If you had a way to discover why such a high percentage of copywriters produce low performing copy, would you be interested? It’s impossible to cover all the reasons, but there is one very general and quite large reason which is simply failing to avoid certain kinds of mistakes which is what we’re here to talk about.
Copywriting can be daunting and time consuming. Hence you have avoid most of the common mistakes that hold people back. On websites like backdating stock options , I have applied these tips to very good effects. You can check them out if you want. Follow these tips to your own copywriting success as well.
A simple mistake but one that is important not to make is not learning about the core details of the product they are writing about. If you don’t know at least the basics of the product you are selling nobody is going to buy it from you. Your prospect could easily figure out that you do not know very much about the product. This will take a major toll on your conversion rate and lower your sales. Always remember to learn everything you can about the product you will be promoting from top to bottom. When you learn about a product inside and out, right side up and upside down it is easier to be creative when you sell it with your writing. If you are sure of your product knowledge this will show in your writing and your customer will get a fair view of what you are selling. Do not make the mistake of giving away too much for free to the client but still try to get all of the required information out there. This can be a fine line to walk, especially if you do not know how to properly balance your copy. The goal of your sales letter is to both educate the potential customer about what you are selling and, at the exact same time, create in him a desperate urge to buy from you. The easiest way to do this is to play up the benefits of the product so that your customer knows just how it will benefit her. Don’t include too many specific details or features or the benefits won’t matter as much to the customer when it comes time to make the sale. Keep the fluff out of the sales copy and include the necessary details that you feel would influence your prospect’s buying decision. Many copywriters lose sight of the fact that they are not writing for themselves but are trying to get someone else to buy from them. Keep the customer at the front of your mind and make sure your sales copy is targeted for that person.
The call-to-action is one thing that all of your sales and marketing materials absolutely need to have. What’s the purpose of all sales material? To generate sales for a product/service. But a sales copy is always incomplete if you don’t have a strong call to action that tells the prospect what to do.
Make no mistake about it, your prospects always need to be told what to do next. You have to clearly; specifically instruct them to do what you want them to do. If you’re offering a download for something, you can simply say; “Download Now.” It’s really simple, and it is always advised to use very few words. Don’t forget to test different types of call to action messages to improve your conversion ratio.
Make no mistake, it does take time to learn copywriting. But that doesn’t mean you should make mistakes that you can avoid. The mistakes that we discussed above are easy to stay away from once you start practicing.