The Copywriter's Toolbox

 To write successful copy, you need to know as much as you can. It goes beyond reading background materials, reviewing old marketing pieces and doing some cursory research on the Web. You need to get inside people’s heads. Start with your clients. They know their business and their customers better than you do. (If they don’t, they should. You can help them learn more.) How? Use a marketing/creative brief to get the information you need to ace the copywriting (and marketing) assignment. (A marketing/creative brief is a tool used by ad agencies and corporate marketing and creative departments.) Following is a marketing/creative brief adapted from one I used during my stint at a Seattle ad agency. Even though I now work solo, I still use it today. (Begin form) Marketing/Creative Brief (Note: Designed for B2B; much of this brief is also applicable to B2C.) Good input is key to a successful project, campaign, or marketing program. This marketing/creative brief is designed to elicit good in

  The Secrets behind Sales Letter  finally revealed! If you want to know how they make it, you'll definitely need to know what they're doing. People have included all kinds of sales pitch in their sales letter but sometimes still wouldn’t achieve the results they want. The importance of a sales letter is likened to having a shop to sell cars. If the looks of your shop isn’t delivering a good impression, no one will be going to buy your cars. Thus, you must make sure that your sales letter have answers to the most basic questions, and instill interest in your visitors towards your product just with these five specific questions: 1. What’s in it for me? The number one rule of salesmanship – people only buy for one reason, which is for getting the results from a product, what they will receive out of it. To achieve this, you must be quick in catching their attention since the beginning with your headline. Create a very convincing headline and tell your visitors what they will get