Jim Edwards is a web marketing guru who specializes in writing sales copy that sells – think long copy type sales letters. Personally this is not a format that I’m comfortable with; mainly because I never read long copy … something to do with my ADHD plus I just feel like I’m being sold (duh!) and I hate being sold. Don’t get me wrong, I’m not discrediting this format. There have been a number of studies that say that this works. Just not for me.
Having said this, I watched a short web video from Jim that makes sense – in my view – whether you’re writing long copy or short. It was titled “5 Bad Words You Should Never Use”. These are words that Edwards maintains you should never use when writing web site sales copy, email sales copy or sales letters. They are:
- Buy — Don’t use because it means people have to pay money — use claim (click here to claim your report on … ) or invest (go to mywebsite.com to invest in … ).
- Learn — Don’t use because it makes people think work -- use discover (discover the secret of … )
- Tell — Don’t use because people don’t like to be told to do something – use reveal (We will reveal the power of … )
The next two words he labels cop-out words which are used when people can’t think of better words to use… - Things — as in tell you things, show you things — Instead use tips, tricks & techniques (You will discover tips, tricks & techniques that will … )
- Stuff — as in show you stuff, tell you stuff — Instead use insider secrets (We will reveal insider secrets that only the … )
Jim also emphasizes the power of email headlines maintaining that 80% of results from email teaser or sales letter come from the headlines you use because they determine whether people will read the email, web copy or sales letter. Powerful headlines will pull people into your copy instead of push them to the Back button on their browser.
So claim more sales by writing effective copy that allows your readers to discover the benefits of your products when you reveal the tips, tricks & techniques that, until now, have been insider secrets!
