Oops – I’m not getting much time to update this, am I? We’re launching a new search engine optimisation campaign – SEO therapy for websites – and like a virtual housewife, I want to get IceBlue’s website word-perfect before inviting a deluge (fingers crossed!) of visitors to click through to see what we offer. I’ve re-written all the copy for the site, and next week I plan to start pestering the IT guys to install Dreamweaver and InDesign on my laptop so I can see how it looks online. Copy seems to read differently in print, in a Word document and via a web browser – or maybe that’s just me?
Anyway, Mel and I attended another course this week: Direct Marketing for Newcomers. It was a great starting point for both of us, with plenty of accessible theory delivered by Kate Saunders. Suddenly we know who those mysterious Problem Children are, and why we want them to become Cash Cows. And how to perform a SWOT analysis, taking the PESTs into account. Yep.
From a copywriting point of view, it was great for me: another step in my journey from feature writer to copywriter. Although the skills required probably overlap, I’m definitely starting to think like a marketer now.
So! Here is the best copywriting tip I picked up that day:
When writing a direct-marketing letter, remember that the postscript is a great selling opportunity. Studies have shown that the first thing people do when they receive a DM shot is to look at the signature and the PS at the end. So use it! Re-emphasise the benefits of your product, stress the urgency of your offer (although don’t come on too strong), or inspire your reader to phone you.
Marie
PS. Have a great weekend!
Anyway, Mel and I attended another course this week: Direct Marketing for Newcomers. It was a great starting point for both of us, with plenty of accessible theory delivered by Kate Saunders. Suddenly we know who those mysterious Problem Children are, and why we want them to become Cash Cows. And how to perform a SWOT analysis, taking the PESTs into account. Yep.
From a copywriting point of view, it was great for me: another step in my journey from feature writer to copywriter. Although the skills required probably overlap, I’m definitely starting to think like a marketer now.
So! Here is the best copywriting tip I picked up that day:
When writing a direct-marketing letter, remember that the postscript is a great selling opportunity. Studies have shown that the first thing people do when they receive a DM shot is to look at the signature and the PS at the end. So use it! Re-emphasise the benefits of your product, stress the urgency of your offer (although don’t come on too strong), or inspire your reader to phone you.
Marie
PS. Have a great weekend!
