Copywriting Tips - Active Or Passive Voice?

By Steven Wagenheim

Personally, I find this to be one of the most fascinating topics when it comes to copywriting. The debates will no doubt go on as to whether it is better to use active or passive voice when writing your copy. This article is not intended to answer the question of which is better. Personally, I feel that both can be used effectively, provided that you know what you are doing and why you are doing it. So keep reading and we'll explore both sides of this hotly contested issue.

First you have to know what the difference between active and passive voice. Active voice is where the subject of your sentence comes at the end. Passive voice is where it comes at the beginning. For example, "Archeologist discovers golden idol in Egyptian desert" would be an example of active voice whereas "Golden idol in Egyptian desert discovered by archeologist" would be an example of passive voice. Okay, let's take the arguments for each.

The argument for using active voice is that is better engages the reader and draws him into the conversation and your copy. Ultimately, if your reader is not engaged, they're going to lose interest and turn away from your copy. It has always been the belief that active voice is the best way to accomplish this. However, there is another school of thought that I personally find very fascinating.

That school of thought is the argument for using passive voice. Now why would you want to do this? Well, for SEO purposes, think about it. People are more likely to look up golden idol or even Egypt before they look up archeologist. So your keywords are now closer to the beginning of the sentence, which is better for SEO purposes.

But what about for the purpose of your reader? Well, some people who read sales copy don't read but skim. And when they do this, they only skim the beginning of sentences. So, if somebody were to see golden idol at the beginning of a sentence when skimming, they might be more inclined to keep reading than if they saw the word archeologist.

Certainly it is a fascinating debate. Personally, I have used both and don't see a lot of difference in conversion. So maybe it's just quite possible that both do work equally as well for different reasons, each appealing to a different prospect.

Want to learn more fascinating details about copywriting that will turn you into a pro in no time flat? Check out the link in my signature. You'll be writing killer copy before you know it.

To YOUR Success,
Steven Wagenheim

Want to save $2,500 to $15,000 in copywriting costs? Want to write copy yourself that can command that kind of payday? Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.

Article Source: http://EzineArticles.com/?expert=Steven_Wagenheim

The Ethics of Copywriting - Writing with Respect

By Laurence James

A marketing director from a large creative agency once told me, ‘Always concentrate on producing great work, and never let the client interfere with the creative process. Clients come to you for guidance on each project, so you should be prescriptive about the work you give them. The day you start to care about their input - is the day you should get out of the business'. Astonishing isn't it, and I completely disagree.

The agency in question, (which will forever remain nameless), had won sack loads of awards for its creativity. No doubt everyone who worked there was very smug and felt extremely pleased with themselves – but what did their clients really think about the service they received? Were they happy with it? Was the effectiveness of client campaigns ever measured or followed up on? I wonder.

In my view, all work you complete as a freelance copywriter or creative professional should start from the perspective of respecting your clients. You should listen to the individual needs of each client and understand how their company works. Equally, you should attempt to get to know your key contacts as real people – not merely ‘consumers' of your creative genius.

If you start each project from this platform of respect, the client will love your work and the respect will be mutual. They will appreciate your personal service and your willingness to understand their company ethos, and you may even come to be viewed as part of their team - which is great for repeat business.

Further to this, when you write copy that respects your clients, and their customers too, this is reflected in the believable tone of your writing. Your target audience is never stupid, and they will always read between the lines of what you're directly saying. So, if you're insincere or take them for granted – this will be reflected in poor sales. If you're respectful and honest, your readers will instantly find you credible and authoritative – and will be more inclined to trust and buy from you.

It's also important to follow up on each project to build on this relationship of mutual respect with the client. Monitor the results of a direct mail campaign or check the response rates from a sales letter you've written. Go back and ask the client how your copy or creative is working out for them – offer to tweak a headline here or a paragraph there to make them happy. You'll be rewarded with great testimonials and more business in future.

Ultimately, respecting both clients and readers will stand you in good stead for your future career as a copywriter or creative professional. It may sound obvious, but it's relatively easy to develop a bit of an ego and start taking things for granted - especially when the money starts rolling in. In the long run, you may not win a sack load of awards for your work, but you will win a sack load of respect and fantastic feedback. You'll also have the satisfaction of knowing you did a good job and genuinely helped your client's business. That always feels great – because at the end of the day, it's not all about the money and industry acclaim. In the end, a truly great copywriter or creative professional is always recognisable by their long list of satisfied clients.

