ComputerHunter.org |
|
|
|||
|
 |
Are You Asking the Right Questions in Your Copy?
It's a common approach to writing copy. You begin by asking questions. Why? To evoke thoughts in your readers' minds, to stir up emotions, and to get customers thinking in the way you want them to think. But have you ever thought about how you phrase your questions? Are you doing it in a way that will have the greatest impact on your readers or are you just throwing questions on a page? Behaviorally speaking, not everybody responds in the same way to the same questions. Those with different communications styles will relate in a variety of ways depending on how you phrase your sentence. Using the DISC Behavioral Profile, let me explain what I mean and show you how you can start asking the right questions in the right way to suit your customers. D = Dominance Those who fall in the Dominance category of the DISC profile are described as: in control, powerful, confident, visionaries, and risk takers. These people can be managers, CEOs, high-ranking military personnel, entrepreneurs, and the like. Those who are considered high in Dominance want to stick to business. They expect the facts to be presented logically. They want presentations to be clear, specific, and to the point. This group of people will respond better to specific "what" questions. For example, let's say we're developing a headline for an ultra-fast printer. You wouldn't want to write a headline that asks, "How Do You Cure a Need for Speed?" That question is vague; it's not specific, and it begins with the word "how." CEOs, upper management, and others in this category aren't the least bit interested in "how" you do anything. They are visionaries. They look at the big picture, not the little details. Details are somebody else's job! Instead, try rewriting that headline to include the word "what" and to be specific, like this: "What Cures a Need for Speed?" You can see a similar relation in other behavioral styles (I, S, and C) and the types of questions people in each prefer. I = Influence Those high in Influence are generally found in the sales field or other fields that require a lot of people/social interaction. They move fast and want to focus on people-oriented tasks. They love to give their opinions and to be asked for their thoughts on a matter. They love to be the center of attention. This group responds well to "feeling" questions. Not just about themselves, but also about others. For example: "Remember the excitement you felt when _____?" or "How would your child feel if _____?" S = Steadiness Those in the Steadiness group want to be seen as people - not a number. They appreciate logic, a touch of personal interaction, and they are detail-oriented. They are generally slow decision-makers and are not wild about taking unqualified risks. Those who fall into the Steadiness category make up 40% of the general population and come from all walks of life. People high in steadiness would be likely to respond better to questions beginning with "how." Possibilities include "How many times have you wished ____?" or "How often do you ____?" They also respond well to questions that make them think, like "Is your copy getting results?" They'll likely want to know what you can do about it if the answer is "no." C = Compliance When describing someone who falls into the Compliance category, these phrases come to mind: critical thinker, prepared, quality-oriented, incredibly detailed, specific, and slow decision-maker. You'll generally find these types working as engineers, bankers, accountants, scientists, and the like. Those high in Compliance will respond best to questions including statistics and questions that force them to look at all sides of an issue/problem. For example, "68% of All Drivers Pay Too Much for Auto Insurance. Are You?" Another idea is "Widget or Thingee? Which Makes the Most Sense?" Phrasing your questions in a way that allows your target customers to relate only makes sense. When you hit a nerve - people will respond. Asking the right questions? in the right way? within your copy will get you one step closer to closing the sale. Karon Thackston © 2004 About The Author Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword.
