Copywriting Phrases that Make Me Click (Away)
There are certain phrases that seem to be used OVER AND OVER that really drive me up the wall. When I see them, my brain kicks into numb, and I don't register much else that is said on the page.
Some of these are:
Who else wants to...
They all laughed when I...
...closely guarded secret...
Will NEVER, EVER be seen again!!! (and then you get emails for the next 6 weeks pushing the same offer.)
It's not this price...or this price... or this price... or EVEN this price... it is ... YES!.. ONLY!... YES!... THIS PRICE!!!!! (Ok, SLIGHT exaggeration, but for pete's sake!)
There are so many more, but I can't remember them all. My point is this: since when is cliche good marketing? Granted, I am not a copywriter, I am a writer. When you are a writer, originality is crucial.
Does being a copywriter mean that using the same old tired wording is ok?
I really do not want to insult any good copywriters here. I know that some of you are very good at what you do. I just see copywriting instructions time and time again recommending using these cliched headlines and phrases. Because of this, I also keep seeing new marketers fall into this copywriting trap where their websites look like every other new marketer's site.
Question: Which is more important? Originality or Copying past success?
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Writing Workbook and Planner - Free on the Blog
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