A Message from Kelly

Welcome to The Copywriting Connection! Why do so many copywriters use strong facts and/or statistics in their copy? Because it grabs attention AND lends credibility to your cause if used correctly. This week we are looking at where to find facts and statistics and how to use them effectively.

Happy Thanksgiving to all our readers in the U.S. This week is a time to give thanks and examine the good fortune you have. I am thankful for my family, the ability to always learn and grow, the opportunity to try new challenges – such as The Copywriting Institute - my health, and all of you, my friends.

Have a great Thanksgiving!

Happy Copywriting!

Kelly

The number one way to grab the reader's attention – powerful facts and statistics

by Kelly Robbins

As you know there are several ways to grab a reader's attention – the first and foremost being the headline. You can easily grab attention in a headline by asking a question, stating a startling fact or statistic (you then quickly back up that statement in your first paragraph), or by creating intrigue or mystery. Because the headline is so attention grabbing, the reader HAS to read on to find out more.

One example is the headline:

17 million adults say they have downloaded a podcast - how does this affect YOUR business.

In the first sentence or two of your copy you should give the source of your statistic (a reputable one), and then you need to back up what you said in your headline.

Why is this important? How DOES it affect your reader's business? Maybe your copy would explain why and how they should go about creating a podcast in order to tap into their market.

Including industry facts and statistics will make your copy stronger, especially when writing press releases or other media related materials.

Here's an example of using facts and statistics to start off your copy and grab attention:

Over six and a half million Americans had cosmetic surgery in 2002, according to the American Society of Plastic Surgeons. Because of cosmetic surgery's growing popularity, plus the increased use of minimally invasive surgical techniques, doctors that perform this type of surgery are busier than ever...

So how do you find reputable facts and statistics to use? Here are a few suggestions to get you started.

List of Do's:

• Check out industry specific journals, both print and online.
  
• Look for associations in the industry; many have tons of information available for free. Visit their websites too see what they have to offer.
  
• Within the associations look for annual member studies, a section for the press or media, or topical articles written by members.
  
• Check out Wikipedia – they link to reputable sources when using statistics
• Review research magazines/journals specific to the industry you are writing about.

List of DO NOT's:

• Do not use a statistics you randomly find on a blog or website that doesn't come from a reputable source.
• Do not use a statistic without citing your source (you may not site the source in the headline, but you can in the main copy).
• Do not using a statistic without explaining why you used it. In other words, do not randomly put in statistics or facts without explaining in your copy why it's important your reader knows that.

These tips should help you answer YES to the question: have you effectively used reputable facts and statistics to either prove a point, grab attention or both? Good luck!

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Copywriters Challenge

We challenge you to take the extra time and effort to find solid, provable, facts and statistics that support the claim in your copy. Either use copy you're working on now or something you've written in the past and find at least one powerful statistic that proves your point.

Word of the Week

This week's word of the week is condescension [kon-duh-sen-shuhn]. Condescension is the trait of displaying arrogance by patronizing those considered inferior or a communication that indicates lack of respect by patronizing the recipient. An example of a sentence where it is used is: The new boss's condescension at our first meeting was intended to make us nervous and uneasy.

Tools for your Success

Paypal.com - Are you brand new to running a copywriting business? Do you want an easy way to collect money from your clients. Paypal.com is the easy answer. You can also set up a basic shopping cart with Paypal which works for business owners just starting out with simple products and services.

If you have any other great resources you'd like us to share with everyone, let us know and we'll check it out. rachel@thecopywritinginstitute.com

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