5 things that can utterly destroy your message and how you can fix them

5 things that can utterly destroy your message and how you can fix them

If your messages aren't doing their job, they're losing you money.  They need to speak to the right audiences and be powerful at the same time, if not, you won't be getting the results you are targeting.  In short, you'll lose a lot of money from pushing marketing campaigns that don't convert into a sale.

Words are the basis of online sales, if you don't type them up in a certain way, you lose all power and money.  A good writer can type up some sales jargon in a single afternoon and have you making sales the next day, but what if you can't afford a writer?  Can you do this all yourself?  Sure you can!

Here are five ways that simple words can harm your marketing message, and how you can fix them.

1. You're using too many words in your message
8 seconds is how long you have in order to catch the attention of your visitors.  Yes, it's that short of time in which you have to change a persons mind from "I might get this" to "I need this now!".  If you're targeting millennials you have even less time at 5 seconds lol.

In short, every single word that is not 100% necessary needs to be removed from any sales copy that you're pushing in front of people.  If you don't fine tune this, you're just going to be wasting money on a failing machine, and it will only fail because of the few words that you kept on the page.

Just get to the point and don't waste time doing so!  Here are a few ways to do that...

1. K.I.S.S. (Keep It Super Simple): You'll need to remove any filler or fluff from your message because that's just eating into your 5 to 8 seconds.  The more words you cut out, the more you will get out of your message.  I'm not saying that you can't add more content into your message, just make sure you're not rambling on about something you don't need to.
   
   Remove any filler words in order to keep everything simple.  Good words to remove are "really", "that", and "very".  Don't treat them like they're your grandmother, treat them like cockroaches and burn them in hellfire.
   
   
2. T.M.I (Too Much Information): If you're writing up a story about how your visitors need to look into purchasing your service, you need to delete all of that right now.  Having too much information will just turn people away from reading it.  Remember those 5 to 8 seconds are the only time you have to convert someone into your new client, so use them wisely!
   
   
3. Red Pen Rule: Write up what you think would work best, and then bust out your red pen for deletion time.  You'll want to remove roughly 30% of what you've written, and this means you're removing all the stuff that doesn't need to be there.  When you're done with this you should have a pretty good message that will keep people interested within that 5 to 8 second mark.

2. You're using Jargon
When you're using big words and jargon you're just pushing people away.  Not everyone will know what you're talking about, so they will lose interest pretty quick.  Even if your target market will understand your big words and jargon, they probably don't want to see it in an advert or within the first 8 seconds of reading an article.

One of the important things you need to remember is that your message needs to be understood and your audience needs content that speaks to them.  It doesn't matter what type of jargon you think you're audience will like, leave it out just to be safe.  A guaranteed loss is when someone reads your message, sees some jargon in it and cringes.  You don't want that.

Find the jargon and big words within your ad copy or website copy and think to yourself "Are these really necessary or can I delete them?" and the answer is usually "I can delete them".  The only way that jargon can be used is if it has a special place in the hearts of your readers, and even then it could be a loss.  To play it safe, just replace the jargon and big words with simpler words.


3. You're using the wrong pronouns
The best marketing messages will speak about the audience and not necessarily about the company behind the copy.  This means you should be using second person pronouns much more often than first person pronouns.

• First Person: I, Me, Mine, We, Us, Our, Ours
• Second Person: You, Your, Yours

The truth is that no one will care about you personally, they want to know if your product or service will make their lives easier.  If your message only talks about you and your service, you're not filling a void or fixing a problem that the consumer might have.

To fix this you need to look over your ad copy and content to see where you've used first person pronouns and try to convert them into second person pronouns as best you can.  This will show that you're talking to the potential customer and you're not talking about yourself.

A good example of this is if you're talking about how you have 300 sales representatives taking calls for your business.  It doesn't really talk to your consumer, and needs to be fixed.  You'd be better off saying something like "YOUR wait time is low because there is always someone to hear YOUR questions".


4. You're using passive verbs
When you're working on ad copy or a marketing plan, you will usually want it to create some sort of action from your users.  Your copy should include a call to action and also motivate your readers to actually click on your links.  If you're using a passive voice and not an active one, you could actually be hurting your ad copy and this will need to be changed.

If you're using a passive voice, it will look something like "The ball was punted by James", but if you're using an active voice it will look something like "James punted the ball".  An active voice is where the subject performs the verb and not the verb showing the subject (if that makes sense).

Fixing something like this just takes a little bit of restructuring.  You'll need to read through all of your copy and see where the action is coming before the subject, and try to flip them as best you can.  By doing this you're talking in an active way and people will take to it much better.


5. You're not using any sort of emotional wording
If you're not tapping into your traffics emotional triggers, you're not doing something right.  Ads or content that invokes an emotional response will always be better than something which does not.  This is because most of the purchasing decisions are made by some sort of emotion.

A few great emotional triggers to write for:

1. Fear
2. Guilt
3. Comfort
4. Competition
5. Trust

You can fix all of this by writing how your product or service can benefit your target audience.  By doing this you'll invoke some sort of emotion and this will usually trigger a click through and possibly a purchase.




In Conclusion:
If you don't have the money to invest into a good copywriter, you don't have to worry.  You can do this all on your own and after a few times you will be a pro at it!  But just like everything, it takes time to learn what works and what doesn't.  After a few successful runs, you will notice that you're writing in a different way, a better way, and you don't even have to think about it anymore!



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Thanks!

Razzy