If you have a desire to write your own copy, would you be the slightest bit curious why so many copywriters fail miserably with their sales material? Well, there could be many reasons, but just one huge reason has to do with avoiding very common mistakes – the kind we’ll be talking more about, here.
All sales copy exists to produce sales, and another important function is to inspire trust in you and your business.
But many new copywriters make the mistake of using negative words or emotions in their copy. 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. You can use negative concepts and words in your headlines, but avoid being too heavy with it and be specific about the reason for using it. Skilled copywriters use negative feelings quite frequently, but they have a good reason for doing so, and it’s always in support of the overall argument.
Regarding testimonials, they can be used in an ineffective way – so be careful where you place them and how they’re presented. You should know the reasons people buy anything, people make buying decisions on emotional reasons and nothing more. So that’s why testimonials work so well because they serve as social proof that you’re trustworthy and your product delivers what you say it will. The trust issue is a difficult one to deal with for online businesses, and testimonials are a powerful method that will help you build some trust with your visitors. You will see the difference in your conversion rates if your visitors have a way to feel some level of trust. Another approach is to find expert testimonials from experts in your niche/product that you’re able to use.
It’s best to learn the copywriting basics because you’ll discover that it is different from academic writing. When you write copy, it’s most important to be very clearly understood, so make it simple and to the point. And you’ll use those benefits for the purpose of writing bullet points in your copy. Perhaps the best way to learn about benefit bullets is to search Google for good sales letters and then study them very carefully. It’s important to have white space in your copy to ease eye strain, and benefit bullets will help you in that regard. It helps eliminate what is called, the black wall of text effect.
You’ll discover that you can spend the rest of your life studying copywriting. You can sort of instantly improve as a copywriter just by refusing to commit the silly mistakes. Keep records of what you read, and try to keep in mind about the mistakes you read about. Let’s your product is about Info Prodigy, and the price is $50 – this has to be clearly shown in your sales copy where it can be seen.