5/5/2009
The 10 P’s of Powerful Promotional Copy
The power of language to influence, persuade, and ultimately convince makes the written word one of the most effective methods of communication and one of the most compelling motivators to action. Yet,to create the impression – and action – we desire, we must carefully and deliberately choose our words and combine them in ways that inspire the precise outcome we hope to achieve.
The following tips for using words effectively in your next sales campaign represent 10 of the most important characteristics of writing that gets results:
1. Stay positive. Instead of focusing on the problem or need, word your promotional copy in a way that highlights all the benefits of your product or service. If, for example, your product provides relief for an unpleasant or painful symptom, say more about the relief than the symptom – and if possible, avoid mentioning the symptom altogether. Concentrate, instead, on all the positives your product has to offer: freedom, comfort, well-being, vigor. These are the concepts you want your prospects to visualize as they consider purchasing your product.
2. Pack a punch. Use power words. (More on these in an upcoming post.) Say what you have to say in a way that grabs the reader’s attention and doesn’t let go. Power words elicit strong, positive emotional responses because they speak to a reader’s deeply rooted desires, dreams, hopes, and aspirations and relieve his fears, worries, anxieties, and uncertainties. They confirm her inherent sense of self-worth, satisfy his natural need for validation, and promise to answer that wholly human search for an improved quality of life.
3. Paint word pictures. Of course you’ll offer facts and other information about your product or service; yet, it’s every bit as important – if not more so – to show as it is to tell. Picturesque speech and writing allow the hearer/reader to visualize – and vicariously experience – the reality of the idea being expressed. This makes your appeal come alive to your target audience in a way that merely stating facts or statistics never could.
4. Keep it pithy. Make every word count. Use snappy, upbeat, to-the-point prose. Depending on your audience and message, you may be able to use a reasonable number of highly descriptive adjectives and adverbs to good effect. But never let your modifiers make you lazy or complacent. Don’t use them in place of colorful nouns or lively, vigorous verbs that add vitality and momentum to your appeal.Use prepositional phrases wisely, since they can dilute prose and destroy its impact. Tightly written copy is the gold standard of promotional copywriting.
5. Get personal. Demonstrate empathy, warmth, and understanding of your prospect’s need, desire, problem, or plight. Convey the impression that not only have you been there but you care about the fact that your potential client is there now. Generously offer the solution of a fellow-traveler who has the wisdom of experience to impart. The personal touch will take you far in building rapport with your prospect.
6. Ignite passion. Light the fire of passion in your prospect by demonstrating some passion of your own. Passion for your mission, service, product, or discovery can pique your listener’s interest. Genuine passion is contagious. If you can effectively kindle and fan that flame to a white hot glow, there’s little your prospect won’t do to make you her mentor, guide, supplier, and friend.
7. Write with purpose. Tell the world what you stand for. Share your mission, your philosophy, and your desire to be more to your prospect than just another self-serving, profit-seeking organization. Create a meaningful experience for your customer rather than merely offering an opportunity for him to purchase a product.
8. Focus on the present. In sales, the most important time is now. So, make your message immediate, your appeal urgent; then expect your prospect to respond with the same sense of urgency you’ve instilled in him or her.
9. Make a promise. Then keep it. Exude integrity with everything you say and do. Follow through on every commitment you make, whether stated or implied. Create an excellent track record for your company, and pride yourself in that symbol of success and trustworthiness. In that way, you’ll create an atmosphere of reliability that turns prospects into customers and keeps customers coming back.
10.Prepare a plan. In sales and marketing – which of course include writing effective promotional copy – preparation and planning have no successful substitute and no worthy rival. So, plan your sales and marketing copy as carefully as you plan your overall campaign. Use the above nine items to build your well-thought-out plan for turning current prospects into future loyal customers.
For further insight into writing more effective promotional copy, visit Michel Fortin’s post, titled, To Up Sales, Up Words!Then, start planning your next sales campaign!
