The document provides tips for writing more persuasive copy, including avoiding filler phrases like "excellent customer service", superlatives like "the best", vague descriptions, passive voice, addressing readers as a crowd, jargon, multiple adjectives, and sugary testimonials. It recommends using sensory words, focusing on benefits and problems solved, mentioning objections overcome, focusing on the reader's needs, asking questions, telling stories with examples, and making calls-to-action direct. The goal is to appeal directly to the reader and their needs rather than using empty phrases.

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.

7. Avoid superlatives

8. Avoid superlatives

9. Bllerrgh:
The best accounting software.

10. Bllerrgh:
The best accounting software.
More persuasive:
1,790,000 small businesses use
our accounting software.

11. Use sensory words

12. Use sensory words

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.

15. Focus on benefits

16. Focus on benefits

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.

23. Overcome objections

24. Overcome objections

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.

31. Don’t use exclamation
marks

32. Don’t use exclamation
marks

33. Ask questions instead

34. Ask questions instead

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.

44. Avoid gobbledygook

45. Avoid gobbledygook

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.

48. Use specific examples

49. Use specific examples

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.

52. Tell mini-stories

53. Tell mini-stories

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 …

60. Don’t publish sugary
testimonials

61. Don’t publish sugary
testimonials

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.

64. Make your call-to-action
bossy

65. Make your call-to-action
bossy

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