Youre Not Done Yet: Eight Strengtheners For Your Sales Copy
Writing sales copy for a new or to-be-relaunched product takes a lot of energy and concentration. When you finish that first draft, take a rest. Then go back to what youve written with this sales copy checklist, which outlines the eight most frequent corrections and improvements I make on copy given to me by clients or students.
1. Pronouns. Do you have a preponderance of “we” or “I” and very little “you”? Wherever possible, change pronouns to “you,” which comes across as more captivating and relevant to the reader than “I” or “we.” In many cases, this seemingly mechanical rewording task forces you to ask yourself, “Why should the reader care about this?” or “What does this mean for customers?” Thats great, because shoppers and information seekers are looking for whats meaningful to them, not for a monologue about the company.
2. Verb tense. Hunt for places where you used future-tense verbs (“will ____”) and change them wherever you can to present tense. This conveys more confidence and has...
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