Yesterday while doing a sales copy review a problem kep.coming up repeatedly, and it's one I see very often. The problem is...
Wasted Words.
A lot of times when you're writing copy, since you know "the more you tell, the more you
sell" you feel sort of "compelled" to go into every little detail about yourself... the reasons why you invented your product... and the reasons why all the other products out there aren't "worthy" whe.compared to yours.
The truth is, you don't need a LOT of that stuff.
If details about yourself are relevant, and if they will add to your prospects "reasons why they should buy", then include 'em. But if they don't contribute towards th.compelling benefits of your product, then don't.
For example, if you took college courses that gave you knowledge about your product or your industry, chances are your prospect doesn't need to know about this these are minutia details that don't help your selling process and are basically wasted words.
However... if you took a college class that was only given ONE TIME, and it was taught by a "celebrity" professor or instructor in your field... and your exposure to this "celebrity" gave you some "inside secrets" or "back door knowledge" that led you to this startling discovery that became the evolution of whatever it is you're pitching...
Then this IS the kind information you WANT to include in your sales copy!
Be careful about wasting words in your sales copy nothing's going to hurt you more than this.
Having wasted words in your sales copy is like watching a half-hour sitcom on television, but instead of good TV programming, all you're getting is 29 minutes o.commercials and adverts, and only one minute of content.
And I don't need to tell you, if this happens... all your prospect's going to do... is grab their remote... and click... "off".
Now go sell something,
Craig Garber
kingofcopy.com P.S. Wanna see more tips like this? Go check out the archives at:
kingofcopy.com/tips/tiparchives.html
