Believe it or not, I actually nodded off once while reading a company’s marketing copy (and nearly hurt myself in the process).
Granted, I was tired at the time, after having written four long-length articles for four different clients. But still, if the writer had attempted to make the copy just a tad more interesting — rather than the same ol’ boring fluff — I would have stayed engaged.
The fastest way to lose a sale is to fill your copy with boring nonsense and company jargon.
Look, your customers are too busy these days to pay attention to emails, websites, landing pages, and other content that works more as an aid to insomnia than a solution to a specific problem (unless the problem you’re trying to solve is someone’s sleeping disorder. If that is the case, then you might be on the right track. But the ridiculous thing is you are providing this solution for free).
Now, with that said, the good news is it doesn’t take much of an extra effort to make your marketing copy more engaging and fun.
You see, your reader should feel happy to have completed reading your marketing piece, and even happier to respond to your call-to-action.
Here are four simple ways to accomplish that objective.
1. Use Stories, Illustrations, or Scenarios
Look, it’s human nature, we’re all attracted to stories. It’s what keeps you binge-watching episodes of your favorite show on Netflix. Or it’s what keeps you turning the page in the latest J.K Rowling, John Grisham, or Jodi Picoult novel that Amazon just delivered on your front doorstep.
In fact, let me ask you this: Does it feel like Christmas when you come home and find Amazon just delivered another package of books that you just can’t wait to get into?
That’s the same kind of feeling your customer should feel when receiving your sales letter in the mail — intrigued and anxious to dive in.