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    No-Hype Copywriting: The Keys to Lively, Appealing and Truthful Sales Writing
    No-Hype Copywriting: The Keys to Lively, Appealing and Truthful Sales Writing
    No-Hype Copywriting: The Keys to Lively, Appealing and Truthful Sales Writing
    Ebook46 pages40 minutes

    No-Hype Copywriting: The Keys to Lively, Appealing and Truthful Sales Writing

    By Marcia Yudkin

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    About this ebook

    Quickly Learn to Write Vivid, Compelling and Honest Marketing Pieces

    If screaming headlines and over-the-top phrasing make you want to hide your head in a bushel, get this guide to writing attention-getting yet sincere and helpful sales copy.

    Whether you're a coach, author, financial advisor, B-to-B product manager or some other kind of professional who values trust, dignity and respect for clients, you'll find a framework for setting down a solid first draft and then tweaking it into an effective selling tool.

    This concise handbook from a copywriting expert known for creative marketing leads beginning and intermediate writers through a three-step process of collecting the needed information, jazzing it up responsibly and then polishing it so it appeals to ideal customers.

    Discover:
    * The 5 inescapable components of a complete marketing presentation and another element that adds oomph whenever it's appropriate
    * Why it's essential to provide more information for shoppers, rather than less - and how to identify the facts customers need
    * 10 ways to make yourself and what you're selling more credible
    * 21 no-hype writing techniques that make dull items much more desirable
    * Dozens of illuminating examples (many structured as "before" and "after")
    * 11 kinds of unethical or disreputable marketing tactics to avoid so you maintain self-respect and buyers' trust
    * 12 methods of fine-tuning your headline for greater reader intrigue and curiosity
    * How and why to tinker with your tone
    * 8 techniques for making whatever you wrote more direct, clear and powerful

    This is a resource you'll want to consult again and again to transform a boring, weak promotion into one that sings you honorably into the profit column.

    Marcia Yudkin is the author of Meatier Marketing Copy, Persuading on Paper, 6 Steps to Free Publicity and 13 other traditionally published books, including a Book of the Month Club selection and another featured on "Oprah." She has delivered commentaries on National Public Radio and landed publicity on page 1 of the Wall Street Journal.

    As a copywriter, she works primarily with solo professionals, service firms, authors, publishers, software entrepreneurs and information marketers.

    LanguageEnglish
    PublisherMarcia Yudkin
    Release dateJun 17, 2012
    ISBN9781476168708
    Author

    Marcia Yudkin

    Creative marketing expert Marcia Yudkin has an unparalleled ability to find the right words for a message, an unusual angle to get folks to pay attention, and the promotional strategy that pays off handsomely for her clients.Her 16 books include 6 Steps to Free Publicity, Persuading on Paper, Web Site Marketing Makeover, Meatier Marketing Copy and Freelance Writing for Magazines & Newspapers, a Book of the Month Club selection.Marcia’s articles have appeared in hundreds of magazines, including the New York Times Magazine, TWA Ambassador, USAir Magazine and Business 2.0. For eight years running, she served as an official site reviewer for the Webby Awards and has helped judge the Inc. Magazine Small Business Web Awards.She has been featured in Success Magazine, Entrepreneur, Home Office Computing, Working Woman, Women in Business, dozens of newspapers throughout the world and four times in the Sunday Boston Globe, as well as on National Public Radio.Her clients range from grizzled entrepreneurs to nervous newly self-employed professionals, from software publishers and ecommerce startups to media companies, associations and independent educational programs.Marcia Yudkin holds three Ivy League degrees, including a Ph.D. in the humanities.

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      Book preview

      No-Hype Copywriting - Marcia Yudkin

      No-Hype Copywriting: The Keys to Lively, Appealing and Truthful Sales Writing

      by Marcia Yudkin

      Author, Meatier Marketing Copy and 15 other books

      Creative Ways

      P.O. Box 305

      Goshen MA 01032

      http://www.yudkin.com

      (413)582-4052

      Smashwords Edition

      Copyright 2012 Marcia Yudkin

      Smashwords Edition License Note

      All rights reserved. Please obtain written permission before reprinting, duplicating or distributing this ebook, in whole or in part.

      Introduction: What is Hype and What Don’t People Like About It?

      Ever cringed at or wanted to shield your eyes from over-the-top sales writing? I certainly have. So have many of my clients – service professionals, entrepreneurs, business owners and nonprofit heads who value dignity, directness and respect.

      Please, can you write me something I won’t be embarrassed to send out? is the way one client, an executive coach, put it.

      What activates the shudders in some people is a style often labeled hype. It has a loud, carnival-barker tone, uses overheated language and accosts readers with aggressive salesmanship instead of beckoning them to learn more. Techniques in the style of hype include:

      * An emotional pitch that tries to rev up the reader into a buying frenzy by appealing to greed, envy, scarcity, laziness or hatred

      * Hard-to-believe, extreme claims without proof, such as With a Flick of Your Pen, Get Tens of Thousands of Dollars From the Government, Tomorrow or You’ll Never Have to Pay the Asking Price For Groceries Again or Publish a Book Even if You Don’t Even Know How to Write Your Own Name

      * Typography that’s heavy with bright colors, exclamation points, capital letters, colored highlighting and underlining, making for a fast-talking pace and a breathless tone

      * Puffing up of the value of what’s being sold way beyond what’s reasonable

      * Vague references to secrets

      * Black-and-white logic, such as implying you’re either wealthy and happy or barely scraping by

      * Lots of fluffy, non-descriptive adjectives, such as amazing, awesome or killer

      * Outright or subtle lying

      If that style of writing turns your stomach or would make you ashamed to use it, do reject it. There are plenty of straight-shooting, vivid and powerfully persuasive copywriting techniques left over with which to stock up your promotional toolbox.

      This ebook describes no-hype techniques that perk up your marketing copy while keeping you out of the gutter. In many cases, the knack lies in taking an unexpected and interesting angle on your topic. However, before we get to the no-hype instruction, I run through the basic elements you need to include whenever you’re promoting anything. Then I explain how to polish things up for a clear, strong impact.

      This way, your readers find everything they need to know to make their buying decision, they enjoy learning about your offering, and you’ve eliminated obstacles that might stand in the way of the sale.

      Use this ebook as a guide whenever you have

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