The “Fluff” Writing Trap That Kills Sales. And How To Avoid It

There’s a reason why most copy doesn’t convert highly… 

It’s the same reason why people bounce from websites, scroll past ads, and ignore your emails.

It’s filled to the brim with “fluff” — AKA unnecessary text

This bores potential customers to death, and kills any chance of a sale in the blink of an eye.

Fortunately there’s a simple fix, that’ll high turn it into high converting copy in just a couple of minutes 

Let me show you…

Omit Needless Words

People have a tendency to over-explaining things.

Yesterday I heard someone tell the story of how he almost got hit by a car on his way to work.

Here’s how the story went:

“Well I woke up to realise my alarm didn’t go off, I double checked and realised I hadn't plugged it in properly last night, so when I checked my phone to see it was quarter to 8 and I’d overslept by 45 minutes I got into this massive panic…”

How boring was that?! — You see how he crammed the start of the story with so much unnecessary fluff? 

The only piece of information important to the story was the fact he woke up in a panic (as it might explain his unfortunate demise a bit later)

He could’ve just as easily said “Well my alarm didn’t go off, so I was in a rush right from the get-go” and made the story a lot more interesting and engaging.

So, the first step is to omit needless words. This is the easiest stepping stone to cross for high converting copy.

Razor-Sharp Messages That Cut Through The Noise

People are hard-wired to listen to leaders. Which means our copy needs two things: 

Confidence and assertiveness.

Write with power. Mean what you say and say what you mean. People won’t buy if they suspect a limp wristed geek is on the other end of the screen trying to sell them something.

So cut out all passive language, which you can do by feeling powerful before you sit down to write, do some pushups or just simply say to yourself “I’m the man” — and your writing instantly gains 1000% more power and assertiveness.

This is how you write content that people willingly read until the last word.

And if you want some help devising copy that reads strong, and sells even better. 

Then drop me a message at Josh@reddragonmarketing.co.uk - I’d love to help you out.

Have a great day 

Josh