There are two types of marketing in the world: the stuff that
gives the reader a warm and fuzzy feeling and makes them buy; and the
stuff that scares them off.
The latter is what I like to call 'in your face' marketing.
It's the stuff you see in those God-awful direct mail letters (the ones that use countless fonts, colours and go on and on and on) and 'American' style landing pages that are full of hype and insincere drivel that's supposed to make you want to buy a product you don't need.
The problem is your reader just wants to know how your product/service will benefit them (i.e. make their life easier) and a few basic facts. Then, if it is something you can't do without and it's the right price, you'll buy.
If your website is full of marketing drivel, it's going to drive your customers away; I'm not talking about jargon I mean the stuff that's damaging your conversion rates.
Over-used phrases
How many times have you read that something's 'ground-breaking' or 'market-leading'?
"Our product is world-class... " - really, where's your proof?
"Our new widget is first-rate... " was the old one second-rate?
These words and phrases are meaningless. Instead of wasting space with them, tell your reader why your product is great and why it is important to them. Will it make them happier, save them time, make them more prosperous?
Over-excitement
If you're launching a new product you're bound to be excited about it, but resist the urge to claim it's a 'breakthrough' (unless you have proof), 'innovative', or 'pioneering'.
It's new; we get that but tell us why. Explain what's new about it and, more importantly, what it means to us as consumers. In that way, you'll be converting this new feature into a benefit.
Amazing?
Don't tell us you're the best, or incredible or the ultimate, instead tell us what you're like and leave words like that for your testimonials.
If you over-hype your copy, no one will believe you.
Stop being meaningless
Come on now, tell the truth, does your website copywriting claim 'fast delivery' or 'great customer service'?
If you want to show your customer service levels use specifics, such as the results of a customer survey. This will increase your credibility.
Jargon
The last on my list, but one of the biggest offenders in the 'meaningless website drivel' stakes.
Leveraging and alleviating are not as powerful as 'using' or 'easing' - stop trying to be smart and write what you mean.
Come on, be honest, how many of these are you guilty of?
You see, writing simple, straightforward copy isn't as easy as you first thought. It's easy to splatter your copy with meaningless drivel that dilutes your message until there's nothing left to impress your customers with.
Before you start writing think about your customer, who they are and what they want. Then keep them focused in your mind as you write using their words.
The latter is what I like to call 'in your face' marketing.
It's the stuff you see in those God-awful direct mail letters (the ones that use countless fonts, colours and go on and on and on) and 'American' style landing pages that are full of hype and insincere drivel that's supposed to make you want to buy a product you don't need.
The problem is your reader just wants to know how your product/service will benefit them (i.e. make their life easier) and a few basic facts. Then, if it is something you can't do without and it's the right price, you'll buy.
If your website is full of marketing drivel, it's going to drive your customers away; I'm not talking about jargon I mean the stuff that's damaging your conversion rates.
Over-used phrases
How many times have you read that something's 'ground-breaking' or 'market-leading'?
"Our product is world-class... " - really, where's your proof?
"Our new widget is first-rate... " was the old one second-rate?
These words and phrases are meaningless. Instead of wasting space with them, tell your reader why your product is great and why it is important to them. Will it make them happier, save them time, make them more prosperous?
Over-excitement
If you're launching a new product you're bound to be excited about it, but resist the urge to claim it's a 'breakthrough' (unless you have proof), 'innovative', or 'pioneering'.
It's new; we get that but tell us why. Explain what's new about it and, more importantly, what it means to us as consumers. In that way, you'll be converting this new feature into a benefit.
Amazing?
Don't tell us you're the best, or incredible or the ultimate, instead tell us what you're like and leave words like that for your testimonials.
If you over-hype your copy, no one will believe you.
Stop being meaningless
Come on now, tell the truth, does your website copywriting claim 'fast delivery' or 'great customer service'?
If you want to show your customer service levels use specifics, such as the results of a customer survey. This will increase your credibility.
Jargon
The last on my list, but one of the biggest offenders in the 'meaningless website drivel' stakes.
Leveraging and alleviating are not as powerful as 'using' or 'easing' - stop trying to be smart and write what you mean.
Come on, be honest, how many of these are you guilty of?
You see, writing simple, straightforward copy isn't as easy as you first thought. It's easy to splatter your copy with meaningless drivel that dilutes your message until there's nothing left to impress your customers with.
Before you start writing think about your customer, who they are and what they want. Then keep them focused in your mind as you write using their words.
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