100K Copywriting Resale Rights Ebook

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Now that you have an understanding of some of the important terminology involved in copywriting and how you can make the most of those elements, here are some more tips to help you craft great copy.

Speak to Your Audience

Since the sales copy you write is to promote your own products, it’s easy to make the mistake of talking about yourself in your copy too much. The problem is, your potential customer doesn’t really care about you. They care about themselves, they want solutions to their problems and they want to know what you can do for them. You need to focus on your customer first.

A lot of sales copy is too focused on the business who is doing the selling:

“We sell this...”

“We’re great at this...”

“We believe in customer satisfaction..."

It’s simple enough to change wording around to focus more on “you” and how you can help your potential customer. Turn it around and write things like this instead:

“Are you looking for...”

“If you need reliable...”

“Your satisfaction is guaranteed..."

Exercise: Go through your copy and change many of the "we’s” to “yous” and rewrite your copy based on the change in focus. When you’re done, you’ll see how much more of a connection you can make with your reader. In most cases you’ll be saying essentially the same thing (ex. Saying, “We believe in customer satisfaction” is pretty much the same as, “Your satisfaction is guaranteed”), but the focus is on your potential customer.

Avoid Excessive Adjectives

Can you see what’s wrong with the following copywriting example?

“The biggest and best e-book that will make you the happiest person on your block.”

Here’s the problem: Outside of the fact that it’ pretty over-the-top with its claims, that sentence above is pretty meaningless. Nobody really cares if an ebook is the biggest and this sentence really doesn’t say anything about why it's the best. Also, the word happiest is kind of meaningless. We all want to be happy, but if we are unhappy right now we have specific problems we need to have solved. Telling someone they’re going to be happy doesn’t answer much for them. They want to know HOW you’re going to make them happy and how you’ll make their specific problems go away.

The real problem with the sentence above is that it’s filled with adjectives that don't give specifics. Adjectives describe nouns and they don’t provide readers with good information.

Make sure you answer these questions in your copy:

How are you the best

What makes you great

How do you care for your customer

That’s what people want to know. If you use too many adjectives, it ends up sounding like too much hype and the meaningfulness is lost.

That doesn’t mean you can’t use adjectives in your copy. Of course, you’re still going to use them, but your copy should be able to stand on it’s own without all the extra words.

Exercise: If you want to see if your copy can stand up on its own, pick a couple paragraphs from your website or your entire page and remove all the adjectives. Does it still sound compelling? Is it selling your product?

If not, it’s probably time to start working on being specific and we’ll talk about that next.

Be Specific

I talked about this briefly when we wrote about headlines. Let’s get into this more and really understand how being specific can help you sell more of your product.

Instead of saying you ARE the best, say WHY you are the best. Instead of saying you’re fast; explain how fast and in what specific ways. Let’s say, if you are a printing service and you provide fast printing, tell them on average how much time you need to finish a project. If you aren’t willing to say how quickly you can complete a project, then you’re probably not that quick and shouldn’t be using that angle.

When we’re talking about copy, we’re giving people as much detailed information as possible so people can make an informed decision about a product, newsletter, or whatever our call to action is.

Have you ever been to a website and thought about buying a product, but you weren’t 100% sure it had the features/benefits you needed? It happens all the time. A lot of product-sellers think they can slap up a picture and add a few words and watch the sales roll in. Unfortunately, it doesn’t work that way.

You simply can’t give too much information about your product. Yes, you can be too wordy and put your reader to sleep, but if you’re giving people information that they need to make a buying decision, there is no such thing as too much information. You want them to have all their questions answered and get them to buy.

Another good way to be specific is to quantify things. If you have an ebook, that has 37 ways to reduce your cholesterol, tell them there are 37 ways. Don’t say there are "plenty of ways” or “this ebook is packed with ideas to help you lower your cholesterol”. A specific number like 37 as opposed to a round number like 30 also tends to generate a better response. It’s not completely clear why this occurs, but it’s likely because round numbers might seem made up or estimated, but when you say 37 it puts a specific picture in their mind.

Exercise: Look at things you’ve written for your business. Where can you be more specific? What can you quantify?

Don’t Worry So Much about Grammar

As you continue with your business, there will be people that tell you that proper grammar is very important to maintain a professional image. Some of your websites visitors may even take the time to email and tell you about the spelling and grammar mistakes that completely outraged them. Don’t let this worry you too much. Correct the spelling and if the grammar is outrageous, fix it - but keep reading to find out why grammar isn’t as important as it’s cracked up to be.

The most important thing about your sales copy or articles is to sound natural and to relate to your target audience appropriately. Write the way you speak.

Naturally, if your audience is PHD students studying literature, then you might have to have a more formal tone and pay more attention to more grammar rules. If you’re audience is race-car enthusiasts or those interested in fashion trends, you might be more relaxed in your writing and speak more casually.

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