Don’t let caveats muddy your sales proposition!

Posted on December 22nd, 2009 in copywriting and marketing with no comments

Caveats are insidious. Don’t let them take over your sales message.
It is best to avoid caveats altogether. Why?

caveats interfere with your sales proposition

reading is a challenge because your flow is constantly interrupted by irritating little swords and asterisks

caveats make you sound negative

and, contrarily, they make you seem less trustworthy

Is it possible to avoid caveats altogether?
Yes. It’s easy. Turn them into positives instead. Make them earn their keep. Here’s [...]

6 top uses for testimonials

Posted on December 4th, 2009 in copywriting and marketing with no comments

Customer testimonials. Useful, right?
More useful than you might think! Here’s five top ways to make the most of testimonials.
1. Use a testimonal to introduce every web page, like this, and they’ll give your sales message a powerful little boost

Header:  You deserve a brilliantly clean home!

Subhead:  Brighton’s favourite cleaning company

Testimonial: “I’ve used BrightInBrighton for a year now and they’ve never let me [...]