What makes writing look cheap?

Sometimes, it’s easier to see what something IS by looking at what it ISN’T.

In your travels out on the interwebs, you may have noticed a lot of pull questions follow a pattern like this:

- Do you struggle to _________?

- Are you overwhelmed by _______?

These are standard copywriting patterns. There’s nothing wrong with them. And they can work. They are meant to “touch the pain” of the reader.

The problem is, when you follow this pattern too tightly, you end up with pull questions like this:

- Do you struggle to find new clients?

- Are you overwhelmed with everything you need to do to market your business?

This copy screams fast food. It looks cheap. Why? Because there’s no heart in it, no flair, no personality.

Plus, the marketplace is flooded with people writing like this.

Actually, that’s the good news. Because as your competitors manufacture this cheap copy, that leaves the marketplace wide open for you to swoop in with words that feel gourmet.

Remember: people pay more for gourmet.

So while your competitors fart out the fast food copy, you’ll take the time to understand what it is that your clients really want… and the words they actually use to describe their predicament.

And when you do that, you signal that you are a cut above.

You will attract people who are more sophisticated than most. You will attract those who want to be respected (not manipulated). And you will call-in clients who have no trouble spending more for quality, exceptionality, and delight.

There are plenty of ways to turn fast food copy into gourmet.

One of my favorites is…

The

“Would this actually come out of their mouth?” Test

Step 1 – Look at your copy

Step 2 – Anytime you talk about results, benefits or outcomes, ask yourself would this actually come out of their mouth?

Step 3 - Anytime you write about their problem or aspiration ask yourself would this actually come out of their mouth?

Step 4 – Tweak your copy until you answer yes to steps 2 & 3.

Note that “they” = your ideal client.

If you don’t know who “they” are, get clear and write it down a bullet list of 10 characteristics, personality traits or demographics. And if you REALLY don’t know, get out and talk to people, and see who you resonate with.

And take notes on the words that come out of THEIR mouths – actually write them down. Because the best copy isn’t written, it’s pulled from real life conversations that exist between you and people you are here to serve.

One conversation at a time.

Mighty thanks to Elio Phillips flickr photostream for the cheap suit.