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How to stop putting your customers to sleep

by Quality Copywriter
5 replies
Most copy these days is a snooze fest.

It fails to catch attention, build any desire and peak enough interest to close a sale.
I learned how to create attention grabbing high impact sales messages long before I ever wrote an ad.

I spent 10 years in one of the most stressful, unforgiving sales environments known to man...The Recruitment Industry!!

Recruitment is thought to be tougher than any sales position out there for one big reason. When you're selling a product you have to persuade one party to buy the product-Job done.
When you are in recruitment one person can always rock up and say, no thanks, I'm not going to take that job. You're then back to square one, bouncing back and forth, talking to 2 parties to put a deal together.

I had a boss at the time that told me the most important element to creating success in the job was locking in on the right appeal (maybe he wrote Tested Advertising Methods too) or finding what they really want and hammering it home again and again.

It may seem obvious but If you focus most of your efforts on finding this appeal, the one thing your customer wants more than anything else, it will really help keep them awake during your ad.

All your words, and phrases and paragraphs can weave around it like glue.
Your customer will find it harder to leave the page and the sale is more likely to take place.
#customers #putting #sleep #stop
  • Profile picture of the author marciayudkin
    Most copy these days is a snooze fest.
    If that's true, our economy would be in ruins. It doesn't appear to be.

    I get that that's your opinion, but the person whose opinion truly counts is the customer's. Every time there is an online purchase, there's a customer who did not fall asleep reading the sales copy.

    Marcia Yudkin
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  • Profile picture of the author wrcato2
    One method I found that keeps the reader reading is to tell a story that appeals to them. then I like to use bullets to draw them in deeper and continue the story. I forget whom said this: There is no such thing as boring copy just boring copywriters.
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    • Profile picture of the author Brantley Whitley
      Originally Posted by wrcato2 View Post

      There is no such thing as boring copy just boring copywriters.
      That's a quote that I should have scrawled into the wall above my desk so that I see it every time I look up from writing.

      I saved a quote I once saw from Gary Halbert that said, "There's no such thing as copy that's 'too long' but copy that's 'too boring'" That one has stuck with me forever.
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  • Profile picture of the author DanSharp
    "People will not be bored in print."

    Thanks for the reminder, Peter. It always amazes me just how important it is to get inside the head of the prospect and figure out what he or she really wants.

    Writing benefits and great stories is one thing. But really fine copy takes the customer's inner mindset and acts as a "adapter" between the product and the customer.

    Ever tried to plug in your laptop in Hong Kong? Same deal. You may have a product or service that's perfect for dentists, but it's going to sell a lot better if you use an "adapter plug" that phrases the benefits in great detail with lots of facts, and maybe boosts their egos a bit.

    On the other hand, you'll need a different kind of "adapter" for entrepreneurs and executives, or whomever.
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  • Profile picture of the author wrcato2
    Gary knew his stuff. I read so many top copywriters stuff all the time. That quote is always in my head when I write. I think Ben Hart quoted it frequently when I was part of his Inner Circle Roundtable of 21st Century Marketers


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