copywriter must recognize one essential fact before writing
anything: you are not in a one-shot business.
marketers achieve their greatest profits by acquiring and retaining
customers, the writer must review all copy with an eye for
yourself with this credo:
really are creating copy to get a long-term customer who will try
you once, like you, and then have faith that he can continue to
deal with you.
your eagerness to create copy that sells, it is natural to want to
describe every product in the most glowing terms you can devise.
search your copy to find points they can disagree with, unbelievable
points, obviously false claims. When they find those
stretched-truths, they don't buy.
your claims are so extravagant that an unsuspecting reader is
convinced, buys, and then is disappointed because the product didn't
live up to your claims, refund requests go up.
can make your copy more believable, and thus create longer-term
customers, by following these 12 editing techniques:
not use the word "best" for every product.
superlatives when possible.
strings of multiple adjectives.
knock competitive products.
not mislead to get a sale.
not use subtleties or nuances that may not be understood
quickly by fast readers.
unorganized copy which confuses the reader.
not overly stress the legitimateness of your company.
12th point is the most difficult. Without obvious enthusiasm for the
product, your reader won't buy. But some writers frequently go wrong
"The most wonderfully glorious, positively beautiful,
entrancing and fashionable..."
Eliminate the first four words and your copy becomes more
frequent problem is that your copy may be 100% truthful, but the
reader's perception of your wording leads to an impression of
falsity or exaggeration.
problem can be licked by switching to short words and phrases, often
in a staccato presentation without complete sentences.
"From the very first moment that you start using this
handsome executive calendar, you'll discover how marvelous it is
to have the ultimate convenience of highlighted, easily-accessed,
color-coded separate sections for important appointments, personal
notations, expense memorandums, things-to-do listings, and staff
schedules. And it's all yours in a modern, spring-loaded looseleaf
binder so you can insert special company memos at key reminder
Instant ring-binder convenience is yours. Add memos at key dates.
Use color-coded separate sections for appointments, personal
notes, expenses, reminders, schedules. Modern. Handsome executive
edited version contains every sales point from the longer version,
but is less argumentative and the staccato copy implies enthusiasm,
a much more convincing approach than using enthusiastic wording.
goals are to sell while being believable, to present your products
in a favorable light without overstating benefits so prospects are
turned off, to create long-lasting customers instead of one-shot
easier to do, if you remember the Boy Scout code.