Some copywriting hints

Of all aspects of brochure production, copywriting can be the most difficult, and yet it is often given little thought. Vast sums of money are spent on upgrading the quality of print and design. They are both important but what about the words you use? By following a few simple rules you can vastly improve most print material.

The word “YOU“instantly grabs attention. Readers identify with it and instinctively assume it means them. Many brochures describe 'our facilities' which isolates the reader and focuses on features instead of benefits. For example, instead of ' All our bedrooms are individually designed and have en-suite facilities' should be written 'You'll be able to relax on one of our individually designed bed-rooms with a private bathroom'.

Headlines are useful for attracting attention. Responses will be more positive if you: make a promise (which you can fulfill); offer solution to a problem; describe a good strong benefit. It is worth starting with something newsworthy or different, a surprising fact rather than a standard introduction. Use specifics, not generalizations, short sentences and short everyday words, demonstrate the benefits of what you have to offer, do not exaggerate, use trigger words (free, new, guarantee, opportunity, and service, save, love, extra). People like stories. Anecdotes and intrigue are more likely to attract than bland descriptions.

Questions:

1. Why is copywriting the most difficult part of brochure production?
2. What are the main rules for copywriting?
3. Why is it important to address your readers directly?
4. Why is it necessary to give credible information?
5. What are the most helpful copywriting hints?
6. Summarize the text.