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So, what are the ingredients for a great copy?
Copywriter guru Michel Fortin uses the acronym QUEST for his mantra of how to write great copy. This acronym means (i) qualify the reader (ii) educate (iii) stimulate (iv) transition
First, and foremost, know your reader. It is no good advertising a moustache wax in a woman’s magazine. If you are advertising in a high brow magazine, it will be sheer wastage of money to put in advertisement with headline: How you can become a great writer in 3 days!!!
If you do, you will do at your risk. You are only likely get a sneer.
If you are selling a motorcycle for example, it may be a bit optimistic to ask your reader to take out his credit card and order now!!
But even more than this, in the age of web, we are now moving from the concept of eye-balls to the moot question—“what good are these eye balls if no sale results?” So the first step is to qualify the reader. You want to optimize your site for the serious prospects and not attract those who have wandered to your web-site. Writing Effective Ad Copy for Your Paid Search Campaigns (morevisibility), has two very useful examples:
“Your ad should prequalify user by making sure they are ready for your landing page. Your ad should “weed out” non-qualified users. For example, if you are selling a DVD for a poker game “Sharks”, your ad should not be designed in a way that fisherman looking for shark tackle won’t click on it. Also, if you are selling a software product that may be available, as a free-ware somewhere else, making sure you include the word “buy” would help reduce clicks from freeloaders.”