10 Rules for Writing Marketing Copy (Rules #8-10)

The following is an excerpt from Chapter 11 of my book, What Smart Churches Know.

Rule #8: Don’t save the best for last
Remember, most people will only read the headline, so make it count. Surprise endings are great for novels, but this is marketing. Put the most powerful stuff up front.

Rule #9: Remember who you’re talking to
Narrow your audience and focus on them. Are you speaking to families with young children? Single mothers? Retirees? Who is your primary customer? Try to picture that person in your head. Remember, if you target everyone, you’ll appeal to no one.

Rule #10: Focus on the fundamentals
Every direct response marketing message should contain three essential ingredients:
The offer: What’s in it for them
The call to action: What should they do and when should they do it
How to respond: Give them email, phone number, website, etc.

Comments

[Paul Schneider]

Rod - I think these 3 posts have just become required reading at VFC! Thanks!!