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

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Page 1: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content
Page 2: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Written & illustrated by:

Henneke Duistermaat

As seen on:

Page 3: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Avoid filler phrases like excellent customer service

Page 4: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Avoid filler phrases like excellent customer service.

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Yuck:

Our product is supported by excellent customer service.

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Yuck:

Our product is supported by excellent customer service.

More persuasive:

Any questions? Call our team on 0123 456 789.

We’ll pick up the phone within 3 rings. That’s a promise.

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Avoid superlatives

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Avoid superlatives

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Bllerrgh:

The best accounting software.

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Bllerrgh:

The best accounting software.

More persuasive:

1,790,000 small businesses use our accounting software.

Page 11: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Use sensory words

Page 12: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Use sensory words

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Icky:

Our doors are solid.

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Icky:

Our doors are solid. More persuasive:

Our doors are kick-proof. Or: Even the hulk can’t break our doors with a sledgehammer.

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Focus on benefits

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Focus on benefits

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I design high-converting websites.

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I design high-converting websites.

So you can turn more web visitors into leads.

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Mention problems

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Mention problems

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We minimize server downtime.

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We minimize server downtime.

So you avoid frustrations, and keep your team happy.

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Overcome objections

Page 24: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Overcome objections

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Are your products pricey?

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Are your products pricey? Explain the value you provide:

Our floors remain squeak-and- creak-free for longer, because they’re made of solid hardwood.

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Focus on your reader

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Focus on your reader

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Ugh:

I’ll send you my report with copywriting tips.

Page 30: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Ugh:

I’ll send you my report with copywriting tips. More persuasive:

Get your free report. And learn how to write persuasive content.

Page 31: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Don’t use exclamation marks

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Don’t use exclamation marks

Page 33: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Ask questions instead

Page 34: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Ask questions instead

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Blah:

We listen to what you want.

Page 36: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

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.

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Avoid the passive voice

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Waaaaah:

You’re so much loved by me.

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Waaaaah:

You’re so much loved by me.

More persuasive:

I love you.

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Never address your reader as part of a crowd

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Never address your reader as part of a crowd

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Ouch:

To those of you who were inconvenienced, I apologize sincerely.

Page 43: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Ouch:

To those of you who were inconvenienced, I apologize sincerely.

More persuasive:

I apologize if our downtime created problems for you.

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Avoid gobbledygook

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Avoid gobbledygook

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Yikes:

Our market-leading products alleviate the stress of payroll management.

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Yikes:

Our market-leading products alleviate the stress of payroll management.

More persuasive:

Our services take the pain out of payroll management.

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Use specific examples

Page 49: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Use specific examples

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Wishy-washy:

We dye your hair in any color.

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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.

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Tell mini-stories

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Tell mini-stories

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Duh:

We use silky smooth textiles.

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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.

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Avoid multiple adjectives before nouns

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Avoid multiple adjectives before nouns

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Eh:

Our beautiful, soft, vibrant linen …

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Eh:

Our beautiful, soft, vibrant linen …

More persuasive:

Our vibrant linen …

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Don’t publish sugary testimonials

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Don’t publish sugary testimonials

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Really???

Henneke is the most wonderful copywriter.

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Really???

Henneke is the most wonderful copywriter.

More persuasive:

Henneke’s web copy appeals to our ideal customers, and helps us to increase sales.

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Make your call-to-action bossy

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Make your call-to-action bossy

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Tut-tut:

If you’d like to receive our free report, add your email address and click download.

Page 67: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Tut-tut:

If you’d like to receive our free report, add your email address and click download.

More persuasive:

Get our free report now

Page 68: 17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Looking for more writing tips?

So you can win more clients?

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