While it may not be the sole reason while campaigns may fail, but remember that every affiliate has to speak to a person at some point. With all of the tracking, split testing, it's easy to forget some of the basics. The consumer wants to be put at ease, and if at all possible, make them feel as if they're at a loss without it. Since we buy because of emotion, it's always nice to throw some imagery in there. Men are visual; they want something that conjures something aesthetically pleasing. While, on the other hand, women are known to be more susceptible to copy appealing to their sense of touch. Remembering those two things will be a step in the right direction, and if done well, there's a great chance that the offers will convert. Be sure not to overload the copy; that usually doesn't work out too well.
Since we're playing to emotions, it's important that we also speak their language. In whatever angle, there is no need to necessarily to attack them with marketing lingo. Since they're already on the landing page, it's important that the copy comes from an authoritative stand-point. The real challenge here is trying to cut down on all of the fluff, all the while trying to stay informative and descriptive. For any sales copy, a person will want to make it as short as possible. The goal here is to trigger the reader to think back and recall all of the sales copy. It's a lot better position to be in when a prospective customer can read and remember the whole thing.
In summation, we buy almost wholly because of our emotions. The product has to be exactly what will quell our need, and be able to do so with clear, concise words. It's important for us to relay this information in the shortest amount of words possible; the readers don't need to become agitated while reading through 300 lines of text. If the keywords were targeted correctly, they've already decided that they are going to buy something.
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