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Copy is the text that describes a product for marketing
purposes. In Apsiva, marketing copy can be a product description,
product headline, product name, benefits, features or bullets.
All of this content collectively is referred to as copy. Copy
along with images and table make up an "Ad" in catalogs. Copy
is also referred to in organizations as "Catalog Copy", "Marketing
Copy", "Product Copy", "Sell Copy" or "Creative Copy".
There are a few fundamental guidelines to writing effective
copy that can result in increase sales. The guidelines for
effective copy are:
(a) What's in it for me? Usually it is not enough
to just describe the product you are selling. It is equally
important to list product features that a customer is looking
for.
(b) Break down the text. Prospective customers usually
want to skim through product literature. So the important
features should be broken down to facilitate a quick reader.
(c) Format the text. Formatting text in print and web
is very important. Text formatting ensures that a prospective
customers attention is drawn to the important features of
your products.
(d) Be meticulous. It is important to write copy text
without grammatical errors or spelling errors.
Apsiva ONEsource includes the tools you will need to make
copywriting easy and effective. The features that aid in the
marketing process are:
(a) Character Formatting. This feature allows you
to create feature bullets, copyright marks, registered trademarks,
underlines, text bolding etc. This text formatting is multi-channel
hence it needs to be done only once and can be reused across
channels.
(b) Embedded Spell Checker. Apsiva comes with an embedded
spell checker. This allows you to create your own custom dictionary
if your product has technical jargon.
(c) Flexible Database. Apsiva is built on a flexible
database model. This allows you to break text the way you
want. It also allows you to create a wide variety of marketing
pieces with customer segment specific copy. This feature can
also be used to create seasonal copy. Please refer to one
of our latest newsletter article: The
Benefits of Structured Copy.
For additional information about Apsiva ONEsource, click
here.
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