If you had a way to discover why such a high percentage of copywriters produce low performing copy, would you be interested? It's because they don't focus on staying away from copywriting mistakes such as the ones we will be discussing in this article.
The purpose of your copy is to make sales and gain the trust of your prospects.
The treatment of negative feelings and thoughts have to presented in a manner without using highly negative expressions. Highly negative words and expressions will only bring down your sales and affect your conversions. The reason all this matters so much is that your copy needs to cultivate a positive mindset and emotions within readers, and negative words can interfere with that and prevent a sale. It's just that using negative words, concepts, or ideas inadvertantly may be counter-productive to your efforts. When you are addressing their problems, sometimes it is useful to "make them feel the pain" a little more, and that always is followed by your solution, etc. There will be times when you will have to use such words, especially in the headlines, but that's only in situations where you have to bring out strong emotions such as fear, curiosity, etc. So just remember that negativity can be used but only in certain places, and always have a clear purpose for doing it.
Remember... paragraphs are not to be more than 5 sentences, but it's ok if they're shorter than that. You never want your readers to be annoyed or irritated, so you can help prevent that by generous use of white space coming through in your copy - but don't overdo it. If you make your readers work to hard at anything they will just click away and be gone. So just like in English class, each paragraph supports a single idea and no more. Keep on topic and on target with your copy, and that means you never stray from it for any reason at all. Stories are powerful, effective, and timeless and if it can be done, then weave a good story into your copy. Stories accomplish a lot in sales copy from relaxing your reader to making him drop his defenses and become a bit more relaxed. But keep in mind that you don't want your story to be too long, and be sure to format all paragraphs into the short style for copy.
Don't make the mistake of assuming that a P.S. is not important. The fact that it has an impact on the rate of your sales conversions makes it just as important as your headline. The P.S. (or "post script") is how you remind your customer one last time about the benefits of your product. It's a last minute call towards getting the prospect to take action. There is going to come a time when your prospect has not yet made up his mind about buying from you. The P.S. is what will close the deal for you in those moments. Besides that it also gives you a chance to let the customer in on some time sensitive information that will make him jump at the chance to buy from you. Helping your prospect decide to jump at your offer and feel like your product is worth their money is important if you really want to make money. Those are the moments when a P.S. is essential to making the sale. Your copy can improve almost immediately by just avoiding the kinds of newbie mistakes we've talked about. Always focus on your practice, and soon you'll realize that you're making fewer mistakes.
The purpose of your copy is to make sales and gain the trust of your prospects.
The treatment of negative feelings and thoughts have to presented in a manner without using highly negative expressions. Highly negative words and expressions will only bring down your sales and affect your conversions. The reason all this matters so much is that your copy needs to cultivate a positive mindset and emotions within readers, and negative words can interfere with that and prevent a sale. It's just that using negative words, concepts, or ideas inadvertantly may be counter-productive to your efforts. When you are addressing their problems, sometimes it is useful to "make them feel the pain" a little more, and that always is followed by your solution, etc. There will be times when you will have to use such words, especially in the headlines, but that's only in situations where you have to bring out strong emotions such as fear, curiosity, etc. So just remember that negativity can be used but only in certain places, and always have a clear purpose for doing it.
Remember... paragraphs are not to be more than 5 sentences, but it's ok if they're shorter than that. You never want your readers to be annoyed or irritated, so you can help prevent that by generous use of white space coming through in your copy - but don't overdo it. If you make your readers work to hard at anything they will just click away and be gone. So just like in English class, each paragraph supports a single idea and no more. Keep on topic and on target with your copy, and that means you never stray from it for any reason at all. Stories are powerful, effective, and timeless and if it can be done, then weave a good story into your copy. Stories accomplish a lot in sales copy from relaxing your reader to making him drop his defenses and become a bit more relaxed. But keep in mind that you don't want your story to be too long, and be sure to format all paragraphs into the short style for copy.
Don't make the mistake of assuming that a P.S. is not important. The fact that it has an impact on the rate of your sales conversions makes it just as important as your headline. The P.S. (or "post script") is how you remind your customer one last time about the benefits of your product. It's a last minute call towards getting the prospect to take action. There is going to come a time when your prospect has not yet made up his mind about buying from you. The P.S. is what will close the deal for you in those moments. Besides that it also gives you a chance to let the customer in on some time sensitive information that will make him jump at the chance to buy from you. Helping your prospect decide to jump at your offer and feel like your product is worth their money is important if you really want to make money. Those are the moments when a P.S. is essential to making the sale. Your copy can improve almost immediately by just avoiding the kinds of newbie mistakes we've talked about. Always focus on your practice, and soon you'll realize that you're making fewer mistakes.
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