Ever had an uncomfortable feeling when you’re reading someone else’s copy? The copy wasn’t sincere, and you picked up on that immediately. Although copywriting is simple – it’s sales – you can’t fake your copy. Emotions shine through your words. Discover how you can eliminate customer doubt and make sales in this article.
I teach copywriting, and new writers sometimes say: “I don’t want to write cheesy copy – you know, like those long sales letters you read online.”
This is a great time for the newbie copywriter to learn about SINCERITY in writing copy. My response is always: “No one wants to write copy that sounds hyped and fake, let’s look at how to avoid that.”
So here’s how:
How to Handle and Overcome Doubts With Sincerity, You Can’t Fake It, That’s Why Some Online Copy Sounds “Cheesy”
It seems like magic, but intent shines through words. I’m sure you’ve read email messages where you just knew the writer was seething with rage, even though the words were very polite.
Equally when you’re writing copy, if you fake it, people will know. Your copy will sound cheesy, because you’re not being sincere. Sometimes untruthful copy is written deliberately, to mislead.
Often however, the copywriter doesn’t believe in the product, and he thinks that the way around that is to hype.
Please avoid hype. Tell the truth in your copy. Use the product or service before you write about it; or talk to people who do use it, and find out what their experiences are.
You can write about products you don’t understand – I’ve written about concrete rebar, pathology tests, and hematology, for example, so when you write copy you must research enough so that you feel comfortable that you’re telling the truth, and that the benefits you’re writing about are real.
When you tell the truth as you understand it, develop some enthusiasm for the product, and believe in the product, your copy will sell, because your own feelings will shine though the words.
There’s More to Benefits – Use Them to Get Into the Heart and Mind of Your Customer
Your copy also risks sounding cheesy if you write for “everyman.” There is no product which is for everyone. Each and every product has an audience. Yes, a product may have several audiences, and if it does, you need to write different copy for each audience.
When you understand the challenges of the people for whom you’re writing, your copy will sell, because it resonates.
Tell Stories, but Only if They’re True
Copy sounds cheesy if you tell fake stories. You know, the “Cinderella” rags to riches tale you read in 80 per cent of Web sales pages:
“I was homeless, disowned by my family… and then, I discovered X. Now here’s a picture of my speedboat, my Mercedes and my architect-designed house.”
Certainly you can tell stories in your copy, and the best source for stories is customer testimonials.
Ask Your Customers for Testimonials
Testimonials are vital, because when you use real customers’ stories in your copy, they sound real because they are – they have verisimilitude.
Occasionally customers don’t want their names used, because of privacy concerns, and that’s fine, you just want to know what their experiences with the product are, so you can help others with the same challenges.
So let me leave you with this thought: if your copy is created to help people, and you believe in the product, your copy will shine with sincerity. Copywriting will be fun for you, and your copy will sell.