Direct Response Copywriting Tip: prospects won't listen when you say this

Here’s a  really common mistake people make when they are writing copy.

Most people know you need to write your sales copy in a conversational style.  So basically, you want to write like you’re sitting down and having a chat with someone.  In my book, I call this “cut of coffee” copy.  The thought process here is, you want to speak just the same way you would if you were sitting down and having a relaxing cup of coffee with a friend.

But there are limits to this, and more accurately, there are conversational parameters that have to exist in your sales copy, that don’t exist in an organic “real” conversation.

For instance, if you’re having a conversation with someone, you might start off talking about the ball game last night, which might lead to a conversation about something you saw on the news, which then might lead into a conversation about a new product being manufactured for home safety.

But in reality, even though you want to write conversationally in your marketing — you have to keep things contained.  You can’t talk about everything under the sun because your prospect doesn’t know you and they aren’t your friend.

They are NOT going to invest the time and effort into hearing about anything more than whatever’s relevant to their immediate cause.

So what I’m trying to say here, is that you’ve got to look at your sales letters, advertorials or display ads, like a map.  You are taking your buyers on a pre-determined journey from Point A to Point B.  (“pre-determined,” being the key word here)

And while you may have to pause or slow down or speed up along the way – you can’t veer off course.  Because just like a real journey, veering off course too much means you’re going to get lost.

And the last thing you want to do is allow your buyer to get lost, right?

So be conversational, but stay relevant within this conversation.

Now go sell something, Craig Garber

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)