Copywriting Techniques and Tactics

Copywriting Techniques and Tactics

1. Use copy length to your advantage. Readership drops at 50 words, but decreases little between 50-500 words. Write for the buyer. Who is going to read all that copy? Someone interested in what you have to say. Tell those seriously interested, qualified prospects everything they might need to know.

2. Robert Ringer in his book, Winning Through Intimidation, recommends that you don’t let your audience know you need this. Offer a limited number. Say you will return their check, uncashed, after the supply is gone.



3. Play on the “Bandwagon Effect.” By nature, we don’t like to be left out. “Most will buy…”

4. Or sound exclusive, “you will buy only if…” use an application process, request references, conduct an interview, or have an advisory committee determine who is eligible to purchase/join. Appeals to ego work well for business to business. Give the impression that only some can qualify, i.e. a platinum card.

5. Demonstrate a return on investment. Show hard statistics that will make it difficult to say no. use numbers and expert testimony. Make it easy to buy/do.

6. Give a guarantee or free trial offer. The time-tested, “What have you got to lose?”