How To Write Sales Copy That Is Proven To Sell
An informational, well articulated words and well-designed web site is a very important part of internet business. However, without workable sales copy your web site is as good as useless. Words make sales, not fancy web sites full of contradictory catchy ads like one of my friends brag so much about. Your words are the total foundation of your business. Your product, your web site and your marketing strategies all depend on your words. If you have made up your mind to start selling on your website, you must learn how to write persuasive sales copy that is proven to sell. I can remember reading one from Infopreneur Queen that got me so excited. I called her up that same night wishing the day has already broken to place my order.
In order to write effective sales that are proven to sell, these are steps you must follow;
1. Highlight The Most Important Benefit Right Up Front
What benefit will buyers derive when they patronize you? Don’t waste your readers’ time because everyone is in haste. Start by choosing a single benefit which your product or service stands to offer which you wish to highlight above everything else. That singular benefit is your “principle selling position”.
How can you know what your ‘Principle Selling Proposition’ is?
Yes! Knowing it is very simple if you are a good observer. One of the simplest ways of knowing is by putting yourself in the customer’s shoes and ask yourself what the customer will really like to go for. You must be honest to answer that correctly. But in a situation you are not sure if what your intuition is telling you is right, ask trusted friends for assistance. Ask yourself what specific benefit makes your offer different, better, or special.
The strength to write creatively comes from the desire you get from answering the above questions correctly. If the desire to write isn’t strong enough, there’s absolutely no creative sales copy you can offer. Use the principle selling proposition you have obtained to create a desire for your product or service by briefly touching on the major benefit it will bring the customer.
It is not necessary to go in details at this front point as you can always expand on theses benefits later.
2. Learn The Use Of Headlines And Bullet Lists
Don’t make it difficult to read otherwise impatient readers may never buy from. In fact, do you know that most people always go straight to the headlines and bullet lists and if they can’t find what they are looking for they opt-out? Reading straight from the screen puts extra strain on the eyes. The use of visual tricks makes reading easy. Write attention-grabbing headlines. Powerful and catchy headline is one of the most important parts of your entire sales copy. If it doesn’t grab your potential customer’s attention, they won’t bother to read further.
Your headline must emphasize your most important benefits and should be displayed in a larger bold font which will demand your potential customer’s attention to read on.
The use of headlines throughout your copy helps to capture the attention of those who only scan your text. Use subheadings to provide highlights of each section of your sales copy like I have already done in this article.
When it comes to listing product’s features, the use of bullet list is paramount.
3. Emphasize On The Benefits
Stress benefits not mission statement. Nobody cares to know your mission statement first. So don’t let it come first in your sales copy or homepage.
The following questions are what every customer answers before placing orders. If your sales copy answers positively to them then you are approved to be purchased from but if negative, then you have met your waterloo.
What can your product do for me? Right now!
Can it make me rich?
Can it save me time?
Can it entertain me?
Can it make me feel better about myself?
These are what people want. Remember people don’t buy because of what they need but what they want. Your product’s greatest benefit should be right in the top header in bold red letters. Your first three or four words should hit them between the eyes.
You have to know the difference between features and benefits. For example, don’t just say that your computer is fast (that’s a feature), tell your customer that it will give them more free time – a benefit. Better still, paint a picture of them using their free time to read a book, play a game of their choice, go clubbing, go to the beach or relax.
Write a list of all the features of your product or service then translate each of these into a benefit for the customer. Look at each feature then ask yourself “So what?” Come to think of it if you’re a customer, why should you care about these features? Ask yourself, “What will it do for me?”
4. Establish Trust In Your Sales Copy
You must first understand that the online community is full of fraudsters. On the Internet you don’t have the privilege of speaking face to face with your customer. They know little or absolutely nothing about whom they’re going to give their personal information to. They have seen lots of scams. So for you to get their interest in filling the form or sending their personal email ID and phone numbers, you have to load as much credibility into your words as possible.
If you can, offer a free trial, a money-back guarantee, testimonials, put your e-mail address, physical address and phone number at the bottom of every page, place a small photograph of yourself, put a link to all the social media networks you are using etc.
These are my best ways of completely removing their risk. Provide your potential customers with a solid, no risk, no question asked, and money back guarantee. This will put their mind at ease by building their confidence in you and your product.
Take note that this isn’t a child’s play, so be prepare to stick to that guarantee.
5. Testimonials Sell
Good, believable testimonials from real people will help sales, particularly on the web where establishing credibility is a tough job. To gather much testimonial tell customers who have purchased your product in the past to drop a note of how the quality of the products and services they received were. To make it even better credible, ask your testimonial writers if you can include their contact details along with their testimonial. If they accept it you go ahead but if they don’t ever try to make it public in any way – respect their privacies.
6. Write In A Natural Style
Don’t try to talk like one from the moon. Inasmuch as you must be professional, try to be natural. Just write it the way you’d say it. Write as though you are writing to a specific person. Use words like “you” and “your” rather than “them” or “their”. Write as if you are speaking with just one person – one on one.
“Don’t use over complicated, or unnecessarily formal language that can either totally confuse visitors or just put them to sleep. Either way it loses the customer, and loses you the sale.
Don’t say “in our considered opinion” or “enclosed please find…” Simplify these into everyday language. Write how you would speak: “we think” and “here is,” are much better choices.” – Zac Hewlett
7. Call For Action
Tell the visitors what to do clearly. For example, “Call now” or “Click here to order now for immediate delivery”, or “Sign up for our newsletter now”. Don’t let your potential customers guess how or where to order. Make it user-friendly.
Politely ask them to place their order and provide an easy order process. Ordering details must be clearly visible and simple to follow.
8. Create Urgency
Throw in something special for the first 50 or 100 subscribers or make it “this month only”.
Offer a “limited time” price. The goal is to make visitors act now. Once they leave, they will forget you and your product. The possibility of a visitor looking for your particular website on the huge Internet is slim.
Your word selection is important here. Don’t say “Subscribe now!”. Put a specific time limit to it – “Subscribe in Nov and I’ll throw in… “.
Remember, you must stick to that limit.
9. Put a P.S.
Close your sales copy with a P.S. (PostScript). When your visitor scans your sales message, chances are, they’ll read your headlines, subheadings and your P.S. message. Some people read the P.S. first.
Place your most important benefits within your P.S. message. Use it to add a special bonus. Include a time limit to get the good deal. It will get read.
In summary, be precise but make sure you don’t miss the major benefits.