3 Copywriting Tips - How To Edit For Mass Appeal!

Web copy that's intended to sell or generate leads needs to quickly reach out and grab attention and build rapport with a target audience. You can connect with your audience more effectively if you understand something about how people process information, and how they think.

Every one of us is constantly sorting, distorting, and generalizing what we perceive, just to stay sane.

As a result, different people see the world differently. You probably want to appeal to as many of them within your target market as possible. Here are three simple tips you can use when it comes to editing your web copy.

1 - An idea can be made to appeal to more people if it is expressed in both a positive (moving toward), and a negative (moving away from) fashion.

Look how it's done in this famous lead..."TWO YEARS FROM NOW, your business could easily be worth 2.5 to 25 times what it's worth today...Or you could fall into the list of business also-rans... " Some people are motivated by the desire for gain, and others by the fear of loss. With a statement like this, it doesn't matter which, you're speaking their language either way.

Another great example of this is in the life insurance industry. Rather than try to force a square peg into a round whole, the insurance companies came up with the idea of "cash value". Now the sales pitch could be reframed to appeal to both types of people. Those that moved toward pleasure could be sold on the idea of early retirement, and those that moved away from pain could be sold on the more traditional idea of income protection.

2 - The second idea is internal versus external frame of reference. Some people do things because they see others doing them. Some people want to relate things to their own experience. The former is impressed by testimonials and success stories, while the latter is moved by deductive reasoning, analogy, and metaphor. You can see this requires two very different kinds of selling.

Here's another way to look at internal versus external orientation. The internally directed person values a sense of achievement while the externally directed person values recognition. Two sides to the same coin.

So you might say in your copy, "Picture the smiles of appreciation your family will reward you with when they begin to enjoy the new lifestyle this knowledge can afford you. Imagine the sense of achievement, and how confident you'll become!"

The first sentence appeals to an external bias, while the second one targets an internal bias.

3 - And the third tip is to use phrases that appeal to multiple modes of perception in your copy. Like everyone else, you perceive the world with a bias toward seeing (visual), hearing (auditory), or feeling (kinesthetic). Naturally your copy will reflect this bias. By going back through it and editing it to include all three biases, you will connect with more readers.

I am a very visual person, so I might write something like, " You've got a clear view of it in your mind's eye now, don't you? Suddenly, it appears you'll make your decision." I might go back and edit this passage to include a mix of the modalities. Perhaps..."This is really resonating (auditory) with you now isn't it? You've grasped (kinesthetic) all of the important points and you can see (visual) your choice."

By understanding people's patterns of perception, and how they view the world, you can make more of them feel comfortable when they arrive at your website. Your sales message will click with more buyers, and you'll see more sales!

". . . anywhere is the center of the world." Black Elk, Sioux Medicine Man

Copyright 2005 Daniel Levis

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies ? From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier.

Let the legendary Robert Collier show you how to write words that sell... Visit the below site & get 3 FREE Chapters!

http://w ww.Advertising-Online-Strategies.com/ad-strategies.html

Who is Your Customer?

When you want to sell something?anything? you need to first know who is going to... Read More

Why You Should Write To Inform And Not To Sell

Advertising is key! Unfortunately most people waste their money on advertising unless they can play... Read More

Five Keys To Leaner and Meaner Copywriting

Grab 'em and don't lose 'em. Every marketer knows that one. Human beings have very... Read More

How to Negotiate Rates with a Freelance Copywriting Expert

Lots of people who seek out my copywriting services are concerned about money. Rightfully so.... Read More

Art Of Writing Profitable Classified Ads

The art of writing profitable classified adsEverybody wants to make money. In fact most people... Read More

Headlines That Pull, Persuade and Propel!

When writing direct response copy, there are a few things that can maximize the responsiveness... Read More

How To Find Editing Services Online

Quality is what you need. What you don't have is time. You need to find... Read More

Top 7 Things To Do Before You Hire A Copywriter

Now that you've decided to hire a copywriter, how do you go about finding one?... Read More

3 Reasons why Content is Still King

Back in the late nineties, the phrase 'Content is King' was repeated and repeated and... Read More

11 Ways to Get an Editors Attention

I worked as a business magazine editor for about 20 years. During that time, thousands... Read More

Freelance Technical Writers - How Much Are You Worth?

Where can you find out about freelance technical writing pay? Is there a place where... Read More

Six Reasons You Don?t Need a Technical Writer (and Why They?re Dead Wrong!)

