Writing Compelling Copy - Part III

Legendary direct response copywriter Herschell Gordon Lewis once said, "A well-written sales letter is an amalgam of sales psychology, word manipulation, and mechanical application."

Truer words were never spoken. I could write a book on the psychology aspect, but Ill spare you (for now). However, when it comes to solid copywriting, there ARE certain rules and details that, when effectively applied, can work quite well within the email channel.

So enough on generalities: Its time to get down to the nitty-gritty... the manipulations and mechanics, as Mr. Lewis put it, that make up an effective promotion. And how to make them work online.

The following highlights fall under the "Things That Are Working Now" category:

1. Be brief.


Keep the overall promotion fairly short. Historically speaking, online readers have neither the time nor the patience to sift through a lengthy message. That means "write tight" - keep the copy short but packed with a ton of click-inducing information about your product or company. Easier said than done.


Leave plenty of white space in and around the text to make it easier for your prospects to read.


Keep the column width narrow. Text messages should be no more than 65 characters across.


Single-space within paragraphs. Double-space between. Again... makes for easier online viewing.
2. Have a conversation.


Use simple words and phrases. Dont try to impress with two-buck words. Dont bore your readers with too many details, either.


Pretend one of your top prospects is sitting right across the table from you: Youve taken him to lunch to pitch him on your products and services. Envision what you would say. Think of the anecdotes and wording you might use... even the humor. Now put those words into writing, EXACTLY as youve imagined. Dont think about it; just write. Doesnt matter if it isnt 100 percent grammatically correct. Remember: Your job is to sell, NOT to be an eighth-grade grammar teacher. Which brings me to my next point...
3. Ignore everything your eighth-grade grammar teacher taught you.


While Mrs. Hill - MY own former teacher - would be aghast, the fact is that the strongest copy often comes from the use of grammatical faux pas such as incomplete sentences and phrases... not to mention the use of the conjunctions "and" and "but" to begin sentences.

Such tactics can really pack a punch. Why? Its a matter of rhythm, pure and simple. Theres a certain cadence that goes along with reading an effective sales pitch. Take a look at the following two examples, the latter of which was part of a winning promotion:

"...Their lives in business were different because of their useful knowledge and its application."

Or...

"...So what made their lives in business different? Knowledge. Useful knowledge. And its application."

Can you "hear" the difference? The rhythmic ebb and flow creates pauses. The pauses create reflection. That reflection gets you one step closer to the reader/prospect.



4. Emphasize.


Use one-line paragraphs to emphasize certain sentences. But dont overdo it.


When you need to highlight certain points or words, use capitalization (or, for HTML promos, bold) for easy-on-the-eyes online viewing.

Take a look at the following excerpt:

"Well help you manage your time. And nothing more."

Sure, it would work in print. But the fact is, italicized text is more difficult to read online. Instead:

"Well help you manage your time. And nothing more."

See the difference? This may seem like a minor point, but youd be surprised at the boost it can give.



5. Load the benefits.

This is nothing new as far as copywriting goes. In fact, Ive brought it up before. It bears mentioning again because it is, in my opinion, one of THE most essential components to creating a potent sales message.

Just keep the following in mind: Let every sentence pack a punch. That means weave a true benefit into each and every line. Yes, it IS possible. And its something to strive for.

Okay. Now heres a challenge - well, maybe not so much a challenge as a call to action. Ready?

If youve had success (or failure) with email promotional copywriting and youd care to share your lessons learned, send me an email (anonymously, if you wish), and Ill post a condensed, de-duped synopsis of the most relevant specifics in a future article.

Hmmm... Real-life email fodder from ClickZ readers. Now if THAT isnt compelling, I dont know what is.

About the Author

Kim MacPherson is President and founder of Inbox Interactive (formerly known as Selling By Design), a D.C. area-based online direct marketing agency specializing in email promotional copywriting, HTML design, and planning. She is also a consultant and frequent speaker on the topic of email marketing and is the author of the upcoming book "Email Marketing 101" to be published by Dearborn. You can email Kim at
inboxinteractive.com.

:To contact see details below.


kim@inboxinteractive.com.