Sadly, it’s very easy to write a dull sales page. One way is giving too much information. Find out how this can happen in this blog.
My own writing
In a former life I was an IT project and program manager for an international bank (that’s where my love of tech comes from, but that’s a whole other story for another day).
I wrote a lot in this job, project and program plans, reports, emails trying to get colleagues on board for something I needed. And I learned that good writing was a mix of:
- justifying my reasons
- explaining things clearly enough, so that no-one could fault my explanation
- but also leaving wriggle room, incase we needed something else later
And that boiled down to being analytical and avoiding emotions. Which made for well-argued, calculating, bone dry texts.
It was all about information.
And I never knew if anyone ever read them (and I was never entirely sure if it mattered).
What’s this need to inform about?
Most of us didn’t grow up writing blogs or sales pages at school. Then when we left school and maybe went to uni, we didn’t get any extra points if we added emotion or colour. And when we ended up in the corporate (or academic or scientific or medical….) world, we learned that adding emotions wasn’t a good idea.
So we learned to inform and to justify.
And that doesn’t exactly lead to exciting sales pages.
Was that all bad then?
No, it wasn’t, because I’m sure you learned how to put texts together logically. And that’s still an important basis for a sales page. After all, it still needs to make sense and all that writing practise should have taught you that.
Watch the video
In this non-icky hack (number 5 of 100), you’ll hear more about the information overdose.
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