I can always tell when a new copywriter has gotten a hold of one of these. They end up writing in what I call “copywriterese.”
That’s a web page you can just tell was written by a copywriter who wanted to make full use of their power word report. It’s an AMAZING, ASTONISHING, and even outright AWESOME deal!
And that’s just pulling from the “A” section in the report.
There have been multiple times I’ve helped a client reduce the copywriterese from a website they had a copywriter create for them…with a corresponding increase in conversion immediately.
In fact, on a recent one…the client paid a copywriter several thousand dollars for a rewrite of their website. The version the copywriter did lost badly to their previous version, and their wasn’t any kind of guarantee on their work.
When the client and I went through the copy, we toned down some sections, added additional proof by any major claims, and changed it into more common language just like they were speaking to you.
That copywriter had some great ideas, and it then beat the original control after we edited it.
The problem really came down to hype…and not understanding it.
Yet I’ve seen others who error to the opposite side. They’re wary of making any strong claims because they don’t want to be seen as hypey.
So where’s the balance?
If you follow the simple definition below for your website, you’ll have it right 99% of the time.
HYPE is simply a promise without proof.
Every promise should be backed up with proof on your site.
The bigger and more powerful the promise, the stronger the proof needs to be.
Think of it as a set of scales. The proof needs to match up with the promises being made.
Will some people still look at your site and say it’s hypey? They might, but the site will produce for you.
Print out that definition. Stick it on a little notecard on your computer. It will keep you safe the majority of the time.
The reason is your online audience is cautious. They’re skeptical. They don’t believe you.
If your site isn’t producing, the first place to look is whether you’re backing up your promises with believable proof.
And testimonials are just one form of proof. Coming early February Glenn Livingston and I will be releasing step-by-step information on how anyone can increase their conversion on any website no matter what you’re selling.
Proof is a major component. So much so we show you 30 ways to add more proof to your website in the course. Testimonials are the one everyone thinks of…so that’s our very first method, but we’ll be giving 29 more ways to add proof (and sometimes the other methods produce much better results than testimonials when done correctly).
Look for it coming soon…