PERSUASIVE AND AUTHENTIC WORDS ARE A MUST FOR EVERY COPYWRITER.
But here’s the problem. It’s one thing to get on the phone with a client or customer or meet them face to face and be persuasive. But for many it’s different when it comes to putting it in writing.
I don’t know how many websites I’ve seen that are just filled with marketing drivel. So many copywriters don’t know how sleazy their words are. They couldn’t find the right words so they became creepy.
Here are 5 ways I avoid that and make sure my copy is authentic and persuasive:
1. Cut the gobbledygook.
Eliminating jargon and gobbledygook is a must. It’s more common than you think, David Meerman Scott in his book The Gobbledygook Manifesto, lists the most commonly used gobbledygook phrases in 388,000 press releases including “flexible,” “robust,” “world class,” “scalable,” “easy to use,” “cutting edge,” “mission critical,” “market leading,” “industry standard,” “turnkey,” and “groundbreaking”. You should avoid all of that
2. Be direct with the call to action
There is no point pussyfooting around with a call to action. That’s a waste of everyone’s time. You need to use killer calls to action that start with a strong verb like contact, download etc. They also might give a good selling point, like call today for a free consultation
3. Prove value
Explain how my client’s business solve their customers problems and save them money
4. Use a conversational tone of voice.
Use a conversational tone because it makes the reader feel I am talking directly to them, as if we’re having an actual conversation.
5. Provide concrete statements
You need to be direct with concrete statements. Use words that people will understand, connect with, in some cases be able to visualize, and then remember later on.
So there you have it. Need help? Contact me on 0411 745 193 or at leon@leongettler.com
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