An English graduate from the University of Birmingham and professionally trained journalist at postgraduate level, Laurence James has been copywriting for over ten years. A Member of The Institute of Direct Marketing, he is also founder of The Copy Box

Amazing Copywriting For The Web - The Secret to Amazing Copywriting

By Sean R Mize

Want to know the secret to amazing copywriting for the web? Then read on to know some tips and techniques to start creating ads that actually sell! First, you should be aimed at gaining as much traffic as possible. How? Create a keyword rich title and make an excellent article out of it.
Keep in mind, the first three to five words of your title will determine your article’s success in the search engine rankings. Do away with words that only serve as garbage to your article.

Add images that capture your reader’s imagination or an appealing headline. It would be best if it is a combination of both. Before you start, try to imagine what will be the overall concept of your blog. Then write first a draft to check what aspects are missing. In that way, you will view all the angles and check all the flaws in your ad.

One of your goals is to convince or promote your product and service so make sure you captivate them by sending the most appropriate message. Persuasion is affected by personal emotions so your primary objective is to relay the information in the most appealing manner.
Some copywriters use various tools and software to enhance their ad’s overall impact. These are just some of the ways to amazing copywriting for the web. You can also try to discover some for your own convenience. Finally, mention all the benefits of your product.

Make it a point to include genuine testimonials or reviews to erase doubts and concerns. Promote your product as if it was the best solution to your clients. Every word you include is crucial so make your sentences truthful. Reinforce and emphasize some points by converting them to bulleted text. So who says that amazing copywriting for the web is that hard? It is never too difficult, so start making a breakthrough and work your way to copywriting success.

Do you want to learn more about how I do it? I have just completed my brand new guide to article marketing success, ‘Your Article Writing and Promotion Guide‘
Download it free here: Secrets of Article Promotion

Sean Mize is a full time internet marketer who has written over 1574 articles in print and 11 published ebooks.

Powerful Copywriting Lessons I Have Learned From Sir Paul McCartney

By Lawton Chiles

Although I am looking forward to the new Macca album, Memory Almost Full, I am worried that many have taken his work as his best, and I think this a huge mistake.

He taught me a number of things about how to write great copy. More...

Copy Mistake Number One: Paul Got By OK, So Can I
Paul went from Rocky Raccoon to a series of solo records and hit singles. Life was well for Paul. He thought, I can be cute and still sell millions of records". This was his big mistake. In reading Claude Hopkins book, Scientific Advertising, Claude states that their is no room in copy for being funny, cute or clever. Money is a serious business.

Paul thought that he could be cute, but being cute does not sell records, at least when it comes to having song after song about Uncle Albert.

Making your customers laugh does not equal your customers giving you money. They want to know what is in it for them.

Mistake Number Two: Paul Thought He Knew His Customer Base
If you have a large enough list, your copy might convert a few people. This is natural and normal. So, you may be like Paul, thinking youv'e got a hit record, or in your case, a hit product, a hit website, etc. You'd be dead wrong.

See, Paul sacrificed great melodies, tons of cash, and a raving fan base all for the sake of being smart, clever and cute. He didn't really give his customers what they wanted. He gave them the leftover stories and melodies. Chances are, your headlines and body copy are doing the same thing as Paul did.

"The Best Prices in Town", "Memorial Day Sale", etc. Are these your headlines and bullet points? What if you wrote:
" 85% Lower Prices Than Any Other Shoe Store in Tampa"

"70% Of Our Customers Come Back Again and Again. Why? Because They Say We Treat Them Like Our Best Friend"

- Isn't that better than, "The Best Customer Service"?
Yes, it is. Don't make the same mistakes as Paul did.
Lawton ChilesChiles Design
-> Who Is Chiles Design?

Chiles Design focuses on getting your business specific, measurable results from advertising ad campaigns, copywriting, and graphic design. Using these three mediums together, Chiles Design accomplishes one thing: Creative more money from your advertising, and elimiates the guesswork on whether or not you are actually making money from that ad in the paper or the commercial you did, or the radio spot.

---> Benefits of Hire Great copywriting, headlines, bullet points, subheads, captions and copy that does not demand anything, but copy that eases the reader who wants to buy anyway into picking up the phone, cutting out a coupon, or coming in for a sale.

Designs that compliement the ad, not distract from it.

Only a few people have studied the direct response ad masters. Chiles Design is one of the firms that has.

Please contact me today at lchiles@gmail.com or http://www.songsblog.com Simply call me at 850.728.0212 and we can just talk about your needs and desires for your business.

Lawton Chies