Yesterday while doing a sales copy review -- a problem keptcoming up repeatedly, and it's one I see very often. The
problem is...
Wasted Words.
A lot of times when you're writing copy, since you know "the
more you tell, the more you sell" you feel sort of
"compelled" to go into every little detail about yourself...
the reasons why you invented your product... and the
reasons why all the other products out there aren't "worthy"
when compared to yours.
The truth is, you don't need a LOT of that stuff.
If details about yourself are relevant, and if they will add
to your prospects "reasons why they should buy", then
include 'em. But if they don't contribute towards the
compelling benefits of your product, then don't.
For example, if you took college courses that gave you
knowledge about your product or your industry, chances are
your prospect doesn't need to know about this -- these are
minutia details that don't help your selling process -- and
are basically wasted words.
However... if you took a college class that was only given
ONE TIME, and it was taught by a "celebrity" professor or
instructor in your field... and your exposure to this
"celebrity" gave you some "inside secrets" or "back door
knowledge" that led you to this startling discovery that
became the evolution of whatever it is you're pitching...
Then this IS the kind information you WANT to include in
your sales copy!
Be careful about wasting words in your sales copy --
nothing's going to hurt you more than this.
Having wasted words in your sales copy is like watching a
half-hour sitcom on television, but instead of good TV
programming, all you're getting is 29 minutes of commercials
and adverts, and only one minute of content.
And I don't need to tell you, if this happens... all your prospect's
going to do... is grab their remote... and click... "off".
Now go sell something,
Craig Garber
http://www.kingofcopy.com
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