The square peg in a round hole syndrome, when it applies to copywriting, can be one of the most destructive forces on your sales copy. I know a lot of people don't even know what this is. Well, it's not talked about much in this way, but I've always had my own unique spin on things. Well, I'm going to try to put this concept into plain English so that you don't make these mistakes with your sales pages.
Okay, just what IS the square peg in a round hole syndrome. Well, I think we are all familiar with the phrase itself. Basically what it means is trying to make something fit when it's not going to fit and no matter how hard you try, it won't go. Too many copywriters, when they're first starting out, do this very thing without even realizing it. But how?
For starters, it's trying to appeal to a market via the wrong voice or message. A perfect example of this would be if you were writing a sales page for a natural cure for some horrible disease and you wrote the copy speaking to your prospects as if you were selling iPods. You don't want to come off sounding like an infomercial for the coolest thing since sliced bread if you're communicating with people who are literally fighting for their lives. The voice in the one copy will be light and fresh and cutting edge while the voice in the other copy will be very sincere and to the point. If you avoid this one mistake, you will improve your copy by a hundred percent.
Another square peg in the round hole problem is using the wrong motivation for purchasing your product. So many copywriters keep pushing the features of the product. This gizmo had 9,000 volts of super charged energy producing cosmic...nobody cares. What they care about is what the product is going to do for them. How is the product going to make their lives better? What will they get out of using the product? By concentrating on features, you are ignoring the most important thing about the product...the benefits. In other words, the prospect wants to know one thing..."What's in it for me?"
The last square peg round hole thing that I want to discuss today is the price. If you're selling a product that is being sold elsewhere for $50 and there is no considerable difference between your product and the product of the competition, there is no way you're going to get somebody to fork over $1297 for it no matter how much you try to fit that square peg in that round hole. The market will only bare what it will bare. And you wanting to milk it for 30 times the market price, isn't going to make it work. Know what your product can sell for.
So many times we want to go against the grain and do things our way. Well, there is nothing wrong with being an individual, but sometimes you have to realize that certain things are just NOT going to work.
No matter how hard we try to make them.
To YOUR Success,
This article has been viewed 23 time(s).
Article Submitted On: February 20, 2008