The other day my husband and I were spending time on holiday in a cheap British pub called Wetherspoons. It’s often looked down on as it’s a big chain serving cheap-ish food and drink, but I like the pubs. They’re a bit rough and ready, but what you see is what you get (not unlike myself).

Now, because they’re cheaper than other pubs, they attract a slightly different crowd to your upmarket brasseries, but here’s what I love about how they relate to their customers.

Look at these drinks menu:

I’m not saying that people who drink in Wetherspoons don’t know how to pronounce these drinks (though I definitely didn’t), but the marketing team has seen that some people might be put off buying something they would love, because ordering it presents an obstacle.

In short, they’re using content to give customers confidence in buying a product.

Apply this Wetherspoons tip to your content

Look through your copy describing your offer, is it clear and easy for your customer to order?

Think about:

• Unanswered questions they might not want to ask
• Confusion about what your product does
• Confusion about who your product is for

You want to make it as easy and friendly as possible for your customer to place an order or hire you.

So, does your copy make them feel as welcome as a Wetherspoons?

If you’re reading this message then you’ve found an extra surprise. I’m retiring How to Get Your Sales Page DONE! It’s going to  come back as a course in September. If you order a copy before 5pm Monday 28th April 2014 Eastern, you can get that book and the Copywriting Phrasebook with $40 off. No code needed, I’ve just applied a discount for these next few days. I won’t be offering the book on its own again. (Click here to read about the books and buy) Shh now, move along…