In the studio, we often hear from customers the common stereotype that "nobody reads texts on commercial websites these days." I would clarify: no one reads vague, important-sounding, and lengthy texts on websites these days. But clear and specific texts, written in an accessible language, engage readers and encourage them to take action.
The buyer is not on your website out of idle curiosity, he came to you to make a purchase, so let's not bother him with boring writing.
The roots of the problem
There is a slang term "copy-paste" which means thoughtlessly copied text (from the English words "copy" and "paste"). 90% of texts on the Internet are unconscious copy-paste due to the use of clichés. Phrases heard or read somewhere are inserted into texts automatically, because we were taught this at school.
Imagine a situation: you unexpectedly approach a high bolivia mobile database school student on the street and ask:
- Tell me, please, who is Alexander Pushkin?
I can already hear the typical answer:
- Pushkin is a brilliant poet, a bright representative of the Golden Age of Russian literature. I
just want to say: "Sit down, high five."
We all went through this school. And if you need to write about a company, then it is certainly "dynamically developing", "occupies a leading position in the market", if about the service - "individual, flexible approach to each client." Add here "hot discounts", "high quality products", "modern production" - and the selling text for the site is ready.
The school teaches how to write correct texts that will be accepted by society. Yes, such texts do not cause objections from anyone, as, incidentally, they do not cause other emotions.
Chukovsky, with his characteristic sense of humor, explores all aspects of this problem in the book "Alive as Life". If you want to laugh and at the same time be culturally enriched - watch Chukovsky's conversations about the Russian language in video format on YouTube.