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Write Right

There are two considerations in creating compelling copy. You don't have much time to get noticed and the words have to be exactly right. You get one chance. Be clear and creative. And get to the point.

List your benefit early in the copy. Don't make your prospect guess. If you're selling fuel sipping automobiles, say so--in the beginning.

Tell prospects what they need to know--The who, what, where,why and when of your offering.

Economize your words. Go through copy and eliminate that not needed. You can say a lot with few words. Think Nike and 'just do it". Too many descriptors cloud your theme and confuse the message.

Write like you talk. Phrases are OK. Forget what an English teacher would say. Ad copy has a singular goal--to compel people to act.

Get creative with words. If you sell chairs, maybe customers tell you the chair is comfortable. You tell prospects the silken, smooth fabric created on old world looms will embrace them and create a safe harbor from the ravages of a stressful world. As you ponder your copy, consult a thesaurus for words that are more rich, descriptive and compelling.

After you've crafted copy that meets your approval, show it around. Ask those you trust to read and react to it. Listen to their suggestions. Rewrite. Rewrite some more. Put it aside and look at it in the morning. The words have to be right.

About the Author

Brian Grinonneau is the general manager of McMann and Tate Advertising in Perrysburg, Ohio, and agency that works exclusively with small business owners helping them stand out in a crowded marketplace.

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