Effective Copy

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Effective Copy

  1. 1. <ul><li>ROLE OF EFFECTIVE COPY WRITING </li></ul><ul><li>BY BIPIN R. PANDIT </li></ul>
  2. 2. <ul><ul><li>Stand out among the competition. </li></ul></ul><ul><ul><li>Rule 1 : Write an ad that is instantly recognizable as being yours. Remember your positioning. </li></ul></ul><ul><ul><li>Stress the benefit. </li></ul></ul><ul><ul><li>Rule 2 : Sell benefits not features. </li></ul></ul><ul><ul><li>Make the headline count. </li></ul></ul><ul><ul><li>Rule 3 : You should convey a benefit to the header and support your positioning. </li></ul></ul><ul><ul><li>Don’t put yourself on the back. </li></ul></ul><ul><ul><li>Rule 4 : Don’t talk quality or service – show it. </li></ul></ul><ul><ul><li>Watch your language. </li></ul></ul><ul><ul><li>Rule 5 : Use strong, active words that make your product or service line in the mind of real, specific person who is your target audience. </li></ul></ul><ul><ul><li>Beware of negativism, humor, profanity or sex. </li></ul></ul><ul><ul><li>Rule 6 : Ask if there is any alternate approach that is effective. </li></ul></ul><ul><ul><li>BRP 2 </li></ul></ul>

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