What You Must Avoid Doing, If You Want To Keep Your Prospect Glued To Your Sales Copy
| by Craig Garber | March 01, 2006
Yesterday while doing a sales copy review -- a problem keptcoming up repeatedly, and it's one I see very often. Theproblem is...
Wasted Words.
A lot of times when you're writing copy, since you know "themore you tell, the more you sell" you feel sort of"compelled" to go into every little detail about yourself...the reasons why you invented your product... and thereasons why all the other products out there aren't "worthy"when compared to yours.
The truth is, you don't need a LOT of that stuff.
If details about yourself are relevant, and if they will addto your prospects "reasons why they should buy", theninclude 'em. But if they don't contribute towards thecompelling benefits of your product, then don't.
For example, if you took college courses that gave youknowledge about your product or your industry, chances areyour prospect doesn't need to know about this -- these areminutia details that don't help your selling process -- andare basically wasted words.
However... if you took a college class that was only givenONE TIME, and it was taught by a "celebrity" professor orinstructor in your field... and your exposure to this"celebrity" gave you some "inside secrets" or "back doorknowledge" that led you to this startling discovery thatbecame the evolution of whatever it is you're pitching...
Then this IS the kind information you WANT to include inyour sales copy!
Be careful about wasting words in your sales copy --nothing's going to hurt you more than this.
Having wasted words in your sales copy is like watching ahalf-hour sitcom on television, but instead of good TVprogramming, all you're getting is 29 minutes of commercialsand adverts, and only one minute of content.
And I don't need to tell you, if this happens... all your prospect'sgoing to do... is grab their remote... and click... "off".
Now go sell something,
Craig Garberhttp://www.kingofcopy.com
P.S. Wanna see more tips like this? Go check out thearchivesat: http://www.kingofcopy.com/tips/tiparchives.html
Wasted Words.
A lot of times when you're writing copy, since you know "themore you tell, the more you sell" you feel sort of"compelled" to go into every little detail about yourself...the reasons why you invented your product... and thereasons why all the other products out there aren't "worthy"when compared to yours.
The truth is, you don't need a LOT of that stuff.
If details about yourself are relevant, and if they will addto your prospects "reasons why they should buy", theninclude 'em. But if they don't contribute towards thecompelling benefits of your product, then don't.
For example, if you took college courses that gave youknowledge about your product or your industry, chances areyour prospect doesn't need to know about this -- these areminutia details that don't help your selling process -- andare basically wasted words.
However... if you took a college class that was only givenONE TIME, and it was taught by a "celebrity" professor orinstructor in your field... and your exposure to this"celebrity" gave you some "inside secrets" or "back doorknowledge" that led you to this startling discovery thatbecame the evolution of whatever it is you're pitching...
Then this IS the kind information you WANT to include inyour sales copy!
Be careful about wasting words in your sales copy --nothing's going to hurt you more than this.
Having wasted words in your sales copy is like watching ahalf-hour sitcom on television, but instead of good TVprogramming, all you're getting is 29 minutes of commercialsand adverts, and only one minute of content.
And I don't need to tell you, if this happens... all your prospect'sgoing to do... is grab their remote... and click... "off".
Now go sell something,
Craig Garberhttp://www.kingofcopy.com
P.S. Wanna see more tips like this? Go check out thearchivesat: http://www.kingofcopy.com/tips/tiparchives.html
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