Tag Archives: Marketing copy

4 Ways to Make Your Copywriting SUPER Persuasive

Good online copywriting does more than just fill up the page, or offer fodder to the search engine algorithms. It also persuades. It encourages the reader to travel further down the sales path, either signing up for an email list, buying a product, or picking up the phone.

Or at least, that’s the way it should happen. We all know that much online copy just doesn’t move the dial; it doesn’t motivate the reader; and it certainly doesn’t improve the bottom line. That’s because it fails to persuade, often because it’s too steeped in tired, clichéd used-car-salesman tactics, or else bogged down in generalities.

So how can you make your copy not only pristine, but persuasive? Here are four steps to take right now.

Cut Meaningless Phrases

Consider this copywriting example: Our company produces world-class products that are bound to delight.

What does world class mean in this sentence? If your copywriting includes words or phrases you can’t readily explain, then it’s just not very good copy.

Specificity should always be your goal. Consider this rewrite:

Our products empower customers to increase their lead generation by 200 percent, representing the highest return on investment of any company in our industry.

Now that means something to your customers—and it’s better copy, because of it.

Use Numbers

Our second tip once again hinges on the idea of specificity. Simply put, using numbers and statistics is almost always more persuasive than speaking in generalities.

So, rather than saying that countless customers love your product, say something like, more than 200 businesses have trusted us with their email marketing needs, and we maintain an average 4.7-star rating among our clients.

Again, the specificity is eye-catching. It’s meaningful. It’s persuasive.

Get to the Point

A good rule of thumb with calls to action: Be direct, and tell your customer what to do next.

Consider these two variants:

If you’re interested in learning more, we encourage you to contact us at your convenience.

Or:

Call us now to start improving your lead generation by as much as 200 percent.

Which is more direct? And, which is more persuasive? The second, we’ll contend, is the option that conveys the most urgency and the most value.

Focus on Value

Your copy isn’t really about you. It’s about your customers, and the benefits they can gain from choosing your product or your brand.

Focusing on those benefits is the best way to persuade. Again, consider two variant CTAs:

Contact us today to learn more!

OR:

Contact us to empower your sales team and start capturing more leads.

Only the second option lays out a reason for your reader to take action—and that makes it by far the more persuasive of the two.

Get Help with Your Copywriting

Good writing should get results. At Grammar Chic, Inc., persuasive writing is our bread and butter. We can help you beef up your sales copy and start increasing your leads and conversions. Contact us today to schedule a consultation, and start filling your website with compelling sales copy.

Reach Grammar Chic, Inc. at www.grammarchic.net or 803-831-7444.

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7 Words to Avoid in Your Company Marketing

f65f8460fb81e6ea049a04543ace1cc6_words2-695Here’s a question to ponder: How many job seekers do you think use the expression “hardworking” somewhere on their resume? We’d venture to say that it’s a pretty high percentage, which is part of the reason why we advise against it: Everyone claims to be hardworking, so it doesn’t really help you to stand out from the pack. Instead, we recommend invoking specific incidents and achievements that show you to be hardworking. Concrete, measurable accomplishments are much more alluring to an employer than vague, meaningless buzzwords.

We use this illustration because a similar concept is in play with your company’s marketing materials. A business website, Facebook bio, brochure, press release—whatever the marketing collateral in question, your goal should always be to convey some specific, measurable benefit you can offer to customers and clients. Why is it, then, that so many companies use vague and meaningless buzzwords—the business equivalents of “hardworking” or “team player” on a resume—to describe what they do?

To help you ensure that your business marketing copy is free and clear of useless words and clichés, we’ll offer you the following service: Seven of the top words to strike from your business website and marketing materials today.

Our Banned Words List

  1. Best. Do you think your business is the best one of its kind? Of course you do: You’re the business owner. And for all we know, you’re absolutely right. The thing is, you can’t prove it—and since all your competitors are saying the same thing, it’s best to focus on showing you’re the best instead of just telling it.
  2. Most. This one is in the same category. You may be the most reliable, the most transparent, the most affordable, or what have you—but unless you can back it up with specifics, it’s not exactly effective, compelling, or unique marketing copy.
  3. Quality. Here’s a word that has certain connotations within the manufacturing sector—and certainly, emphasizing the quality of your product makes sense. It’s better to state which standards or compliance guidelines you hold your products to, though, instead of just saying that you care about quality.
  4. Fresh. This one is mostly applicable for restaurants. Frankly, we hope it doesn’t need to be said that you’re working with fresh, rather than stale or moldy, ingredients. If you really want to convey freshness, give some numbers: Say that your produce is picked every morning, or that you brew your coffee every half hour.
  5. Excellence. What does this even mean? That you try to do a good job in your work? Again, we would hope that this goes without saying.
  6. Expertise. Don’t tell us you’re an authority. Prove it. Show your expertise in action.
  7. 110%. Honestly: No. You won’t give 110 percent. It’s mathematically impossible—and it’s simply a dreadful cliché.

To our readers, we ask: What are some other words you’d propose be stricken from the marketing vocabulary?

And for companies looking to have their own materials overhauled, we invite you to contact us today: Call 803-831-7444, or visit http://www.grammarchic.net.

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Filed under Brand Management, Business Writing, Content Marketing, Content Writing, Web Content