I tell clients over and over to get to the point: Cut needless words; cut pointless thoughts; and start out sharp (you only have a few seconds to grab people’s attention, after all). Which is why it was so embarrassing when my husband pointed out I hadn’t done the same for myself.
On my website I wrote, “With Zazou Marketing’s writing, editing or proofreading services, your words can be a powerful sales tool: We deliver the words that sell your products or services.” He read it recently and very tentatively asked, “Shouldn’t it start with, ‘Your words can be a powerful sales tool.’?” Well, yes, it should, I admitted.
The moral? Even people who write copy all day, every day can benefit from an outside set of eyes to look over their copy. Sometimes we’re just too close to our words to read it objectively. And sometimes we’re too close to our business to read it like we have never read it before. Either way, remember that your marketing copy will likely also benefit from another person’s editing and viewpoint.
(By the way, if you go to my website, you will see that I have changed my copy to start with, “Your words can be a powerful sales tool.”)
And, for more examples of how to keep your copy to the point and sharp, see my past posting, “Copywriting Secrets To Selling Your Doodad.”
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