Headlines
Ensure the headline has a benefit for the reader rather than just a statement of fact.
Correct usage: Now there are even more reasons to come here
Incorrect usage: Shopping centre now open
Correct usage: Be where Australians love to shop.
Incorrect usage: Shops available for lease.
Correct usage: Head right for everything you are looking for.
Incorrect usage: Shopping centre, turn right.
Correct usage: The best times have yet to come.
Incorrect usage: Retirement Units available.
Remember too that whatever you are saying in your headline is endorsed by the FKP Brand mark – so make sure it is something that we are proud to be associated with as a brand and that is consistent with our Brand Story.
Benefits
Think in terms of benefits.
Think beyond the facts of what you need to communicate to how the person receiving this communication stands to benefit. Think about what is in this for them, and communicate those advantages in clear, interesting ways. Motivate people. Help them feel excited.
Call to Action
All marketing communication must include a call to action. Understanding your ‘call to action’ is essential to ensure that you get the correct and strongest response from your reader.
Before you write a piece of copy, agree what the call to action is. You can do this by asking yourself ‘What you want the reader to do as a result of reading this communication’?
Once you know what you want them to do, build your argument towards that action, starting with the headline and progressing through the copy.
Body Copy
Always write for the reader, not for yourself. Talk to them the way you would have a conversation with someone face to face.
Keep the ideas as simple as possible. Use everyday language, not jargon or technical terms. Always spell check your work and ask someone else to edit as well.
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