Let me guess… when you talk to potential customers over the phone or online, you sound genuine, helpful and frank. No fluff. No marketing nonsense. No seedy sales talk. You give honest advice.

But what happens when you write copy for your brochure or your website? Do you sound as sincere as you do on the phone? 

Follow our best copywriting tips below, and I promise your copy will sound instantly more sincere, engaging and persuasive.

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Best copywriting tips #1: Cut crappy phrases

How do you know your copy contains crappy phrases?

Put on your devil’s advocate hat, and ask yourself for each sentence: what does this mean? If you can’t come up with a specific answer immediately, cut or rephrase until your text is concrete and meaningful.

Crappy:
Our world-class widgets help you increase email sign-ups

Much better:
549,333 websites use our widgets to increase email sign-ups

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Best copywriting tips #2: Slaughter marketing claptrap

Words like hundreds or millions may seem specific, but they sound like a marketer exaggerating the truth. Use particular numbers to draw attention and increase credibility.

Marketer claptrap:
Hundreds of small businesses use our accounting service to save time

Much better:
254 small businesses use our accounting service to save time

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Best copywriting tips #3: Stop pussyfooting around

Subtleties and politeness are great (of course!).

But a subtle call-to-action gives people an excuse not to do as you ask. Starting a call-to-action with if is the best way to give people an excuse. Be bossy and tell people exactly what you expect them to do.

Overly polite:
If you’d like to join the Enchanting Marketing newsletter, just add your email address and click join

Simple and direct:
Add your email address and click join now.

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Best copywriting tips #4: Give people a reason to do as you tell them

Do you want people to listen to you and follow your suggestions? Just give them a reason why.

How are you going to make them happier, healthier, or wealthier? Which problems, complications and difficulties will you help them avoid?

Not bad:

Get updates (it’s free).

Better:

Learn how to create persuasive content. Sign up for free.

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Best copywriting tips #5: Give them a better reason

What do your readers really want?

Try to avoid fake benefits and focus on something your reader is looking for. Most real benefits are related to saving money, making more money, becoming happier, being free from fear or worry, or helping someone feel like they belong.

Okay:

Learn how to become persuasive now.

Even better:

Learn how to become persuasive and win more business today.

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Best copywriting tips #6: Cut sugary testimonials

You know those testimonials that sound like a marketer writes them? The sugar-coated words that tell you how wonderful, amazing and super-perfect something or someone is?

Nobody believes them. Instead, write story-based testimonials that help you overcome objections. Be specific. Add stats if you can.

Sugar-coated fluff no-one believes:

Smith is an amazing copywriter. I’d highly recommend her to anyone.

Much more credible:

I wasn’t sure about hiring Smith, but the copy she’s written for my business helped me win more customers. And she was fun to work with.

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Best copywriting tips #7: Don’t walk away from the difficult stuff

Do you believe in miracles?

They don’t exist in business. I’ve never seen objections magically disappear. You need to address them.

If customers think you’re too expensive, explain how you’ll help them save more – time, money, heartache. Prove your value.

What objections do your customers have? How can you best address them? Copywriting is about taking away customer objections to pressing “buy now.” 

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Best copywriting tips #9: Stop committing superlative sins