The 20 most powerful copywriting rules of all time

Most of the points below have been covered in previous articles, but as you all know, things are changing very fast out there. Those individuals you are writing to now have all the power. They are very firmly in charge.

You are no longer in charge of a selling situation. And probably never will be again.

However, there are a few important things you can do, disciplines and techniques you can use, that can go a long way to help you to write letters that reassure, persuade and influence those sceptical recipients of your messages, to do what you want them to do.

Let's look at 20 of the most important:

1. Prepare, prepare, prepare
What are you selling? What are its benefits? Why should people be interested in it? What is better about your product or service than others in the marketplace? Do you have a USP? What response are you trying to elicit?

The most successful writers always think before they write. There really is no other way. It is vital that you ask yourself the questions above. You will be amazed how this discipline will help you focus and produce more effective copy.

2. Create a riveting and benefit-laden headline
The headline must contain a benefit and a relevance to the reader. On average, five times as many people read the headline of your ad and letter, than read the body copy.

Therefore it is a golden rule that the winning idea, the proposition, must be in the headline, not merely in the copy. Because if it isn't, there will be no selling proposition to 90% of your audience.

So, if you have news to tell, don't bury it in your body copy, which nine out of ten people won't read. Fire your biggest gun first.
John Caples once said, 'Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this is with exactly the same body copy!'

3. AIDCA
It was AIDA. Attention, Interest, Desire, Action. I think in these tough times, we now have to add Credibility to it as well.
So now it becomes AIDCA.

A sales letter should always be written using that sequence. No exception.

What's more, it will never change, as long as the world keeps turning. Mess with it and your letter will underperform. I guarantee it.

4. Recognise the enormous importance of the first paragraph
The first paragraph must carry on in the same positive vein as the headline and/or envelope copy.

Remember that the reader will not remain with you unless your first and second paragraphs hold the attention and interest your headline and layout have aroused. And if you ask a question in the headline, answer it fast in the first paragraph, or you will lose the reader right there.

The benefit in the headline must be substantiated, enhanced and expanded if possible, in the first two paragraphs.

This is where the experienced writer starts to take control of the situation.

5. Use simple but effective words
Simple words are the most effective in selling copy. Use everyday words, words that people recognise and are comfortable with. Words that flow easily and have a natural rhythm.

Don't try to be smart or show off with your copy. No one is interested in how clever you are.

Remember some wise words from Copy Master Ken Roman 'New usage offends many ears. Established usage offends no one'.

Also try to understand the type of person you are writing to. Write to one person from that group and your copy will speak to all the people in that group.

6. People buy benefits not features
This is so misunderstood right now, it is staggering. The amount of mailings you see that talk about the company, how long it has been in business, its mission statement, what this product does etc - is mind-blowing.

No one is interested in the company, its history and its products and services, believe me. They are only interested in what those products or services can do for them.

So, when you write your next sales letter, make the benefits the star, not the features, the brand or the company.

7. Emotional words always work better than intellectual words
Keep any intellectuals that you may have, well away from writing sales letters.

People buy for emotional reasons and justify those reasons with logic. Gene Schwartz wrote an ad that ran for over two decades and sold so many flowers it exhausted nurseries. It is pure emotion. Here's part of it...

'When you put this into the Earth and you jump back quickly, it explodes into flowers. And everybody in your neighbourhood comes and they look.

And people take home blooms because you've got so many you could never find a house big enough to put them in. And you've become the gardening expert for the entire neighbourhood.'

8. Recognise the five basic objections your readers will have and address them within your sales argument
1. I don't believe you.
2. I don't need it.
3. I don't have enough time.
4. I don't have enough money.
5. It won't work for me.

9. Make sure your copy believes in itself
I call this 'making the words connect to the eyes'. It is so important in this sceptical world that your copy has energy, belief and that wonderful word - verisimilitude - the appearance of truth.

Show some excitement for your product or service. Because, let's face it, if you aren't pumped up about what you're selling, don't expect the reader to be.

Be enthusiastic, but be believable. Do not raise doubts.

The reader only wants an excuse to stop reading. In fact, they are looking for one all the time. Don't give it to them.

10. Understand that good layout and type will support and help copy
Words sell. Pretty pictures do not. However, the use of the correct graphics, fonts, and layouts can greatly assist the delivery and understanding of your sales message.

Use proven formats. For ads, consider an advertorial style.

This approach is doing well right now and can get 80% more attention than any other ad layout.

Correct typography helps people to read your copy, whilst bad typography prevents them from doing so. Best typefaces are serifs - courier, century, caslon, bakerville, trebuchet, times roman.

11. Use proven techniques to attract and seduce
You have to keep the reader reading any way you can. Sub-heads, bullet points and indents all work.

These techniques also cater for the 'skimmers' who tend to glance at copy, as well as the word-for-word readers.

The effective use of subheads is essential in selling copy.

