy All the world's a story. Video games have storylines; newspapers report stories; country music lyrics tell a sad tale. Ad Copy - Your 12 Point Inspection! You're ready to launch that new product or promotion, & you're really counting on a piece of advertising copy to come through for you.You're looking for stellar results! And, you're determined to do everything in your power to get them. 5 Critical Mistakes Most Freelance Copywriters Make Think you have what it takes to be a freelance copywriter? I wasn't so sure I knew when I first started in 1999. All I knew was I desperately wanted to work from home to raise my two sons after my divorce. Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines Headlines attract attention. Headlines generate interest. Buy My Book for $27 and Ill Give You Bonuses Worth a Gazillion Dollars! Subhead.. How to Write for a Paper or Magazine l. Introduce yourself to the editor of your local newspaper. Power Words And Phrases I like to use power phrases when writing sales material. These power phrases add punch to a line or a paragraph and I usually use them to start off a sentence. Is Your Content Provider Selling You Ripped Content? Ripped content: well the term itself is self explanatory. Content that has been copied from some other site, without any official authority to do so. Impulse Writing for Better Ad Headings Writing headlines for your ads is the most important part of your online presence.When posting your ad to classified sites, directories, message boards, newsgroups or mailing lists, the only part of your ad that is showing is the heading. How to Write Adverts that Forces People to Respond Think for a moment some day and consider the kind of advertising you see in your post box, on the TV, on your computer, on the radio, etc. Then ask yourself this question, "Would I buy this or not?" If you say "No," then ask yourself why. 10 Tips for Writing Web Copy One of the most important aspects of a website today is the webcopy - sometimes called the sales letter.In days gone bye, banners and graphics were all important but now it's the words that do the selling. Freelance Copywriters on the Internet: How to Tell the Difference Between Heaven-sent and Hack If you're hunting for a good freelance copywriter and have never done it before, or if you have but find yourself needing another for the first time in a while, I don't envy you. This "brave new" e-world has turned your once straightforward search of a neatly stacked file of brochures and introductory letters into a bothersome wade through a mucky world of half-baked online listings and search results which only seem to list those freelance copywriters who are experts in SEO, or at least know what the heck it means (search engine optimization). Freelance Writing As A Career Most people would love to make a living from freelance writing. If you tell people that you are a freelance writer, chances are that they will respond by telling you about their own desire to be a freelance writer. Copywriting Goldmine: One of 20 Insider Secrets to Great Copywriting Each weekday during my Red Hot Copywriting Bootcamp, attendees (or recruits) get a daily drill designed to reinforce the training I give on weekly phone calls. The drills are illuminating and fun.
|
| home | site map |
| © 2006 |
