What conveys your brand messaging is copy.Copy is one of the most essential elements of marketing.The art and science of copywriting involves strategically writing words with a call to action.
To be or not to benot a single word over three letters long.Keep it simple.Good copy is written in clear, concise, simple wordsthat get your point across. It’s conversational.
Healthcare perspectiveWhile most times copy is read by the consumer, inthe healthcare setting, copy is also the script read outby the detail men to the customers.So not only should the copy be customer friendly ithas to be detail friendly as well.
“What is the purpose of aheadline?”to get the first sentence read.And the purpose of the first sentence?To get the second sentence readAnd so on, till you get to the call for actionThe process is Step by step.
What are the steps?1. a strong, compelling headline is critical2. immediately focusing on the benefit3. make a promise to the reader/customer that you later fulfill; and4. back up everything you’ve said with very specific proof.
HeadlinesDirect Headlinesgo straight to the heart of the matter, without any attempt atcleverness.“The most affordable Cefotaxime in India”“We’ve dropped prices by 60%”“Now in 4 flavours”
HeadlinesAn Indirect Headline takes a more subtle approach. It uses curiosity to raise a question inthe reader’s mind, which the body copy answers.“When small means big”The body copy then elaborates the big benefits of having a very small sizeiron caplet
HeadlinesA News Headline“Introducing the first antifibrotic for IPF”“ Launching complete pediatric range of antidiarrhoeals”
HeadlinesThe “How to” Headline“How to make the Calcium work more”The body copy then talks about how attaching the calcium to orotic acidwhich then serves as a mineral transporter.
HeadlinesA Question Headlinemust do more than simply ask a question, it must be a question that thereader can empathize with or would like to see answered.The headline for a cough and cold formula that contains a decongestant, coughreliever and paracetamol“ Do you have to give three different medications for cough, cold andfever?”The headline for an antidepressant to be used in the elderly“ Do your patients complain of body itch when there is no apparentreason?”For a high percentage of cases of itch in the elderly no satisfactory explanation can be given. Loneliness andboredom can give rise to an increased awareness of itchiness, while depression and anxiety often lead tocompulsive scratching. Antidepressants can help
Headlinesthe Reason Why Headline.Your body text consists of a numbered list of product features or tips, which you thenincorporate into the headline, such as“52 reasons why this is good for the liver”Odoxil No.1 Cefadroxil in India“ Just one reason why we are the number one Cefadroxil brand in India” you
The 50/50 Rule of HeadlinesAccording to some of the best copywriters of all time, you should spend half of theentire time it takes to write a piece of persuasive content on the headline.Advertising legend David Ogilvy knew the power of headlines, and how the headlineliterally determined whether the advertisement would get read. He rewrote thisfamous headline for an automobile advertisement 104 times:“At 60 miles an hour, the only thing you hear in the new Rolls Royce is the ticking ofthe dashboard clock …”
Pursuit of grammatically correct language is every copy writers genius.Albeit, authors and copywriters have been sanctioned a linguistic licenseto fracture the not very colossal appearing but a relatively harmless andoccasional rule of grammar, without of course making it irreparablydefunct. Sentence fragments, not the crushed powdery kinds, beginningwith conjunctions and ending in prepositions are by no means to becondemned as a novice attempt. The use of bullets unless they are notthe wounding kind achieves the much herculean task of deciphering ofthe content. Don’t rate the audience a 10 on the complexity of contentthey understand. A simplistic copy may get rated as a child’s play, is ademon of a fear you would want to abolish.
What the earlier slide really means is:Occasionally you can bend a rule or two of grammar, if ithelps to make your writing more memorable.Fragment Sentences into simple understandable sentencesAnd don’t forget to use plenty of bullets and numbered lists. Remember Complex writing is simple Staying simple very complex indeed!
RememberSo if it comes to a choice between clear communication and“correct” communication, always choose clarity – even if youhave to break a grammar rule now and then.Sample this:to be grammatically correct, you should never insert a wordbetween the to and the verb after it.Gene Roddenberry wasn’t convinced. His Star Trek seriesimmortalized the most famous split infinitive of all:“To boldly go where no man has gonebefore.”
Remembergrammar and style should always fit theoccasion.Classical grammar for more serious tone. You can jazz it up for a coughand cold. Go with the overall personality of your brand.
subheadingsshould capture the essence of the supportingWorks better even in acidicconditionsCalcium orotate being a complex is notdissociated in the acidic environment ofthe stomach. It therefore reaches theintestines intact.
subheadingsshould capture the essence of the supportingCeftriaxone best in its class on S.typhi What can the subheading be if you were promoting Amikacin?
Keep referencingKeep a collection of award winning ads, concepts across categories.
Copy The Right Words,in the Right Context
What Copy Experts Say:Often copy trainers will highlight The Four U’s approach to writing headlines:Headlines, subheads and bullets should:Be USEFUL to the reader,Provide him with a sense of URGENCY,Convey the idea that the main benefit is somehow UNIQUE; andDo all of the above in an ULTRA-SPECIFIC way.Clayton Makepeace says to ask yourself six questions before you start to write yourheadline:Does your headline offer the reader a reward for reading?What specifics could you add to make your headline more intriguing and believable?Does your headline trigger a strong, actionable emotion the reader already hasabout the subject at hand?Does your headline present a proposition that will instantly get your prospectnodding his or her head?Could your headline benefit from the inclusion of a proposed transaction?Could you add an element of intrigue to drive the prospect into your opening copy?
