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Reader Q&A: How to Make Finance Interesting 6 August 2007

QUESTION
CfS reader Mike Boss of The Boss Corporation wonders, “How can you make finance interesting?!!!”

ANSWER
Simple! You make your words hit the emotional chords of your target audience.

Copywriting – and this applies to any advertising or marketing copy for your business – is not just about putting words on paper. Every single word you use absolutely must have a purpose. That can be to educate, to inspire, to inform, or to motivate.

As advertising legend David Ogilvy puts it: “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”

So one of the first things you should do is to put yourself in your reader’s shoes. Most if not all of your potential clients couldn’t care less about your business, or products, or services. Rather, they care about themselves. That is to say, they are concerned with their own goals, needs, desires, fears, and so on.

Your finance copy can be made much more interesting to your target market by putting your reader into the picture, and building a literal ‘bridge’ that relates to your overall marketing message.

Be sure to answer the WIIFM (“What’s in it for me?” – where the ‘me’ is your reader), early on in your sales message, preferably in the first few lines. Have interesting headlines, sub-heads and bullet points that focus on benefits and help break up the text. Use picture captions wisely; it’s best to try to sum up the main point of your message in a way that relates to what’s going on in the picture. Most readers will read the captions under photos before they read the rest of the text. And so on…

If you do this with all your sales copy, then your prospects are much more likely to read what you have to say. It’s when people think your message is unlikely to be of relevance to them, that they switch off. 😉

I go into greater detail in my MasterClasses, including the following:

Better Writing Skills 101 – Write Your Way to Blockbuster Results

The Secrets of Successful Sales Letters – What Works, What Doesn’t and All You Need to Know to Turn Panic into Profits

Want to use this in your ezine, blog or website? No problem! Just let me know. I’ll send you a short resource box/bio to include at the end of the article.

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