Does your copy hook people, reel them in, and fry them up for supper?

I am now doing copy critiques.

As you know, small tweaks to your copy can make big differences to your sales.



➜ Is there waffle in your copy?

Get straight to the point. With something useful for your readers, such as a benefit, a question, or a how-to statement.

➜ Be honest. You can admit to a flaw near the start, and show how it's resolved. People will then have more trust in your claims.

➜ Make realistic claims. Use facts and figures to back up your claims.

➜ When you're writing, address your message to someone you know. Then when you're done, go back and delete that bit. The resulting copy will speak to each individual in your market better.

➜ Is your writing clear? If your writing feels effortless, people will keep reading or listening, instead of clicking away or trashing the letter. Keep readers on your page, till it's time for them to take action.

➜ Use short sentences and simple words. Fancy language draws attention to itself. Your focus should be on answering your readers' needs.

➜ Use positive words when you talk about the solutions your product gives, to help your readers feel good about the idea of buying your product. And help your readers feel good about the things they do and the decisions they make. Link this idea to the benefits of your product. Link this to owning your product.

➜ Appeal to the core human drivers. These are:

1. The evolutionary drive to reproduce. This is of course related to physical attractiveness; it's why cosmetics sell. But this driver is not only about physical attractiveness. For example, respected social status is also an attractive characteristic.

How can you suggest that your product will make your buyers look better to those around them?


2. The need to find and eat food... Our brains are wired to find food and eat. In a society of abundance, this is why so many people are overweight.

You don't have to sell food to make use of this principle. This driver also relates to being a provider. How will owning your product make your buyers better providers for their families?


3. Our brains are programmed to avoid situations where we use the flight-fight response: We seek out an easy life.

How can your product make your buyers' lives easier?


4. We are also programmed to 'gather' -- to collect stuff.

This is about ownership. In your copy, how can you help build a picture in your prospects' minds of having your product in their lives -- of owning your product...?


5. The drive of curiosity. Learning about who we are.

How will your product help your buyers develop their knowledge?


These are simple principles. But marketers and copywriters frequently ignore them. These principles are relevant for all communication that aims to sell -- whether it's a billboard, a tv ad, direct mail, web copy, or what you say on the phone. The benefits of your product should link back to these core drivers.


➜ Remind people of the pain associated with not solving their problem. Pain is a bigger motivator than pleasure -- just think how much you need pain relief when you have a thumping headache.

➜ Be creative -- interesting ideas get attention -- but discard the creative solutions that don't communicate the benefits you are offering.

➜ Use kinesthetic words (words about texture and touch), and use visual words, and 'sound' words. We each have a tendency towards taking in information better either through kinesthetics, visuals, or audio.

If you use all these types of words, you'll connect with more people. You don't need to use each type one after the other: Just use one of them when you see a good spot for it. When it rings true. In a place that feels right.

➜ Some specific words are particularly useful. For example, the word 'Because' can help people believe what you say and it can help people take action. The power of 'Because' is embedded in our unconscious minds from an early age when we asked our mothers and fathers "But why do I have to?" -- "Because I say."

➜ Does your layout help people read your copy? For example, shorter line length is less effort to read, because the eye can more easily find the start of the next line.

➜ The psychology in your copy should not be apparent to most people. Instead, the copy should feel simple and easy to read. It should all make sense to the reader. The benefits are obvious. The copy helps readers build the desire to choose to buy your product. It makes it easy for them to act... Tell them what to do next. Tell them how to buy.


There's so much more...

If you need a fresh, positively-critical eye to look over your marketing communications, I might be the right person for you.

I have 11 years' experience as a copywriter, and I now run Wordfruit -- where I help clients match high standard copywriters with job positions.

I’m not available for copywriting jobs. But I am doing critiques when I have time, because with critiques I can keep my hand in without spending large amounts of time managing projects.

I work with quality products and services only.

I wager that a critique of your marketing communications will lead to more sales of your product.

I offer a money back guarantee: make the changes I suggest, let me proofread it, then split test it -- your old copy against the new copy. If you don't sell more with the new copy, I'll eat my shoes. And I'll give you your money back.

I have no vested interest in becoming your copywriter, because I only do critiques. If it's good, I'll say keep it. (That is of course the way it should be anyway.)

If I can't schedule the job myself, I can find another expert who is available.

And if you need more than a critique -- if you need a full copywriting job done, I can help you find the right Writer for the job -- see Wordfruit.com

Send me an email or give me a call. Show me the material you'd like me to critique. I'll give you a price. You decide.

My email address is Richard(at)Wordfruit.com

My U.S. phone number: (707) 622-5990

My Ireland phone number: 00353 87 357 4031

Small changes can make big differences to your sales. I look forward to finding solutions that will help more people choose to buy your product.

Richard Clunan


PS: I offer a money-back guarantee:

Make the changes that I suggest in the critique, let me proofread it, then run a split test -- test the new copy against your old copy. If the new copy doesn't get you more sales, I'll give you your money back. And I'll eat Humble Pie with cherries on top :)