The consumer is bombarded with marketing messages all day long. In the car, on television, reading a paper or e-zine. The key to connecting with your prospective clients is to have good copy that is to the point without words that will slow the reader down. Research has shown that you have about seven seconds before they lose interest. That is after they have seen your message about 10 to 12 times! Yikes, it’s going to be costly to reach those prospective customers. Experts in the field of copywriting have found that the following words just slow the reader down. Since you only have seven seconds to get your message across you will need to make a compelling offer quickly!
Hit The Delete Key
Here are the words to avoid in your copy:
Really
If you want to waste space in your ads, include "really" in your copy. This word does nothing to help your message. Instead, it slows consumers down, and they are not likely to wait around for the complete message. Don't risk losing them by loading your copy with useless filler words. Make sure every word in your copy is there for a reason.
Very
Does a message sound more compelling with "very" in it? Is "When you want the very best in dance lessons, call ABC dance school" more effective than "When you want the best in dance lessons, call ABC dance school"? If you answered, yes, reread the last paragraph.
That
Once you finish writing copy for your ad or marketing piece, reread it and make note of every time you use "that" in your copy. Chances are, you can delete 90 percent of them because "that" is a filler word that doesn't advance the consumer through the message. Instead, it slows down time-strapped consumers. Deliver the messages your audience is likely to respond to, and deliver them quickly.
A Lot
Don't use vague copy with words like "a lot" that do nothing to differentiate your business from your competitors. Instead, quantify your messages. If you offer 20 varieties of dance styles, say so. If you respond to customer service calls within 1 hour, tell people. Which is more compelling: "You can choose from a lot of different styles of dance at ABC dance school" or "You can choose from more than 20 different classes at ABC dance school?" No doubt, '20 different dance classes" is more intriguing than "a lot of dance styles." A lot can mean different things to different people. Don't leave room for guesswork in your copy. Make your messages extremely clear with no room for confusion.
Opportunity
You're not helping anyone when you offer "opportunities" in your copy. Consumers don't want opportunities. They want to feel confident handing over their hard-earned money. They want to know they'll get the results they want and need, not the opportunity to perhaps get those results. Don't let them wonder what they'll get when they pull out their wallets. Tell them.
To Be (or Not To Be, For That Matter)
Write your advertising and marketing messages in the active voice, not the passive voice. If any form of "to be," "has been" or anything similar appears in your copy, rewrite it. Writing in the passive voice doesn't command action. Writing in the active voice does.
The rules of successful copywriting don't change from one year to the next, but as the marketplace and environment change, so must your messages. I challenge you to try to avoid these above words and to see for yourself if it makes a difference in your response rate. Remember to track your results and use the list above as a guideline to writing great advertising copy in 2010.
PUTTING IT ALL TOGETHER
Below are some interesting attention grabbing headlines that have work well for us. We recommend that you try them out for yourself and let us know the results. Once you have an attention-getting headline, make sure your copy tells the read how to respond and where to respond. Here’s to a great year ahead.
Looking for the best in dance lessons? Call ABC Dance Studio For A FREE Trial Class
Do You Want To Help Your Child Succeed In Life? Give The Gift Of Dance Lessons And Watch Their Self Expression, Confidence And Poise GROW! Call Today For A Trial Class.
Our Gift For You! A Free Week Of Dance Lessons For The First 10 People That Call. Space Is Limited, Call Today!
Get Moving Now! Learn to dance quickly at [your state’s] leader in Dance Education. Over 23 years of teaching dance [or] Over 7000 satisfied customers of all ages! [Choose either years in business or overall number of students you have taught]
