into your copy and see how they work wonders. Certain words have, over time, proven to be powerful influencers when strategically dropped into promotional copy.Powerful, amazing, astonishing, exciting, fantastic, fascinating, phenomenal, revolutionary, wonderful, special, unique, super, exclusive, incredible … and other similar superlatives.
And don’t forget offer-related words, and words that suggest an event to take notice of: guaranteed, urgent, announcing, new, introducing, first, free, improved, initial, limited offer, time-sensitive, time-limited, revealing, successful, breakthrough …
Finally, keep in mind the personal connection you make when you talk to your audience in the second person singular: YOU.
Be Truthful
This means be truthful with your audience and with yourself. Sincerity sells. Copy that lies or bends the truth passes straight into the bad copy category, despite any sales it might elicit. Bad reps are too easily spread around these days via the internet. Also be aware that “time-sensitive” offers that actually never end are highly disingenuous and can insult the customer’s intelligence. In this down economy, you don’t really need to explain why a discount is being offered.
Be Honest With Yourself
For your own part, face up to the truth of your own work. Ask yourself if what you’ve written would cause you to buy. If not, what is lacking that can be added, or weak that can be strengthened?
Review and Rewrite
You will answer the above question about the quality of your own work far more easily by carrying out a serious and repeated review of it before you submit it. It is a very rare copywriter who can write a perfect piece of copy straight off. If you think you can do this, you are either amazing or deluded.
It is perfectly normal to finish your copy and then want to rewrite parts of it, and to go through this many times until you finally read through and have no corrections you wish to make. That process does not make you an amateur; it’s what makes you a professional.
Naturally, this extra work will effectively reduce your hourly rate of pay, but it should make for a very happy client, and that will mean repeat business and often referred business.
Understand the Power of Words
This is the most fundamental point, but covers more than the overall message you are conveying. You need to be aware of the connotations of each word and phrase you use, and be happy that you are giving out the right message.
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