This is the first tip in a series. My goal is to show you different pieces of copy and explain the different persuasion techniques being used.
I was inspired to do this by author Kathy Sierra who explains in her amazing book Badass: Making Users Awesome that the best way to teach something is by showing examples.
So, there we go. Let’s dissect examples of good and bad copy!
CareerScribe is a platform that helps you create beautiful resumes.
Every job seeker knows a good-looking resume can be their golden ticket to the A pile. But CareerScribe’s home page doesn’t repeat this age-old truth.
Instead, they show you what enticing and boring resumes look like. If you don’t use their service, you’re going to be stuck with a boring resume.
To reinforce the pain point, they make you download the boring resume. Ouch!
What can we learn from CareerScribe?
- Show don’t tell. Forget about filler words and superlatives like “the best”, “innovative”, “X simplified”, “leading”, etc. Show your high customer rating. Explain why people need your innovative technology. Show your certifications and awards. Talk about your experience. Offer free samples. Show famous people that use the product or service. Add images and videos that illustrate and support your copy.
- Hit a pain point. Remind people about the problem you solve. Describe how difficult their life is without your solution.
- You’re not limited to writing. Let your imagination run wild: Besides words, what else can illustrate your point?
Back to you
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Also published on Medium.