1. Copywriting Tips from the DMA Design and
Copy Technique and Application Certification
By Amber Cleave
11/19/10

2. Agenda
• Getting started
• Copywriting Key Points and Highlights
• Copywriting for Blogs
• A look at some VR emails…dun dun dun
• Helpful resources

3. Getting Started: The 4 Key Questions
Ask these 4 Key Questions: before you begin to
write
1. What am I selling (at emotional level)?
2. To whom am I selling? (audience)
3. Why am I selling this now (will it make sense
to the customer)?
4. What do I want my reader to do (Calls to
Action)?

4. Getting Started - Brainstorming
• Review background info
• Make a list
• Write a friend
• Cluster writing
• Venn Diagram
• Mind Map
• Free-write

5. Copywriting Key Points
• Font Style: Sans-serif fonts, such as Arial, Verdana
and Helvetica, are easier to read online
• Read Your Copy Out loud
• Cut the Clutter: William Zinsser wrote that
"clutter is the disease of American writing." The
quickest way to improve your copy is by removing
any uneccesary words such as "that"or "to.”
• Use the Rhythm of 3 (happy, joyous and free)

6. More Highlights
• Vary Sentence Length
• Features vs. Benefits: Features are what the
product has. Benefits are what it will provide the
customers. The customer will always ask, "What's
in it for me?”
– Made of Steel (feature) VS
– You never have to replace it (benefit)
– Home delivered (feature) VS
– Save time and money (benefit)
• Write In the Second Person: Focus on one person
(you/your) rather than a group (our customers).

7. More Highlights
• Write Less Copy: People read 25% slower online
than offline, so you need to write less copy so
they will read it.
• Key Points: Keep your most important points at
the beginning of paragraphs, bullets and lists.
• Keep Paragraphs Short: Make sure your
paragraphs are no more than 3 “lines” long.
• Odd vs. Even: Odd numbers are easier to
remember than even

8. More Highlights
• Ratio: ¾ free info vs. ¼ sales info
• As a writer, you can suggest ways to improve
the offer
• Limit options – too many options can be
overwhelming
• FUD Factor: Fear, uncertainty, doubt
• Write for the 6th grade level
• Bucket Brigade Words: Move copy forward

9. More Highlights
• #1 Copywriting rule: Does this make sense to
the customer?
• Link to engage – makes ppl feel involved
• Focus on human element
• AIDA – Attention, Interest, Desire, Attraction
(like sense of urgency)
• Spell check
• Proof read

10. Writing for Blogs
• Purposes of blogging:
– Value to reader
– Entertain
– Increase SEO
– Create business/sales
– Marketing your biz
– Dialogue with readers
– Provide expertise, leadership, educate

11. More About Blogging
• Headlines
– Titles should be captivating and search engine
spiders should be able to find them
– Brevity
– Make a promise
– OK to write like you talk
– OK to ask questions
– Capture attention

12. Too much wasted
space on top right – click
map studies show this is also
among the most clicked upon
spaces
Split up into two paragraphs
Add bulleted benefits
of surveys
VR Emails

13. Too much wasted
space on top right
Split up into two paragraphs –
sentences should be no more than
3 “lines” long. That could even be
one long sentence.
Add bulleted benefits
Of postcards
The word “Complement” is too long
– try “Pair” instead.
Recommends signing from an
individual rather than a company –
makes it seem more personal
VR Emails

14. Too much wasted
Space
Too long – shorter copy
Needs pictures

15. Way too long, too much bolding and
links. No flow. Where do you want
people to go??
Too long – shorter copy
Needs pictures
Newsletter overall: Too long, word-
heavy, too much blue, not enough
pictures, bad flow – doesn’t lead
readers.
VR Emails

16. Copywriting Resources
• Donna Baier Stein:
www.twitter.com/donnabaie
rstein, Facebook group -
Copywriter’s Council
• Current copywriters/Direct
marketers:
– Jeff Laurie
– Robert Rosenthal
– Roberta Rosenberg
– Brian Clark (Copyblogger)
– Chris Brogan