The Absolutely Essential Rules for Writing Effective Advertising and Marketing Content
In the competitive landscape of advertising and marketing, the power of words can make or break your laundry business’ promotional efforts. Crafting compelling advertising copy involves a strategic blend of creativity, clarity, and adherence to fundamental rules that serve as the recipe for success.
This month, I will unravel the keys to superior advertising copywriting that, when consistently and judiciously applied, will work wonders for your future marketing campaigns:
The E2 = Zero Rule: In a nutshell, this simply means that, if you emphasize “everything” about your laundromat, you emphasize nothing. Focus on the most attention-getting aspects, such as cleanliness.
The Clarity Rule: When choosing words and phrases, clarity is paramount. Be certain to let no other component of the message interfere with it. For example, avoid generalizations, and be specific about your laundromat’s features.
The Tightness Rule: Keep your copy tight enough so that it encourages the reader to continue skimming without forcing a break in comprehension. Don’t use too many words to describe any one feature or benefit of your laundry business.
The Humor Avoidance Rule: When writing to people who don’t know you, humor is never the best approach, and often the worst. Even when writing to people who do know you, it’s risky. Almost all humor is at best no better than straight-forward exposition and, in fact, can actually kill any impression of sincerity and credibility. In the marketing circus, the onlooker always feels superior to the clown.
The Rule of Importance: If you tout the importance of your business, you must be prepared to prove it. Good examples might be having a local celebrity endorse your laundromat, pointing out that your laundry service has been selected to wash all of the uniforms for a professional sports team in the area, etc.
The Online Follow-Up Rule: This refers to giving readers a clear option to request additional, specific information online about your laundry business – such as whether or not you clean vehicle floor mats, what types of detergents are available to wash-dry-fold customers, and so on.
The Rule of Statistical Deficiency: Readers respond far less to cold-blooded statistics than they do to warm-blooded examples. A perfect example is to include endorsements from actual customers.
The Capitalization Rule: Selecting “all caps” in your marketing copy (or any copy, for that matter) depersonalizes your message. Simply put: don’t do it!
The Rule of Questions: Avoid asking questions in your marketing and promotional copy that may put you at risk of rejection by your potential customers. You might not always get the answers that you expect or want.
The Rule of Verisimilitude: Above all, your advertising content must be perceived to be completely true and believable.
And here are a few more quick little gems to add to your copywriting arsenal:
- If you make a claim about your business, prove it.
- Be positive and specific.
- Always write in the active voice.
- Eliminate excessive puffery.
- Don’t make something big out of something little.
- Be gracious and benevolent in your tone.
- Avoid not telling the truth. If readers think you’re being dishonest about one point, that opinion will extend to include your entire sales argument – and your prospective clients will reject even those statements that are true.
Yes, writing highly efficient advertising copy requires concentration, hard work, dedication, and focus. Copywriting is a skill. Respect it like one and hone your abilities – and it will pay off substantially for your laundry business.
