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Respect Your Prospects and Win Their Sales

Francis Lui

March 25, 2009

When you write your copy, you have to be respectful of your prospects.  You can't talk down to them, insult them, or make them angry.  If you do, they'll toss your copy in the trash or close their web browser.

Don't Write a Google Ad Like This

There's a Google ad with a headline that says, “Introvert = Loser.”  The Web site that the ad leads to is a landing page that sells an ebook targeting introverts.  The ebook supposedly teaches introverts how to become popular.  On the landing page, the author throws insults at the prospect and boasts how great he is. 

Most introverts reading his landing page would be offended.  In fact, there are forum discussions talking about the ad and its offensiveness. 

It's unlikely that many introverts will buy his ebook.

Although the ad's headline does get attention (in an insulting way), the prospect arrives at the landing page already feeling offended.  That's not a good way to start.

The result is that he ends up paying for a lot of traffic that doesn't convert.

Dating Web Sites That Offend

On a Web site that offers dating coaching for men, the second part of the headline says, “Always complaining that they can't get a second date (or even a first!).  Maybe this guy is even... You!”  Then it goes on telling the prospect how great his company is.

The headline may be offensive to some men reading the Web site.  It makes the prospect feel inferior, as though he can never get dates -– and is always complaining about it.  It also feels like the coach thinks he's better than the prospect.  If the prospect feels that way, it's unlikely he'll hand over his hard-earned money for the dating coaching.

Another Web site I came across offers dating coaching for women.  To go to the page that lists the courses you can take, you have to click on a menu button that says, “Help Me.”  The button label may make the prospect feel inferior.  She feels as though she needs help and something is wrong with her.  Before she even gets to the course listing page, she's already in a bad mood.  And that makes her less likely to buy.

Avoid These Two Mistakes

One thing you have to watch out for is to avoid using sexist language.  Don't only use “he” in your copy.  And don't only use “she.”  Alternate the two.  If it doesn't sound awkward, you could also write “he or she.”

Avoid potentially offensive humor as well.  If you feel that a prospect reading your copy might be offended, it's better to leave it out.

So always be respectful of your prospects.  When you offend them, you lower your chances of winning their sales.  Avoid that from happening by respecting your prospects.  They'll appreciate it by buying your product or service.

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