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Improve Your Sales Copy
Easy as 1,2,3,4
Jodi ReichenbergerIt's no secret that you only have a few seconds to grab the interest of potential customers and try to persuade them to stay on your site. Nor is it a secret that bells and whistles are not the answer. ..see article
So how do you gain and keep the attention of your visitors? With killer copy!
Words are the most powerful tool you have to do business on the Internet. Without the right words, you could be losing thousands of dollars in profits.....or worse, for those of you starting out.... never gaining it in the first place.
The best way to write effective sales copy is to put yourself in the place of the person who is reading it. I learned that from my composition teacher in college. Ask yourself all the questions your potential customer is likely to want to ask, and then answer them for him.
Here are four easy steps to help you reassure your customers by answering those unasked questions:
Step 1. "What's in it for me?"
Paint a picture with words. Your customers don't care much about your background, how long you've been in business or how special you think you are. (I mean they do, but only so far as it helps them to feel confident you can answer their questions. So the first thing you must do is promote the major benefits, for them, of using your product. But don't just list the benefits - paint a picture so your readers can visualise themselves enjoying these benefits.
Don't write: "Save time and money with Gidget's widgets," but
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"Free! Four hours a week to read a book, walk along the beach and
follow your dream when you use Acme widgets - the quickest
Widget on the market today."
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Step 2. "How can you give me this?"
and explain why.......
You must offer credible, need I say, logical reasons to support your claims or people are going to suspect your motives.
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"Gidget's widgets achieve faster results because we incorporate not one, but
two gizmos. In controlled tests conducted by XYZ, our widgets
consistently out-performed the competition in speed, accuracy and endurance."
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Step 3. "Why should I believe you?"
Give reassurance This is the time to give some details about you and your company. Provide information about your credentials, qualifications, and experience in the field. Here is where you should also include brief testimonials from satisfied customers ( provide as much information to identify the customers as they're willing to allow. (anonymous testimonials are almost worthless-- I could make those up.....couldn't you?).
Step 4. " What if I don't like it?"
Eliminate the risk The biggest obstacle for customers is the fear of losing their money if they don't like the product or find it's not what they expected - you MUST offer your customers an iron-clad guarantee.
It can be a full refund, a 'double/triple money back' or whatever you feel you can afford. Always include a time factor - the longer the better - people want to know you'll be around for the long-haul. (You will won't you?) It's all in the business plan..... right? Weave these answers in your sales copy to instantly turn your readers into buyers.
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Most of the books I ever read on how to write sales letters and ad copy sucked. There were a few good ones by John Caples, Claude Hopkins and Robert Collier. But those books were written a long time ago. So what I did is both simple and obvious. I collected successful sales letters, both online and offline, and studied them. I read them over and over. I marked out the thought flow and the psychology. I read them aloud. I can actually quote entire parts of some sales letters. After ten years of trial-and-error learning, it all started making sense. Eventually, I became a highly paid copywriter. Then I decided to make life a lot easier for those who wanted to craft their own sales letters and marketing messages. So I boiled everything down into a formula anyone can use. It's so simple, it's deceptive. If you don't have ten or twenty years to spend learning how to write sales letters, then check out this web site. Article by Marlon Sanders |
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