Notes

5 Writing Mistakes That Almost Beg Readers NOT to Respond to Your Marketing
Over the past 5 years I've been working as a copywriter, helping 100s of entrepreneurs, critiquing a large number of marketing materials, and getting a firsthand seat at what realy works and what doesn't when it comes to writing marketing copy that persuades readers to get what the writer is promoting. Through the years I've come up with a 10-point checklist of the most common mistakes I see most business owners making within their website copy, promotional emails, brochures, flyers, and other marketing materials, now I want to review the top 5 writing mistakes that almost beg your prospective clients Never to react 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 ultimately more clients, and in the report she revealed a sales nugget that had helped her close over $20K in sales in a single day. So I suggested that people change the title to "$20K Sales Day Secrets." Short, sweet and very tantalizing - much more so compared to the generic "Ways to get more clients" bit. And that is without even changing the report, just better utilizing the content to obtain readers excited. Providing them with 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 simply 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 time and along the way verify that she knows what it takes for writers to obtain an editor's attention. She delivered 15 invites on Saturday and by Monday morning had 5 consults create with potential clients. It's important to let readers know why you're uniquely qualified to greatly help them get where they would like 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, however they also create a promise of a specific action. The offer of a "free consult" is ineffective in large part because it's very vague. read more have no idea what to expect, also it leaves way too many questions within their minds. And as the word 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 targeted at business owners seeking to get more business from online marketing efforts is concise, defined and enticing.

Writing Mistake #4: Not discussing 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. - however the fact of the matter is that the automobile doesn't matter nearly as much to your prospects as the destination and/or the tangible benefits they receive of this vehicle over another. Look at this: suppose you're trying to sell train tickets. And your competition is normally other methods of transportation. The mistake most marketers make will be, in this instance, talking about things like the number of cars on the train (or amount of CDs that include the product), the color the train is painted (or hours of coaching that come with a package), etc. But prospective passengers don't value that stuff. At the very least, not initially. So you would be better off talking about, say, just how much safer trains are than, say, airplanes (I have no idea this, just giving as an example). Maybe throw out several statistics to back up your claims. Discuss just how long you've been accident-free. Or possibly your train travels through a particularly scenic route, and that means you can talk about the knowledge, the stunning views you'd miss if you were flying miles above the planet earth.

One of the initial newsletters I ever wrote discussed how people don't buy products. Or services, for that matter. They buy whatever the products and services GET them. Consider your last trip to the store. You didn't pick up a bottle of shampoo just for the sake of buying shampoo. You purchased shampoo for tangible benefits: clean hair. Shiny hair. More beautiful hair. Hair that smells a certain way. It’s likely that you've been buying shampoo for so long you don't even consider it anymore, you just grab everything 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 exactly 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 include that into your writing.

Writing Mistake #5: Not inspiring readers to act NOW

I can't tell you just how many websites I've visited and promotional materials I've reviewed where there's either no call-to-action at all, or the CTA is indeed weak or vague that it certainly doesn't spur people to action at all. Listen, here's the offer: people are busy. So it's your job to create ordering your product or service SO simple that they can do it in simple. Don't make them guess on how best to get started. If step one to dealing with you would be to schedule a consultation, inform them that and tell them HOW. If the best way to order your product would be to visit a dedicated web page and click on the "Buy Now" button, say so. Just make it very clear and as easy as possible for them to buy from you, and you may drastically boost your conversions.

Tammi Metzler, founder of The Write Associate, works with coaches along with other service-based entrepreneurs to help them more effectively describe what they do so their clients "get" it and are prepared to buy now! To obtain additional juicy writing tips, join her in a no-cost webinar called "Magnetic Writing Secrets: How exactly to Craft Copy that's Authentically You AND Attracts Clients for Your High-End Services, Passive Income Products, and Group Coaching Programs!" Register here
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