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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