Copywriting 101: 10 Tips to Killer Copy

Ten insider tips to powerful, effective copywriting--and better marketing results.

To put together good marketing, you need to write strong, persuasive copy and create attractive, effective visuals. Whether you're writing an ad, direct-mail letter, web page, pr press release, these lessons are important.

Effective Copywriting

Many experts cite the AIDA formula: Attention, Interest, Desire, Action. I've expanded this to ten points. Great copywriting--and you should almost always do the writing before the design:

1] Catches the reader's attention with something relevant;
2] Addresses the reader's fears, anxieties, and/or aspirations--not yours;
3] Offers to solve the reader's problem, in the most specific terms possible;
4] Stresses specific benefits to the user--not the features that lead to those benefits;
5] Shows the consequences of a failure to act;
6] Provides the reader with a chance to acquire something of clear value--but (according to most theories) only for a limited time;
7]Pulls the reader toward an immediate action step;
8] Includes solid, substantial validation of your claim by someone else (a customer, an expert);
9] Backs up claims with comparisons to competitors; and
10] This should be obvious--provides the necessary order form, address, website, and/or telephone number to allow the reader to move forward.

You probably won't get all ten in every marketing document, but strive to include as many as you can.

My book, Grassroots Marketing: Getting Noticed in a Noisy World, goes into a lot more detail about how specifically to use these ten points in every marketing document you produce.

SecurityMetrics for PCI Compliance, QSA, IDS, Penetration Testing, Forensics, and Vulnerability Assessment


Many of the 1000+ articles on Frugal Fun and Frugal Marketing have been gathered into magazines. If you'd like to read more great content on these topics, please click on the name of the magazine you'd like to visit.

Ethics Articles - Down to Business Magazine - Frugal & Fashionable Living Magazine
Global Travel Review - Global Arts Review - Peace & Politics Magazine
Frugal Marketing Tips - Frugal Fun Tips - Principled Profit
Why The Business Ethics Pledge Campaign
Clean and Green Marketing

Our Privacy Policy

Click here to order Shel's books on cost-effective and ethical marketing

This site is brought to you by Shel Horowitz,
Director of Accurate Writing & More--bringing you marketing,
writing, and career assistance since 1981.
(413) 586-2388

For information on reprinting articles from this site, click here.

You're also invited to visit our sister sites:
(ethical, cooperative, and profitable business success)
(How to have more fun and spend a lot less money)
(marketing, writing, and career services)

Social networking icons by

Disclosures of Material Connections:

Site copyright © 2000-2011 by Shel Horowitz