Why your web copy is pushing your clients to the competition
Amy Harrison has been in the field for more than a decade. Her mission? To banish all boring copy from this world. For that she doesn't use common techniques. Because of her background in television and movies, she knows how to surprise with words. Yet anyone can write good and converting copy. "Companies don't realise that their unique story stares them right in the eye. That is why they all sound the same." At Conversion Day Amy is revealing common mistakes in marketing copy and how you can get rid of them . These two we can already share with you:
Not knowing what makes you unique
“A lot of companies don't know what makes them unique and what would make clients buy from them. Although it is easy and most of the time the answer stares them right in the eye. But they are that close they cannot see it", Amy explains animated. "Because of that their marketing is far from what their clients like. And ofcourse your copy won't sell anything then." The solution is clear says Amy: you have to start with a fresh point of view. "Start asking questions. Be as an detective on a queeste for the right answer. Discover the unique story behind your business and come up with an interesting storyline, something your competitor doens't bring to the table.
Underselling
Another sore spot that Amy sees a lot is non-committal copy. " A lot of marketers are afraid that their texts are too 'pushy'", However most of it is 'too nice'. "They don't demonstrate their strong points enough. That is why clients go and buy products from a competitor who does showcase the benefits." "If your product is truly good, you should prove it to your clients and show them that is so. That way you don't end up with meaningless copy just stating somethings is good, in stead of attractive copy underlining it."
Looking for more insights and ways to boost your marketing copy? On the 28th of November Amy Harrison will be on the main stage at Conversion Day. If you book this week you can still benefit from the early bird discount (-€50). So hurry up!
