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How To Choose Every Single Word In Your Sales Copy [KISS... BAIT]

Discussion in 'Copywriting & Sales Persuasion' started by Jared255, Oct 1, 2014.

  1. Jared255

    Jared255 Jr. Executive VIP Jr. VIP Premium Member

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    Go take a look at the content/copywriting section of the marketplace and ignore my sales thread. Check out the other ones.

    Notice any "writers" just blasting out big words? It's almost like they wrote their sales letter and then selected a bunch of synonyms. They barely make sense, and, if they do, then they're over-the-top. (Look at a news article written by a top journalist - they're not using as many big words as they can possibly cram in.)

    Most people don't know how to choose the right vocabulary - not even "writers".

    Here's how you do it:

    To start, you have to determine who will be viewing your content. Are you writing payday loans, where it's likely that very uneducated people will be viewing your content?

    Or... are you writing something related to doing surgery where only surgeons will be reading it?

    Determine the education level of your audience. Are they going to understand big words? Or do they have a more basic vocabulary?

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    Okay, next step. You've heard of KISS. Keep it simple, stupid.

    If you follow this advice to the letter when writing your copy, then it's going to suck. You're only going to be appealing to a small percentage of people. Anyone who has a good vocabulary won't feel as if your service or product is right for them - they might even feel like you're patronizing them.

    So, toss KISS out the window when you're writing. Instead, use KISSBAIT - keep it simple, stupid, but also impress them.

    There's a very fine line in copywriting. On one end, you need to keep it simple enough so that they can only give a small amount of attention and still understand fully what you're offering. On the other end, as I just went over, it has to appeal to their education level.

    Think about how a lawyer or surgeon would talk on a daily basis. When their secretaries bring in messages, do they say "thx bb gurl, dam dat ass lookin good, aaaahhah"?

    Nah, they're probably saying "Thanks Jane. Please transfer Randy from Sunnyville over to me immediately if his assistant gets in contact with you in any way."

    ^ That might be a little bit over the top, but you get the point. If you can hit this sweet spot, then you're golden.

    ---

    Takeaway from this post: you have to write with the same vocabulary that your target audience uses. If you keep it too simple, then they'll feel alienated. If you go to far and start using big words for the sake of using big words, not only will they not be able to understand it easily, but you'll also look like a total buffoon.

    Jared
     
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    Last edited: Oct 1, 2014
  2. Duffers5000

    Duffers5000 Elite Member

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    Good sales copy is mostly about editing. Written a killer 400 word piece ? chop it back to 200 and make it really jump off the page.

    Good writers will employ an overnight limit to revisit yesterdays "masterpiece".....You would be suprised how a great bit of copy seems really weak a day later. If you don't write on a daily basis then let it sit in a drawer for a week and see what you think then.

    Theres been a glut of "Money Site" writing BSTs approved lately, many with sales copy that really jars. If they cant make you run for the paypal button with their crafted pitch then dont even ask for a sample.
     
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  3. Jared255

    Jared255 Jr. Executive VIP Jr. VIP Premium Member

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    So true. Every sentence is an opportunity for them to yawn, move their cursors to the top of the screen, and click X on the tab. Everything's gotta be just right... one slip-up and they're gone forever.

    I definitely agree with you on the overnight thing. I think that with something like copywriting you get noticeably better each and every time you make an edit, because you never make that same mistake again. I always try to have my best thing from three months ago be my worst thing three months later. (Stole this from Louis C.K., he said closer from last year = worst part of act by the end of this year.)

    Jared

    EDIT: I am in a thread starting mood so I'm going to do one on editing right now. :)
     
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    Last edited: Oct 1, 2014
  4. bobevealice

    bobevealice Junior Member

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    I agree with Jared. Words to be used in a sales copy do not need to sound very profound because it's more on the how the content goes and not the "facade" of the copy. It has to tickle their fancy upon reading it and not impress them with your writing skills.
     
  5. Lauren723

    Lauren723 Newbie

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    thank you. this is very useful.
     
  6. strongalive

    strongalive Newbie

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    It is not easy to make a persuasive writing for a specific field if we don't have any experience in it.