As a professional copywriter, Iโve seen my share of copywriting mistakes.
One that seems to be particularly common is writing copy thatโs โupside down.โ When you do this โ when you donโt relay your message in the correct order โ you lose your audienceโs attention, and the sale!
Youโve probably seen copy that reads something like:
Professional Virtual Assistant Services
For over seven years, we have been providing virtual assistant services to the global community. With a proven history of excellence, you are guaranteed quality when you select ABC Company for your virtual assistant needs. Youโll find your load lightened, your schedule freed, and your business day more organized so you can spend your time making money instead of chasing your tail. Virtual assistants allow you to do more of what you love to do.
Whatโs important in this paragraph? Yes, experience (โโฆover seven yearsโฆโ) is necessary. And quality (โโฆyou are guaranteed qualityโฆโ) is vital. But what is it that will catch the attention and deliver the true message about virtual assistants?
Itโs this section: โYouโll find your load lightened, your schedule freed, and your business day more organized so you can spend your time making money instead of chasing your tail. Virtual assistants allow you to do more of what you love to do!โ So โ if this is the most important part โ why is it at the end? Because the copy is upside down, thatโs why.
Letโs rework this section of copy and turn it right side up so it will grab the readerโs attention and make him/her understand what virtual assistants *really* do.
Professional Virtual Assistants Lighten Your Load
Tired of running around, feeling like youโre out of control? Have too much to do and not enough time to do it. Those are the situations where virtual assistants are a lifesaver! By using a professional virtual assistant, youโll find your load lightened, your schedule freed, and your business day more organized. Youโll be able to spend your time making money instead of chasing your tail. Virtual assistants allow you to do more of what you love to do.
For over seven years, we have been providing Virtual Assistant services to the global community. With a proven history of excellence, you are guaranteed quality when you select ABC Company for your virtual assistant needs.
See the difference?
Weโve hit a nerve. Weโve gotten the readersโ attention right up-front by appealing to their emotional needs and wants. Weโve shown them the end result of using this virtual assistant service, and then backed it up with facts.
I know I say it over and over, but itโs a true statementโฆ Most buying decisions are emotional so your copy should be, too.
When writing any type of advertising copy, remember to place your best information up top (right side up), instead of at the bottom (upside down) where it may, or may not, be read. When you do, youโll get greater readership and more sales.
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