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How to Write Copy That Doesn’t Sound Like an Ad

“Get in now before it’s too late!” “Don’t delay” “This great offer” – You’ve heard all the clichés and tacky infomercials before, but I think we can all agree this is a passé way of trying to appeal to your customer. That’s why it’s important to always ensure your copy comes across as believable, and relatable, so your customer can trust in you as a merchant and feel confident buying from you.

Here, Lux Group copywriter Megan shares her top tips for writing persuasive website copy that won’t sound like an infomercial…

Understand Your Target Market

Ask yourself – who am I writing for? Where do they live? What is their age? What are their hobbies? If you can establish who your target market is and understand their lifestyle, it makes it a lot easier to spin a product to well suit their needs.

Make It Personal

People like to buy from people that they can trust and can relate to. When I’m marketing a product I think, when and why would I want to use this? I imagine real life situations where the product would come into play, and include those in my copy.

Avoid Clichés

As crazy as it sounds, sometimes I try to imagine the over the top infomercial narrator voice in my head before I start writing a deal… and avoid including whatever they say. No one wants to end up sounding like a cheesy used car salesman, so please avoid the one-liners!

Have Fun

At the end of the day, you want to enjoy what you’re writing and be proud of what you’ve produced. Most people can agree that adding a playful or funny touch makes your copy a bit more authentic and interesting to read.