There are two types of marketing in the world: material that gives the reader a warm and fuzzy feeling and makes him buy; and the things that scare them.
The latter is what I like to call “in your face” marketing.
It’s the things you see in those hideous direct mail letters (the ones that use countless fonts, colors, and on and on) and the ‘American’ style landing pages that are full of hype and insincere nonsense that are 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 him (i.e. make his life easier) and a few basic facts. So if it’s something you can’t do without and it’s priced right, you’ll buy it.
If your website is full of marketing nonsense, it will alienate your customers; I’m not talking jargon, I mean the things that are hurting your conversion rates.
Overused phrases
How many times have you read that something is “innovative” or “market leader”?
“Our product is world class …” – really, where is your proof?
“Our new widget is first rate …” Was the old one second?
These words and phrases are meaningless. Instead of wasting space with them, tell your reader why your product is great and why it matters to them. Will it make you happier, save you time, make you more prosperous?
Overexcitement
If you’re launching a new product, you’re sure to be excited about it, but resist the temptation to claim it’s a “breakthrough” (unless you have proof), “groundbreaking”, or “groundbreaking.”
It’s new; We get it, but tell us why. Explain what’s new and, more importantly, what it means to us as consumers. That way, you will turn this new feature into a benefit.
Amazing?
Do not tell us that you are the best, or incredible or the best; instead, tell us what you are like and leave words like that for your testimonials.
If you exaggerate your copy, no one will believe you.
Stop being insignificant
Come on, tell the truth, does your website copywriting claim “fast delivery” or “excellent customer service”?
If you want to show your customer service levels, use specific data, such as the results of a customer survey. This will increase your credibility.
Jargon
Last on my list, but one of the biggest offenders in ‘nonsense website bullshit’ bets.
Leverage and relieve are not as powerful as “use” or “relieve” – stop trying to be smart and write down what you want to say.
Come on, be honest, how many of these are you guilty of?
You see, writing a simple and straightforward copy is not as easy as you first thought. It’s easy to splash your copy with pointless nonsense that dilutes your message until there’s nothing left to impress your clients 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.
