3 Copywriting Tips - How To Edit For Mass Appeal!

Web copy that's intended to sell or generate leads needs to quickly reach out and grab attention and build rapport with a target audience. You can connect with your audience more effectively if you understand something about how people process information, and how they think.

Every one of us is constantly sorting, distorting, and generalizing what we perceive, just to stay sane.

As a result, different people see the world differently. You probably want to appeal to as many of them within your target market as possible. Here are three simple tips you can use when it comes to editing your web copy.

1 - An idea can be made to appeal to more people if it is expressed in both a positive (moving toward), and a negative (moving away from) fashion.

Look how it's done in this famous lead..."TWO YEARS FROM NOW, your business could easily be worth 2.5 to 25 times what it's worth today...Or you could fall into the list of business also-rans... " Some people are motivated by the desire for gain, and others by the fear of loss. With a statement like this, it doesn't matter which, you're speaking their language either way.

Another great example of this is in the life insurance industry. Rather than try to force a square peg into a round whole, the insurance companies came up with the idea of "cash value". Now the sales pitch could be reframed to appeal to both types of people. Those that moved toward pleasure could be sold on the idea of early retirement, and those that moved away from pain could be sold on the more traditional idea of income protection.

2 - The second idea is internal versus external frame of reference. Some people do things because they see others doing them. Some people want to relate things to their own experience. The former is impressed by testimonials and success stories, while the latter is moved by deductive reasoning, analogy, and metaphor. You can see this requires two very different kinds of selling.

Here's another way to look at internal versus external orientation. The internally directed person values a sense of achievement while the externally directed person values recognition. Two sides to the same coin.

So you might say in your copy, "Picture the smiles of appreciation your family will reward you with when they begin to enjoy the new lifestyle this knowledge can afford you. Imagine the sense of achievement, and how confident you'll become!"

The first sentence appeals to an external bias, while the second one targets an internal bias.

3 - And the third tip is to use phrases that appeal to multiple modes of perception in your copy. Like everyone else, you perceive the world with a bias toward seeing (visual), hearing (auditory), or feeling (kinesthetic). Naturally your copy will reflect this bias. By going back through it and editing it to include all three biases, you will connect with more readers.

I am a very visual person, so I might write something like, " You've got a clear view of it in your mind's eye now, don't you? Suddenly, it appears you'll make your decision." I might go back and edit this passage to include a mix of the modalities. Perhaps..."This is really resonating (auditory) with you now isn't it? You've grasped (kinesthetic) all of the important points and you can see (visual) your choice."

By understanding people's patterns of perception, and how they view the world, you can make more of them feel comfortable when they arrive at your website. Your sales message will click with more buyers, and you'll see more sales!

". . . anywhere is the center of the world." Black Elk, Sioux Medicine Man

Copyright 2005 Daniel Levis

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies - From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier.

Let the legendary Robert Collier show you how to write words that sell... Visit the below site & get 3 FREE Chapters!

http://www.Advertising-Online-Strategies.com/ad-strategies.html

More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Copywriting Information:

Related Articles

Copywriting for Astrology, Numerology, Tarot, and the Mystic Audience
These days, you don't have to traverse the dark forest on the eve of the Full Moon to find a gypsy, psychic or "intuitive" as many now call themselves. Chances are, the local astrologist or tarot reader is making more than a comfortable living for herself in a corporate complex near you.
Copywriter Rates, Getting The Facts Beforehand
Have you ever had the experience of hiring a freelance copy writer only to find that the project takes longer than expected, or that the fees they offered are 'flexible' in the wrong way for you to benefit. There is no doubt that copywriter rates differ greatly from one to another.
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.
Traffics Nice... But Whos Driving?
In the competitive marketplace of the new millennium, the demand for specialized products or services will increase. If your site sells everything or to everyone, chances are that your audience will not perceive a value in shopping from you any greater than from anyone else.
How To Make A Career Out Of Copyediting And Proofreading
Do you possess the qualities of a good proof reader? Are you good with details, spotting errors in spelling, grammar, and the flow of a piece and putting together quality work? If so, you may be able to make a career out of copyediting or proofreading. For those looking to get in to this field of copywriting, they may be stuck looking in if they do not know where or how to get established.
Ten Eye Popping, Jaw Dropping Ad Copy Secrets
In order to make more sales and get more profits for your business, fist of all, you should have a good ad copy. Once you master the knowlege for how to get traffic, you will get a lot of visitors to your site.
Its Time To Start That Swipe File
Just as great fiction is an art, so is great copywriting. Beneath the art, however, there's a foundation of basic knowledge and skills.
Writing Benefit-Driven Web Copy - 4 Steps to More Sales
You've identified the benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers?Recently I wrote an article explaining how to identify the benefits you offer your customers (http://www.divinewrite.
Copyright, Copyrighting, and Online Copyright Abuse - Save Yourself the Headache by Reading This!
Lets start with copyright infringement.It is easily explained as copying someone else's work without gaining permission first.
Copywriting Makeover: Making An Emotional Connection - Part 2 of 2
In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the previous version of the copy here: http://www.
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.
Its the Headline, Stupid! - Writing Powerful Headlines
"It's the headline, stupid," is the sign that hangs over my computer screen. It reminds me that to write effective articles, press releases, sales letters--whatever I want people to read--I need a powerful, grabber headline or title.
Working With a Freelance Editor
If you are interested in creating information products, you will very likely deal with editors throughout your career. You may need someone to edit a book, review a special report, or tighten up a magazine article.
Writing Copy for Voiceovers
As with any of the performing arts, an effective voiceover begins with a well-crafted script. You don't have to have many years of writing experience to create copy that is both effective and a pleasure for the voice actor to perform.
Writing Tips for Your Website
Now that your website is up and running, it's time to add content. Fresh content will make your site interesting and keep people (and search engine crawlers) coming back.
The Write Way To Grow Your Business
Hone your writing skills to project a more professional business image.The sales letter you can't put down?the advertising copy that makes you want the product?the resume that prompts you to call the job candidate this second?All these are examples of exceptional business writing.
The Secret to Web Copywriting Gurudom
Have you seen those copywriting gurus, working it on the web? How'd they get so darned famous? How can YOU get what THEY have? Here are some creative ideas for you to kick around and use in your copywriting escapades.1.
Fill Your Readers with Confidence
Site visitors generally stay with you for as long as they feel confident that they will succeed in achieving their goal. It's a simple truth, but important.
How To Write Direct Mail That Really, Really Works!
So, you have something you want to sell. It may be a product, a service, or a cause.
On Copying and Stealing Designs
The notion on the great artist, Pablo Picasso's quote, "Bad artists copy. Good artists steal" is lost on many.