How to avoid mistakes people make when writing sales copy

creativeblogger · 06-17-2009, 02:18 AM

It's not unusual for people to write their own sales copy whether it be for a website or a paper flyer. Some strike lucky and get the mood just right and others bomb out despite having great literary skill.

So what makes the difference between bad sales copy and good if it isn't grammar, spelling and literary skill?

First lets be clear about what sales copy is for. It is to sell products or services. It's purpose is not to convey the genius, humor or ability of the writer.

Being funny and charming is great if you can still sell products but not so great if your reader after having fun and being entertained still clicks away from your site without buying anything.

Here are some mistakes people make when writing sales copy:

Trying to impress with big words and flawless grammar
Long paragraphs and sentences
Over capitalisation and prolific use of !!!!!!
I, Me and not enough about YOU the reader
Technobabble – baffling the reader with product jargon

The list is endless..

I don't use ‘proper grammar' for sales copy or any writing I do on the web. Reason being, it doesn't sell.

For copy to sell well, it should be written in a conversation style as if you are talking to your client, telling them the benefits of the product face to face.

This style works well for writing on the Internet. We already communicate with written words in email, on msn etc. so writing articles in 'chat style' creates a familiar sense of live communication.

In summary, your sales copy should reflect a human voice.

We all know how dreadful those telesales people are when they phone up using a script. The best telemarketers bin that script and adapt their words to suit the client on the other end of the phone.

This is how it should be with written sales copy. It needs to suit the intended reader. If the intended reader is a ‘happening teenager' then the copy should reflect their 'style' and so on.

Keep your copy:

Concise - don't waffle. Where one word will do, use one.
Simply worded & jargon free - unless you're writing for the audience that uses that jargon daily.
Short sentences and paragraphs - Internet readers scan pages, short bites of information are easier to digest than large.
Break up the text with bullet points, images etc.

and so on

CDarklock · 06-17-2009, 10:12 AM

Quote:

Originally Posted by creativeblogger

Trying to impress with big words and flawless grammar

That's me. My sesquipedalian vocabulary is the stuff of which legends are made.

Ken Strong · 06-17-2009, 01:52 PM

Quote:

Originally Posted by CDarklock

That's me. My sesquipedalian vocabulary is the stuff of which legends are made.

... you talk to insects? We don't want to hear about your weird hobbies.

NikNikAndCauliflower · 06-17-2009, 07:10 PM

I was reading an interview with Joe Vitale, and he was going on about making copy sound conversational. It made perfect sense, but before that, I'd thought copy ought to be literary genius, written to impress.

It's a strange habit that humans have - wanting to overcomplicate things.

I find it a useful activity to think about the times I've been sucked in by ads/sales copy, and sure enough, every time it worked, it was conversational pieces that made me feel like I "knew" the guy writing it.

The last one was Rhadi Ferguson (Lloyd Irvin student), about 2 years ago. Me and my credit card are safe behind an impenetrable shield now

joelraitt · 06-17-2009, 07:18 PM

How about not going in the right order through the sales process??

1) Headline
2) Identify Problem, story, credentials, benifiets, social proof
3) Offer
4) Guarantee
5) Scarcity
6) Call to action
7) PS PPS PPPS or however many you need!

Rafael Karimov · 06-24-2009, 02:24 AM

A successful sales copy is the one which really talks to a visitor like a live salesperson, and without any pressure, just showing all BENEFITS a buyer will get. A copy especially converts well when impressing success story is added.

snowtigress · 06-26-2009, 05:32 AM

I got caught in the trap of using large words. They didn't seem like big words to me, but it only takes a couple people asking "what does this word mean?" to realize I have to keep it simple.

sarahberra · 06-26-2009, 09:52 AM

Thank you! These are some great tips. I am just getting started with copywriting to promote my business.

