Perfect Words Don’t Sell

I was writing copy for one of my websites. I had spent hours getting every phrase technically correct and in proper business-like grammar.

I wanted to be totally “professional” in my wording. I had to use fancy technical terms and obscure synonyms to keep from repeating the same words.

I just knew that if the words weren’t PERFECT, nobody would buy from me. I had to take the time to get everything just right. Boy was I WRONG!

Why were visitors at my site leaving after just a few seconds? Why was nobody buying anything?

My copy was PERFECT. It was technically accurate and detailed.

BUT….  It was boring…  That’s right!  B-O-R-I-N-G…

There was no emotion in it.  It was purely technical.  Everything I wrote was true and accurate but it didn’t tap into any emotion of the visitor.  There was nothing they could relate to.  There was no obvious connection to relieving any pain the visitor may have had.

Emotionally, there was nothing for them to gain by even reading the rest of my article…  Much less, to buy anything from me.

Once I finally figured this out, I was amazed at how much better my results were when I wrote like I was talking with a friend…  Not with proper English, but with normal “friendly” and passionate words.

Perfect words don’t sell.  Personal and emotional words do.

Are you not getting as many leads as you want?  Is your copy PERFECT and B-O-R-I-N-G?


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