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 hundreds of entrepreneurs, critiquing a large number of marketing materials, and obtaining a firsthand seat at what works and what doesn't when it comes to writing marketing copy that persuades readers to get what the writer is promoting. Over time I've put together 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, and today I want to review the most notable 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 litigant 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 one day. So I suggested that people change the title to "$20K Sales Day Secrets." Short, sweet and very tantalizing - a lot more so compared to the generic "The way to get more clients" bit. And that is without even changing the report, just better utilizing the content to get readers excited. Providing them with the promise of something they just can't pass up.

Writing Mistake #2: Not giving readers grounds to trust you

I caused another client who was too humble to share with you her knowledge and expertise as a former editor for a large publishing house, therefore i helped her rewrite a free of charge consult invitation email to play up that time 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 setup with potential clients. It is critical to let readers know why you are uniquely qualified to greatly help them get where they want to go.

Writing Mistake #3: Not giving prospects an offer they can not refuse

The thought 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 aren't only more exciting for prospects, however they also create a promise of a particular action. The offer of a "free consult" is ineffective in large part because it is rather vague. Readers don't know what to expect, and it leaves way too many questions in their minds. And as the word goes, "A confused mind doesn't buy" (or schedule a consult!:)). Alternatively, 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 automobile - 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 the vehicle over another. Look at this: suppose you're trying to sell train tickets. As well as your competition is normally other ways of transportation. The mistake most marketers make would be, in this instance, discussing things like the quantity 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 the very least, not initially. So you would be better off discussing, say, just how much safer trains are than, say, airplanes (I don't know this, just giving for example). Maybe throw out a few statistics to back up your claims. Discuss just how long you've been accident-free. Or maybe your train travels by way of a particularly scenic route, and that means you can talk about the knowledge, the stunning views you'd miss in the event that you were flying miles above the earth.

One of the initial 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 visit to the store. You didn't grab a bottle of shampoo simply for the sake of shopping for shampoo. You purchased shampoo for tangible benefits: clean hair. Shiny hair. More beautiful hair. Hair that smells a particular way. Chances are you've been buying shampoo for so long you do not even consider it anymore, you just grab everything you know you prefer and go. But think about it the next time you're at the supermarket. WHY are you currently buying what you're buying? What are you hoping to get from the deal? And then think about why your clients are or would buy what you're selling, and become sure to incorporate 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 w here there's either no call-to-action at all, or the CTA is so weak or vague that it certainly doesn't spur visitors to action at all. Listen, here's the deal: folks are busy. So it's your job to make ordering your service or product SO simple they can do it in a snap. Don't make sure they are guess on how to get started. If the first step to working with you would be to schedule a consultation, tell them that and tell them HOW. If the ultimate way to order your product would be to visit a dedicated sales page and click the "Buy Now" button, say so. Just make it very clear and as easy as possible to allow them to buy from you, and you will drastically increase your conversions.

Tammi Metzler, founder of The Write Associate, works together with coaches along with other service-based entrepreneurs to greatly help them more effectively describe what they do so their clients "get" it and so 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 the High-End Services, Passive Income Products, and Group Coaching Programs!" Register here
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