Improve Your Sales Copy in Four Easy Steps
It'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.
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.
The best way to write effective sales copy is to put yourself in
the place of the person who is reading it. 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 Your customers don't care much about your
background, how long you've been in business or how special you
think you are. 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 Acme widgets," but "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."
Step 2. "How can you give me this?"
Explain why You must offer credible, logical reasons to support
your claims or people are going to suspect your motives. "Acme
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."
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,qualificationsand experience in the field. Now you
can 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).
Step 4. " What if I don't like it?" Eliminate the risk The final
stumbling block for customers is usually the fear of losing
their money if they don't like the product or find it's not what
they expected - so offer your customers an iron-clad guarantee.
It can be a full refund, a 'double riple money back' or whatever
you feel you can afford. Always include a time factor - the
longer the better - people like to know you'll be around for the
long-haul. Incorporate these answers in your sales copy to
instantly turn your readers into buyers.