There is a world where “things”, “better” and “should”, among others, are bad words

There is a world where “things”, “better” and “should”, among others, are bad words

When writing an ad, it is common to make the mistake of thinking about our tastes and not those of the client, their needs and fears, therefore, as we know the product well, we assume that the reader will understand the benefit or the characteristics that are not explained and that is the main reason for the lack of clarity and ambiguity.

When writing copywriting, accuracy is crucial. Clarity helps the message to be more persuasive, for example, write: 5 things you can do in this magical town, it is ambiguous, what does things mean?, it is not very inviting, always prefer something like: 5 mysteries that you will discover and will fascinate you of this magical town.

“Better” is also ambiguous, better than what or which? Also, if you don’t explain or prove why your product is better, saying so sounds presumptuous and unbelievable. Finally, the consumer’s perception of the quality of your product or service is the reality, whether or not it is true.

Also the “should” is fatal, imagine a headline like this: 5 things you should know about digital marketing. As long as you don’t tell me why I should know, I don’t care or believe you. It’s like the “you can’t miss it” so commonplace and so used that the truth has already lost all force, if it ever had it. Why shouldn’t I miss it? How does my life get worse by missing it or better by not missing it?

The consumer is not stupid, he likes to choose, not to be imposed, to try to impress him with weak arguments and without reason.

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These examples have no other intention than to make clear the importance of communicating with precision, of writing thinking about the tastes and needs of those who we want them to prefer us, to buy from us, therefore, it is necessary to know our ideal client very well, otherwise form we will not be able to achieve it.

Thank you for reading.

Until next Wednesday.