And when you talk to potential customers over the phone or online, you sound genuine, helpful, and frank. No fluff. No marketing drivel. 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, and your copy instantly becomes more sincere, more enchanting, and more persuasive.
Marketing drivel seems hard to avoid. Most websites are full of it. So, how can you eradicate the marketing prattle and write honest copy that sells?
Let's look at 10 of our best copywriting tips that will help you give seedy sales-ness the flick forever.
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, then cut or rephrase until your text is concrete and meaningful.
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549,333 websites use our widgets to increase email sign-ups
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 specific numbers to draw attention and increase credibility.
Hundreds of small businesses use our accounting service to save time
254 small businesses use our accounting service to save time
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.
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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 richer? Which problems, complications, and difficulties will you help to avoid?
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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 a benefit your readers are looking for. Most real benefits are related to saving money, making more money, becoming happier, being free from fear and worry, a feeling of belonging etc.
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Best copywriting tips #6: Cut sugary testimonials
You know the type of testimonials that sound like they’re written by a marketer? The sugar-coated words that tell you how wonderful, amazing, and super-perfect a service or product is?
Do you think anyone believes these fantastic testimonials? Well?
Write story-based testimonials that help you overcome objections. Be specific. Add stats if you can.
Sugar-coated stuff nobody believes:
Smith is an amazing copywriter. I’d highly recommend her to anyone.
I wasn’t sure about hiring Smith. But the copy she’s written for my business helped me to win more customers. And she was fun to work with.
Note: just like all other examples in this article, the above example is made up.
Best copywriting tips #7: Don’t walk away from the difficult stuff
Do you believe in miracles?
In business they don’t exist. I’ve never seen objections magically disappear. You need to address them.
If customers think you’re too expensive, then explain how you help customers save money, how you help them make more money, or explain how much more enjoyment they’ll get from your product or service. Prove your value.
What objections do your customers have to buying from you? How can you address them? Copywriting is about sales. And selling is about taking away customer objections to buying from you.
Best copywriting tips #8: Kill self-indulgent nonsense
Marketing messages become drivel if they go on and on about a company and its products. The quickest way to turn drivel into sales copy is to address a benefit or a problem your customers have first.
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Websites that Convert Web Visitors into Business
Best copywriting tips #9: Don’t commit superlative sins
Superlatives like best or easiest are a sure-fire way to sound insincere. Only use superlatives if you can prove why you’re the best.
A copywriting sin:
We provide the quickest printing service in town.
Get your brochures printed in 48 hours or receive a 25% discount.
Best copywriting tips #10: Eradicate adjective mumbo jumbo
If marketers have nothing to say, they add adjective upon adjective to their sentences. It makes your readers think yeah, yeah, what nonsense or it sends them straight to sleep.
This relaxed, romantic collection of beautiful cookware has a look all its own, right up to date yet completely classic with a result that’s perfect for your kitchen.
The classic look of this cookware collection suits most kitchen styles.
Show pictures of your cookware. Or explain who inspired the design. That’s much more interesting than marketers’ hogwash.
Yes, copywriting for the web is challenging because you need to balance optimizing content to get found in search engines to drive traffic and optimize content for your target audience to ready the content.
But since your human readers will become customers and give you money, you should start by writing a good copy of your customers’ needs.
So, use the best copywriting tips to optimise content for Google and make your content pop for your target audience!
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