Hi everyone! Yesterday we talked about why it’s important to better your writing skills – and you could probably see the various people chiming in about what irks them. This is proof that you might be losing initial sales or repeat buyers if you don’t try to minimize the problems with your writing skills.
We’re not talking about occasional mishaps like a typo – but consistent mistakes and heavy volume too.
Now here’s another problem with writing issues – it can turn people like me away from you – people who might love your initial idea, and salivate at the prospect of promoting you – until we see your sales copy.
EGADS I saw some nightmares this past week.
I often look for newly launched products – for both myself and my readers – both products for personal consumption and PLR. This week I literally ignored at least 7 offers that sounds great – because the sales copy was full of errors.
It wasn’t that the wording was bad. In fact, it had the perfect amount of hype, good headlines, bullet lists – even the graphics were amazing. But the spelling. Wow.
Some weren’t native English speakers (and the content looked like it might have been written by Google Translate). Some were English speakers – just bad spellers.
If only they’d taken the time to polish, they could have had many more sales!
Sales copy needs a few things in terms of writing:
#1 – The right use of the language
If you’re targeting Americans, speak our version of English if possible. If you’re targeting UK, speak theirs. If you’re not targeting Americans, speak whatever language you are targeting.
This isn’t because anyone is being un-PC here – it’s all about creating as few stumbling blocks as possible. On the other blog post, Paul mentioned how he hits that imaginary speed bump whenever he sees me say something like “spelled” when he would use “spelt.”
It’s that kind of thing that interrupts the reading flow – and in sales copy especially – you want to keep the flow – the momentum – going.
#2 – Brevity
Rambling. Wow. I see lots of useless rambling going on in some sales copy. It’s like these poor people believe that volume of words magically increases conversions – and it has the opposite effect.
Get to the point – because your readers’ time is important.
#3 – Enthusiasm
Forget about whether or not to use hype. If you’re not excited enough about your product, I’m sure not sending my people there.
Sure, as an affiliate I could warm them up with some enthusiasm of my own, but I expect you to do that.
#4 – Space
There were about 2 products I found when I was looking for items worthy of promoting that were just a mess to look at. The graphics blinded me, even though they were good (just too busy). The content was long – very few broken up paragraphs.
I like to skim and speed read, and I want my list to have an enjoyable experience when I send them to other peoples’ sites, too. So use bulletpoints, white space – and make it easy for the visitor to consume.
#5 – Polish
I’m horrible at this personally, so I’m including this tip for myself. We have to all polish our sales copy for errors – typos, etc. I usually read my work several times – as I’m writing it, when I launch, and after launch – I don’t know why – I just do. Double checking everything I think.
But as Isobel mentioned yesterday, sometimes our mind reads what we “think” we’ve put. So we miss the typo completely – even multiple times.
Now what happened when I saw these 7 products I wished I could promote, but didn’t because of problems like the ones listed above?
Nothing. They lost an affiliate and I moved on to find something already well prepared. Could I have taken time to email them with a list of things they should fix? Sure – but I’m busy running my own business. And some people don’t welcome that sort of critique.
I would also like to mention that with PLR especially, if the sales copy has errors, I’m going to assume the main content is flooded with them, too. And who knows? You may have hired a great ghostwriter for the product but taken it upon yourself to do the sales copy.
I think one big problem with writing is – people don’t know when their writing stinks.
This is when feedback and training comes in handy.
Question: As an AFFILIATE – what’s the #1 issue that causes you not to promote when you land on a sales letter? For me, I’d say Bad graphics first, and copy errors second.