Debunk Marketing Copy Myths

The cliche,”Action speaks louder than words,” may be true for some but for internet marketing it is not so. Why? Simply because your prospects cannot see you (assuming your site is not equipped with a video), your only link to your customers would be the words that you write on your site to market your product/service. Words on a computer screen that generate income is a dream for many of us, but a dream that so few ever achieve.

Writing an effective marketing copy will bring results that you have never thought possible. However, just as there are steps when producing a sales copy, there are also mistakes that some people might commit. In doing so you are likely to destroy your marketing messages and also reduce your business’s return on investment to a fraction of what might have been if the sales copy was great.

Here are some myths that we should clear up:

1. My customers care about my business. This is so unlikely unless your customers are members of your family; others do not really care as to what happens to your business. They think of what you can do for them if they opted to send you money for your product/service. It is irrelevant if you have been a member of the Chamber of Commerce, they do not care how fulfilled you are with your life, etc. What these people care about is your product being able to fulfill their needs and the capacity of your product to answer their problems.

The goal of copywriting is for you the entrepreneur to convince consumers that your product/service is the answer to your customer’s problem. In short, the copy that you will be making should focus on the benefits consumers will receive if they decide to purchase your product/service.

2. This copy is something I can use EVERYWHERE. I would advise that you do not do this. Your copy should change depending on the medium you are using. Say for example if you are writing a sales copy for a billboard which is strategically placed in a highway, your message should be short and straight to the point. However, if you are going to send this copy as an email to customers who have requested for specific information about your business then your copy should be far more detailed. Take the time to explain, go over facts, frequently asked questions, and it is imperative that you create a sense of urgency to boost response rates.

3. The same copy can be used for EVERYONE. Again, this is not a good idea. Different people will have varied reactions. It all depends on their demographics, behaviors, experiences, etc. For example, you are going to send a message to previous customers, the copy that should make should be totally different from those who are just prospects. Previous customers are already familiar with your business and your product/services, while the other group does not share the same experience. It is clear that both audiences need to have different set of messages to achieve maximum results.

4. I need to sound smart. Not really. You really do not have to sound smart when you formulate your sales copy. The language and tone of your copy should speak directly to the people who are likely to read it. Say for example, if you are writing a copy for teenagers then it should be different from those of senior citizens. Consider McDonald’s, which goes so far as to change references to its brand name depending on the audience. When you see McDonald’s on MTV they refer to it as “Mickey D’s” It is imperative that you do away with jargons unless your copy is intended for an audience who understands it.

You do not always have to sound like a genius in your copy. Actually, the more human you sound the better, your customers will see you as a “down to earth” type of person and are more likely to visit your company based on that alone. Base the writing of your copy on whomever you are marketing.

Debunk these myths and I assure you, you would be able to write an effective marketing copy. Writing an effective marketing copy will bring results that will for sure benefit your business.