Scott’s copy and design blog

It’s amazing how much these subtle changes in tone can make to the results of your sales copy.

Prospects take a lot more from the copy than just the factual content. How it is written portrays a tone, style and degree of approachability. Because of that, there’s a LOT more information behind the words.

You could take two pieces of copy which lay out the exact same pieces of information, but one could sound like it was written by a welcoming business owner, whilst the other sounds like it’s written by an angry and short-tempered individual (I’ve seen both numerous times).

This is often over-looked by many business owners, and it plays a big part in the whole project when writing as a copywriter.

So what can you do to improve it? A well-used rule in copywriting is to write the text as if you’re talking face-to-face with a prospect. It’s a good rule. After all, we’re all human and we all respond better if we can connect and relate to a person.

Here are some other tips to help:

• Personally, in FAQs, I rarely ever use ‘Yes’ or ‘No’. I find those words too cold and blunt. Use words like ‘absolutely’, ‘certainly’ and ‘of course!’. Use any alternative words which spring to mind and suit your business, but avoid sounding like you’re telling someone off.
• Use words which would crop up in face-to-face conversation. Why omit them? They extrude a confident speaking manner and a personal tone. If you use terms in general conversation like ‘but really’, ‘after all’, ‘then again’, ‘however’, ‘you see’ and ‘of course’, then use them in your text too! Such terms also have the added bonus of aiding readability and flow.
• Avoid poor vocabulary and stunted sentences. Each sentence should flow from one to the next. If you use sentences which are too short and sound incomplete, then it can make you come across as a poor communicator and someone who is difficult to work with.

So why is this so important? How your copy (i.e. your initial communication) sounds to the prospect will give them a ‘feel’ for you and your business. This can make such a powerful difference that prospects may choose you over a competitor, even if your competitor has lower prices.

You could find a lot of prospects choose you because they trust you more and simply feel more comfortable, confident and safer working with you.

http://www.chapmancopyanddesign.co.uk

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