3 Mistakes That Kill Copy (and Conversion!)
Copywriter and marketing consultant Ray Edwards posted a short article on his blog listing “3 Mistakes That Kill Copy“. I’d suggest you give it a quick read.
Ray points out the three following copy killers:
1. Focusing On You, Not Your Customer.
2. Using Cliche Language.
3. Speaking Inappropriately. (Using language patterns that cause your audience to disagree with you on some minor subject.)
Most websites would see measurable boosts in conversion by correcting these three mistakes.
Particularly the first mistake… Focusing On You, Not Your Customer.
Far too many websites commit this cardinal sin. It’s all we, we, we and me, me, me…
A great way to determine whether you site is focused on you or focused on your customer, is simply to count the number of times you use words like “I”, “we”, “our”, “my”, and your company name and compare that to the number of times you use customer focused language like “you” and “your”.
To achieve the proper balance you should use customer focused words 2 to 4 times as often as company focused words.
If you want to maximize conversion, talk to your customers about them, about their wants, about their needs and how they can get those wants and needs met with YOUR solution.
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