Copywriting Tips – Sometimes It’s What You Don’t Say

Many copywriters think that the only way to ruin good sales copy is to put a line into it that is of poor quality. While that is certainly true, it’s not the only way to wreck a good sales letter. Sometimes, you can do that by what you don’t say. If you’re scratching your head wondering what I’m talking about, you might want to read the rest of this article.
When I write a sales letter, I am very conscious of what I say. I go through the verbiage in my head and make sure it sounds just write. Does it flow off the tongue? Yes, I make sure it flows smoothly when spoken out loud. I also make sure that I don’t say something that is going to turn off my prospect. However, that isn’t enough. I’ll explain why.
When you’re writing about the product, whether it’s yours or a client’s, you know the product. You know everything about it. You also know about everything that revolves around the product such as the price, guarantee, and any bonuses that are being offered with the product. But your prospect doesn’t. He’s opening up that sales page with absolutely no clue about what he’s about to read.
So what do you think is going to happen if you forget to mention about your guarantee? Don’t you think he’s going to wonder what’s going to happen if he buys the product and doesn’t like it? He’s going to want to know if he’s going to get a refund if he asks for it. You may know there’s a guarantee, but if the prospect doesn’t know it, he’s going to hesitate to buy.
What about if you forget to mention those bonuses? The prospect might think the product isn’t worth the money. Maybe if he knew there was a bonus he’d be more likely to make a purchase. There may be tons of bonuses, but if you forget to mention them, well, you know the deal…a possible lost sale.
I could keep going but I think you get where I am going. Don’t assume that your prospect knows everything that’s involved with your offer. They don’t. You have to spell everything out, even if you think it’s the most obvious thing in the world. Your prospect is going into your sales copy blind and with no prior knowledge. So leaving things out can be just as harmful as saying something in the wrong way.
To YOUR Success