When you’re writing social media posts, you’re writing sales copy. “Sales copy” refers to words written to persuade the reader to a perfect a specific action, such as entering their e-mail address, purchasing your product, or investing in your services.
Some people are born copywriters. They can use words like an artist uses paint. For the rest of us, copywriting can feel unnatural and difficult.
Either way, learning how to craft sales copy and social media posts takes time and practice to perfect. And even then, I think every copywriter out there would agree that there is no such thing as “perfect” copy. It’s an art as much as it is a science. And thus, it’s ever-changing and tough to master.
While your sales copy “voice” might be still in toddler stage, there are a few words and phrases that you should avoid. These words are usually a sure-fire way to take your otherwise decent post to the land of “awkwardly-trying-too-hard” pretty quick.
Overly-excited adjectives end up sounding phony and insincere.
i.e. AMAZING, FANTASTIC, AWESOME
Just using one of these words in a post here or there won’t hurt. However, it’s easy to get stuck in a rut of using the same adjectives over and over and all of the sudden, EVERYTHING’S SO “FANTASTIC” that it’s obviously not.
Unnecessary fillers are just that – unnecessary.
i.e. REALLY, VERY, ACTUALLY
While these words might be something you often say in real life, they feel lazy when it comes to sales copy. They can almost always be replaced with a more intelligent word or taken out altogether to improve the post.
Words that show off your incompetence.
i.e. FINALLY, AFTER ALL THESE ISSUES
What? Why would anyone want to show off their incompetence?
Exactly. No one would. But I see it all the time on social media.
If you run a service-based business and the last project you worked on didn’t go quite as planned, it probably won’t help your business to show that off.*
Writing things like “Finally got this project done for ABC Company!” even when written in an excited manner, makes the reader wonder, “Finally? Why’d it take so long? Do your projects always take too long?”
*NOTE: Sometimes it’s appropriate to show off the less-than-perfect side to your business. It brings the business back down to the customer’s level and helps them relate to you more. But even as more and more businesses are realizing this, it’s still a thin line we must all walk to maintain our professional reputation while still being relatable.
As I said above, developing your sales copy “voice” takes time. Take these few tips and begin practicing choosing your words intentionally and precisely. Sales copy can never be “perfect” for everyone that reads it, but these little common mistakes are worth watching out for.
If you’d like to read more on this topic and get more practice, check out this previous post.