Find the true benefitThe idea of highlighting benefits over features seems simple. But it’s often tough todo in practice.Balance your blood sugarNobody really wants to balance their blood sugar levels. But anyone in his or herright mind DOES want to avoid the misery of blindness … cold, numb, painful limbs …amputation … and premature death that go along with diabetes.
How to Extract True BenefitsSo, how do you successfully extract true benefits from features? Here’s a four-stepprocess that works:1. First, make a list of every feature of your product or service.2. Second, ask yourself why each feature is included in the first place.3. Third, take the “why” and ask “how” does this connect with the prospect’s desires?4. Fourth, get to the absolute root of what’s in it for the prospect at an emotional level.
When Features WorkWhen selling to technical people, features alone can sometimes do the trick.Pandering to emotions will only annoy them. Besides, unlike consumers (who mostly“want” things rather than “need” them), business and tech buyers often truly need asolution to a problem or a tool to complete a task. When a feature is fairly wellknown and expected from your audience, you don’t need to sell it.
However, with innovative features, you still need to move the prospect down thefour-step path. The What’s in it for me? aspect remains crucial.For business buyers, you’re stressing “bottom line” benefits from innovativefeatures. If you can demonstrate that the prospect will be a hero because your CRMproduct will save her company $120,000 a year compared to the current choice,you’ve got a good shot.Sell With Benefits, Support With FeaturesWe’re not as logical as we’d like to think we are. Most of our decisions are based ondeep-rooted emotional motivations, which we then justify with logical processes. So,first help the right brain create desire, then satisfy the left brain with features andhard data so that the wallet actually emerges.
Offers rainingPrimary Offers: Federal ExpressWhen it absolutely, positively has to be there overnight.About the only thing this offer doesn’t communicate is price. If the price wasn’t right, FedExwould not have blasted off; but in the early days, price wasn’t the first question you asked if itreally, absolutely, positively had to be there the next morning.
Offers rainingPromotional Offers: Domino’s PizzaWhile trying to expand the business, Monaghan faced near bankruptcy and franchise disputesthat almost buried Domino’s. But one single promotional idea changed everything and putDomino’s in an overwhelmingly dominant position in this ultra-competitive field:30 minutes or less… or it’s free.Each day, more than 1 million people in more than 50 countries eat Domino’s..
Offers rainingMake an Offeran offer is a call to action.Start making offers if you want some action.
No Power without ProofEvery promise you make to a prospect should be bothfulfilled and guaranteed. When you sell something inexchange for someone’s hard-earned money, thepromise is that the product or service will meet, orexceed, expectations.
No Power without ProofThe word guarantee is extremely powerful, but only coupled with evidence ofsubstance. The proof behind the guarantee accomplishes two things – itdemonstrates confidence in your offering, and relieves the risk to the buyer.
The gains always outweigh returnsBut you’ve spotted the essence of the technique – you’re taking the buyer’s risk andshifting it over to yourself. Assuming the faith in your offering is there, here’s whyyou shouldn’t be concerned:First of all, you will get some returns, no matter how much value you deliver. Thereason is that your guarantee will generate a much higher number of sales. By takingthe risk away from the buyer, invariably you’ll sell to someone who the productwasn’t suited for. That’s OK; the numbers are working for you.Your returns will be lower than you think, even among those who experience buyer’sremorse. We like to remain consistent on a psychological basis, and our brains workhard to validate our earlier decisions. Couple that with the ambivalence peopleexperience when faced with initiating the return process (especially for physicalproducts), and the sale remains in place.When it comes to information products, some people will rip you off. They’ll happilyconsume the knowledge you offer, and still demand a refund. If your product isdigital, some will share your hard work with other people, and you won’t make adime. Don’t worry about it. Believe it or not, most people are honest. Don’t losesleep over those that are not. Your sales (and profits) are up, perhaps dramatically,because of your guarantee. That was the goal, right?
Long or short copy, which works best?Whatever works.Sholay was a hit so was Dil wale Dulhaniya le jayenge!3 idiots was a hit Andaz apna apna was cult!
Long Copy vs. Short CopyExperts say that the length of your copy will depend on three things:The Product: the more features and benefits a product has, the longer the copy.The Audience: Technical people need more information than general consumers.The Purpose: What’s the goal? Generating a lead for a service business requires lessdetail, but an ad that aims to make a sale must overcome every objection thepotential buyer may have
Long Copy vs. Short CopyCopy experts say two factors increase the need for more copy:Price point: The higher the price, the more copy required to justify or create theneed.Unusual Item: The more unusual the product, the more you need to relate thatproduct to the user by clearly demonstrating the benefits.
Keep referencingKeep a collection of award winning ads, concepts across categories.