I like to think that ALL artisan jewelry makers are "born" visual artists.
And I've seen some truly gifted writers among you, too!
With as many jewelry selling brochures, story cards, advertisements and websites as I see every day, and as an advertising copywriter for more than 25 years, I've noticed a few things I think can help you write more effective copy for your marketing materials.
Occasionally I share those little secrets! This is one of those times, and here are 5 ways you can BOOST the selling power of your marketing writing:
1. Avoid superlatives.
People who buy artisan, handcrafted jewelry do so because it's unique, handmade, and because they have the opportunity to get to personally know the jewelry artist.
With that in mind, you can avoid superlatives like "best" or "greatest."
Superlatives in artisan jewelry (and other products and services, now that I think about it) are meaningless to almost everyone. No one is really comparing your beading skills to the next jewelry artist. They can't tell the difference. It doesn't mean anything.
Avoid them and your copy will improve.
2. Use "You" and "Your" in your headlines.
Even if you've heard this advice before, it's worth repeating. Look at newsstand magazines, and you'll see "you" and "your" on the covers and in most of the ads inside. Why? Because talking directly to the reader gets his or her attention!
Compare these headlines:
"Doesn't it feel good to be pampered?"
"Doesn't it feel good when you're pampered?"
The first headline could be talking about pampering anyone.
The second headline makes a connection with the reader. Your customer.
3. Use "I" when writing about you.
In story cards and on your website, feel free to use "I" when writing about your inspirations, thoughts, and design ideas.
Using "I" is less formal than referring to yourself in the third person. It sounds more like a journal, and less like an ad.
That means it's likely to form a more personal connection with the reader. And that reader is your prospective (or current) customer!
4. Search and delete "very."
The word "very" conveys next to nothing in advertising copy. It doesn't convey much in other kinds of writing, either!
My own personal pet peeve is the phrase "very unique." Unique means one-of-a-kind, so "very unique" doesn't make sense.
Simply searching for "very" and deleting it from all of your writing will strengthen it.
Try it! It's fun!
5. Go long.
People will read long copy about something they're interested in. And they won't read short copy just because it's short!
Many have heard the advice that you should write copy as short as possible. This advice almost always comes from people who don't like to read!
Stephen King writes novels with more pages than the Manhattan telephone directory, and no one seems to complain. In fact, people go back for more!
The current New York Times bestseller is John Grisham's The Associate, and it comes in at 373 pages. I doubt his fans will complain that it's too long.
The web especially gives you the opportunity to say as much as you need.
So take advantage, and say as much as you need!
Good writing is often improved by editing it down and making it more concise. But don't write "short copy" in an effort to follow a rule.
You may wind up leaving out the words that make the sale.
My website, MarketingJewelry.com, contains a page of resources that I use, including my favorite books on copywriting. See the page here:
Also, you can follow me on Twitter at http://twitter.com/davidweiman
For free jewelry selling resources, including my guide "50 Great Jewelry Selling Techniques," go to MarketingJewelry.com and enter your name and e-mail address.
Labels: copywriting, handmade jewelry, jewelry selling, marketing