Are You Writing Cold Soup Or Spicy Steak? (Why Customers Ignore Your Content)

I’m going to keep this short and punchy for you, and not at all because I’ve recently discovered online movie rentals and want to have another cinema night when Malc gets back in 30 mins…

One of the biggest mistakes I see in content that fails to persuade people is because of the bland use of phrases like…

• “Unlock potential”
• “Maximise success”
• “Increase results”
• “Overcome obstacles and take you to the next level”

They tell you nothing.

Having said that, I know why people use them.

Firstly, they’re afraid that using specific phrases will exclude or put people off. (But if I say that I can help young parents deal with the stresses of parenting, what about the older parents who I might be able to help to?)

And I totally get that – you might have slightly different sub-groups within your target market and you might achieve slightly different results for each. (Stay with me to find out what to do if so).

Secondly – we are so used to seeing these cold soup phrases on websites and on advertising that we assume they are best practice and ignore the wealth of spicy steak language that we could be using.

So what do you do?

Do you want a really quick trick you can use?

Of course you do, you’re flipping busy no?

Okay here you go…

Show A RANGE Of Customers

So for our parenting expert, you could say:

“Whether you’re a first-time parents wondering how you begin to raise your child, or  have a whole brood but still feel lost, I can help…”

Show A RANGE Of Results

Which could include:

“We can show you how to deal with embarrassing public tantrums, make your mealtimes less stressful or simply give you the confidence to feel like you’re ‘doing it right’ “

What do you think? Does that help? Would you like any more tips on making your copy a little more spicy?

You know where to let me know (in the comments area – just in case you don’t).