Copywriting Rule, Know Your Audience – Part 3 Reviewing Websites
How to improve your copywriting on your site
You need to write to your audience
Send the right message to the right people
One of common mistakes I noticed as I reviewed these websites. They don’t have an audience in mind, they fell in to the fatal marketing flaw, of thinking the whole world their audience.
They try to please everybody, so in the end they appeal to nobody.
It’s like they looked at all the corporate websites and decided to mimic the language. So what they end up with is a bland boring site, cloaked in corporate speak (you know what i mean, written by a lawyer, no personally – best read if you’re suffering from insomnia).
These websites should be forced to carry the WARNING: Be Careful, because reading this could be detrimental to your health as you may lapse into a coma.
The lifeless copy (the words on the page), calling most it stale and boring would be kind, as the reader has to trawl through ME, ME, ME, it’s all about YOU. There is no mention to your reader and how it relates to them.
It’s irrelevant to the reader.
As they start to drift off, they realise the only escape is to hit back button.
How Sad, you went to all the trouble of creating a website, getting them to your website and poof they’ve gone.
You see, all these people were looking for a information, to a solve problem, instead all they found, was how wonderful you are. All they really care about- “Does this person really understand my problems? and do they offer a solution which applies to me?” “Can I believe this” I know this sounds selfish, but that’s how we all act, why should your visitors be any different.
The relationship over in flash, so you have no hope of building any trust.
If we speak like we tend to write, then most people would choose a different conversation.
Do you like to listening to people, whom seem to delight in hearing their voice and telling you how good they are?
I don’t thinks so.
So why do so many websites, use sterile plastic words?
It’s impersonal, you might as well get your lawyer to write your copy. Reading these webpages, it’s as though they set out drive people away, so you don’t offend anybody.
If you continue use boring insincere words, then you will struggle to get people attention. Life to short, so why bother trying to lumber through, selfish unimpressive thoughts.
If you want to improve your copy, write as if you’re talking to a friend, who just asked you for advice. That will soon rid your copy of stuffy words.
It’s so much easy to write to one person you know, than attempting the impossible by thinking you can communicate with everybody.
When I’m writing I create a character (Aviatar) I imagine their pains, frustrations and dreams. It’s so much easy to write because I know this person. (See creating your ideal Client Profile)
This helps you create intimate copy that resonates with your reader.
Of course, you’ll also see the other sites go to the other extreme. They try to blast your grip on wallet with hype.
It’s like those infamous words “I’m from the government and I’m here to help”
Does anyone believe this, or do you suddenly check to see if you still have your wallet?
One of the important marketing rules send the right message to the right people
If you want to read the other articles of reviewing Websites