Write Right

By: Brian Grinonneau

The rich and colorful descriptors flowing from your deft digitson a seasoned keyboard will tantalize and transform your raptaudience. What?! That line may be too flowery but does show howimportant it is to write advertising copy that demands to benoticed. There are two considerations in creating compellingcopy. You don't have much time to get noticed and the words haveto be exactly right. You get one chance. Be clear and creative.And get to the point. List your benefit early in the copy. Don'tmake your prospect guess. If you're selling fuel sippingautomobiles, say so--in the beginning.

Tell prospects what theyneed to know--The who, what, where,why and when of youroffering. Economize your words. Go through copy and eliminatethat not needed. You can say a lot with few words. Think Nikeand 'just do it". Too many descriptors cloud your theme andconfuse the message. Write like you talk. Phrases are OK. Forgetwhat an English teacher would say. Ad copy has a singulargoal--to compel people to act. Get creative with words. If yousell chairs, maybe customers tell you the chair is comfortable.You tell prospects the silken, smooth fabric created on oldworld looms will embrace them and create a safe harbor from theravages of a stressful world. As you ponder your copy, consult athesaurus for words that are more rich, descriptive andcompelling. After you've crafted copy that meets your approval,show it around. Ask those you trust to read and react to it.Listen to their suggestions. Rewrite. Rewrite some more. Put itaside and look at it in the morning. The words have to be right.

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