Just because you are clearly communicating your product’s features and benefits does not mean your copy is automatically scintillating or compelling. In fact, it may be downright dull. Want to create copy that grabs your audience and holds them captive? Try these tips:

Find the hook that will snag them. If you don’t get their attention in the first five seconds, you are not going to get it at all. You need to quickly demonstrate that it is worth their time to keep reading.

* Allude to their challenge or pain.

* Ask a question that pushes a button.

* Describe their situation so they know you get it.

Keep it short and sassy. Marketers tend to suffer from the “I have to tell them everything” syndrome. No, you don’t. You need to pique their interest. You need to get them to the point where they want to know more.

* It’s not being graded. Forgo grammar for a conversational tone.

* Incomplete sentences are good now and then.

Create a sense of urgency. We live in a world in which everyone is overextended. We do what needs to get done.

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The truth is, good copy is not all that common and great copy is rare. If your ad captures their interest, you have a shot at getting them to actually care about your product or service. Can you afford to miss that shot?

Next week, we’ll add some more tips to the list and you’ll be well on your way to smart, effective copy that really sells.

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.