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Guest post by: Terri Levine Become an Author

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Even the world's most eloquent copywriters couldn't sell indoor heating to eskimoes in an ice age if they make mistakes. What is the point of writing descriptive, even witty copy if it doesn't attract customers who buy your products and services? After all, what is the purpose of any marketing copy if not to do just that?

Almost everyone thinks they can write, but the truth is quite the opposite. There are different types of writing and some people are good at some, some are good at all, and some should just hire an expert to write everything for them!

Your marketing copy is the "sales person" for your business, and we all know that sales people are not born equal. The difference between a good sales person and a poor one is as obvious as good marketing copy and poor.

If you are someone who writes their own copy, here are some tips to avoid ruining your marketing message:

1. Don't jump in blindly. Do your homework - know who your customer is and who your competition is. Know your market so you can create the right message for the right audience and thus not waste time or money preaching the wrong message to the wrong people.

2. Make it interesting: Don't bore your reader. Your message has to stand out in the 100's of similar messages bombarding your audience every day. Use active voice and colourful language that motivates and makes for interesting and captive reading.

3. Don't Waste Words: Don't write just for the sake of writing. It's all very well to produce long copy and I'm not getting into the long versus short copy debate, suffice to say what matters is not the length of the message but the message itself. Your audience is busy and doesn't have time to read pages of self indulgent twaddle. Cut to the chase!

4. Don't be pushy: We all hate pushy sales people, right? Nothing turns a potential customer off more than a pushy sales person and the same goes for pushy marketing messages. Don't sound pushy, desperate, threatening or like a late night TV infomercial!

5. Don't be bigheaded. Arrogance is a turn off. Remember, your message is about how what you offer can help others, not about how super you or your product is. If it is super, let it stand on it's own feet and let the benefits speak for themselves.

6. Keep it real. Be honest and truthful and don't make outrageous claims that you can't prove. Along with pushiness, nothing turns a customer off quicker than exaggerations and non-truths.

7. KISS: This can mean keep it short and simple or keep it simple, stupid! Don't try and be clever - write in a style that is easily understood and interesting to read. This means don't use buzzwords, slang or jargon that will confuse the readers. Don't try to impress with big words when small, more easily understood words will do.

8. Proofread your efforts and use a red editing pen: Read it from your audience's perspective. Be ruthless and edit out anything that is listed above and anything that does not contribute to the main aim of the copy. Your message must make sense and be easily understood.

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