Which of These 7 Marketing Mistakes Are
You Making?

• Are you ecstatic about your marketing results and see no
  room for improvement?
• Does your marketing reach your target market every single time?
• Is your marketing landing you more sales than you ever dreamed
  possible?

If not, then this list of the 7most common copywriting mistakesin
marketing may be one of the most important resources you’ll ever use.

Definition: Copywriting: The art of writing sales and marketing related materials
with the object of inspiring a reader to take action.

Mistake #1 : Selling features and benefits, not solutions.

Don’t do it. It’s a waste of your time and your prospects’. Remember, people buy emotionally and justify it intellectually. Stan may have needed a new truck because he totaled his old one, but you can bet the decision to buy a fully loaded F-150 wasn’t made because it was a wise investment of $39,970.

No, what tipped the scales was the feeling he got from the sound of that dual exhaust V-8 engine. Intellectually, however, he justified it by telling himself he required the hauling capacity at work and at home. This justification may very well be valid, but the fact is, it wasn’t the features or benefits that compelled him to buy.

Mistake #2 : Using “me, me, me” not “you, you, you.”

Prospects just don’t care about what you’re selling or what a swell person you are. They want to know how your product or service is going to
A) Remove their pain
OR
B) Bring them pleasure
If it doesn’t do one of those, they aren’t interested. Think about it. Would you be???

Mistake #3 : Relying on technical jargon to communicate your point.

Think about what you look for when you’re the prospect. Do you really care that your computer’s motherboard is made up of Led fans, 1U Heat Sinks, and Stealth Mods? No! You just care that it runs fast, won’t break down the day your warranty runs out and meets your general day-to-day needs.

Your prospects are no different. They want their information fast, straightforward and simple…not an education in computer engineering.

Mistake #4 : Underutilizing testimonials.

Testimonials are your most powerful persuader when it comes to the written word. No promise, guarantee or clever phraseology will come close to wielding the power testimonials do when used properly. Don’t tell your prospects how great you are. Let your clients do it for you. Why? Because like it or not…they’re more credible than you.

Mistake #5 : Not dealing with price objections.

Compare apples to oranges—always. It makes your product look like a steal.

Example 1: “For as little as $19.95, you can purchase this fitness e-book and get the same benefits you would from Buff Bodies fitness machine, which would cost you $2,477. It’s even cheaper than a gym membership, which costs $600 per year or a personal trainer, which costs $50 per hour. Get the same results for a lot less…”

Example 2: Make the cost insignificant by comparing it to the price of gum, a cup of coffee, etc. “For the same price you pay for a cup of coffee at Bigbucks each day, this widget can be yours…”

Mistake #6 : Using a call to action that…isn’t.

Example: “For more information about widgets, call 1-800-WIDGETS.”

This is an example of a “call to action” that just isn’t. There is no compelling reason for the prospect to pick up the phone and call.

A better choice would be, “For a FREE demonstration of how our widgets can save you up to 30% every quarter, call 1-800-WIDGETS by June 12th.”

The most effective calls to action include a bonus, deadline, limited quantity notification, penalty for not responding quickly or other strong incentive to act right away.

Mistake #7 : Forgetting to include a “P.S.” in your sales copy.

Never ever throw away this opportunity. The headline and the “P.S.” section of any sales copy are always the two most read portions, whether it’s in print or on the web.

Committed to your marketing success,
Lina Penalosa
January 24, 2006