Here's 10 Killer Copywriting Tips on How to Turn Marketing Drivel into Serious Sales Copy

1: Cut crappy phrases

How do you know your copy contains crappy phrases?

Put on your devil’s advocate hat, and ask yourself for each sentence: what does this mean? If you can’t come up with a specific answer immediately, then cut or rephrase until your text is concrete and meaningful.

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2: Slaughter marketing trap

Words like hundreds or millions may seem specific, but they sound like a marketer exaggerating the truth. Use specific numbers to draw attention and increase credibility.

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3: Stop pussyfooting around

Subtleties and politeness are great (of course!).

But a subtle call-to-action gives people an excuse not to do as you ask. Starting a call-to-action with if, is the best way to give people an excuse. Be bossy and tell people exactly what you expect them to do.

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4: Give people a reason to do as you tell them

Do you want people to listen to you and follow your suggestions? Just give them a reason why. How are you going to make them happier, healthier, or richer? Which problems, complications, and difficulties will you help to avoid?

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5: Give people a better reason

What do your readers really want?

Try to avoid fake benefits and focus on a benefit your readers are looking for. Most real benefits are related to saving money, making more money, becoming happier, being free from fear and worry, a feeling of belonging etc.

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6: Get rid of sugar-coated testimonials

You know the type of testimonials that sound like they’re written by a marketer? The sugar-coated words that tell you how wonderful, amazing, and super-perfect a service or product is?

Do you think anyone believes these super fantastic testimonials? Really?

Write story-based testimonials that help you overcome objections.

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7: Don’t walk away from the difficult stuff

Do you believe in miracles?

In business they don’t exist. I’ve never seen objections magically disappear. You need to address them.

If customers think you’re too expensive, then explain how you help customers save money, how you help them make more money, or explain how much more enjoyment they’ll get from your product or service. Prove your value.

What objections do your customers have when buying from you? How can you address them? Copywriting is about salesmanship. And selling is about taking away customer objections to buying from you.

8: Get Rid Of self-indulgent nonsense

Marketing messages become drivel if they go on and on about a company and its products. The quickest way to turn drivel into sales copy is to address a benefit or a problem your customers have first.

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9: Don’t commit superlative sins

Superlatives like best or easiest are a surefire way to sound insincere. Only use superlatives if you can prove why you’re the best.

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10: Eradicate adjective mumbo jumbo

If marketers have nothing to say, they add adjective upon adjective to their sentences. It makes your readers think yeah, yeah, what nonsense or it sends them straight to sleep.

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MUCH BETTER: Show pictures of your cookware. Or explain who inspired the design. That’s much more interesting than marketers’ hogwash.

All for now,

Mark Anthony