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Secrets of Great Copywriting

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So you're ready to delve into the exciting world of copywriting, but you aren't quite sure where to begin. Here are some hints to get you started on your first copywriting assignment:

  • Start by determining the key selling points for your product or service, and the target market you wish to reach.
  • Use design devices such as headlines, subheads, photo captions and drop caps to highlight your main points.
  • Focus on benefits to the reader — not "this product has a handle" but "easy to carry."
  • Identify with your target audience in your copy, mentioning "fathers" or "concerned citizens" or whatever group you seek to attract.
  • Read your junk mail, pick up free brochures, and browse the ads in your newspaper. Notice what works and what doesn't.
  • Use testimonials — they're a powerful marketing tool.
  • Make it easy for a prospect to order once the sale is made. Include contact information or an order form at the end of a letter.

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