What would happen if seconds after launching a shuttle to the moon, NASA realized the astronauts weren't on board?
I betcha that spaceship wouldn't be making it to the moon anytime soon.
A failed launch. Time lost. Money wasted.
You might think NASA, the space shuttle "know-it-alls," could never forget something like that.
And, maybe they wouldn't forget something as important as the astronauts. But, it's possible they could overlook something that would be the difference between a successful launch and a complete failure.
They are humans, after all.
And, if NASA could unknowingly screw up a launch, so could you.
What would happen to your business if your next launch was a complete failure?
If that landing page didn't convert?
If those emails were never opened?
Can you afford to waste time and money on a launch that's doomed from the start? My guess is, no….you can't.
One reason a launch fails is because the words aren't right.
*Now, you could also have issues with your offer, audience targeting, and marketing efforts that screw up your launch - but for the sake of this post, we're focusing on your words.
So, before you launch that new product or service into space without astronauts, give your words a once-over and make sure these 7 areas are ready for blast-off.
Credibility
Have you ever stumbled upon a website or social media post that made you cringe, eye roll, and almost vomit all at once?
Yea, so have I.
The reason that content gave you such an adverse reaction is because the writing wasn't credible. Instead of making the writer sound like an industry expert, they sound like an industry sleaze-ball.
An easy way to increase your digital street cred is by being honest, genuine, and consistent with your writing. If you wouldn't speak a certain way in real life, don't write like that online.
Clarity
The first time I saw an ear horn, I thought it was a mini trumpet.
*Turns out, ear horns aren't trumpets and ear wax tastes gross. Do NOT, I repeat, do not put your mouth on a dirty ear horn. You will regret that decision immediately, and no amount of tongue scrubbing will help.
If you don't know what an ear horn is, it's a device people can put up to their ear to help them hear better. An ear horn's sole purpose is to cut down on the number of times your Grandpa says, "Huh? What'd ya say?" in an hour.
Writing with clarity is like giving your audience an ear horn. They can understand what you're trying to say without having to ask a million questions. If your audience doesn't understand your offer, they'll never feel comfortable enough to pay for it.
Call-To-Action
Something that seems so obvious is one of the most forgotten elements of a launch. The call-to-action tells your audience what you want them to do. How will they know you want them to sign-up, click, or buy if you don't tell them?
Your call-to-action doesn't have to sound sleazy to do its job. You can say something like, "click here to sign-up" or "fill out the form below to get your name on the list." It doesn't need to be fancy, just make sure you keep your CTA clear and concise…aka: easy to understand.
Readability
If your audience needs to have a dictionary handy just to read your launch copy, you've got yourself a problem.
Making your words readable doesn't mean you need to "dumb it down" because your audience wouldn't understand it otherwise. No, it means making it so easy to read that they don't have to think about what you're saying.
A great tool to use for readability is the Hemingway App (It's not really an app. It's a website). You can copy and paste your content into the program, and it will give you a readability score for your words.
Aim to keep your score around a 6th to 8th-grade reading level.
Language
If you were to sit down in a coffee shop with your potential customer/client, what would you say to them? Would you use fancy-schmancy words? Or, would you be incredibly casual and easy to talk to?
The language you feel most comfortable using and the language your audience relates to best is the language you should be using when you write ANYTHING for your business.
Plus, relating to your audience also helps build your credibility as a business they can trust. If you're not sure what type of language is best for your audience, check out the conversations they have online. If you notice they use particular phrases or words often, try to use those in your copy.
Tone of Voice
The tone of voice you use in your writing tells the reader who you are. You need to think about how you want to be perceived and if your writing contradicts that.
Your tone of voice is like your digital personality. If you're laid back and casual in real life, you'll want to make sure your writing reflects the same. If you're someone who acts more "buttoned-up" and professional, write like it.
The more YOU that shows in your writing, the easier it will be for people to connect with you.
Actionable
This may be the most important tip of all on the list. Make sure your words are actionable.
That means, use words that make your reader do something. These words can make them continue reading, click a link, or purchase your product.
Actionable words should create a sense of urgency, reassurance, excitement, sadness, or calm in your writing.
You'll want to choose these words based on how you want your reader to feel throughout the page. Certain emotions can elicit either positive or negative responses, so choose your words wisely.
Now, you're just as prepared as NASA to take on your next launch and make it a success. If you found this list helpful, share it with someone else who launches products and services into the online space. Do you have any tips I should add to the list? Comment below and tell me what they are.
Not sure your words make sense (even with the tips above)? Then, it's time to give your content a Copywriting Tune-Up. A simple, quick way to make sure your words are doing everything they can to get you paid. Click here to learn more.