| Want to enhance your copywriting skills? It's easy. | | | | 2. "Once Upon a Time": Everyone Loves a Good |
| Stop writing copy that looks like a sales pitch -- learn | | | | Story |
| to camouflage your copy. | | | | The "story" camouflage is closely related to the |
| You must do that, because advertising is | | | | news camouflage. |
| everywhere. From the time you jump out of bed, | | | | Almost every product has a great story behind it, |
| until you curl up under the covers tonight, you'll be | | | | you just need to find it. Ask questions. Why was the |
| assaulted with barrages of messages urging you to | | | | product created? |
| buy, buy, buy. | | | | For example, if you know the story of Weight |
| You no longer pay attention to pitches, and neither | | | | Watchers, you know the story of Jean Nidetch, who |
| do your prospects. | | | | gathered women together in her kitchen for a diet |
| You need to be creative, so here are three ways to | | | | group to maintain her own weight loss. She started |
| use camouflage. | | | | Weight Watchers in 1963, out of that weight loss |
| 1. Write in News Style: Avoid the Hard Sell | | | | group she started in her home. This is a great story. |
| Camouflaging your message is quite easy. You just | | | | Most products have similar intriguing stories -- you |
| need to get out of the sales mindset. | | | | just have to find them. Once you do, they're the |
| Think in terms of the news. Everyone wants to | | | | perfect way to disguise your sales pitch. |
| know what the latest news is, even if it's just the | | | | 3. Write Advertorials: Articles Sell, Online and Offline |
| latest gossip, so it's easy to disguise your pitches by | | | | You're familiar with advertorials on late-night TV; |
| presenting them as news. | | | | some of these are compulsive viewing -- they're |
| Whatever industry you're writing copy for, there's | | | | written by expert copywriters. |
| always news. Check the news headlines for your | | | | Magazines also contain advertorials, because people |
| industry. Look for recent studies, consumer | | | | trust editorial content like articles, while ignoring ads. |
| complaints, and even humor which will act as the | | | | Writing articles for marketing purposes is similar to |
| basis of your copy. (Animal stories which hit the | | | | creating advertorials, so they're easy to create. |
| news are often ideal.) | | | | Advertorials work to promote any product and any |
| Copywriters have always promoted their industry | | | | business. These days you can easily write |
| news pitches as press releases. These days, you get | | | | advertorials for copywriting projects because you |
| more and better results when you pitch your news | | | | can post them on a website, rather than paying huge |
| on the social media sites, such as Twitter and | | | | sums to have them included in magazines. |
| Facebook. | | | | |
