You’ve tried everything to write effective, persuasive copy.
Maybe not truly everything, but it sure feels like it.
However, your copy is still weaker than wet toilet paper.
This is a problem.
Sadly, people will leave if they don’t care for what you have to say.
There is no tolerance for boredom and, as you know, there are many distractions.
You start to worry that maybe you don’t have what it takes to write effective copy.
And you know what? I don’t blame you. It ain’t easy to write for business.
You might already understand that you have to tell potential customers what your product or service can do for them. That’s a good start.
You just don’t feel like what you say is powerful enough to convince someone to take action.
But what if I told you that it is possible to check every statement you make on weakness – by applying a simple test?
Most copywriters use a whole inventory of tactics and strategies to make their writing more effective. Know the rules, apply them correctly and you’ll quickly see your conversion rate improve.
Back to what I was saying, let’s fire away and reveal what this simple little test is….
Yes, that’s it. Shocking ain’t it? But you need to ask yourself this question.
Let’s be honest here, ain’t it what’s going through YOUR mind whenever you come across bland business writing?
The only way to counter this thought is by answering it yourself through your copy.
So bear with me, because I’m going to show examples of how to put this test in action when writing
Let’s say you make this statement:
This laptop has a 512 GB SSD instead of an HDD.
An SSD is about 2.5 times as fast compared to an HDD.
It means your boot up time will be just a couple of seconds and you’ll be able to run heavy programs instantly, saving you precious time.
This is the point where you get to the juicy information. All you want to know is: “Why should I care?”.
You’re right, too. There’s not enough time to read bad copy that doesn’t make you warm or cold.
That’s why it’s your responsibility as a copywriter to keep a reader interested, getting to the information that really matters to them.
You’re not going to let them figure out all by themselves, right?
Don’t risk letting them go through the copy of your competitors to see if there’s something more interesting there.
Sometimes you’ll have to dig deep, other times you won’t have to ask yourself this question as much.
Let’s take this SSD disk a bit further…
An SSD has no moving parts.
An SSD has no moving parts, making them superior for protecting your precious data compared to an HDD.
Do you get the idea? It’s not hard, you just have to answer that question before your reader gets the chance to. That’s all selling is, anyway. Countering objections and adding positives so the scale tips in your favor.
But beware: if you don’t pass this simple test, your copy is almost guaranteed to fail.
It doesn’t stir any emotion, get them excited, or even get on their nerves. They just don’t care at all.
The copy below is from the Apple website. You’ll find some technical terms, that’s fine. But it’s also brilliant copy. Why? Because it continuously explains why these features benefit you, the reader.
If you’re interested to read all of the copy and do the test, click on the link above to go to the landing page.
Get short copywriting lessons in your inbox
Another way to give the benefits to your reader in a powerful way is by using…
The Bullet List
As an example, let’s take the copy for Crazy Egg. It’s a service that allows you to “find out by seeing how users click and scroll through your website”.
They have this neat little bullet list on their website:
Any hardcore online marketer would drool over this list. Which marketer wouldn’t want to….
- Be able to please his boss?
- Achieve more conversions?
I don’t see any raised hands, and you’re smart, so I’ll assume you agree with me :-).
As you can see, a bullet list can compile all the most important benefits for your reader in a very efficient way.
Now imagine this scenario with me for a second:
A potential customer is “reading” your ad. Well, the thing is…he’s not really reading your ad. He’s scanning, looking for all the important bits of information. Do you think a bullet list would stop him?
Yes, my friend. It sure will.
I’m no exception. When I see a bullet list, I stop dead in my tracks and read every single one. Why? I know I’ll find information that’s important to me.
So remember: bullet lists are for benefits.
When you list benefits, you always pass the “so what?” test.
Don’t assume your reader cares so much for you, that he’ll put up with jargon, features and bland copy.
Your reader is not interested in you. He’s interested in what the product or service can do for him.
I know. It’s just a simple test. But don’t be deceived by its simplicity. Using this knowledge can transform your copy. Get rid of everything that doesn’t pass this test, and replace it with copy that does. The difference will be like night and day.
At the end of the day, readers aren’t truly selfish. They just can’t afford to read every single sales letter from top to bottom. We don’t read ads for fun. We seek solutions to our problems.
Whew..I sure am glad you made it all the way down here 🙂 I hope you enjoyed and learned something new!
Do you like this copywriting test? Or better yet, have you applied it yourself and achieved some fantastic results? Let me know in the comments!