There are no basic rules, but
there are some easy procedures that may assist you in starting the
Clean your desk. Unclutter it. Take out a pad or scratch paper and a
pen or pencil -- not a typewriter or word processor.
Concepts in Longhand, "The Good Old Fashioned" Way
Since longhand allows you to think longer -- because your mind rests
a bit instead of speeding along at a keyboard in an attempt to make
a deadline or churn it out -- answer these five questions in
longhand on your pad:
- Who is my target
- Why will this product
(or idea) appeal to them?
- What benefits does the
product, idea, or service provide to the audience? (Write down
every single detail you can think of. Overwrite. It's easier
to cut than to add.)
- How does my product
beat the competition?
- What is special about
my offer and how can I rework it into a dramatic mind-catcher?
Perhaps all this appears a bit simplistic on the surface.
But these procedures will not only get you started writing about the
product, they'll also help you go about writing it
"differently", from a fresh point of view.
Yourself How To Present Concepts "Differently"
Like every direct marketer
with an open mind, you're always looking for a new way to use that
mind to greater advantage.
So try these five simple
questions the next time you're stumped with a copy problem. See if
they don't trigger you to use the talents you often can't put to
work because the deadline, or the "sameness" of the
product, or the marketing objective prevents your mind from getting
to work as it should.
Here, for example, are two
every day "different" phrases you can refresh, and as you
review them think about how you can come up with your own ways of
saying the same thing:
Instead of "Call
Toll Free, 1-800-556-GNAM", try "For immediate action,
Call Toll Free, 1-800-556-GNAM".
Instead of using an order
form and adding your toll free number somewhere in your copy, try
adding a tag line in fairly large type at the bottom of the order
form: "For faster delivery, call Toll Free