This is going to sound like heresy coming from a copywriter, but when you put out a new sales letter, ask for advice. You never know when somebody is going to come up with some ideas that might actually add something to your arsenal. I am going to share with you some tips that I got just because somebody else asked for advice. These are little things, but they really add to your sales copy as far as the look of it goes. I would not have gotten these tips if a well established and well respected copywriter had not asked himself. Yes, even the big boys ask for advice.
Without mentioning any names (because that's just tacky) a well respected copywriter asked some of his peers for some advice on his copy, thinking that they were going to rip the copy to shreds. Well, the replies he got were a bit surprising, not only to him, but to me. As I started to go through the advice I began to realize that a great time asset these things would be to my OWN sales copy.
The first tip, and something I never thought of doing, was to use real quotes when writing sales copy, particularly when doing testimonials. I wasn't sure what was meant at first but then I figured it out. The common quotes you get with HTML coding aren't real beginning and end quotes. They're generic quotes. However by holding down your alt key and then hitting the numbers 0147 for open and 0148 for closed quotes. They look a lot better than the HTML standard fair and add more credibility to your copy.
The second tip he got was to use em dashes instead of ellipses for his copy. I admit, I still use ellipses but I am starting to use em dashes more than I used to. However, these should also be created using the alt key shortcut instead of using HTML as it makes them look more realistic. The alt key shortcut numerals are 0151 in sequence. They do look nicer than the HTML counterpart.
The last tip was a subtle change to cell padding. By increasing the cell padding by a certain amount, in this case 10 pixels, it did give the sales copy a better and more professional look. Some of these changes may seem trivial to you, but when you're dealing with conversions of 2 and 3%, you want to squeeze every last sale out of your copy that you can. So any changes that you can make to do that, especially if these changes are coming from some keen eyes, you'd be a fool not to make them.
Even the best copywriters need a second pair of eyes from time to time. I am no different. I always keep my eyes open for new techniques and tips that can improve the level of my copy.
You'd be wise to do the same.
For more great copywriting tips, check out the link in my signature.
To YOUR Success,
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Article Submitted On: February 18, 2008