Are you making this copy mistake on your website?

Here's the #1 most common copy mistake on business websites [View in browser]( Do you know what you, a contractor and a project manager have in common? Brain-racking copy on their websites! How do I know? I review websites. A lot. And I’m yet to see a web page that I didn’t have to rip ap…, I mean, offer many insightful comments and provide improvement suggestions for in a straightforward but respectful manner. And do you know what the most common copy mistake those businesses make is? Probably the same mistake you make on your website. Most common copy mistake #1: Unspecific copy …that makes your prospects wonder what the hell you mean. Let’s do a quick exercise. I’ll tell you three things, and you’ll try to imagine them. Ready? Here goes. Everything. All your needs. Any person. How did it go? Were you able to imagine anything concrete? No? And neither can your prospects when they read your sales pages with those words in the copy. Why is this a bad thing? Two reasons. Reason #1: If your prospects can’t imagine it, they won’t buy it. For your prospects to get excited about your offer, they need to imagine it. They need to be able to see themselves and / or their problems reflected there. ❌ We provide a number of services to suit any person’s situation. “Yes, yes! I’m that any person, and I want your number of services!” ...said no customer ever. The following sentence will also leave your prospects indifferent: ❌ We’ll take care of everything for you looking after all your marketing needs. Like, ALL my marketing needs? Even if they include standing in front of my store dressed as a polar bear holding a big ad banner? #comeon 🙄 Want to sell more? Don’t be afraid to use longer copy if it gives your prospects a concrete picture they recognize themselves in. Like this: ✔️ We’ll walk you through every step of your marketing journey: From building a solid marketing strategy to creating stunning content and running viral campaigns. #ahh #nowwearetalking Reason #2: Unspecific is not trustworthy. Imagine, your son comes home later than usual. You ask him where he’s been. What answer would sound more believable? a) I’ve got held up at school. b) Mr. Johnson asked me to stay after class to discuss that play we’re performing on Friday, and I missed my bus. It’s b), isn’t it? Because it’s more specific. If your son gives you a vague answer, you can still ask additional questions. But as your visitors can’t do that, you have only one shot to make your copy sound believable on your website. How to make your claims more believable by being specific Here are a couple of examples that give you an idea how to use specificity in describing your value proposition, products, freebies, and much more things that matter to your potential customers. In your value proposition: Copy that sells => Personality-driven copy for creative businesses In product description: Fresh strawberries => Strawberries picked this morning In blog post titles: Ultimate website checklist => Ultimate website checklist 2019 In a freebie title: Comprehensive eBook => 42-page eBook In a newsletter opt-in: Join your peers => Join 5,000+ peers In social proof: Mike did great work => Our conversion rate went up 24% We have great reviews => We have 1,426 5-star reviews Wonder what else copy mistakes you may be making? ...and most importantly, how to fix them? Discover [8 more copy mistakes]( that are driving away prospects from your website. This would be all from me for the week. Warm greetings from Germany, Gill [Website review]( | [Copywriting]( | [📙 My book]( P.S. This email may contain typos, and I'm fine with them because cloning humans is, unfortunately, still impossible. Spending more time proofreading my emails would mean I'll have to share fewer tips with you. And sharing more and better tips is more important to me than sharing tips that are grammatically perfect. I hope that's fine with you, too. [Gill Andrews] [Share to Facebook]( [Share to Facebook]( [Share to Twitter]( [Share to Twitter]( [Forward email]( [Forward email]( Gill Andrews You received this email because you signed up to my updates. Changed your mind? No problem. Unsubscribe using the link below. [Unsubscribe](