Following are five of the most common myths people hold that doom marketing copy to ho-hum verbiage that doesn’t engage, doesn’t differentiate and doesn’t sell.
1. People want to hear about your business. They could care less. Think about it. When people shop, they are looking for a solution to their problem. THAT’S what they want to hear about. They only care about what you offer once they see that you might offer them a solution. So, don’t start right off talking about your business. Talk about what’s important to them. THEN move into how your product or service relates to that.
2. Keep your copy short and simple (KISS), or else people won’t read it. This conventional ‘wisdom’ couldn’t be more wrong! Yet everyone repeats it mindlessly like it’s a universal truth. It’s based on the fact that most people write copy that isn’t engaging or compelling. Then they conclude it should be as short as possible since people aren’t reading it.
Let’s bust this myth. When you want to make an important buying decision, you want MORE INFORMATION–not less. Assuming you’re targeting a prospective buyer, it’s the quality of information and how it’s presented that determines their interest–not the length. Give them what they need to make a good decision. They’ll read it.
3. What’s most important is clever, creative copy. Nope! What’s most important is the brain of your prospect. It’s a proven, scientific fact that the brain filters information based on what it perceives to be important. But how effective can marketing copy be when the writer has never studied how the brain perceives, filters and processes information?
In brief, you must first get the brain’s attention (the reticulum), then engage it to keep its attention. You must also provide the left (rational) brain with details it needs to justify taking action.
4. Platitudes and generalities make persuasive copy. If you want your copy to read like everybody else’s, fill it with phrases like “the most professional,” “largest selection,” “excellent service,” “price, quality and value,” blah, blah, blah… Claims like this may be true, but they’re not PERCEIVED as true. Why? Because everyone uses them, including the most mediocre, and even dishonest providers.
In short, generalities and platitudes don’t differentiate because buyers have unconsciously learned to disregard or disbelieve this kind of copy. Buyers want specific details to make the best buying decision. This is your chance to differentiate. Besides, no one else is doing it!
5. You should use the same copy in all your marketing. True, elements of your Core Message should be consistent throughout your marketing. But messaging should vary depending on the application, the audience (market segment), the buyer’s stage of readiness, the environment in which the message is consumed (e.g. mobile ads vs. standard website copy), whether the message appears in a highly competitive environment, etc.
Learn to write powerful copy using the Magic Marketing Equation
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