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

---

How Writing Radio Can Help You Become a Better Writer

Knowing how to write, and write well, is a skill... Read More

How to Write a Direct Mail Fundraising Letter (Four Tips for Fund Raising Success)

1. Address your reader as a friend, not as "Friend."When... Read More

Stop Chasing Away Customers! Bad Copy is Your Worst Enemy

Every day, more and more of us begin new online... Read More

Copywriting for Astrology, Numerology, Tarot, and the Mystic Audience

These days, you don't have to traverse the dark forest... Read More

Your USP is Useless

One of the keys to writing good marketing copy is... Read More

Sell Anything To Anyone On The Internet With Hypnotic Writing

I imagine you are the type of person who really... Read More

Segmenting Your Target Audience Through Your Copywriting

Ask any copywriter what the first commandment of copywriting is... Read More

Why Your Advertising Copy is not the Most Important Part of Your Ad

If you own a shop in the middle of the... Read More

Tech-writers: A Necessary Evil

New to tech-writing, or thinking about starting? The key to... Read More

How to Get Instant Attention

Most of us have seen a heckler at a baseball... Read More

5 Critical Mistakes Most Freelance Copywriters Make

Think you have what it takes to be a freelance... Read More

Deciding What Voice to Use in Copy

You have to choose a character or an angle that... Read More

Long Copy versus Short Copy

When I show some people my advertisements, I sometimes get... Read More

Pulling Sales with Your Ad Copy

One of the best marketing tools available to your internet... Read More

How To Write An Effective Ad

A letter or postcard allows you to "talk" one-on-one to... Read More

Custom Writing Services: Market Overview

Market identification Custom writing services market is a sector of... Read More

How to Build Benefits from Features Fast and Easy with the Solution Approach

Every salesperson and fledgling copywriter hears the harangue: DON'T SELL... Read More

Writing Effective Sales Copy

Whether you run a home-based business or Microsoft, one thing... Read More

How You Can Proofread Your Own Work

Putting out a high quality product is a given these... Read More

Promote Your Business and Get Paid for Doing It!

How can you gain credibility and exposure for you and... Read More

Hooks, Lines & Sinkers

Hands up if the title to this article made you... Read More

Revealed: The $12,500 Copywriting Formula

Have you heard of Brian Keith Voiles? Probably not, but... Read More

How to Start and Sustain a Career as a Freelance Writer

Have you wondered how you can make a career writing... Read More

The Lead: Sinking The Hook Into Your Prospect

You only have an instant to capture your prospect's attention.... Read More

Can 97% of Netpreneurs be Wrong?

Why Some People's Ads Almost Always Make MoneyDiscover the Master... Read More

Advice for Copywriters: How to Win the Freelance Bidding War

Are you a freelance copywriter working from home? If so,... Read More

10 Eye Popping, Jaw Dropping Ad Copy Secrets

1. Use a hand written letter on your ad copy... Read More

Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly

When it comes to search engine optimization, copywriting plays a... Read More

Web Writing - Dont Lose Your Visitors Attention!

Did you know that your writing can have a huge... Read More

10 Tips for Tech-Writers

Tech-writing is a tricky business. It's not a very high... Read More

Boost Your Conversion Rate In Three Steps

When I critique, edit or rewrite sales copy, I discover... Read More

10 Keys to Copy That Sells!

Whether you're selling a product or service, the 10 tips... Read More

Freelance Writers: Double Your Income

Freelance writers are a strange group of people when it... Read More