Matt Fey, VP Creative Director
Is anyone reading this?
No, seriously, is anyone reading this? That’s what you should be asking yourself when you’re allocating space for copy in your catalog or other marketing materials. Because we know this: People don’t read. They scan. They skim. They flip. They browse.
As a writer, it can be quite an ego blow to know that readers aren’t pouring over every meticulously chosen word in your copy. But it’s true. So when people do read, you want to do whatever you can to get them to hang on every word. How can you do that?
In a word, you want your copy to have P.O.W.E.R. (Well, in this case, it’s an acronym and not a word, but I digress.)
And because no one reads, here’s a short sweet, easily scan-able way to create compelling copy … copy with P.O.W.E.R.
P = POSITION
First and foremost, be YOU! Celebrate your brand. What makes you special? What can your brand – and only your brand – say? Convey your unique selling proposition using your distinct voice.
O = OMISSION
Less is more. (Remember how people don’t read?) So edit, then edit some more. Choose your words – and your word count – carefully. Say only what is absolutely essential.
W = WITTICISM
Humor can help prompt memory, so if it’s appropriate for your brand, bring the funny. Don’t try to force it though. A turn of phrase here. A punny headline there. A little humor goes a long way.
E = EMOTION
Customers want to connect beyond mere features and benefits. Appeal to them on an emotional level. Embrace your advocates and give them a reason to believe.
R = REACTION
What do we ultimately want? We want people to do something! Use your copy as a call to arms to compel engagement and take action.
Short. Sweet. To the point. That’s the P.O.W.E.R. of copy. Words have power. Find your power.
Write the P.O.W.E.R!
Does your copy have P.O.W.E.R? Matt Fey can help you unlock that power. Just contact him at mattf@jschmid.com or 913-236-2414.
Tags: catalog copy, Copywriting, Matt Fey, words have power, writer