Internet marketers often assume that writing sales copy is easy.
They sit down, spend an hour writing about their product, and past their copy into a website page.
Then they sit back and wait for the profits to roll in.
Unfortunately, it's not quite that easy.
Most marketers that approach sales copy this way end up with meager results.
Then they blame the product.
They blame the search engines.
They blame everything but their sales copy.
There are 4 elements that appear in almost every piece of ineffective sales copy.
Avoid these elements, and you will have a much greater chance of success:

1. Big words and stilted language.
   Sure, you may have a better than average understanding of the English language.
   You may know lots of big words.
   You may even know how to write 50 word sentences to express complex ideas.
   But your advanced English skills won't help you make a single sale.
   The quickest way to drive away customers is to use obscure words and long sentences in your sales copy.
   People don't care how much you know, or how wonderful your English skills are.
   They care about how your product can solve their problems.
   If they have to wade through stilted prose and look up words in the dictionary, they won't buy from you.
   They'll go to some other website where the products are explained simply and clearly.
   
2. Technical jargon.
   You probably know all of the jargon of your field.
   You can probably carry on a conversation with another professional in your field, and you'll both understand the shorthand.
   But your customer isn't an expert in your field like you are.
   So keep in mind that they may not be familiar with terms and lingo of your industry.
   Here's a good rule of thumb: If 95% of your audience won't understand a term without looking it up, you shouldn't use it in your sales copy.
   Find another way to explain the concept instead, so your visitors can easily understand your product's benefits.
   
3. Seller focused language.
   Many internet marketers waste valuable sales copy telling about how great the company is, or how much time and effort it took to design the product.
   Your visitors just don't care.
   They want to know one thing - how your product can help them.
   When they see copy that is all about the company, they will quickly move on to another website where they will learn about the benefits of the products.
   
4. False testimonials.
   When launching a new product, some internet marketers make up testimonials to try to build visitor trust.
   It doesn't work.
   Visitors can easily spot a testimonial that is made up, and they won't trust you enough to buy your product.
   If you need testimonials for a new product, find some people to try the product for free.
   Then ask them for testimonials for your sales copy.
   

So when you're writing your sales copy, skip these four techniques.
They will only erode visitor trust and make your visitors lose interest quickly.
Avoid these techniques, and you'll be well on your way to creating sales copy that generates brisk sales and builds customer loyalty.