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Speak in your customers language
An Ad Age article says that consumers are are confused by ads for a tech product as they can't understand the jargon in it.
I'm guilty of this mistake myself. Ive confused many a people by using technical jargon. By using dollar words when dime would work.
If you want to sell more, speak in your customers language.
Eugene Schwartz, one of the most successful copywriters once said that there are many copywriters who are more talented than him and who have a flair of writing better copy. But he constantly writes sales letters that are better than theirs because he works harder than them. And he writes in the customers language.
If Eugene had to sell an infoproduct, he would read the infoproduct more than 4 times. He would write down the words used in the book and use them to write the sales letter.
Eugene also suggests following sports and reading Vanity Fair. Because millions of consumers follow sports and read gossip newspapers and magazines. He suggests talking to every taxi driver you meet. Listen to people. Listen to what words they use. And then use those words to write better copy.
To listen to a seminar by Eugene Schwartz, click here.
Email Post to a friendPosted on 7/23/2004 | Permalink | |
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