06-17-2009, 02:18 AM	#1
creativeblogger Active Warrior Join Date: Apr 2009 Location: UK Posts: 64 Thanks: 5 Thanked 4 Times in 2 Posts	How to avoid mistakes people make when writing sales copy It's not unusual for people to write their own sales copy whether it be for a website or a paper flyer. Some strike lucky and get the mood just right and others bomb out despite having great literary skill. So what makes the difference between bad sales copy and good if it isn't grammar, spelling and literary skill? First lets be clear about what sales copy is for. It is to sell products or services. It's purpose is not to convey the genius, humor or ability of the writer. Being funny and charming is great if you can still sell products but not so great if your reader after having fun and being entertained still clicks away from your site without buying anything. Here are some mistakes people make when writing sales copy: Trying to impress with big words and flawless grammar Long paragraphs and sentences Over capitalisation and prolific use of !!!!!! I, Me and not enough about YOU the reader Technobabble – baffling the reader with product jargon The list is endless.. I don't use ‘proper grammar' for sales copy or any writing I do on the web. Reason being, it doesn't sell. For copy to sell well, it should be written in a conversation style as if you are talking to your client, telling them the benefits of the product face to face. This style works well for writing on the Internet. We already communicate with written words in email, on msn etc. so writing articles in 'chat style' creates a familiar sense of live communication. In summary, your sales copy should reflect a human voice. We all know how dreadful those telesales people are when they phone up using a script. The best telemarketers bin that script and adapt their words to suit the client on the other end of the phone. This is how it should be with written sales copy. It needs to suit the intended reader. If the intended reader is a ‘happening teenager' then the copy should reflect their 'style' and so on. Keep your copy: Concise - don't waffle. Where one word will do, use one. Simply worded & jargon free - unless you're writing for the audience that uses that jargon daily. Short sentences and paragraphs - Internet readers scan pages, short bites of information are easier to digest than large. Break up the text with bullet points, images etc. and so on
	Pain Free Marketing

06-17-2009, 07:10 PM	#4
NikNikAndCauliflower Active Warrior Join Date: May 2009 Location: Tasmania, Australia Posts: 81 Thanks: 68 Thanked 8 Times in 6 Posts Social Networking	Re: How to avoid mistakes people make when writing sales copy I was reading an interview with Joe Vitale, and he was going on about making copy sound conversational. It made perfect sense, but before that, I'd thought copy ought to be literary genius, written to impress. It's a strange habit that humans have - wanting to overcomplicate things. I find it a useful activity to think about the times I've been sucked in by ads/sales copy, and sure enough, every time it worked, it was conversational pieces that made me feel like I "knew" the guy writing it. The last one was Rhadi Ferguson (Lloyd Irvin student), about 2 years ago. Me and my credit card are safe behind an impenetrable shield now

06-17-2009, 07:18 PM	#5
joelraitt Master Warrior Join Date: May 2009 Location: Kelowna, BC Posts: 297 Thanks: 1 Thanked 65 Times in 33 Posts Social Networking	Re: How to avoid mistakes people make when writing sales copy How about not going in the right order through the sales process?? 1) Headline 2) Identify Problem, story, credentials, benifiets, social proof 3) Offer 4) Guarantee 5) Scarcity 6) Call to action 7) PS PPS PPPS or however many you need!
	Work smart, work hard, never give up.

06-24-2009, 02:24 AM	#6
Rafael Karimov Warrior Member Join Date: Jun 2009 Posts: 15 Thanks: 0 Thanked 2 Times in 2 Posts	Re: How to avoid mistakes people make when writing sales copy A successful sales copy is the one which really talks to a visitor like a live salesperson, and without any pressure, just showing all BENEFITS a buyer will get. A copy especially converts well when impressing success story is added.
	Article About All - Link Sale on PR3 Do-Follow Article Directory Get Page PR - From PR0 to PR3: How I Achieved in 46 Days, 25 April–15 June, 2009

06-26-2009, 05:32 AM	#7
snowtigress Active Warrior Join Date: Jun 2009 Location: Malden, MA Posts: 30 Thanks: 21 Thanked 3 Times in 2 Posts Contact Info	Re: How to avoid mistakes people make when writing sales copy I got caught in the trap of using large words. They didn't seem like big words to me, but it only takes a couple people asking "what does this word mean?" to realize I have to keep it simple.

06-26-2009, 09:52 AM	#8
sarahberra HyperActive Warrior Join Date: Apr 2009 Posts: 435 Thanks: 3 Thanked 41 Times in 38 Posts	Re: How to avoid mistakes people make when writing sales copy Thank you! These are some great tips. I am just getting started with copywriting to promote my business.