Quire frequently, I visit numerous capture pages, sales letters etc. that often are created by marketers who make some of these three classic mistakes that could end up labelling them as ‘Rookie Copywriters’, and I’m quite sure nobody wants that title.
Therefore to aid with this, I’m going to share with you what these mistakes are…they’re easily avoidable and will take only a few minutes of your time to check before copywriting.
After all, are you a Rookie or a Professional copywriter? 😉
So here they are:
1) Spelling & Grammatical Errors – it’s very offputting and extremely unprofessional to see this and if people won’t even take the time to spellcheck, you’d be surprised at how many people pick up on this.
2) Excessive Text – this is especially in a capture page or sales letter. You want to warm your prospects up, not to go on and on until their eyes go red either with rage or from reading your essay-like sales page for hours. Keep it short and to the point, that’s what I will be doing.
3) Features Over Benefits – I see this too many times; marketers mention the price and why they should buy from them before any real desire has been created. This is important: create an EXPERIENCE for your prospects. Share the benefits and creare that desire with your prospects, they don’t care for the features if they don’t know how they can benefit from them.
Great reminder, Seb… to apply those KISS principles to everything we do. Business should be simple and fun, and rewarding. If it's not those things, that it's time to make a change :-)Keep up the great stuff!
Yes Tanya, right on! Thanks for the great feedback.
It's a bit of an oxymoron – to create real benefits & illustrate those to the reader, you would need to create interesting text – so when do you call it “excessive”? How do you create an EXPERIENCE for your prospects without having enough text? When does “enough” become “excessive”?I think it all goes about what it is you're selling or trying to achieve with your lead capture page or sales page. A lead capture page should have all the “guts” above the fold – it should contain enough information for the reader to make a decision to “opt-in” without having to scroll, that's why a video on a lead capture page can be very effective.A sales page, on the other hand, is designed to make a sale – the reader will need enough information & will need to be exposed to enough benefits before the buying decision is made. Depending on what is being sold, this could require quite a lot of text.It's all relative…But yes, there can be NO excuse for spelling & grammatical errors!
Michael, read my reply on BetterNetworker here 🙂