Power Direct Marketing: The Book
Getting Started with Creative by the Numbers:
Words per sentence
|very easy to read||8 fewer|
|very difficult||29 or more|
Sentences should be short. Only one idea to a sentence. Keep sentences to an average of 14 words/25 syllables. In all of Hemingways writings, his sentence length ranged from 1 to 49 words. Average: 13.5. Write like Hemingway!
Remember Western Union telegrams that said "Stop" after each brief sentence? Try it with your writing. Simply put a perioda stopin more often.
If you do this you will be read more, because you have made your copy easy to read.
Paragraphs should have no more than 7 lines of copy before you break for a new paragraph. There is no rule that says the same thought cant carry over into two or three or more paragraphslimit your paragraphs to 7 lines.
It will make your copy easier to read.
Five-letter words are readable. Yes, you must use the language of your audience. If that audience is highly educated or has much technical knowledge and expertise and they expect you to be likewise, you must talk to them in their language.
But that does not mean your copy should become difficult to read. They are still peopleand the easier your words are to them, the more likely they will understand your message and respond to your offer.
Use lots of 1-, 2-, 3-, 4-, and 5-letter words. Use short words. They work.
Avoid difficult words. Your copy must be familiar to your audience. If you are introducing a new concept, keep your explanation simple by couching your appeal in the language of the audience.
Doctors dont respond to the same appeal as plumbers. Teenagers as grandparents. From mountain climbers to beach bums, they are all different audiencesuse the words of the audience you are reaching with your message.
Facts are believable. Whereas general statements are generic. Using FACTS in your creative will make you more believableand gain you more response.
It takes hard writing to make easy reading.
Robert Louis Stevenson
Use facts, use names, and be specific.
Tell who, what, why, when, where, and how.
Copy is not short or long, it is interesting or uninteresting. It is really as simple as that.
If the copy is interesting to your reader, your marketplace, then they will read it or at least review it, and there is a good chance they will take some action. If the copy fails the "interesting" test, nothing will happen.
481 is much more believable than almost 500. $16.42 is more believable than the retail price of $14.95. It is not always easy to be exact with your information, but when you can, your message is more likely to be understood and acted upon.
Here are some very specific and some generic "numbers:"
|60 seconds||1 minute|
|60 minutes||1 hour|
|24 hours||1 day|
|30 days||1 month|
|12 months||1 year|
|365 days||1 year|
Here are several specific examples:
Last year attendance at harness racing tracks totalled 26 million people. They wagered just under $5.2 billion dollars on 57,000 horses, who raced for $511 million dollars.
YKK accounts for 51% of the worlds zipper supply. They churn out 1.1 million miles of zippers annuallyenough to circle the earth 44 times!
Over the prior 12 months, according to a report from Nielsen Clearing House, 215.6-billion money-saving grocery product coupons were distributed in America. Consumers redeemed 7.15 billion of them, saving nearly 40¢ each time, or over $2.84 billion dollars.