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You have an error in your SQL syntax; check the manual that corresponds to your MySQL server version for the right syntax to use near ') ORDER BY comment_date ASC' at line 3 5 Writing Mistakes That Almost Beg Readers NOT To Respond To Your Marketing 5 Writing Mistakes That Almost Beg Readers NOT To Respond To Your Marketing - Article Marketing

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5 Writing Mistakes That Almost Beg Readers NOT To Respond To Your Marketing

By: dasiytrix | Total views: 79 | Word Count: 981 | Date: Thu, 4 Apr 2013 - 9:58 PM

Over the past 5 years I've been working as a copywriter, helping 100s of entrepreneurs, critiquing 1000s of marketing materials, and getting a firsthand seat at what works and what doesn't when it comes to writing marketing copy that persuades readers to buy what the writer is promoting. Over the years I've put together a 10-point checklist of the most common mistakes I see most business owners making in their website copy, promotional emails, brochures, flyers, and other marketing materials, and today I want to go over the top 5 writing mistakes that almost beg your prospective clients NOT to respond to your marketing efforts.
Writing Mistake #1: Not getting their attention in the first place
Had a client whose free report had a generic title, something about getting more clients, and inside the report she revealed a sales nugget that had helped her close over $20K in sales in one day. So I suggested that we change the title to "$20K Sales Day Secrets." Short, sweet and very tantalizing - much more so than the generic "How to get more clients" bit. And that's without even changing the report, just better utilizing the content to get readers excited. Giving them the promise of something they just can't pass up.
Writing Mistake #2: Not giving readers a reason to trust you
I worked with another client who was too humble to talk about her knowledge and expertise as a former editor for a large publishing house, so I helped her rewrite a free consult invitation email to play up that point and in the process verify that she knows what it takes for writers to get an editor's attention. She sent out 15 invites on Saturday and by Monday morning had 5 consults set up with potential clients. It's important to let readers know why you are uniquely qualified to help them get where they want to go.
Writing Mistake #3: Not giving prospects an offer they can't refuse
The idea of a "free consult" is overused and largely ineffective these days. A free "Get Clients Online Action Plan" or "Uncover the Hidden Gold in Your Website" discovery session are not only more exciting for prospects, but they also make a promise of a specific action. The offer of a "free consult" is ineffective in large part because it's very vague. Readers don't know what to expect, and it leaves too many questions in their minds. And as the saying goes, "A confused mind doesn't buy" (or schedule a consult!:)). On the other hand, the offer of a 15-minute Get Clients Online Action Plan aimed at business owners looking to get more business from online marketing efforts is concise, defined and enticing.
Writing Mistake #4: Not talking about what they REALLY want
So many business folks try to focus on the vehicle - a.k.a. how they deliver their solutions, ie. business coaching, an ebook, etc. - but the fact of the matter is that the vehicle doesn't matter nearly as much to your prospects as the destination and/or the tangible benefits they receive of this vehicle over another. Think about this: let's say you're trying to sell train tickets. And your competition is typically other methods of transportation. The mistake most marketers make would be, in this instance, talking about things like the number of cars on the train (or number of CDs that come with the product), the color the train is painted (or hours of coaching that come with a package), etc. But prospective passengers don't care about that stuff. At least, not initially. So you'd be better off talking about, say, how much safer trains are than, say, airplanes (I don't know this, just giving as an example). Maybe throw out a few statistics to back up your claims. Talk about how long you've been accident-free. Or maybe your train travels through a particularly scenic route, and so you can talk about the experience, the beautiful views you'd miss if you were flying miles above the earth.
One of the very first newsletters I ever wrote talked about how people don't buy products. Or services, for that matter. They buy whatever the products and services GET them. Think about your last trip to the store. You didn't pick up a bottle of shampoo just for the sake of buying shampoo. You bought shampoo for tangible benefits: clean hair. Shiny hair. More beautiful hair. Hair that smells a certain way. Chances are you've been buying shampoo for so long that you don't even think about it anymore, you just grab what you know you like and go. But really think about it the next time you're at the grocery store. WHY are you buying what you're buying? What are you hoping to get out of the deal? And then think about why your clients are or would buy what you're selling, and be sure to incorporate that into your writing.
Writing Mistake #5: Not inspiring readers to act NOW
I can't tell you how many websites I've visited and promotional materials I've reviewed where there is either no call-to-action at all, or the CTA is so weak or vague that it really doesn't spur people to action at all. Listen, here's the deal: people are busy. So it's your job to make ordering your product or service SO simple that they can do it in a snap. Don't make them guess on how to get started. If the first step to working with you is to schedule a consultation, tell them that and tell them HOW. If the best way to order your product is to visit a dedicated sales page and click the "Buy Now" button, say so. Just make it very clear and as easy as possible for them to buy from you, and you can drastically increase your conversions.

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