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Massive blocks of text in sales copy are just not cool.
Reading from a computer screen is already much more strenuous to most people than reading offline documents, so make your sales page easy on eyes by using paragraphs that are no longer than 4-6 sentences each.
BLOOPER #4: "Is it a person, place, or thing, Pat?"
If your visitors don't know what you're selling, they won't be very compelled to buy it -- even if it IS greatest widget in history of widgethood. After all, if they don't KNOW it's a widget, why would they want it?
Let me give you an example.
The website of one "multi-millionaire" is selling a mystery item designed to tell you how to make millions. Throughout their sales letter, they give vague "details" of their own personal plight to making millions with "just a little work" by using their formula.
Even more interestingly, this person doesn't offer a money-back guarantee. Instead, they offer to "give you a formula that works." (In short, all they "guarantee" is that you'll get product you're paying for -- "secret" of how they made their millions. Oh joy!)
If it's such an effective formula, why not describe it? And more importantly, why not offer a money-back guarantee? Did I mention that a very minute percentage of customers ever take advantage of such a guarantee?
Umm ... I'm not buying it. Either figuratively OR literally.
BLOOPER #5: "If you're going to sell it, SELL it!"
In 99% of sales letters I've seen, it's quite obvious that writer is intending to sell me something. Not to say that this is BAD at all, because hey -- we all gotta eat. However, if I'm going to buy something, I'll need to know price.
Case in point, I've seen sales letters deliver a huge pitch about their product, but have no price for it listed anywhere on page. Click to order page, and still same deal. Fill out a form, advance to next screen, and still no go. Get to billing information page, and only THEN do you see price of product.
Why was it such a secret?
If your product is worth price, don't hide it. Trust me. In doing so you'll make your prospects think that you hid it because your product is overpriced -- and they'll leave without buying.
So -- how does YOUR sales letter measure up? If you're currently committing any of five deadly sales copy sins above, it's not to late to repent and reform.
Remember, you could be driving hundreds of hot prospects away with each one of flubs above. Take opportunity now to fix your sales copy before you forget, and start increasing your hits to sales ratio immediately. I'm rooting for you!
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