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.Their unprofessional style, complete with the odd punctuation error, gives the vital quality you want: verisimilitude the appearance of reality.Step Five: Make the most of themSince you've spent so much time getting your testimonials, it's only right that you really play them for all they're worth.Introduce them in a salesletter as the opinions of customers not just more enthusiasm from me. You could block them together or spread them out to punctuate a long piece of copy.And get your designer to treat them as a very importanttext element.How precisely they treat them will depend on the target reader and the overall tone of the piece.Here are a few suggestions.Usea different typeface or put a tint behind them.Use oversized speech marks.Pull them out from the text and set them in the margins.Anything,really as long as it draws the eye.This style of typography also says to your reader: Hey this is important, but you can read it without breakingthe flow of the rest of the copy. What else convinces?Think back to the last expensive thing you bought.What persuaded you to buy? What made you feel it was safe to act that the risks weren'ttoo high? The sales person, or copy, will have mentioned one or more of the following:A free sampleStatistics, eg of reliability or performanceA free trialPress coverage (positive, naturally)Third-party endorsementsA money-back guaranteeDon't feel you have to choose from this list use them all if you can.If you only have one testimonial, use it.If you have 50, use them all,particularly on the web, where space isn't an issue.You can maximize your reader's feelings of security by adding in as many safety-factors asyou can.A is for ActionRemember my suggestion for a not-bad headline?Buy the Watkins Wonder Widget todayThis is a call to action.It might even do the job on its own if read by a widget-buyer.And it's what you need at the end of your sales copy.You can sprinkle calls to action all the way through your copy.After all, giving your reader lots of opportunities to stop reading because theywant to place an order is a great idea.Old-school sales guys would look for buying signals from their prospect and, when they saw one, they'dstop selling and start closing.The modern-day equivalent for copywriters would be the hyperlink at the head of a sales email.You're letting yourreader buy the instant they decide they've heard enough to say, Yes .There are a few things you need to watch for in your call to action.Ambiguity: it pays not to confuse your reader.If you're selling product A and they think you're selling product B, or a support package, ortraining in its use, that's bad.Wordiness: this is not the time for a lengthy essay.You've made your pitch, now come to the point.Vagueness: don't leave them wondering what you're asking them to do.To put a positive spin on it, your call to action should be:Short, Simple, Direct and ClearGive them different ways to get in touch and place the order: phone, fax, email, online, post.Give them an order form that is clear and easy to complete.And make it a command.Order now & Order by January 15th & It doesn't necessarily mean they'll obey but you need to push themoff the fence one way or another.This is not the place to start using feeble phrases like: If you'd like to place an order & Copywriter's toolkit: Start at the backTo get yourself into selling mode, write your call to action first.This has the advantage of getting over your writer's block (thoughafter this amount of planning you shouldn't have any) and making you focus on your goal.SummaryWithout a plan, you are going to face an uphill struggle to write anything, let alone anything persuasive.It helps to state your commercial goals right at the top of your plan what do you want to achieve?Remember KFC what do you want your reader to Know, Feel and Commit?Figure out the real reasons why people would buy your product they aren't always obvious.Follow AIDCA, for web and print, and save yourself hours getting the structure right. Section Three What works? And what doesn't? It is with words as with sunbeams.The more they are condensed, the deeper they burn. Robert Southey, English Poet, 1774 1843 Chapter 11 What worksYou've identified your reader as a single individual.You've thought hard about what motivates them deep down.And you've spent timeplanning.You know the benefits of your product and you've come up with a structure that gains attention, generates interest, engenders desire,convinces and calls for action.Now for the tricky bit.Writing.In this section, we'll look at the craft of writing in detail.How to write hard-hitting, punchy sentences.How to choose words that really connectwith your reader.How to use tone of voice to create rapport.But first, let's examine a few basics.1 Staying focused on the readerEvery word and sentence you write must mean something to your reader.Think of what you're doing as reeling in a fish.Keep the line taut andyou can bring it safely to the net
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