Copywrite it right in 2009 - Five new year's resolutions for marketers

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

January, 2009
Volume: 24 Number: 1

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Write it right in 2009 -
Five new year's resolutions for marketers
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This year, when marketing budgets are tight, it's more important than ever to handle
your direct mail, email, and Web copywriting, correctly.

Sure, there are a thousand rules to remember next time you sit down at the computer to
write or review a sales letter or email. But I'm going to boil it all down to just five basic
principles. Keep them in mind and you won't go far wrong!

#1. Keep it simple.

Your prospects don't want to ponder your message. They want to understand, QUICKLY,
exactly what your product or service can do for them. So don't use long sentences
when short ones will do. Don't use long words when short ones will do. Explain
benefits clearly. Strip off the verbal fat and write rock-hard, muscular prose that gets results!

#2. Keep it short.

Some years ago I used to write long selling-letters for clients. "The more you tell,
the more you sell" was my watchword. And the long stuff pulled just great. Now,
things are different. Readers are less patient. Their attention spans are shorter. Which
means that the sales letters, email, etc. that I write are getting shorter too. Does this
move to a shorter format bother me? Absolutely not! The only thing that any direct
response copywriter should care about is what WORKS.

#3. Keep it lively.

Hey, it isn't a crime yet in this country to have a little enthusiasm or a sense of humor.
If your marketing materials are flat or boring, bring a little personality to the party. You
know, your sales letters, email, Web copy, etc., need to communicate more than features
and benefits. They have to truly engage the reader and connect at some emotional level.
So don't be afraid to write with a little punch. The spark you or your writer brings to
a project can make all the difference!

#4. Keep it real.

"Creative" advertising agencies -- the ones with the hip bubble-gum machines and
barber chairs -- are often into puns, jokes, double meanings, metaphors, cleverness,
and hilarity of all kinds. The ads and commercials they create are meant to be fun.
Chances are, though, YOU will do much better being direct and down to earth. If
you're selling just about any product or service, resist the urge to get "creative." Keep
your feet on the ground, be direct, sell with conviction, and all will be well!

#5. Keep it persuasive.

As I've said before in "The Levison Letter," we must never forget that, regardless
of the product or service we're providing, we must remember that we're salespeople
who motivate prospects to ACT. Look at it this way . . . what's the best way to sell
someone something? The answer is face-to-face, one-on-one. When you're right there
with a prospect, you can "read" them, answer their questions, overcome resistance,
and perhaps most important, close the sale! But we can't be everywhere, selling in
person. This means our emails, sales letters, Web copy and the like, are proxies for us.
They are, as someone once said, salesmanship in print. Make sure that all YOUR sales
materials are selling hard and the coming year will be profitable indeed!

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Want me to create some "salesmanship in print" for YOU? Give me a call and let's talk.
Or send me an email. I write for Intuit, Intel, Hewlett-Packard, Microsoft, and a bunch
of great small companies, too. If you need me to write lead-generation letters, emails, ads,
Web content, please get in touch anytime. And if you haven't done so already, check out:

http://www.levison.com/testimonials.html

All will be revealed!

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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