The document provides tips for writing more persuasive copy, including avoiding filler phrases like "excellent customer service", superlatives like "the best", vague descriptions, passive voice, addressing readers as a crowd, jargon, multiple adjectives, and sugary testimonials. It recommends using sensory words, focusing on benefits and problems solved, mentioning objections overcome, focusing on the reader's needs, asking questions, telling stories with examples, and making calls-to-action direct. The goal is to appeal directly to the reader and their needs rather than using empty phrases.
6. Yuck:
Our product is supported by
excellent customer service.
More persuasive:
Any questions? Call our team
on 0123 456 789.
We’ll pick up the phone within
3 rings. That’s a promise.
26. Are your products pricey?
Explain the value you
provide:
Our floors remain squeak-and-
creak-free for longer, because
they’re made of solid hardwood.
36. Blah:
We listen to what you want.
More persuasive:
Would you like a modern
wetroom with the latest gadgets?
Or an opulent bathroom in
Georgian style? We help you
create the bathroom of your
dreams.
55. Duh:
We use silky smooth textiles.
More persuasive:
We scoured the world to look for
the softest textiles. In 1999, we
discovered a small mill in Italy
producing delicate satin … etc.
63. Really???
Henneke is the most wonderful
copywriter.
More persuasive:
Henneke’s web copy appeals to
our ideal customers, and helps
us to increase sales.