By Robert W. Bly Business-to-business and direct response copy persuades readers in part, by giving them useful information about the products being advertised. The more facts you include in your copy, the better. When you have a file full of facts at your fingertips, writing good copy is easy. You simply select the most relevant facts and describe them in a clear, concise, direct fashion. But when copywriters don’t bother to dig for facts, they fall back on fancy phrases and puffed-up expressions to fill the empty space on the page. The words sound nice, but they don’t sell because the copy doesn’t inform. Here’s a four-step procedure I use to get the information I need to write persuasive, fact-filled copy for my clients. This technique should be helpful to copywriters, account executives, and ad managers alike. Step #1: Get all previously published material on the product. For an existing product, there’s a mountain of literature you can send to the copywriter as background information. This material includes:
Step #2: Ask questions about the product.
This objective may be one or more of the following:
2 Comments
7/1/2022 05:45:59 am
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AuthorHey there! I'm Jax. Here on A Journey To Better, it's all about bettering ourselves, our lives, and the lives of others. Join me on a self development quest to learn more and improve every day. Archives
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