You know what amazes me? You can actually come up with a decent converting sales page without having to write like Michel Fortin. Yes, it's true. You don't have to be THAT good to sell a product. However, that isn't what kills most new copywriters. It's the horrible mistakes that they make that kill their copy and it has very little to do with the quality of the writing. I'm going to share those mistakes in this article. If you avoid these, you'll improve the quality of your copy tenfold.
Probably the biggest mistake that beginning copywriters make is not split testing their copy. They put one version of the sales page out there and that's it. They're banking everything that this one version is going to be the best one. By simply taking that sales page and changing even just the headline, you can improve your conversion from 1% to 2%. And yet, so many copywriters who are just starting out don't bother to do this one simple thing. Trust me, you're killing your sales conversions by not split testing.
Another whopper of a mistake is not breaking the copy up into sections. What I mean is, they'll write their message and it will just go on and on forever. Eventually, the prospect gets tired or reading all these words. You need to break your copy up a bit. How do you do this? You do this with testimonials in Johnson boxes, screen prints and subheads. These things help break up the copy so that the prospect isn't just reading plain text forever. After a while, trust me, the prospect WILL get bored. So break things up. It will make a HUGE difference in the effectiveness of your copy.
Finally, there is the look of the sales page itself. Some copywriters just take the most awful looking template and stick it up there. They figure that it doesn't really matter, that the only thing that matters is the copy itself. This couldn't be farther from the truth. Looks matter. And if your sales page looks like garbage, your prospects are going to close it up before they even read one word. . . no matter how great those words are.
There you have it. . . the worst copywriting mistakes you can make and they have nothing to do with the actual writing. If you avoid these, no matter how good or bad your writing is, you'll make more sales.
To YOUR Success,
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