Google News - Top Stories
|
|
|
|
RELATED ARTICLES
Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work You can turn your $200 fee to write a press release into $2,000 to carry out an entire PR campaign simply by convincing clients to invest in campaigns, instead of individual assignments. Campaigns achieve better results and cost less in the long-term for clients, compared to individual assignments. And, of course, as the freelancer, you get paid much more for turning out a succession of assignments that assimilate a successful campaign. Are You Losing Customers Because of Typos? Overlooking simple steps such as proofreading and grammar can affect the credibility of your website. How are you protecting yourself? Its the Headline, Stupid! - Writing Powerful Headlines "It's the headline, stupid," is the sign that hangs over my computer screen. It reminds me that to write effective articles, press releases, sales letters--whatever I want people to read--I need a powerful, grabber headline or title. Want to Make More Money as a Freelance Writer? Here are 10 Reasons To Consider Copywriting Looking to chuck that full-time job for a life of full-time writing? Or maybe you've already dumped the day job but aren't quite as busy as you'd like to be. Why not take a closer look at copywriting? Tech-writers: A Necessary Evil New to tech-writing, or thinking about starting? The key to success is recognising that tech-writers are a necessary evil. Can Honest Copywriting Succeed? I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and one of the rules I break is that I don't hype. Internet Marketing 102: Copy What Works Internet Marketing- Forget the experts, latest software program or even that book that someone is selling to get on the "best seller list" and the 200 free ebooks they are offering you. Here is what REALLY works, and it's something that you learned in kindergarden. Website Advertising: 10 Tactics To Make Your Ad Copy More Impactful If your ad is not generating a lot of sales, the reason may be because it is not effective. How To Write Headlines That Get Attention No doubt, the headline is the most important part of any advertisement or sales letter. The reason is very simple. The headline is the first thing your prospect sees when he or she looks at your advertisement. Top 3 Rules for Writing Effective Copy One thing all successful Internet marketers have in common is that they're good copywriters. If you want to have a profitable online business, you need to know how to write a copy that motivates people to buy your product... a copy that sells! Subtle Emotion - The Key To Copy That Works Say the word "emotion" to a man, and he'll immediately jump out of his seat and run from the room! Utter the word "emotion" to a woman, and she begins to conjure up thoughts of romantic, long talks centered around feelings. However, speak the word "emotion" to a copywriter and s/he should see dollar signs. Why? Because a good command of subtle emotion is the key to copy that works. Five Tips for Writing Eyeball-Grabbing Headlines If you made it this far, the headline for this story has caught your attention. Hot headlines are a hit with readers because they stick out, grab attention and urge them to read the rest of the story. ?Super Adjectives? Boost the Power of Your Copy Pretty or elegant? Good or scrumptious? Nice or delightful? There is power in the adjectives you choose. Just like Clark Kent and Superman or Bruce Wayne and Batman, some adjectives are plain, ordinary, everyday words. Others are alter-ego Super Adjectives that leap into your customers' minds in a single bound. Adjectives are boring, but Super Adjectives impress, inspire, and convince your customers more effectively. Copywriter Rates, Getting The Facts Beforehand Have you ever had the experience of hiring a freelance copy writer only to find that the project takes longer than expected, or that the fees they offered are 'flexible' in the wrong way for you to benefit. There is no doubt that copywriter rates differ greatly from one to another. There is very little in the way of a standard rate especially when you are dealing with clients through the Internet. To ensure you don't get taken for a ride, you need to get your copywriter rates set and keep them that way. Top 10 Ways For Copywriters To Overcome Writers Block We all know that words have the power to persuade, compel and most importantly, sell. How To Find Freelance Copywriting Jobs Your goal is to land a few nice, secure freelance copywriting jobs, but how do you get them? The most important factor in finding these jobs is that you pursue the job you are looking for with all of your ducks in a row, so to speak. Here are a few things you need to do in order to get the freelance copywriting jobs that you have been looking for. Power Keys To Writing Power-Packed Marketing Copy In order to maximize your sales efforts and fully seize your greatest profit potential, these essential elements are a "must-have" and "must-apply" in all of your action-driven marketing communications. Super Verbs Really Move Your Copy Run or hustle? Eat or devour? Move or scurry? You can boost the power of your copy by boosting the quality of verbs you use. Verbs show action, and the way you describe that action can have a dramatic bearing on your readers. Why would you want to fill your copy with complacent words when you can conjure emotions and visual imagery in the hearts and minds of your readers? Sure, "run" and "hustle" both indicate that someone is moving fast. But "run" is a dull, ordinary verb while "hustle" evokes definite images in your reader's mind. How To Find Freelance Jobs - Writing About Food Did you know that jobs writing about food are available? These opportunities are available in a variety of areas. Employment in these fields is an exciting concept. For many, getting their foot in the door is the most important and most challenging first step. In order to succeed, a wide range of knowledge is needed as well as a good base of experience. Copywriting 101: Exclamation Point, Friend or Foe? My name is Ann and I'm a grammar geek. There, it's out and I'm relieved. Does this mean my writing is perfect and consistently conforms to grammar rules? Heck, no. It does mean that I spend hours perseverating about serial commas, dangling participles, and feeling guilty if I end a sentence with a preposition. I worry endlessly about what I call the PowerPointification of America (i.e., the trend toward writing short chunks of information in bullet points - which, incidentally, is what sells). I can't bring myself to use abbreviations in e-mail or instant messages. I don't use emoticons. I can't help it. For better or worse, I'm a word nerd.
|
|
|
|
|
