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There are two primary areas that you want to focus on when doing your promotional writing.

First, you have your headline.

I once read that about 80 percent of your effort should go into writing a good headline because this is what makes the reader decide whether or not to read your promotional piece.

The second part is your benefits. Features tell your readers different aspects of your product. Benefits tell the reader what the product will do.


The first thing that I suggest you do with headlines before you begin to write any, is to start keeping a swipe file.

A swipe file will contain headlines that you’ve found to be intriguing or useful. You can use your swipe file to help you craft your own headlines.

Another tool that you can use to help you find headlines for your swipe file, as well as a pattern for your headlines, is Headline Search.

Another thing that you can do with both ads and headlines is to study print publications, especially newspapers. If an ad runs a lot, more than likely, it’s a very successful ad. You can throw that in your swipe file too.

The second area that you should focus on is the area of benefits.

Benefits and features are not the same thing.

Features tell you something about the product.

For example, if you are selling shampoo, a feature of shampoo is that it cleans your hair.

A benefit is what the product or service will do for you.

A benefit of the shampoo you are selling is that it can make your hair look like a movie star’s.

Although there are other things you should look at when writing copy, especially for the web, like adding lots of white space, bullet points, and making it easy for your potential customer to scan your copy, these two areas are the most important.

You can get a deeper understanding of the topic by reading the package of copywriting ebooks I listed earlier.

You can download that package here: Copywriting Ebooks.

Now, if you’re worried about your grammar, spelling, punctuation, and basic writing skills, then I recommend you go to the public library and check out a copy of Strunk and White’s the Elements of Style.

This short book is a classic in writing, and it will help you with the most difficult writing situations.

For those of you who can’t get it at the public library, you can read it online.

The bottom line is this: if you want to be a better writer, you have to write, and do it a lot.

I’m sure some of you think I have it easy because I’m a writer. Not so. I get writer’s block sometimes, and I have to take a break from my writing.

What always brings me back to it though is PASSION. I love it.

When I clear away whatever it is that’s bothering me, or holding me back, then I write, and I write A LOT. You will too.

Tomorrow I’ll go over the basics of site content, and I’ll share some easy things you can do to optimize your content so that you can get high search engine rankings.

I’ll also give you some tips on how to write this stuff. We’ll cover getting ideas when I talk about blogging.