Call me a reluctant marketer.
Or even an anti-marketing marketer.
I quickly detect a hint of slick sales speak or marketese. I’ve developed a sensor for the slightest insincerity in copy. I know the phrases that make you lose a tiny bit of credibility.
Today’s errors are subtle copywriting mistakes. Even professional writers make them sometimes. Because they’re in a hurry or a little lazy, or because they don’t have the in-depth knowledge required to write about a specific topic.
I’m not talking about glaring, over-the-top salesiness. You’re an Enchanting reader, so I guess you hate in-your-face, yellow-highlighter sales as much as I do. You and I don’t do that. We’re not aggressive. We’re not pushy. We are helpful.
But do you make these two delicate errors that reduce your credibility?
1. Superlative laziness
Do you provide the quickest service, the easiest app, or the best whatever?
Superlatives can make you sound insincere.
Use superlatives only in these situations:
- You prove why you offer the most wonderful service. Quote your sources; use test results; or mention specific figures to increase your credibility.
- You quote someone else who says your product is the most exceptional they ever used. Allow your customers to boast on your behalf. But be careful: sugary testimonials can make you lose credibility, too.
- You use a superlative in a question: Could this be the best IT service in Birmingham? A question makes you sound a little humbler.
Words like market-leading or world-class are as bad as superlatives. Apply the same rules as above.
2. Yeah, yeah phrases
When your reader starts to mumble yeah, yeah, you’re losing him. Because he doesn’t believe you anymore.
This happens when you’re writing obvious stuff such as excellent customer service or quality product. Ever seen a website claiming to offer average service? (Thank you to Julie Stanford for making this comment on my post about gobbledygook.)
It’s easy to avoid a yeah, yeah reaction: Be specific. If possible, use numbers.
If your service is excellent, explain why. Do you pick up the phone within 3 seconds? Do you solve all complaints within 3 days? Do you have a no-quibble guarantee? Or are your opening hours longer than those of your competitor?
Don’t waste your reader’s time with empty phrases. Add credibility with facts and figures.
Avoid slick sales talk to win sales
Nobody wants to be sold to.
Present useful information and details to justify your claims.
Be helpful. Be charming. Be enchanting.
Okay?
Recommended reading on copywriting techniques:
Can this humble writing technique triple your persuasive powers?
11 copywriting tips for seriously persuasive sales copy
How to Write Seductive Web Copy (Kindle book)
The things you mentioned in this post, always raise my BS meter. I think most people these days have very sensitive BS meters. But there are always suckers out there. Thanks for sharing.
I wouldn’t be surprised if we’re getting more and more sensitive to sales pitches – like you suggest.
Good to “see” you again. Thank you for taking the time to comment, Louie.
I personally find the “yellow highlighter” overwhelming and pushy but wonder if there is value in the strategy.
I often see so called experts using similar heavy content sales pages, such as those of Perry Marshall, like this page http://bit.ly/okLy4I.
Thoughts?
The yellow-highlighter approach can definitely work. Otherwise it wouldn’t be around so much! It depends on your target audience. It works for some, but it makes others click away.
I believe in a more relaxed approach – I have no problem with asking for a sale, but don’t like excessive hype.
Great post as always but what I really want to know is what is your favorite Dutch cheese?
Thank you, Anita. My favorite Dutch cheese is Maaslander. I’m not sure whether it’s exported. I have never seen it abroad. Maybe the Dutch only export cheese they don’t like themselves?
Hear hear!
And how lovely to receive a thank you *and* a link to our website in this article, Henneke. Which perfectly complements your brand because it is generous of you to have taken the time and trouble to do that and many people simply wouldn’t have bothered.
Enchanting in reality, not just ‘on paper’ 🙂
It should be common courtesy!
Hi Henneke,
Sounds like you enjoyed your trip home. that’s great! I am
happy for you.
As far as your post goes, I could not agree more.
The highlighters have to go! lol
Seriously, I always think, “Oh here we go…”
when I see a sales page full of highlighting and big red
letters. I just move on, and do not even
read the page!
Thanks for sharing,
Diane Comeau
Yes, the big red letters can be a big turn off, too.
Thank you, Diane.
I do hate the yellow-highlighter, this will change your life pages. I turn away as soon as I land on one. I believe in treating my readers the way I like to be treated. Thats so simple. Thanks Henneke. I always like your posts.
Yes. “This will change your life” also never sounds believable.
Thank you, Yamini.