Do you ever find yourself writing
or reading the same phrases or the same descriptions in your marketing over and
over, or worse, reading similar phrases and descriptions in your competitors’
marketing?
If so, it might be time to rewrite
tired text.
It’s hard, okay impossible sometimes,
to keep someone’s attention--much less make a sale--when
you have nothing new or beneficial to say.
Unfortunately, once we find a phrase or pitch that works, we’re hesitant
to change it. But sometimes change is
just what we need. Sometimes the “most
effective” language becomes the least effective simply because our market has
heard it before.
What should you look for when
changing up your copy? Start with words
like “finest,” “best,” and “leader.” Not
only are these terms used subjectively, but they’re also empty. Anyone can claim to have the “best” product
or service. What not everyone does is
offer supporting information. Instead of
claiming superiority, describe the qualities your leaders, volunteers, or
employees possess that make your organization so exceptional. Qualify your claims.
Next, check your marketing copy for
overused terms and phrases. You know you’ve used them: we all have. Innovative.
Experienced professional.
Unique. Make a difference. Don’t say your technology is innovative. Describe what unique benefits it offers your
audience. Don’t tell your readers their
donations will make a difference in the life of a malnourished child, show them
the impact past donations have made on similar recipients.
Finally, try to avoid relying on
adjectives to make your case. Instead,
explain your product, your service, or your offer in simple, clear, direct
terms.
A summer slump doesn’t have to last
until fall. Change things up in your
marketing copy today.
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