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Default Re: Critize; A Copy Calling On Foreign Investors - 05-10-2008, 08:52 AM

Alrighty then.

Basically your first problem is the fact that the copy talks about 'we' 'us' 'our' a lot. Not interesting for someone who needs it to be about them (basically everyone).

I'm not seeing very much 'what's in it for you' focus. Where's the benefits for the clients? Why should anyone bother being interested, nevermind clicking through?

You mention 'opportunities in drilling, refining,' etc. but you start with 'How Ready are you to invest in an oil economy'.

What do you want people to do here, it's not clear.

And it sounds unfocused: 'an oil economy' so, it could be anywhere?

All the facts and figures are nice but what's the reader meant to do with them? What should they mean to those readers?

Scrap this and start again.

Start with your best benefit as an attention-grabbing headline.

Make it interesting. Give readers a reason to read the whole thing.

And keep that attention throughout.

Remember this is about your readers, not you, your company or anyone else.

Keep in mind when you're rewriting this that it's all about them. What's in it for them?

No offence intended, just some free advice.


Sarah McIver
The Global Copywriter
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