Lies Your Mother Taught You

Why Copy-Writing Matters                                                                          

by Cyndi Paxton Johnson

LIES Your Mother Taught You: 

Talk is Cheap

Sticks and Stones May Break My Bones but Words Will Never Hurt Me

It's the Thought that Counts

Remember these sayings? They may work on the playground - but they'll destroy your business! (and I don't think they worked on the playground that well, either!)

Consider this scenario: Your business is selling Vita hearing aids - which of the following headlines will get the most attention on a Seniors website?

     1. Vita Hearing Aids are built with adjustable compression ratio, digital control, and NO peak clipping! Free trial offered to qualified individuals.

     2. Suzy Q, Audiologist, graduated in the top 3% of her class and volunteers at the Senior Center on weekends! Have her fit you with a Vita hearing aid!

     3. Your small Grand-daughter is singing you a song she wrote herself - too bad you can't understand her! Try a Vita Hearing Aid (for free) and hear what you're missing!

While all three statements may be true - and may have a place on your website - #3 will have folks clicking for more information! Why? Because you answered their primary question: "What's in it for ME?"

Once you have identified a need/desire in your potential customer, they may care about more details - including YOUR qualifications - but not until they're convinced they NEED what you're offering! Your home page on your website should be about the SOLUTIONS you offer.

How the words are laid out is also important - use short paragraphs with plenty of white space! Emphasize important words to keep the reader focused and interested. Keep the type large enough to read easily - but not so large that it's noticable.

Example:

Vita hearing aids are built with your satisfaction in mind. They are hand-crafted in Vermont using the highest quality components. Each hearing aid is tested and certified to be functioning withing 3% of specs. Our aids offer adjustable compression ratio, digital controls and no peak clipping. We stand by our aids with a 30-day money back guarantee - no questions asked.

OR:

Vita hearing aids are built with YOUR satisfaction in mind.

They are hand-crafted in Vermont using the highest quality components. Each hearing aid is tested and certified to be functioning withing 3% of specs. Our aids offer adjustable compression ratio, digital controls and no peak clipping.

We stand by our aids with a 30-day money back guarantee - No questions asked.

 

Now....which paragraph is easier to read? Copy-writing for business is different than English 101.  It's important to adapt your writing for your business's needs.

Go through each word and each page of your website and marketing materials with a critical eye - looking from your potential customer's point of view! What's important to YOUR customer?

This is where a professional copy-writer can be worth the investment.  The return-on-investment from a well written website or brochure will pay for itself in no time!

Remember - the Words DO matter!

Cyndi Paxton Johnson helps small business owners get the most from their website and marketing materials! She can be reached at cyndi@johnsonSConsulting.com

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