A lot of readers, although attracted and intrigued by the headline, can be turned off by the sight of long body copy.

A subhead will give them an idea of what the body copy is saying, and can be a short cut to getting a pretty speedy overview of what the letter is all about.

Subheads make it easier and more inviting for the reader to keep going down through more of the body matter of a letter. The first couple of subheads should be powerful and interesting and support the headline.

They do a vital job.

Tests have shown that two short opening paragraphs and then your first subhead is a recommended route.

12. Specifics sell, generalities do not
'75.6%' is significantly more effective than 'over 75%'. The reason is simple. 75.6% is so specific it makes it more believable.

Your reader will be sceptical. He wants to disbelieve you. The more you can do in your copy to counteract this and win the reader over, will give you a fighting chance.

And, when you think about it, those percentages are available anyway. Most use 'over 75%' and similar phrases, simply because they are lazy.

13. Testimonials are gold dust
Testimonials are all about confidence. Other people telling you what you have bought - or are about to buy - was, or will be, one of the smartest decisions you ever made.

Use them whenever you can.

When you open Harvey McKay's book, Swim With The Sharks Without Being Eaten Alive, the first 15 pages are filled with testimonials.

It's a very clever approach. He is making you feel you have made one of the wisest decisions of your life by purchasing his book.

You are so excited to start the book after reading testimonials from people including President Ford, Billy Graham and Robert Redford, that you have already justified making the purchase.

14. Guarantees are expected. Don't disappoint
Give a guarantee. It is part of life now. It is expected.

People will suspect you if you don't give one, or if you wrap it up in small print. Less than 2% of your customers will ever ask for their money back, so offering a guarantee is a pretty safe risk.

What kind of guarantee? Well, as liberal as you can possibly make it. 'No quibble', 'no questions asked' are the best. Because they give confidence about you and what you are selling.

15. Don't forget to tell the reader what to do
I get amazed at the amount of mailings and ads I see, that seem to forget this.

The whole object of you spending your time and money creating good copy is to influence the recipient to buy from you. When they get to the end of the letter, tell them what they have to do.

Wherever possible, include a personalised order form or response device.

It will always uplift response, especially in BTB mailings. In addition, give the reader as many opportunities to respond as possible - mail, fax, toll-free numbers, email or website.
If you're marketing on the Web, include a link or a button that makes it easy for your readers to order.

Deadlines can be effective too. Most people won't take any immediate action unless there exists a sound reason to do so. Deadlines are one way to generate speedier action, as long as your deadline sounds credible.

16. Use words that have magic, pzazz and above all, words that SELL
Use words that are proven in getting attention. But use them wisely. If you just string these words together, they are ineffective. But weave them into your copy, along with the essential facts and copy techniques described earlier, and they become very powerful indeed: Here are a few proven ones...

Introducing, announcing, astonishing, exciting, exclusive, fantastic, fascinating, first, free, guaranteed, incredible, initial, improved, love, limited offer, powerful, phenomenal, revealing, revolutionary, sensational, special, successful, super, time-sensitive, unique, urgent, wonderful, you, breakthrough, new, and how-to.

Notice most of the above are emotional words..

17. In A Sales Letter, The P.S. Is A BIG Player
Big is right.

Testing has shown that 79% of people who open your mail will read the P.S. almost immediately. That's a lot of people.

But always use the P.S. to restate the offer and benefit. There should never be anything in the P.S that isn't in the body copy.

It is imperative that any offer is restated in the P.S., together with any deadline.

18. Test ruthlessly
Test. Test. Test. The rock on which the direct marketing church was built.

Yet very few people seem to test these days. Some can't be bothered, some are just plain lazy, some are naïve in such things and most blame budgets.

If you don't measure it, you can't prove it.

People think testing is research. Nothing is farther from the truth. Research is theoretical, not actual. Research is opinion, information, preferences, etc.

Testing is real. The results of battle activity. Straight from the marketing trenches.

Many variables can be tested in direct marketing, but make sure you only do one at a time, otherwise you won't know which element has generated the uplift.

19. If there is no offer, there will be no sale
Ignore this at your peril. Remember, the individual you are writing to, is now in control. What's more, that person knows it.

This is 2004. People demand the best. If you don't provide a strong offer in your mailing or ad, the recipient will go somewhere else. You may not like it. But it's a fact.

20. Study Successful Copy
Study the best writers. There are books available showcasing the most successful letters ever written. Treat yourself to some.

Read selected letters out loud. You will know instantly why they worked.

Write out some letters word-for-word in your own hand to get a feel for its rhythm. You'll find this is an interesting exercise.

Remember that the best writers study the business. The best writers study words.

Great copy comes from people who pay enormous attention to detail. Great copy comes from people who think beyond the words…

If anyone wants some suggestions from me regarding reading material, please drop me an email and I'll let you have a few titles.

Keep safe.

Andy