Once you succeed in getting a potential customer to open your brochure or visit your website, then what? Your website or brochure needs to be well-written! After all, it is the words that need to do the heavy lifting of selling your products and services, and motivating the reader to take action. If they don’t, you’re missing out on a lot of potential sales.
Need help creating marketing materials that will sell your products and services? Give me a call. As a professional marketing writer I can help you with all of your writing needs.
|5 COMMON COPYWRITING ERRORS TO AVOID
Marketing writing – i.e. “writing to sell” – is very different than writing memos, essays, and grocery lists. If you need to write the text (also known as the “copy”) for your company’s website, brochure, or other marketing piece, your best bet is to hire a professional copywriter. If you absolutely must do it yourself, here are 5 common “do-it-yourself” blunders to avoid:
- Features vs. Benefits. Okay, I know I’ve mentioned this one many times before, but it always bears repeating. If you want to write to sell you must focus on the benefits that your product or service offers. All anyone cares about is “what’s in it for me?”
- Dubious Claims. It only takes one unsubstantiated, hard-to-believe claim to wreck your credibility. No matter how tempted you are to claim that your new book is going to out-sell the Bible, don’t do it!
- Inaccurate Facts. Check, check, and double-check all of the information you provide about your company and products. There’s nothing more damaging than misspelling the name of your company’s president or misrepresenting an important feature of your most popular product.
- Conflicting Messages. If your first paragraph focuses on your “no payments for seven months” offer, your next paragraph shouldn’t present your “30-day money-back guarantee.” After all, anyone who takes you up on your offer will not be giving you any money for the first seven months – so at the 30-day point there will be no money to refund.
- Incorrect Focus. One of the web developers I know likes to remind clients not to “we, we” all over their copy. Take a look at how many of your sentences talk about “we” or “us” vs. “you” or “your.” You should focus your copy on the reader and his or her needs, not on company-indulgent posturing.