Mistakes people make when writing sales copy

[PainFreeMarketing]

It's not unusual for people to write their own sales copy whether it be for a website or a paper flyer. Some strike lucky and get the mood just right and others bomb out despite having great literary skill.

So what makes the difference between bad sales copy and good if it isn't grammar, spelling and literary skill?

First lets be clear about what sales copy is for. It is to sell products or services. It's purpose is not to convey the genius, humor or ability of the writer.

Being funny and charming is great if you can still sell products but not so great if your reader after having fun and being entertained still clicks away from your site without buying anything.

Here are some mistakes people make when writing sales copy:

• Trying to impress with big words and flawless grammar
• Long paragraphs and sentences
• Over capitalisation and prolific use of !!!!!!
• I, Me and not enough about YOU the reader
• Technobabble – baffling the reader with product jargon

The list is endless..


I don't use ‘proper grammar' for sales copy or any writing I do on the web. Reason being, it doesn't sell.

For copy to sell well, it should be written in a conversation style as if you are talking to your client, telling them the benefits of the product face to face.

This style works well for writing on the Internet. We already communicate with written words in email, on msn etc. so writing articles in 'chat style' creates a familiar sense of live communication.


In summary, your sales copy should reflect a human voice.


We all know how dreadful those telesales people are when they phone up using a script. The best telemarketers bin that script and adapt their words to suit the client on the other end of the phone.

This is how it should be with written sales copy. It needs to suit the intended reader. If the intended reader is a ‘happening teenager' then the copy should reflect their 'style' and so on.


Keep your copy:

• Concise - don't waffle. Where one word will do, use one.
• Simply worded & jargon free - unless you're writing for the audience that uses that jargon daily.
• Short sentences and paragraphs - Internet readers scan pages, short bites of information are easier to digest than large.
• Break up the text with bullet points, images etc.

and so on

[Mike Seddon]

Spot on. I couldn't have said it better myself.

Just as well my grammar is appalling

[PainFreeMarketing]

Spot on. I couldn't have said it better myself.

Just as well my grammar is appalling

Thanks, I'm glad grammar isn't the be all and end all too

[LOS Design UK]

I am going to disagree with the bad grammar aspect.

Whilst some of the points you make may well be valid, there is NO PLACE for bad grammar online, offline or on a toilet wall.

When you are trying to sell, your copy needs to be market specific and as such, you need to approach it in a professional manner.

In the B2C world, one or two symantic errors in grammar may well slide by BUT when you head off into the world of B2B selling a technical service or a professional, skill based service you need to be on the money.

For my two cents, if I stumble across a service that is poorly presented, with badly written copy, then I am not filled with confidence to continue with a purchase...

Write clear, yes
Write for the human in a conversational tone, maybe, depends on what you are selling
Write in context, definitely
Write in phases (tell them thrice...), 100%
Abandon your grammer....neigh lass/lad, NEVER

[Donagh]

I'd have to agree with KeyMark Services. Grammer is important in my opinion as you need to be clear in what you are saying and bad grammer can lead to confussion on occassion.

[PainFreeMarketing]

I am going to disagree with the bad grammar aspect.

Whilst some of the points you make may well be valid, there is NO PLACE for bad grammar online, offline or on a toilet wall.

Meanwhile
You can look at any copy written by the world's biggest names - the millionaire makers and you will find they frequently begin sentences with 'And'

And that's the least of it.

Grammar is NOT imperative for selling and given that most the world do not have English degree's or great grammar themselves, using perfect grammar in all sales pitches would not only be wasted on the audience but they most likely couldn't relate to it.

The recommended writing style for the Internet is that you write for a '12' yr old.

If your client is however an English graduate then you had better make sure your damn grammar is perfect, but that is writing for your target audience which I do not dispute.

[PainFreeMarketing]

I'd have to agree with KeyMark Services. Grammer is important in my opinion as you need to be clear in what you are saying and bad grammer can lead to confussion on occassion.

As I pointed out to KM the world's richest CW's are inclined to disagree and given that they are the ones bringing in the big money for themselves and their clients, I rather favour their opinion over (no offence) Km's.

I myself had trouble accepting that it was the 'norm' for cw's to begin sentences with 'And' and I argued against it in much the same way as you and KM are now. But after checking out cw's copy, I found this was indeed the norm.

Whether I'll ever feel comfortable enough to do this in a clients copy is unlikely but for my own copy...yes if it fits.

[LOS Design UK]

You can look at any copy written by the world's biggest names - the millionaire makers and you will find they frequently begin sentences with 'And'

And that's the least of it.

Grammar is NOT imperative for selling and given that most the world do not have English degree's or great grammar themselves, using perfect grammar in all sales pitches would not only be wasted on the audience but they most likely couldn't relate to it.

The recommended writing style for the Internet is that you write for a '12' yr old.

If your client is however an English graduate then you better make sure your damn grammar is perfect, but that is writing for your target audience which I do not dispute.

A typically agressive response and I expected no less.

Who, what, why and how you say you perform cannot detract from some simple facts that as an alledged professional you should be aware...

1. Your OP was made references to 'proper grammar - clarify your point with an example or two for constructive comment feedback
2. Write for a 12 year old? Give me some qualified reference who wrote this tosh and I will give you 1000 others that disagree!
3. Your last point is ridiculous. Are you stating that only english graduates (of which I AM ONE BTW!!) can speak and write correctly...

I have stated an opinion NOT a fact. The world's richest CM's...once again give me some substance, a reference point..A NAME

If you are going to quote, please provide some qualified reference points which is normal, professional courtesy.
I could go on but....

[LOS Design UK]

As I pointed out to KM the world's richest CW's are inclined to disagree and given that they are the ones bringing in the big money for themselves and their clients, I rather favour their opinion over (no offence) Km's.

I myself had trouble accepting that it was the 'norm' for cw's to begin sentences with 'And' and I argued against it in much the same way as you and KM are now. But after checking out cw's copy, I found this was indeed the norm.

Whether I'll ever feel comfortable enough to do this in a clients copy is unlikely but for my own copy...yes if it fits.

Fragmented sentence construction is neither new nor grammatically incorrect when used in the correct context...

[PainFreeMarketing]

A typically agressive response and I expected no less.



..

KM, there's nothing aggressive in my post, it's factual. 100% factual. You never back up your ill informed replies to my posts yet you expect me to provide sources for defending your ill informed response?