If you want to put some extra kick your copy, then avoid these mistakes that will cost you a ton of money.
Mistake #1: No Headline
The headline is the key to stopping the right people. It’s the first words people see. It’s the first words out of your mouth.
Use your headline to stop the right people and pre-frame them for whatever it is you want them to look at or listen to next.
If you’ve ever seen my “Letting The Chickens Out With Jim” videos, you’ve seen me out there in the chicken coop teaching, talking to the chickens, etc. I used to introduce those videos with, “Hey guys, welcome to another episode of Letting The Chickens Out With Jim.”
The problem was I introduced all the video segments the same way. People began thinking, “Hey, I think I’ve seen this video already.” (especially if I was wearing the same hoodie).
So instead of saying that intro, I started leading with the specific topic of each particular episode. I’d say something like, “Three mistakes people make with sales copy” or “The keys to launching an amazing book”, etc.
Only after that would I say, “Hey guys, welcome to another edition of Letting The Chickens Out With Jim.”
That simple change made a huge difference in the number of people who watched because those first words let them know, “Oh, okay. I haven’t seen this video yet. Let me stop what I’m doing and watch at least the first part.”
Mistake #2: No Polishing Pass
This might sound like something straight out of 11th grade English class, but people do judge your copy by the grammar, spelling, and word choice. Get somebody who’s good at grammar and spelling to look at your stuff before you publish it.
Also, formatting matters. If it looks like it was formatted by a five-year-old who just ate a psychedelic sweet tart, people will think your content has less value.
Have a friend look it over for you or hire somebody to edit it. This is actually a good way to employ a copywriter. Come up with your sales copy yourself, and then hire a copywriter to take a polishing pass at it.
Mistake #3: All Traffic Is NOT Created Equal
This is the one that costs you a ton of money with ads, especially if you send all your traffic to the exact same page.
There’s a concept originated by a guy named Eugene Schwartz. His ideas were later translated to the web by Russell Brunson in his DOTCOM Secrets book where he talked about cold, warm, and hot traffic.
Cold traffic is when people don’t know you, they don’t know about your product. They just know they have a problem… that’s cold traffic. This means your funnel your landing page should be about their problem. Once you connect with them over the problem, then you transition to talking about your product, payoff, etc.
Warm traffic is when people know there’s a solution out there somewhere, they just don’t know about you yet. In this case, your landing pages first talk about their desire and the payoff they’re looking for, and then transitions them to your solution.
And finally, there’s hot traffic. These are the people who know who you are, what you sell, and how you can help them.
Now that you know about different “temperatures” of traffic based on people’s awareness levels, you should always steer each individual traffic source to the appropriate landing page. Not doing this will only cost you money and kill your conversion rates.
Here are the four things I want you to take away from this article:
- Never do anything without a headline.
- Polish before you publish.
- Segment your traffic based on temperature and market awareness.
If you want to put some extra kick in your copy, avoid these three mistakes like the plague.
By the way, if you’re interested in really taking your copy to the next level, I’d love for you to pick up a FREE copy of my book. Over 10,000 people grabbed this book in less than three weeks. I will pay for the book. All I need you to do is just pay a small shipping and handling. Head on over to www.copywritingsecrets.com for all the details.
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