Copywriting by Tina Konstant
By Tina Konstant
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Extra resources for Copywriting
If they were looking for a country hotel, this might get their attention … An exquisite hotel miles from the cluttered city where you and your family can put your feet up in front of a log fire on day one, cycle through ancient forests on day two, ride horses on day three, shoot clay pigeons on day four, soak in a jacuzzi on day five and plan to stay forever on day six. Welcome to Peagle Lodge. The place you come to fall back in love with life. 29 Present players They are spontaneous and looking for action.
Let me say it again … Don’t guess. CAse sTuDy Some time ago a colleague was putting a piece together for a sailing magazine and wondered why his copy was being turned down. After giving it to someone else to read he realized he had spelt ‘scull’ – each of a pair of small oars used by a single rower as ‘skull’ – bones enclosing the brain. Bullet guide: Ten Rules of Copywriting Anything that distracts the reader is bad for your copy Don’t guess! Expect the competition to read your copy At some point you have to put your message out there.
34 Put everything on one page in a way that allows people to find the type of information that attracts them most. You’ve got the words – the rest is in the layout and design. Bullet Guide: Ten Rules Of Copywriting PEAGLE LODGE The place you come to fall back in love with life What would you like people to do TODAY: Paint the present player’s picture We’re all about you: Paint the people person’s picture What taking action now will give you in the future: Paint the future seeker’s picture Loving life doesn’t have to cost your life savings: Paint the freeloader’s picture 03_10 Ten Rules of Copywriting Bullet Guide Barking Dog Art Pictures, references and stories Pictures, references and stories Pictures, references and stories Factoid’s picture 35 This page intentionally left blank 4 Every word must be weighed and measured to make sure it has the impact you want.