Ever heard of the phrase “It’s all show and no substance”?
A lot of writers often fall into the trap of bombarding their readers with meaningless, showy copy just to make their sentences sound impressive, or even worse, increase the word count!
Bear in mind that readers today are much more discerning and better educated than ever before. They are quick to recognize that they are being sold to and anything that reads and sounds like a blatant sales pitch would be thrown away.
Think of your writing like a window. You want your readers to see the view on the other side of the glass. You want them looking at the view, and not the window.
Here are some examples of showy, meaningless writing that you should avoid:
- “We are the world’s leading IT solutions provider, with more than 20 years of professional experience. We are most happy to provide reliable and convenient service at your doorstep.” (So what?)
- “We offer high quality and reliable services!” (So what?)
- “We are the country’s most trusted plumbing service. We believe in our esteemed ability to solve all your plumbing problems.” (So what?)
- “Powerful and cost efficient, our office printers are the best on the planet!” (SO WHAT?)
How many ads have you seen start like this?
This is just scratching the surface of some of the critical copywriting mistakes that most writers overlook. I strongly recommend that you get your copy of QuickStart Copywriter to learn in greater detail the style of writing that will get you results – get it immediately and delivered to your inbox.