17 Copywriting Do's and Don'ts: How To Write Persuasive Content
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17 Copywriting Do's and Don'ts: How To Write Persuasive Content
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You studied several copywriting books. And read blog post after blog post about writing. But writing your own web copy? It’s a struggle. You know the grammar is fine. But the copy sounds bland. Perhaps even a little too salesy. You read, and re-read your copy. You can’t quite put your finger on it. What’s wrong? How can you improve it? And persuade more people to buy? Today I’ve assembled 17 examples of yucky copy. And I tell you exactly what’s wrong, and how to improve it. Enjoy
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17 Copywriting Do's and Don'ts: How To Write Persuasive Content
- 2. Written & illustrated by: Henneke Duistermaat As seen on:
- 3. Avoid filler phrases like excellent customer service
- 4. Avoid filler phrases like excellent customer service.
- 5. Yuck: Our product is supported by excellent customer service.
- 6. 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.
- 9. Bllerrgh: The best accounting software.
- 10. Bllerrgh: The best accounting software. More persuasive: 1,790,000 small businesses use our accounting software.
- 13. Icky: Our doors are solid.
- 14. Icky: Our doors are solid. More persuasive: Our doors are kick-proof. Or: Even the hulk can’t break our doors with a sledgehammer.
- 17. I design high-converting websites.
- 18. I design high-converting websites. So you can turn more web visitors into leads.
- 19. Mention problems
- 20. Mention problems
- 21. We minimize server downtime.
- 22. We minimize server downtime. So you avoid frustrations, and keep your team happy.
- 25. Are your products pricey?
- 26. 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.
- 27. Focus on your reader
- 28. Focus on your reader
- 29. Ugh: I’ll send you my report with copywriting tips.
- 30. Ugh: I’ll send you my report with copywriting tips. More persuasive: Get your free report. And learn how to write persuasive content.
- 35. Blah: We listen to what you want.
- 36. 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.
- 37. Avoid the passive voice
- 38. Waaaaah: You’re so much loved by me.
- 39. Waaaaah: You’re so much loved by me. More persuasive: I love you.
- 40. Never address your reader as part of a crowd
- 41. Never address your reader as part of a crowd
- 42. Ouch: To those of you who were inconvenienced, I apologize sincerely.
- 43. Ouch: To those of you who were inconvenienced, I apologize sincerely. More persuasive: I apologize if our downtime created problems for you.
- 46. Yikes: Our market-leading products alleviate the stress of payroll management.
- 47. Yikes: Our market-leading products alleviate the stress of payroll management. More persuasive: Our services take the pain out of payroll management.
- 50. Wishy-washy: We dye your hair in any color.
- 51. 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.
- 54. Duh: We use silky smooth textiles.
- 55. 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.
- 56. Avoid multiple adjectives before nouns
- 57. Avoid multiple adjectives before nouns
- 58. Eh: Our beautiful, soft, vibrant linen …
- 59. Eh: Our beautiful, soft, vibrant linen … More persuasive: Our vibrant linen …
- 62. Really??? Henneke is the most wonderful copywriter.
- 63. Really??? Henneke is the most wonderful copywriter. More persuasive: Henneke’s web copy appeals to our ideal customers, and helps us to increase sales.
- 66. Tut-tut: If you’d like to receive our free report, add your email address and click download.
- 67. 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
- 68. Looking for more writing tips? So you can win more clients? ©2014byHennekeDuistermaat
- 69. Get your FREE Snackable Writing Course for Busy People ©2014byHennekeDuistermaat
- 70. Get your FREE Snackable Writing Course for Busy People ©2014byHennekeDuistermaat Click here