Why your copy fails and 11 tips to enhance it
Words sell. Without words, prospects won’t know what you’re offering. And yet so much copy out there often misses the mark. It’s almost as if “copywriters” make it a virtue to write messy, incoherent, and ineffective copy.
Even though we know we need to persuade prospects to act, we take them for granted and give them sub par copy.
Not all is lost
Don’t worry, I’m here to help. With my years of experience in sales, and marketing, I know how to communicate to prospects. I’ll give you my 11 most effective and easy to apply tips. That you can start using today.
- Specifics sell: Never talk in generalities, always make specific points about your offer. Always assume the reader is thinking, “So what? Says who? Can you prove it?”
- Learn what a true USP is: People talk about USP’s all the time, and yet don’t know what they are. A real USP is an edge in your offer that your competitors don’t have. Even if they do have it, if they haven’t mentioned it yet, it’s still up for grabs.
- Short sentences, short paragraphs: Avoid big chunks of copy. They look intimidating to your reader. And it most likely won’t get read.
- Always use subheads: This goes with the previous point. Use subheads to break up your copy. Give people an idea on what the next section will be about. It also makes it easier on the eyes.
- Avoid flowery and redundant words: If you can say something with a simpler word, why use a harder one? That’ll only frustrate your reader, and it won’t get your copy read.
- Master the art of using bullets: Bullets are your secret weapon. If you have a lot to say, then break up your paragraph into bullets. It’ll make it more approachable, and easier to read.
- Avoid “clearing your throat”, get straight to the point: Nowadays, people want information FAST. If they notice you’re not getting to the point right away, they will hit the back button.
- Be concise: This goes with #5, avoid unnecessary words. If you have to cut something, then cut it. Don’t get attached to your writing, get attached to results. This doesn’t mean you write short copy. Occasionally, the offer dictates that you need long copy.
- Master the curse of knowledge, and avoid its pitfalls: Don’t assume the reader knows more than they do. Write to them as if it’s the first time they’ve heard of your offer. Doesn’t mean you talk down to them.
- Distinguish between features and benefits: Master how to hook in your prospect with benefits and then wrapping up about the features of the offer.
- Include numbers: Numbers always catch more attention than words. Include as many as you can. Think about a resume. The best ones have numbers in every bullet.
Bonus Tip: The most powerful word in copywriting is…FREE. Second most powerful word is, easy. Use these 2 words often. If you have a free offer, then make sure you emphasize it. Decades of direct response marketing have proven people love FREE things. Our nature is also lazy, tell them how easy something will be. And actually make it easy for them. They’ll resent you if you led them by the nose, and you’ll lose credibility quickly.