Monday, November 9, 2015
Create Compelling Copy (updated)
When copy is compelling, it persuades readers to take action. That's the goal of customer communications--get the customer to buy the product or service. How do you make copy compelling?
For example, aspirin relieves headaches and takes away pain. It also is used for heart health--a gain, positive. If you focus only on the pain, you only compel people with a headache. If you focus on both pain and gain, you compel a much larger audience.
Compelling copy gives readers both relief from some pain they are suffering and a gain that they want. Don't just take away the stick; make sure you also give them the carrot!
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