One of the things I do with my students, I actually charge $2,500 to look at their campaign and work on it, to critic it, to rewrite it and when I look at every word and see what works and what doesn't, would you like to know the top two copy-writing secrets that I use on every campaign.
Okay, here is one. Always write with authority and I want to keep these words out of your copy. You have them in your notes: may, might, possible, probable, perhaps, see all these words they imply wishy, washy, kind of feeling. You want to write as an authority. We talked about when you are speaking, you might be a reporter, you might be telling people what other people say but when you are writing to them to buy your product, you want to write that you might know the problem, and this might help you. You want to be the person, the source of every solution that they need for their problem or further, it might be a problem, it might be a dream they want to achieve but you are the source, and you have to absolutely tell them that.
So when I look at somebody's copy, this is what I look because this kind of words they have no power, they weaken your statement. So rewrite everything with authority.
Copy-write secret number two is leave out needless statement and use active voice, very important. Verbs are the only words that give life, power, and action to what you say. There was a study, probably I have heard of it. I know, I have heard mention a lot of times but there was a study of most speeches and they found that they were all of those speeches that we remember, the memorable through the history; they had an unusually high concentration of verbs. So when you write, when you speak, it's harder to do because you just speak, but when you are writing, after you have written something, rewrite it so that you have more verbs because they energize people.
Look at the word verbs, you have them there. One and two syllable verbs that denote physical action: find, break, discover, create, open, keep, stir; they are short, they are snappy. Your goal is to motivate a person to get up to get excited by what you have, not sit there and say, well, you know, this might help me. Okay, so you are trying to create that push, the motivating message that's going to make them act. That's what you want.
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