A big problem I see with many marketing materials on the web is what I call “flowing” copy. Now, I understand that copywriting is a very deep subject, and no one is a flawless or perfect writer…but your marketing copy has to talk.
What do I mean by this?
Well, an exercise you can do right now will tell you the answer. In fact, you should do this exercise every time you write marketing copy for any of your sites…before you put that site out on the web.
“Marketing Copy Exercise”
Step 1 – Finish writing your copy to what you determine is the “final draft” (it won’t be once you finish the exercise). Then move on to the next step.
Step 2 – Before you put out the final draft, read your copy out loud to yourself (or someone else is even better)…all the way through…and see where you naturally pause. Then move to the next step.
Step 3 – Read it out loud from beginning to end again (to yourself or another person). Get a “feel” this time for where your copy “feels” wrong or awkward…your gut will tell you.
Step 4 – Read it out loud one more time, but this time stop at each point where it “feels” wrong…and re-write that part of your letter until you can say that part of your letter smoothly.
Step 5 – Repeat step 4 until you have reached the last part of your copy…and “smoothed out” the rough spots. Then re-read it one last time to ensure you got them all.
That’s it. By doing this, you are allowing your brain to associate with your copy directly and after you complete this process your copy will start to sound like you’re “talking on paper”…which is one step closer to a winning marketing letter or piece.
Don’t skip any of the steps above.
They look very similar in nature…but there is a reason I separated this process out for you.
Once you have written a few marketing pieces this way…you will start to naturally write how you speak…and that will make it easier for you to generate results online. It’s only one step to an entire copywriting process…but it’s a critical one.