Power Packed Copywriting.

The vital elements of copywriting are the headline, body copy and call to action - but they are not the be all and end all.

Your message can be made stronger by using other tools such as:

· Subheadings
· Captions
· Call outs

Sub headings

I don't know about you, but if I am faced with a solid wall of text, I'll walk away. It doesn't look inviting, it doesn't look interesting, it looks unreadable. I'm not alone, the majority of your readers will have the same reaction so you must find a way to make the text interesting and readable.

Using sub headings is a way to break up the text. They act like sign posts. At a glance your reader will be able to see what your web page or brochure page is about. They can use the sub heads to read the sections most relevant to them.

Captions

The caption is the brief line of text that accompanies a photo, graph, drawing etc. It serves 2 purposes:

· Identify what the illustration is
· Link the illustration to your copy

What does the second point refer to? Well, if you use a photo of someone using your product, describe what it is showing. If it's a chart explain what it means i.e. 85% of people asked preferred Super Clean compared to the leading brand.

Callouts

Sometime you will have information you want to stand out. Callouts are great for this especially when you don't want to interrupt the flow of your text. Or when the information is so important you want to draw special attention to it.

This can be done using:

· Bursts
· Callouts
· sidebars

What's the difference?

A burst is a colourful graphic that attracts your readers' attention to a particular point. It can be bright coloured shape or word indicating a special offer or special feature.

A callout is a section of text, in a different font or colour, designed to come across as a 'stage whisper'. They are more subtle than a burst and are very effective when you want to incorporate customer quotes, important information, or important reminders into your text.

A sidebar is a box of copy set to the side of the main text area. Often they are used to house larger sections of copy such as a list of features, a case study or shipping details.

A freelance copywriter has several tools at their disposal to create interest and hype around a product. When the 3 features show above are used (either together or in isolation) they produce an end result that is powerful without being too wordy.

Sally Ormond is a professional SEO website copywriter and advertising copywriter with extensive experience in B2B and B2C copywriting markets. She can be contacted at +44(0)1449 779605 or online at http://www.briarcopywriting.com for any copywriting project you may have.

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