major copy problem writers face is finding and using exciting words
for products striking the copywriter as boring.
a simple solution: Put yourself in the reader's shoes.
say you're selling pipe-fitting tools to plumbers. You don't find
anything exciting about such tools. Plumbers do.
yourself these questions about each tool, pretending you are a
problems will the tool solve?
will it cut my workload?
it fit in my tool kit?
I make more money with it?
it make work smoother?
it be used in combination with my other tools?
accessories does it have?
will they make my life easier?
can I do with the extra time I'll have due to the new tool's
answers to these questions form a checklist of benefits the plumber
will find exciting. Just write your copy to address those benefits
and you'll automatically
be using more exciting words.
stimulation method is to spend a day with the plumber on his typical
jobs. Learn a bit about his field so your copy can address
-- and solve -- his problems.
If you can identify with
the plumber's daily challenges and frustrations, your copy will
convince him that you know what you're writing about.