10 Steps To Better Sales CopyYou've worked so hard getting that much elusive traffic
to your site. You've taken out a few ezine ads that have
returned a good number of clickthroughs, you're getting
some traffic from the major search engines, and still
you wonder why your c.ash register isn't jumping. You
know you've got a good product or service. What's the
problem?
Well it might be the sales copy on your web site.
Far too often I see the same mistakes on web site after
web site. Let's take a look at 10 points of writing
good copy and see how many of these you have
incorporated into your own site copy.
1) ATTENTION: You MUST grab the visitors attention
immediately with your headline. You've got about 2
seconds to get their interest or they are gone. How
many web sites have you seen that start out with a
phrase such as "Thank you for visiting my web site.
Here you will find some great products" BLAH BLAH BLAH.
Bye bye visitor.
The headline of your site must pull the visitor in,
Make them want to learn more. I'm not going to give you
sample headlines as that is not the purpose of this
article, but if you don't have a killer headline, the
rest becomes somewhat irrelevant.
2) INTEREST: Once you've managed to convince the always
skeptical visitor that they need to keep reading with
your great headline, you need to start building overall
interest in your product or service, how will the
potential customer benefit from your product or service.
Never EVER start talking about yourself, you must focus
on the benefits your product can provide to the visitor.
3) BUILDUP and CREDIBILITY: So far so good, you haven't
lost them yet. Now comes the tough part. Up to this
point you've lured them in with some great writing, but
now you have to start backing up your claims. This is
where you need to throw in some testimonials. Any
testimonial you use must be 100% authentic.
4) PROVE YOUR CREDIBILITY: I recommend you always use
the person's real name, city and state in the
testimonial.
Testimonials that simply use someone's initials are
always looked at with a skeptical eye, and you know why,
no one really knows whether they are real or bogus. Ask
the person giving the testimonial if it is OK to use
one of their real e.mail addresses in the testimonial.
This way people know they can contact this person to
verify the authenticity of the testimonial. I have
given a number of testimonials through the years and
always allow my email address to be used. I have also
received a number of inquiries from people wanting to
verify if my testimonial was real. It was, and a few of
them also became MY customers.
5) BELIEVABILITY BUILDERS: Make certain at this point
you offer a no hassle g.uarantee. A Strong g.uarantee
does not increase refunds, it reduces them. Make the
potential customer know that you stand 100% behind
what you sell and if they have a problem or are
dissatisfied in any way, you are there to help them.
Don't make them have to hunt around for e.mail addresses
or phone numbers. A simple, "if you ever have any
problems you can just pick up the phone and call me at
555-555-1212"
Don't make financial claims you can't backup. If you
are going to brag about how much m.oney you have
e.arned, you better have copies of notarized bank
statements on your site showing EXACTLY how much you
m.ade. If you haven't m.ade $500 per day selling a given
product, don't say you have. It's just not believable.
6) SCARCITY: The limited time o.ffer has been working
wonders for years and using it on a web site is no
different. Telling the visitor that when the product or
special price is gone, it is gone, tends to build a
sense of urgency. If they don't act now they may lose
out. They may not lose out, but you need to convince
the always skeptical buyer that if they don't act now,
your great o.ffer will be history.
7) ACTION: Quite simply, make it easy for the visitor
to o.rder now. ie; Call this number to o.rder now: or,
Just click here to go to our secure o.rder page.
Don't make the visitor jump through hoops or have to
look all over your site for a place to make an o.rder.
8) THE WARNING: Learn to play on the visitors fears
and emotions. Use a simple statement like this:
"Listen, you can go on making no m.oney for the next 20
years, It doesn't matter to me, but if you're serious
about changing your life, all it takes is one simple
phone call and you'll be on your way to a new
beginning."
You are touching an emotional flash point. If they've
gotten this far into your sales letter, you obviously
have their interest, so hitting those emotional buttons
can be the one thing that makes that sale.
9) NOW: This is building off the emotional buttons you
pressed in #8. You need to again drive home the urgency.
Convince them they owe it to themselves, that they don't
have to struggle anymore, that there is a better way
etc. This is pretty much the icing on the cake.
10) THE POSTSCRIPT: Always end with a PS. You can
restate #6, while re-wording it differently, remind them
this is a limited o.ffer. You can also use the PS to
throw in added bonuses by stating that if they act now
you will throw in this bonus, or that bonus. You start
piling it on.
If you've followed these 10 points you pretty much have
the outline of how some of the best copy writers in the
world construct copy that has turned ordinary people
into m.illionaires.
Remember that getting the visitor to your website is
just the start. Once they are there you better know
what to do with them.
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