Doom and gloom have no place in your copy
There are times when the world seems full of it. Everywhere you turn the news is bad. Doom and gloom seems to have taken precedence over everything else. Something the media tends to exaggerate and play on. Bucking the trend with your copy could be just the ray of sunshine to make a difference.
Let?s face it if people are depressed they don?t need their noses rubbed in it any further. What they?re looking for is something to make them feel better about their lives. If you?re able to provide something positive for them, no matter how small, now is the time to let them know.
Being upbeat when writing your copy makes those reading it sit up and take notice. Here at last is someone with something good to say! Maybe things might not be so bad after all.
Of course no one expects you to work miracles. Or improve the state of the economy with your website. But if you have what they want you can make it a pleasant and easy experience dealing with you. The more hassle free the better. No one wants to waste time if they don?t have to. Or have you make life more complicated than it already is.
Negativity should be banished from your copy altogether. Even if you?re being honest and pointing out the downside, you can still turn it into a positive by offering a solution or an alternative. Or if you can?t do that don?t make it sound like the end of the world as they know it.
If it sounds as though you?re pleased they?re there they?ll be more likely to stick around. And of course that gives you a better chance of persuading them to go on to the next stage. Wherever we are and whatever we?re doing, if someone?s friendly and optimistic it tends to rub off. We respond in kind. As long as it?s not annoyingly over the top of course.
You might not be able to change the world with your copy. But you could make a difference to the person reading it. And if they do become a customer it won?t a bad thing for you either will it?
