1. “Nobody reads ads. People read what interests them. Sometimes it’s an ad.” Howard Gossage
One of the worst things you can do is write copy that’s boring to read. If an honest reading of your website or new client brochure makes your eyeballs dry up, or triggers an urgent need to go to the bathroom – then just image how your poor prospect must feel.
Remember, you can only interest a person into buying your product, you can’t bore them.
2. Build the relationship first, ask for the sale second.
Having done a lot of marketing audits for companies in many different industries, I’ve seen many examples of bad marketing that rush the entire sales process.
In this new economy, all buying power has returned to the consumer. And they know it. They’re also more skeptical, and more discerning than ever.
Today, marketing is all about building relationships first. Your copy has to carefully do the same, not rush straight to the close.
How do you do this effectively? By providing REAL value first with no sales pressure or expectation of an immediate return. That’s where having something like a Lunch Break Book at your disposal – a short, powerful guide that can be read by your prospects on their lunch break to help them solve a pressing problem, can be game-changer.
3. Don’t make your ad copy apply to everyone. You have to niche your message along with your target market (Step 1 and Step 2 of the Client Stampede Formula).
One of the biggest mistakes I see is using ad copy that is worded so generically, it doesn’t apply to anyone in particular at all. This is very bad.
At first blush you might think the more people you can fit into your marketing message, the better. This is wrong. Quite the opposite.
The more you tightly target your marketing message to resonate with a niche, the higher the response rate. This goes back to the first point. People will only pay attention to what interests them, and the more precisely you can make an ad match the interests/desires of your target market, the higher your conversion rate.
4. Make your advertising itself valuable.
Few people understand this extremely important point, which is why most advertising falls on deaf ears. Nothing screams out “I want to sell you sell you something” more than an advertisement that looks and sounds like an advert. That’s why writing copy that sounds like an editorial piece, using white papers, or creating a helpful animated video will typically attract a much higher level of viewership.
5. Incorporate unquestionable copy into your proof.
Most copy is seriously devoid of all proof but full of empty, hollow sounding promises like “we’re the leading experts” or “your trusted provider”, etc. We’re so used to reading these claims they wash over us like tiny ocean ripples swirling around our ankles. Unnoticed. One of the strongest elements of proof is, of course, proof in your product itself.
A bold guarantee to back up your promises. Legions of testimonials to say what you can’t say yourself. A product demonstration even. Proof is usually the most often overlooked aspect of any copy. If you can find a way to add it in a compelling way, it can transform even the most meager of ads into the mighty.
