Copy Doctor

Three simple steps to successfully selling stuff.

copydoctor — Mon, 10 Jan 2011 11:28:29 +0000

Step 1 – Harness the emotion.

Learn to step away from the cleverness of your idea or the brilliance of your product, and concentrate on how what you’re selling will make a difference to the lives of your potential customers.

Step 2 – Call to action.

Develop the skills to write about those benefits in a way that excites your potential customers enough to pick up the phone, jump online or run out the door to do what you want them to do.

Step 3 – Make a decision.

Realise that you simply don’t have enough time to coach yourself sufficiently in the qualities required by points “1” and “2”, and call The Copy Doctor to worry about all this kind of stuff for you.

I’m writing my “about us” website page and hate talking about myself. Help!

copydoctor — Thu, 01 Apr 2010 05:57:28 +0000

The worst thing you can do on your “about us” page is waffle on with loads of boring stuff about yourself. Long gone are the days when websites were a novelty and people would read whatever you put on the pages in front of them, be that about your “extensive experience” or your favourite film.

These days “about us” should be a code word for “about you”. By all means start a sentence with something which backs up why you’re good at what you do, but make sure it turns around and ends by hitting home what a wonderful difference your superb products or service will make to your customers. The key will be in your copywriting.

Things like history, philosophy, qualifications and motivations can be important and relevant to many a target market, but be careful not to get too wrapped up wordy detail. Think about the way in which your credentials directly benefit your customers, then express that, quickly, with punch and personality a plenty.

Or you could just call a copywriter and ask him to write it for you!

I think my business is ready for TV. Where do I start?

copydoctor — Thu, 04 Mar 2010 05:58:12 +0000

So much to say, so little time to say it!

There’s no denying the effectiveness of TV advertising. That’s why it’s the first choice of sales channel for most companies that have the cash. The challenge is fitting all the wonderful features and benefits into a 15 or 30 second slot, using words that will woo your target market, and encourage them to do what you want them to do. It’s a difficult operation, with much at stake if you get it wrong. That’s why you need a Doctor.

Your first step is to talk to me about your business and let me pick your brains about the top line benefits you offer potential customers. From there I’ll work on a script and a concept which effectively delivers the right message, in a memorable way, making good use of every single second.

Once you have your copy and your advertising concept, you need a production house, some contacts in TV world, plus a working knowledge of where and when your target market watches the box. And guess what, I can help with that too!