Do You Make These 10 Style Gaffs In Your Sales Copy?

Besides excellent copywriting technique, appropriate style is a prerequisite for producing winning sales copy and is what distinguishes it from a sales brochure or an article. These are the ten important style guidelines…

Long sentences can be boring and difficult to read and digest. Avoid them. When you read copy out loud to yourself, lengthy sentences become more apparent. Even better, ask a friend to read to you.

You may think you cannot avoid a passive voice but it can appear tired and listless. With a little thought you will avoid it. Use an active voice.

Don’t use Etc. It may be acceptable in a catalogue, but not for sales copy where your reader should not be expected to mind read. You do not have to list every piddly product feature and benefit when you use a little professional creativity…

The collection spans buy amoxil 100 years of publications by The Copywriting Masters from Caples to Ogilvy”. Or, how about…

Caples, Ogilvy and Collier are just a few of the masters you will discover in this copywriting Course.

Avoid word repetitions within close range, as in, “This comprehensive course is delivered by an experienced range of course tutors using comprehensive course material.” A thesaurus provides suitable alternatives, or trim unnecessary words.

Keep your copy focused. Wishy-washy copy lacks the detail and clarity your reader needs if they are to ever reach a decision to buy. You may have a picture in your head of what you mean when you talk about your product being stylish, but what does stylish mean to your reader? Glamorous? Classic? Smart-Casual? They will not fill in your lazy ambiguous gaps. Your job is to create a clear picture for them by using sharp words for sharp copy.

Play it straight. Written sales copy is not the place to flex your humour muscle. It may work for TV and Radio advertising, but when it’s going to be read, it is very difficult to gauge the readers mood unless you have a very narrow market you know intimately. Anyway seeing as good sales copy will work without the funnies, why bother?

Get to the point in five seconds. The modern reader is deluged with advertising and web readers have a tendency to browse.  Tell them what it is and how they will benefit in 5 seconds – or they’re off.

Write clean, precise, focused sales copy and not self-indulgent prose. You may well enjoy playing with words but sales copy is not about self-expression and literary posturing.

A word of advice from the author of this article to any prospective writers of copy about serving the interests of clarity by avoiding generic amoxil the pitfall of prepositional phrases.

In other words – do not write sentences like this. Organise your thoughts. Decide what you want to say and deliver it in a nutshell sentence.

Avoid company indulgent copy. Readers do not care how stunning the company is, so stop trying to impress them. Instead focus on what they are going to get.

in a nutshell…

Forget about you – it’s all about them.  Get to the point damn quick.

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