What are the Five Golden Rules for writing effective copy?

1. Don’t Lie: Customers know when you’re making it up. Our approach is simply to state the truth about your product’s benefits purely and effectively. There’s plenty of room for razzle-dazzle – but don’t forget the facts. These things make your customers choose you ahead of the competition. Some might call this ‘truth in advertising’ – we call it ‘trust’.
2. Know your history: We incorporate solid research into our copy and design, which informs and benefits the whole campaign presence. This creates an implied depth of understanding with your customers and an emotional engagement which transcends across media forms.
3. Life is short: People haven’t got time to sort through the millions of ads & brands out there. We hate to say it, but they just don’t care. That’s why we’ll offer something rewarding, so they can take away a little piece of joy from the brand experience. An emotional response has impact, it lasts. And that’s what we’re bringing to the table.
4. Emphasise the benefits: We know you love your product and all its wonderful features. But the fact is your customers just want to know what’s in it for them. So we’d rather just cut straight to the point and tell them. That’s why talking up the benefits to the customer makes so much more sense than carrying on about all the features. (Don’t worry, they will notice – just in a more subtle way).
5. Empathy will get you everywhere: You know who understands your product better than anyone else? They’re actually the biggest expert in your industry and they’re willing to tell you exactly what you’re doing wrong. They just walked through your door. It’s your next customer. Understanding that it’s all about them is the fastest way to sales success. So take a moment. Think about what your customer really wants. And they’ll love you for it.