3 Tips to Clarify Your Copy for More Leads

Ever been wowed by a killer sale… just to find out it wasn’t what you thought it was?

Recently, I went shopping for a new pair of jeans (aka the worst task EVER). I wandered into a well-known brand-name store solely because they had a HUGE sign outside their door saying “50% off all items”. A decent pair of jeans from this store are typically about $60, so I was DOWN to save $30 on jeans!

When I got to the cash register though, I realized (after looking really, really closely at the tiny font underneath the 50% off) that the deal was 50% off YOUR SECOND ITEM.

I'm 99.9% sure you've had one of these moments too. You're shopping online or IRL and get sooooo excited when you see a deal, product, or service-- and then your bubble bursts because you're not getting what you thought you were.

Here's the thing: clearly written copy is kind to your audience (cue Brené Brown). Clearly written copy means your customers or clients aren't going to be disappointed because they realize they didn't read the fine print (or if there's even any fine print at all). It means people are purchasing your product, service, or hot deal knowing exactly what they're getting and feeling no buyer's remorse.

Here are three quick ways to write clear, kind copy for your own brand:

1. Let people know exactly what's included with your packages or products. If you're a service provider, let folks know exactly what comes with your offers. If you're a product-based biz, tell your customers exactly what they'll receive! This makes expectations clear before they even purchase.

2. Make your pricing clear and accessible. One of my biggest pet peeves is when there's no displayed price on an offer OR the copy just says “4 payments of $599”. Like damn, I'm paying you and I STILL have to do the math? Make it easy for your audience to say yes and feel empowered by sharing the price (and then put the payment plan options below!). 

3. If there are caveats to your offer, add it clearly (and not just in tiny letters at the bottom). Think back to the example with the jeans I shared at the beginning of this post. It would have been WAAAY easier for me to accept the price of the jeans if we had known and had clear expectations before going to the register. Instead, we stood there looking at each other like, “do we really want these?”. 

And the best part of writing really clear copy for your offers? It benefits you too– you’ll get more inquiries from leads you’re actually EXCITED about working with.