17 Copywriting Do's and Don'ts: How To Write Persuasive Content

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    23-Aug-2014
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    Marketing

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You studied several copywriting books. And read blog post after blog post about writing. But writing your own web copy? It’s a struggle. You know the grammar is fine. But the copy sounds bland. Perhaps even a little too salesy. You read, and re-read your copy. You can’t quite put your finger on it. What’s wrong? How can you improve it? And persuade more people to buy? Today I’ve assembled 17 examples of yucky copy. And I tell you exactly what’s wrong, and how to improve it. Enjoy

Transcript of 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

  • Written & illustrated by: Henneke Duistermaat As seen on:
  • Avoid filler phrases like excellent customer service
  • Avoid filler phrases like excellent customer service.
  • Yuck: Our product is supported by excellent customer service.
  • Yuck: Our product is supported by excellent customer service. More persuasive: Any questions? Call our team on 0123 456 789. Well pick up the phone within 3 rings. Thats a promise.
  • Avoid superlatives
  • Avoid superlatives
  • Bllerrgh: The best accounting software.
  • Bllerrgh: The best accounting software. More persuasive: 1,790,000 small businesses use our accounting software.
  • Use sensory words
  • Use sensory words
  • Icky: Our doors are solid.
  • Icky: Our doors are solid. More persuasive: Our doors are kick-proof. Or: Even the hulk cant break our doors with a sledgehammer.
  • Focus on benefits
  • Focus on benefits
  • I design high-converting websites.
  • I design high-converting websites. So you can turn more web visitors into leads.
  • Mention problems
  • Mention problems
  • We minimize server downtime.
  • We minimize server downtime. So you avoid frustrations, and keep your team happy.
  • Overcome objections
  • Overcome objections
  • Are your products pricey?
  • Are your products pricey? Explain the value you provide: Our floors remain squeak-and- creak-free for longer, because theyre made of solid hardwood.
  • Focus on your reader
  • Focus on your reader
  • Ugh: Ill send you my report with copywriting tips.
  • Ugh: Ill send you my report with copywriting tips. More persuasive: Get your free report. And learn how to write persuasive content.
  • Dont use exclamation marks
  • Dont use exclamation marks
  • Ask questions instead
  • Ask questions instead
  • Blah: We listen to what you want.
  • Blah: We listen to what you want. More persuasive: Would you like a modern wetroom with the latest gadgets? Or an opulent bathroom in Georgian style? We help you create the bathroom of your dreams.
  • Avoid the passive voice
  • Waaaaah: Youre so much loved by me.
  • Waaaaah: Youre so much loved by me. More persuasive: I love you.
  • Never address your reader as part of a crowd
  • Never address your reader as part of a crowd
  • Ouch: To those of you who were inconvenienced, I apologize sincerely.
  • Ouch: To those of you who were inconvenienced, I apologize sincerely. More persuasive: I apologize if our downtime created problems for you.
  • Avoid gobbledygook
  • Avoid gobbledygook
  • Yikes: Our market-leading products alleviate the stress of payroll management.
  • Yikes: Our market-leading products alleviate the stress of payroll management. More persuasive: Our services take the pain out of payroll management.
  • Use specific examples
  • Use specific examples
  • Wishy-washy: We dye your hair in any color.
  • Wishy-washy: We dye your hair in any color. More persuasive: Lavender purple or shocking pink? We dye your hair in any color you like.
  • Tell mini-stories
  • Tell mini-stories
  • Duh: We use silky smooth textiles.
  • Duh: We use silky smooth textiles. More persuasive: We scoured the world to look for the softest textiles. In 1999, we discovered a small mill in Italy producing delicate satin etc.
  • Avoid multiple adjectives before nouns
  • Avoid multiple adjectives before nouns
  • Eh: Our beautiful, soft, vibrant linen
  • Eh: Our beautiful, soft, vibrant linen More persuasive: Our vibrant linen
  • Dont publish sugary testimonials
  • Dont publish sugary testimonials
  • Really??? Henneke is the most wonderful copywriter.
  • Really??? Henneke is the most wonderful copywriter. More persuasive: Hennekes web copy appeals to our ideal customers, and helps us to increase sales.
  • Make your call-to-action bossy
  • Make your call-to-action bossy
  • Tut-tut: If youd like to receive our free report, add your email address and click download.
  • Tut-tut: If youd like to receive our free report, add your email address and click download. More persuasive: Get our free report now
  • Looking for more writing tips? So you can win more clients? 2014byHennekeDuistermaat
  • Get your FREE Snackable Writing Course for Busy People 2014byHennekeDuistermaat
  • Get your FREE Snackable Writing Course for Busy People 2014byHennekeDuistermaat Click here