5 Copywriting Phrases To Avoid Like a Plague and What You Should Say Instead
-
Upload
jeanne-san-pascual -
Category
Marketing
-
view
58 -
download
0
Transcript of 5 Copywriting Phrases To Avoid Like a Plague and What You Should Say Instead
TO AVO I D L I K E A P L AG U E A N D W H AT YO U S H O U L D S AY I N ST E A D
5COPYWRITING
PHRASES
1
W H AT TO S AY: I F YO U ’ R E U S I N G A T E C H N O LO GY U N I Q U E TO YO U R CO M PA N Y, G E T S P E C I F I C O N W H AT A R E T H O S E A N D E X P L A I N I T S
B E N E F I T S .
• outdated claim • almost everyone is more or less using the same technology now • stating this makes you look like you just got on the bandwagon
“Cutting-edge/State-of-the-art”
W H AT TO S AY I N ST E A D : L I ST D O W N T H E S O LU T I O N S YO U CA N O F F E R F O R A M O R E C R E D I B L E CO PY
“Integrated solutions”• This phrase gets people thinking: ”What
exactly are the solutions being integrated here?"
• Hint: people won't know until you tell them.
2
3
W H AT TO S AY: I F YO U T H I N K YO U H AV E A CO N C E PT T H AT ’ S B O U N D TO D I S R U PT T H E F I E L D, STAT E W H AT A R E T H O S E A N D W H Y I T H A S T H E
P OT E N T I A L TO T R A N S F O R M . T H I S M A K E S YO U B E L I E VA B L E W I T H O U T H AV I N G TO R E S O RT TO B L A N D, T I M E WO R N P H R A S E S .
• You're propping yourself for big expectations • Trendy before, but is now passé • Don’t use unless you can back this up • Using grandiose words with an outdated meaning don’t give any
purpose to your copy
“Pushing the envelope/Game-changing”
W H AT TO S AY I N ST E A D : L I ST D O W N A L L T H E F E AT U R E S O F YO U R P R O D U CT O R S E RV I C E . I T D R I V E S H O M E T H E P O I N T A N D S U B S C R I B E S TO
T H E A L L- P O W E R F U L CO PY W R I T I N G M A N T R A : " S H O W, D O N ' T T E L L . "
“Feature-rich”• This is like saying that everyone reading this
slide are human beings • A painfully obvious way to describe your
product/business
• Not unique since almost all products today are “feature-rich”
• It dumbs down your copy. • Effective copy should always be clear, simple,
and most of all, never redundant
4
5
W H AT TO S AY: W H Y N OT R E V E A L T H E P R O C E S S T H AT M A K E S YO U R B U S I N E S S E XC E PT I O N A L ? T H I S M A K E S I T E A S I E R F O R C U STO M E R S TO
D I F F E R E N T I AT E YO U F R O M YO U R CO M P E T I TO R S .
• Quality is par for the course for today's businesses. • Stating this might mean that you’re not doing enough of a good
job to warrant a reputation for quality. • Quality workmanship is still better shown than self-proclaimed.
“Quality workmanship”
QUALITIES OF A GOOD COPY
Useful, Urgent, Unique, Ultra-Specific
25% for eachThe above is only possible when you do away
with using vapid industry language and focus on using words that capture your business’
fundamental qualities.
If you want a copy that does what you want it to, you have to let it shine on its own without
resorting to technobabble.
The Key to Copy That Connects and Converts
Without Resorting to Overused Industry Terms
EMAIL WEBSITE READ RELATED BLOG POSTjeanne@breakthroughwritings
ervices.comBreakthroughWritingServices.
com5 Copywriting Phrases to Avoid Like a Plague and
What to Say Instead
Want to Know More?Get in touch and I’ll answer any questions you have, no charge.