The Seven Cs of Copywriting

Quality copywriting achieves several objectives. Among the most important, it's clear, concise, correct, complete, creative, credible, and compelling. To rate your own writing, visit the Wordsmith Works page. You'll find descriptions and examples of the "Seven Cs of Copywriting" in the Albuquerque Journal article. Rate your own marketing materials using these fundamental elements of effective writing.

Trite Write

Got a case of the copy blahs? Symptoms may include any of the following phrases: New and improved, operators are standing by, precious time, precious few, try us - you'll like us, enclosed please find, you deserve it, we go the extra mile, Dear Sir or Madam, offer good while supplies last, we will not be undersold, you've got to see it to believe it, simply the best. These are just a precious few of the many worn-out phrases in frequent use. Try expressing the same idea with fresh text.

Tag - You're It!

Unless your business name is descriptive, consider adding an explanatory phrase. A well-crafted tagline can define your offerings, underscore your main benefit(s) and attract customers. Give serious thought to a compelling tag that's crafted specifically for your business, and apply it liberally to your marketing materials.

Getting the Most from Postcards

Did you know that postcards cost one-fourth the price of letters in envelopes? And that they're several times more likely to be read? (Yes, that's why your letter carrier lingers at the curb!) Increase your response rate up to 25 times by simply condensing your message onto the back of an attractive postcard. Feature your business logo, name and contact information, and they're even more effective. Write thank-you notes on them. Prepare them as mini-brochures. Imprint them with advertisements, announcements, invitations, discount coupons, gift certificates, and so much more.

Entice with Nice

The latest rage is, well, rage. There's road rage, office rage, and even radio rage. Some marketing strategies are turning angry, as well. Competition is no longer "friendly" but analogous to warfare. And a few advertisements are downright vicious. Distinguish your messages by showing respect and class. Don't shout; whisper. And smile with your words. If appropriate, even laugh a bit.

It's a Keeper!

Create marketing materials that your clients will want to keep. How? Simply add useful information on them, such as a chart, map, conversion table, recipe, calendar, list of holidays, or discount coupon. But make it relevant to your business. If you operate a day care center, print emergency numbers on the back of your business card. If you own a restaurant, include your menu in your brochure, or a gratuity chart on your card.

Royalty Breeds Loyalty

Did you know it costs five times more to attract a new customer than to keep an existing one? Treat your regular customers like royalty, and they'll remain loyal to you. Nurture those relationships. You'll save effort and resources by not having to replace your regulars with new customers. Offer them perks, send them notes of appreciation, remember their special occasions, and give them priority service. Make that premium service.

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