How much time do you spend writing copy for print ads, online sales pages, or direct mail pieces?  Writing advertising copy that is effective (i.e. sells people on the idea of using your product or service so effectively that they WANT to spend money on it) can be one of the most difficult tasks for anyone trying to promote their products or services, especially those who are not trained in writing, marketing, or persuasive rhetoric. It’s pretty common to spend hours writing a blog post, email, or brochure copy, but then decide it’s just too boring or just doesn’t get across the message you are trying to convey.

At the same time, if you’ve spent any time at all on my website, in my live seminars, or on my webinars, you’re probably not the type who wants to fill your copy with a bunch of hype and ridiculous promises.  So how does one find a middle ground, yet still draw attention by creating successful advertising copy?

Good question! Read on for some great advice on creating advertising copy that doesn’t sound like advertising copy, but really works help promote the products and services your business has to offer.

There’s no question that writing effective copy can be challenging.  As a matter of fact, that’s why a good copywriter can command several thousand dollars, plus residual fees, for a single, well-written, profit-generating sales letter.

To begin with, it’s a good idea to understand the product you are writing about.  If you are writing about your own products services, this can be the easiest, yet most difficult part of the task.  Let me explain.

Of course, it’s much easier to promote something if you know what its highlights, benefits, or perks are, and if you’re writing about a service you provide, you obviously know the things about it you are going to promote in your ad copy.  Or do you?

Here’s the thing: what’s important to you, or what YOU think might be important to your clients and prospects, isn’t always what THEY think is important.  This is where things start to get a little tricky.

When you are writing advertising copy, whether it’s on your website, in a direct mail piece such as a brochure, or in an email, your main objective is to get the reader to respond in a specific way – buy the product, sign up for the newsletter, volunteer for the event, etc.  Sometimes “you” are the “product” that you’re selling.  You might be an expert in your field, you may have numerous successful cases in your track record, and you are prompt, courteous, and professional in your dealings with clients.

Unfortunately, most of us have been taught to be humble and to not “brag” about ourselves or our accomplishments, so it’s hard to write those kinds of things about ourselves.

Stay tuned for Part II of this topic so you can find out some effective “non-bragging” ways to let your clients and prospects know how wonderful you and/or your products or services are!