So what is copy? Simply put, it is the words that promote you and your business. From your emails to website content, direct mail to exhibition stands and business cards, every word that you send into the public domain has a direct influence on your business reputation.
We all know that building a decent website and producing eye-catching direct mail designs take time and money and we realise that the return is worth the outlay. But when asked about copy, most business owners have to admit that not only have they spent nothing, but they've also left it until the very last minute to write what is essentially, the most important part of your promotional strategy.
Not all of us are able to write well. Some of us that can, don't have the time. But don't waste the opportunity to put your business message across. Good copywriting can make the world of difference to your your marketing strategy.
I have devised a list of copywriting tips that will allow business owners to take control of their copy and make it work for them. Every week, I will be delving a little deeper into the copywriting strategies that work, including specific rules for online, hard copy and PR writing. Last week, we looked into the beginnings of any copywriting task - the hard and fast rules that apply to every piece of writing, irrespective of medium.
However, if you would like further advice or have a specific question, please email me or visit www.sherrilynbrighton.co.uk
AIDA (Attention, Interest, Desire and Action)
Grab readers’ attention with a headline – a textual hook that will make them stop and look.
Create an interest in your services or products through image and text.
Convert your readers’ interest into a strong desire to buy, use or apply.
Push them into action – and make it as easy as possible! Most consumers will not make the effort so you have to lead them to the decision yourself.
Common mistakes
Avoid using obvious clichés - try to be original
Size doesn’t always matter! Try not to waffle as the more you ask of your readers, the less you will get
Don’t try to be pretentious or ambiguous or you will lose readers’ interest
Hype, overblown language and unnecessary jargon should be avoided
Don’t forget the call to action!
Talking Points 
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