How To Make Your Readers Act

When you’re writing for your customer, you want to aim for the jugular, stat. You want to shock them. You want to bring them in and not let go. You want impact.

Which sentence do you feel the writer spent more time with?

Our Italian restaurant has spaghetti on the menu. 

Our chefs serve an elegant spaghetti, with a tomato sauce perfected over the centuries in our homeland. 

If you guessed the second one, you’re right. Not coincidentally, it is also the sentence that will tug more customers to do what you want them to do: order the tasty spaghetti. After all, history and some people who really know what they were doing are behind this stuff.

So, here’s my point…

Spend More Time On Your Writing

Think about what it is that you’re really wanting to say. Convince us. Persuade us. Tug on our emotions. Make us feel hungry for whatever it is that you offer.

Your marketing copy is your front line. It’s often people’s first exposure to your business. In a way, it’s like a resume for your business. Your job is to make people buy in to your message.

If you’re struggling with this concept, try reading a book like David Garfinkel’s Advertising Headlines That Make You RichIf it’s general writing inspiration you’re looking for, here’s a pretty good list of copywriting books.

So spend some time on your writing. Craft the perfect message. Hook us. Enthrall us. Don’t let go.


Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.

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