by:Craig Garber
If you want to make your sales copy do all the selling for
you, here’s a quickie mistake you’ll have to eliminate.
See, making your sales copy do all the selling for you will
dramatically boost your response and your sales, if… you
do it right.
There’s a very simple error that clogs up your sales copy…
distances your prospects from your products… and prevents
you from having that “greased slide” effect you’re after
with your writing.
I see it all the time when I’m doing sales copy reviews.
Many times you’ll write something like this:
“This system will take you by the hand and guide you along
the way, step-by-step.”
Whenever you see stuff like this, just chop out all the
“wills”, and change your copy so it reads more like this:
“This system takes you by the hand, guiding you along the
way, step-by-step.”
Doesn’t that sound smoother?
And isn’t it more “appealing” to you?
Want to know why?
Because the first sentence is “active”.
Something that “will” do something for you, implies you have
to work at it, or at least work “with” it.
The second sentence is “passive”.
Meaning, you feel like the product is doing all the work for
you — it’s almost effortless.
The product “takes you by the hand” implies a LOT less work
on your part, which… is what all your prospects want –
to work less.
In fact, an entire business was built on the strength of
this concept.
BMG music, at the time a monthly record (LP’s — remember
those) club, was running an ad that said “put music in your
life”.
The ad was accidentally changed to read “puts music in your
life”.
Sales took off and the rest is history.
So where can you take advantage of this opportunity in your
sales copy?
Let me know.
Now go sell something,
Craig Garber
P.S. Check out all the prior archives you’ve been
missing, right here at:
http://www.kingofcopy.com/tips/tiparchives.html
Craig Garber is America’s Top Direct-Response Copywriter. Uncover hundreds of FREE controversial direct-response copywriting and marketing tips that dramatically boost your sales and your response rates, right here: http://www.kingofcopy.com
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