Plenty of other copywriters have the same weakness

Moodcreate666

In other words they’re all trying to cover all the bases, and they all sound pretty much the same. How to fix it Think about focusing on just one of those benefits. Build the whole sales message around that one thing. Now you have a page that no longer includes a boring list. And it also stands out from the competition. One benefit. One message. A single focus. Conversion You fade out before you’re done This is my weakness. I’m generally good with headlines. I write a strong opening and keep the pace going through the middle part of my sales copy. And then … toward the end … I tend to fade away a little. Which is absolutely nuts.


Makes no sense at all. But I know I tend to do this. So I deliberately philippines photo editor check my closing lines on any page before I hit “publish” or send the draft to a client. I’m not alone, of course. A strong opening and middle, with a weak ending. And there’s nothing more ridiculous than losing focus, pace, and urgency at the point where it matters most … when you’re trying to close the sale. How to fix it Check your own copywriting and see if this is a weakness you share. If it is, make a note to always review the last few lines of every sales page you write. It should feel like you’ve grabbed your prospect by the hand and are running across the finish line with her.


Conversion You sound like a salesperson When we come across sales language that sounds pushy, our defenses go up. We become suspicious. That is why I advocate for a more conversational approach to copywriting. Write persuasively, by all means. But being persuasive isn’t the same as being pushy. How to fix it I can be really persuasive when selling my daughter on the value of doing her homework. But I do it without being pushy or manipulative. I do the same as a copywriter. I use language I would feel comfortable using to persuade family and friends. And I show my readers the same respect I would show family and friends.