The 20 most powerful copywriting rules of all time (page 1 of 4)

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.