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No matter what you are trying to sell, persuasive sales copy is what is going to make those sales of your product or service. The best copy manages to communicate to the reader in a way that they can immediately relate to; this is half of the job of persuading the reader. To write copy that will have the best chances of translating directly into sales of your product or service, read on for some important tips that can help you to craft some truly powerful sales copy.
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When writing your copy, avoid including too much hype. Adding too much hype is a common mistake if you're new to writing copy. When you hype up your copy, customers find it hard to believe your claims and won't buy. Or they may believe your claims, but when they buy your product or service, they'll find out they've been fooled. And it backfires on your company in the long run. They'll spread bad word-of-mouth. Refund requests will increase.
A common mistake is not telling the prospect what to do at the end of your copy. From our point of view, it seems obvious on what the prospect should do next. We think the prospect should be able to figure it out himself. Spelling out the obvious might even insult his intelligence, we think.
It's important to write in a conversational tone. People are more likely to buy from those they like and trust. A conversational tone gives your copy a friendly vibe. But writing in a conversational tone can be tough, especially if you come from an academic writing background. Here are some tips to help you write in a conversational tone.
Did you know that there are some coveted, little known, power words out there that could give your ad or sales copy a much needed shot in the arm? It's a plain fact that powerful ad copy is what differentiates a great marketing campaign from a mediocre one. Any successful marketer will tell you that the building blocks of great copywriting are those power words that suck your prospect into your ad or sales letter and compel them to take action.
When writing copy, one thing you must pay attention to is making it concise. To quote Strunk and White's book, The Elements of Style, it says, "Omit needless words." This applies to writing copy as well. When your copy is concise, your sales message is strengthened. It gets straight to the point and is easier to understand. If your copy is longwinded, you may lose your prospect.
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You may have heard you should never talk about yourself in your copy. Many books have written about it. In fact, if there ever was a "copywriting bible," it'd be listed as one of the biggest "sins." But this "rule" isn't entirely correct. Here's why...
You can use capital letters in your copy to emphasize something. But you have to be careful. If you use capital letters too much, it gives the impression that you're shouting. It may even appear dogmatic. And that turns off prospects.
You need to either learn how to write advertising or take the time to hire someone who can do it right for you, because it is the most important part of your entire sales presentation. If people don't like the copy, and the copy's not compelling, they're not going to buy from you!
Many business owners who struggle in their business tell me that they struggle because they get very inconsistent sales. They can get a new client once in a while, they sell an e-book or two every month, but they don't get anymore sales.
When writing copy, a common mistake is writing in long paragraphs. The result is that when you look at the copy, you see big blocks of text. When the prospect sees the copy, he's thinking, "This looks like a lot of work to read..." Because of that, the prospect may decide not to read your copy, especially if she's busy or pressed for time. All this happens in the first few seconds.
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No matter how well you write, or even if you have a professional writer create your web site copy, you're going to have errors. Misspelled words, awkward sentences, phrases that don't make sense, and words that are used incorrectly run rampant through many sites. And it's no wonder. Writing well is hard work. Even a good writer will be too close to the copy and won't see ALL their mistakes, even when re-reading the copy carefully.
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