Write the only kind of copy that matters:
Copy that Sells your product or service.
10 Egregious mistakes to remove from your marketing documents.
- Your Copy Focuses On Yourself, Not The Prospect. – talking about the seller and what your offering. Every worthy thought about the seller, by the seller, for the advantage of the seller—is irrelevant. Success in selling more of your products and services is in direct correlation to the extent that the prospect feels you exist for him, that you can help him, that you care for nothing so much as for him.
- You Think Your Prospects Are As Interested In What You’re Selling As You Are. – Your prospects are not interested in your products or services. They are interested only in themselves, in their (all too often) petty aspirations, flawed desires, crack-brained anxieties and foolish fears. Thus it is to these — not the manifest wonders of your product or service — that you must appeal. No one will ever be as interested in what you are selling as you are, particularly if you are the inventor of said wonder. Expect no one to be as interested as you are.
- You’re Trying To Be Clever. – thinking you’ve produced the most clever piece of marketing ever conceived. Why? Because it’s different. Because it gets the attention of the reader. Because that reader laughs. Because that reader doesn’t simply pass by oblivious to the important creative statement at his fingertips. But does this marketing work? Do people take action — buy something — as a result of seeing it?If it is that rather than the creation of believable, client-centered benefits for his products and services, the “clever” creator of such marketing materials relies on his deep pockets to create familiarity. Such a person bets that familiarity is more important than real prospect benefits and an immediate incentive for action.Now hear this: the aim of your marketing materials is not to be clever. Is not to dazzle your prospects. Is not to convince them that you are the brightest little boy or girl on the block. Even if you are. All that — for marketing purposes — is irrelevant.Now hear this: the aim of your marketing materials is not to be clever. Is not to dazzle your prospects. Is not to convince them that you are the brightest little boy or girl on the block. Even if you are. All that — for marketing purposes — is irrelevant. The only purpose for marketing. The only purpose for your marketing materials. The only point at all of any kind of marketing — is SELLING YOUR PRODUCT OR SERVICE. Nothing else matters.
- You’re Trying To Educate Your Prospects.- trying to educate them so they understand their need for you. Marketers are not in the education business.They are in the selling business.Your objective in marketing is not to find a market and educate it to an understanding of what you can do for it. But to identify a market with screaming wants and needs — and the means to pay for satisfying them.What should you do to educate a market? “Don’t bother.”Educating has nothing to do with marketing. Be interested in meeting the wants and needs of your market and selling to your prospects.
- You Don’t Have A Major Client-Centered Message That You Hammer Home Again And Again. – if you think creativity and originality are infinitely more important than hard-hitting persuasiveness, think again. More it’s making the same point over and over and over again — from every conceivable angle — in a determined attempt to move your reader to do something. – a certain quite specific something that we inspire and command.By taking a besieged prospect, overwhelmed by other marketing messages, fearful of taking action, uninterested in taking action now and move them to take action NOW means:
- hitting the prospect’s self-interest;
- piling prospect benefit on prospect benefit to create a rich layer cake of desirabilities;
- fostering a sense of urgency — of acute need — to take action NOW;
- getting the prospect to feel not only what he’ll get by taking action but what he’ll lose by failing to do so.
Leaving them with no choice but to act NOW. Or face unbearable regret and gnawing discontent that he failed to do so.
- You’re Trying To Be “Professional”. – feeling Professional Behavior as a means of getting ahead.What matters in marketing is relentlessly focusing on your prospect—in each and every way. Your own professional image should always be secondary to your ability to convince your prospect that you place his welfare first; that you can deliver benefit after benefit he’ll find meaningful and that persuade him to buy what you’re selling.Thus, nothing matters that is not directly related to your prospect. There can be no justification for writing marketing documents — however “professional” they appear to you, seemingly cogent in their dull pomposity — that fail to excite the prospect with what you can do for him and fail to tell him what he should do NOW to get the benefit you can deliver.
- You Haven’t Frightened Your Prospect. – In the marketing business, we have known for a good long while that fear is among our most potent prospect motivators. Particularly fear of loss.The fear you use must be:
- grounded in reality
- sustained by credible specialists, and
- reinforced, time and again.
You must use every dark fear of every prospect as a lever to get that person to take action and connect with you—so that you can remove the cause for the fear and make that person’s life better.
- You Drone On About Product And Service Features, When All The Prospect Wants To Know About Is The Benefits He Gets By Using It.- Let’s start with definitions. A feature is a characteristic of a thing. Size, color, weight, speed, availability, special conditions of use — all these are features.And is why the consummate marketer is far more interested in prospect benefits —that is advantages or helpful results—than in product or service features. For it is benefits that sell, not features.LEAD WITH BENEFITS. FOLLOW WITH FEATURES.
- You Write in Jargon That Makes It Difficult For Your Prospect To Understand You. -Jargon means language understood by a select group. As such, by definition, jargon cannot be understood by everyone. Therefore, to write jargon is foolish and self-defeating.If you want to write cash copy, copy that will sell your products and services, your objective should be to write the cleanest, clearest, crispest copy possible. Nothing — not even jargon that seems common in an industry — must stand between you and your prospects. Nothing.
- Your Copy Is Deadly Dull. – the best marketing copy should read like the most compelling of feature stories. Only with this difference. In such a story, you know you are reading about someone else. If you want to be in that story, you have to project yourself into it. But in marketing copy, you don’t have to project — it’s already about you. The best marketing copy is an exciting dialogue (even if it takes place on a single piece of paper) between two people — and only two people — you, the seller, and the single prospect/buyer who is reading what you have to say about him, his problem, and how you will solve it.
Find close to a dozen more of these erroneous copy-writing mistakes that are costing you dearly in
“CASH COPY: HowTo Offer Your Products And Services So Your Prospects Buy Them … NOW!” by Dr. Jeffrey Lant
Packed with over 500 pages of all that you will need to Master Copy-writing.
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