I know, I know. Times are tough. You have to make due with the staff... Read More

So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process

Whether you're an executive or a small business owner, chances are you will have to... Read More

Tech-writers: A Necessary Evil

New to tech-writing, or thinking about starting? The key to success is recognising that tech-writers... Read More

Online Promotion Beats Traditional Ten-One

While traditional marketing can work for the book author or publisher, the return is... Read More

Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them

When you're writing or evaluating copy for a B to B marketing (also referred... Read More

Should You Use Testimonials When You Create A Web Site?

You've probably seen web sites with testimonials - they can add legitimacy. But sometimes they... Read More

Writing Tips for Your Website

Now that your website is up and running, it's time to add content. Fresh content... Read More

5 Deadly Copywriting Mistakes That Kill Sales

Chances are that you are making many, if not all, of these 5 copywriting mistakes.... Read More

How To Become Qualified As A Proofreader

The field of proofreading is not as easy to get into as you might think.... Read More

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... Read More

Copywriting Secrets Of Indias Mystics

Hi everyone,Been ruminating on this one for a little while now but it's probably one... Read More

Five Sections of Your Copy Guaranteed To Get Read

Only about 20% of your copy is going to get read. The rest will simply... Read More

Write Benefits in Your Headlines to Deliver the Dream!

When you create headlines, do you put benefits into your headlines to deliver the dream?... Read More

The Lost Art Of Fundamental Copywriting

What ever happened to good old fashion, fundamental copywriting? Has anyone seen AIDA? I mean,... Read More

Copywriting: Secrets of a Freelancer

Lately, I've been getting emails from other copywriters who ask me questions like "What's your... Read More

Copywriting for the Web: Do You Have What It Takes?

In the world of web copywriters, many will try, but few will succeed. What category... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great copywriting. Beneath the art, however,... Read More

Copywriting FAQs

One of the biggest challenges a copywriter faces is to make future clients feel confident... Read More

How to Make the Most of Your Website Copywriter

Many people feel uncertain when dealing with copywriters. Like any artform, writing is subjective; instead... Read More

Your Article Headlines will Make or Break Your Business

Most people with an online presence will have to regularly deal with the issue of... Read More

Writing for People and Search Engines

Writing for the search engines is much different than writing in any other medium. Search... Read More

How Ghost Writing Articles And Booklets Can Earn You Big Money!

Do you want to make $5000, $10,000 or more every month as a freelancer? Does... Read More

Discover Your Creativity

You have a choice. Do you want to be constructive and positive in a unique... Read More

Sticky Homepage Copy in 30 Seconds

Yes indeed, that's all you've got, 30 seconds to make your website visitors decide to... Read More

Stop Chasing Away Customers! Bad Copy is Your Worst Enemy

Every day, more and more of us begin new online business ventures, hoping to make... Read More

Working on the Internet: Role of Proofreading and Copy editing OnLine

When one is in a creative state, rarely can one also be in a detail... Read More

How You Can Find Freelance Children?s Writing Positions That Will Last

Freelance children's writing positions are always advertised. Rather, the schooling to learn how to write... Read More

5 Rules for Effective Written Sales Communications

Most salespeople have great ideas, but when it comes to putting those ideas on paper... Read More

Some Important Tips On Proposals And Price

Here's a critically important copywriting technique I use when writing sales letters and proposals for... Read More

Deciding What Voice to Use in Copy

You have to choose a character or an angle that you, the copywriter plays. Copy... Read More

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... Read More

12 Copywriting Tips to Make Your Advertising More Profitable

Year after year people make the same mistakes in direct-response copy and advertising. You can... Read More

Sales Headline Copywriting ? Two Quick Steps to Success

Get a Good Start for Sales SuccessThe headline to a sales letter is like the... Read More

Can 97% of Netpreneurs be Wrong?

Why Some People's Ads Almost Always Make MoneyDiscover the Master Copywriter's Little-Known Secret of Locking... Read More

?Super Adjectives? Boost the Power of Your Copy

Pretty or elegant? Good or scrumptious? Nice or delightful? There is power in the adjectives... Read More

How to Write Ad Copy that Sells

When I write copy for my advertising clients, I always check to make sure the... Read More

Long Copy versus Short Copy

When I show some people my advertisements, I sometimes get the feedback: "I'd never read... Read More

How To Make A Career Out Of Copyediting And Proofreading

Do you possess the qualities of a good proof reader? Are you good with details,... Read More

Want a Sticky Site That Sells? Forget Content!

An interesting debate is currently raging among copywriters, web designers and content developers about the... Read More