7 Deadly Copywriting Sins
Knowing what not to do helps to give a clearer picture of what to do. Here are seven mistakes you should never make when writing sales copy.
1. Being slow to get to the point
- impressions are made in moments
- mention the main benefit and incentive right out of the gate
- your opening should be impossible to ignore
- tell the reader “what’s in it for me” (WIFM)
2. Not giving the reader some WIFM at every point
- use headings, illustrations, videos and captions to communicate prominent benefits wherever the reader’s eye might land
- repetition is okay just vary the point each time
3. Failing to do a complete selling job
- give every sensible reason why the reader should respond
- overcome those objectives
- omit nothing relevant
4. Failing to prove your statements are true
- use testimonials
- when possible use photos of those giving testimonials and their letters in original form — don’t edit them
5. Failing to connect as people
- show your own picture or pictures of customers
- people look at and relate to people
6. Failing to cut the fluff
- every element of your message must contribute to the result
- don’t distract the reader
- don’t belabour the details
- balance between effective repetition and overkill
7. Failing to guide the readers response
- a strong opening with a weak close leaves the reader feeling more frustrated than motivated
- make it easy for the reader to respond
- close persuasively — repeat all the reasons your reader should respond
- guide the reader to a yes/no choice
- have more than one call to action
Anything I missed here? Please let me know in the comments.
visit the Patti Network News to see where else I’m writing.
Comments
Tell me what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!