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Strong copy doesn't hesitate. Strong copywriting is clear, takes charge, and gets to the point. It doesn't have weasel words: words and phrases that make a statement vague.
If you're into vague copywriting, weasel words are for you.
Let's look at a couple examples of weasel words.
Could/can/may
Probably/possibly
Some/many
Experts say/research shows
What do they all have in common? They make a statement passive. It's no longer you saying this, it's "experts" or "research". It's no longer a statement that assures you of something, it's a statement that "may" be true.
Let's look at an example:
Your low number of website visitors could be affected by a lack of SEO.
Your low number of website visitors is affected by a lack of SEO.
The second statement is clear. A client will hire you because you just told them the problem and how to fix it.
The first statement is vague. Because it could be a lack of SEO, but it also could be something else. What if I hire you and you work on SEO, but then it turns out that's not the problem? I just wasted my time and money.
It's the same if you're selling products.
Write product descriptions that persuade.
Your product description has two goals: inform and persuade.
By describing the product - e.g. the size, dimensions, color, etc. - you inform a potential customer. But you also have to persuade them, and using weasel words will do the opposite.
Let's look at another example:
Some parents like this product because it may improve children's motor skills.
Parents like this product because it helps improve children's motor skills.
The second statement is clear, it leaves no doubt about whether the product is liked and what it can do. If you're worried about making a direct claim and want to soften it, use the word "help" as in the above example.
Copywriting is making direct, clear statements.
With copywriting you aim to sell. You can't sell when you're being vague. Nobody wants to spend their money on something they're not even sure it'll get them what they want.
When we're buying a product, we want to know exactly how it looks like and what it can do for us. Will it improve our life? If not, what's the point of paying money?
The same goes for services. We all want to know exactly what we're paying for. Will it save me time or money? Maybe? That's not persuasive enough to throw money at it.
Create copy that not only informs, but also persuades your readers:
Make clear and direct statements to leave no doubt.
Use emotive copy to make them feel; emotions sell.
Create scannable content to keep them interested and engaged.
Do you need help with that? Send me a message and let’s get started.
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