For business owners looking to create high impact marketing and high impact copywriting, so their product or service stands out, one of the greatest challenges is to make otherwise mundane features and benefits, sound fun, new and exciting.
This is why top marketing copywriters get paid so well. It’s not easy taking something ordinary and wrapping it with high impact copywriting in order to wake the reader up and get them engaged. Unfortunately most business owners gloss over the important need to make their products and services sound extraordinary.
Just yesterday I was on a consulting call with one of my Private Client Group members who has an exceptional training course and as I read through his sales letter, he dropped the ball when it came to naming his course modules so they sounded unique and valuable. As it stood, his this part of his letter put me to sleep.
High impact copywriting SNAPS, CRACKLES and POPS! It’s lively, fun to read and the words jump off the page, captivates the reader. And it’s a skill all marketing-oriented business owners should practice.
To illustrate what I mean by high impact copywriting, here are two, real-world examples. You may have seen this first one before. It’s a classic email written by the founder of CD Baby, Derek Sivers. This email was sent to a customer just after they ordered a CD from CD Baby. Read it and study it.
That’s high impact copywriting at its finest. It transforms and ordinary “your product has shipped” email and made it fun and exciting. This didn’t take a top copywriter to write. It just took some creative thinking on Derek’s part to craft the email, which has since become a classic in the marketing world. On a side note, I recommend Derek’s book, “Anything You Want – 40 Lessons for a New Kind of Entrepreneur.” You can get it on Amazon or visit his blog: http://sivers.org/ayw.
The other example I want to show you takes an even more traditional marketing piece for a very ordinary piece of hardware and makes it fun.
You can click on the image above to see the full resolution version of the user’s guide that accompanied an outlet surge protector I purchased from 360 Electrical. Peruse through it and see how their high impact copywriting makes reading their direction sheet a fun experience. Phrases like…
If you have a rather ordinary product or service, you could learn a lot by investing 5 minutes and reading the copy found in this guide. It’s another classic in my opinion.
So to help you craft your own high impact copywriting, here are a few quick tips:
If you have other examples or better yet, your own crafted high impact copywriting, let me know about it and I will feature it in a future article.
I would also like to hear how others feel about this topic and what you do to write copy that stands out and gets noticed? Leave your comments below!
I'm a speaker, author and high impact marketing strategist for business owners and sharp, aggressive entrepreneurs looking to get to the next level in their business. I'm also the the inventor of the world-famous CopyDoodles. CopyDoodles are the world's largest library of handwritten fonts, hand-drawn doodles, comics and more designed to grab attention and boost your marketing results!