How to Create Compelling Sales Copy
Your sales copy should be like a story, pulling the reader in with a strong opening, intriguing them to read on through the body of your copy, creating more and more desire for what you have to offer and finally persuading them to buy with a powerful call to action.
It all depends on the benefits you are offering your reader. Remember that people are not interested in you or your company but they are motivated by what’s in it for them. You have to give them heaps of benefits. Start by writing a long list of benefits and make sure they are benefits, not features of your business. For instance, if you are selling a toaster, don’t say it’s an electrical device for cooking bread – say it makes scrumptious hot crunchy toast.
To write great sales copy, start off with a compelling headline that will pull your reader in. It's worth spending a lot of time on your headline -- write a whole page full of headlines and try them out on your friends and family to see which one grabs them the most. Then you have to keep them engaged with your copy all the way to the sale at the end. One formula that has worked for years is to start with describing a problem or situation that your reader might be experiencing -- get on their wavelength, get some rapport going by showing sympathy and understanding of their suffering. You can even describe how you suffered just the same but have now found a solution…
Then you have to engage your readers on an emotional level. It's like twisting the knife when they're down -- really drive it home about how awful their situation could be and how distressing it could all become but start to offer a solution. Your product could end all this misery for the sake of a few dollars -- why wouldn't they want to buy your product and save themselves all this distress? People react to most things first on an emotional level and this is where you will make that connection with your reader.
Then you round up your sales copy by offering a solution to your reader’s dilemma -- your product. You add value to your product by emphasising that while the solution to their problems could run into hundreds or thousands of dollars, you are offering it for just $20 (or whatever your price is). By this time they will be thoroughly relieved that they have the answer to all their problems for just a few dollars and will be gagging to click the ‘buy now’ button.
When you write sales copy, pitch it as if you were writing to a friend -- make it friendly, warm and personal. The idea is to create rapport and an emotional connection with your reader that will build trust. Also, keep the language simple and avoid long complicated words or jargon. Write in the same way you would if you were speaking to them in person.
Don't forget to offer a no-questions-asked money back guarantee. This is a very powerful way to close a sale. The reality is that most people won’t come back to you for a refund even though it’s offered and the few refunds you may have to make will fade into insignificance when you consider the extra sales you will make.
Spend time marketing
It's vitally important to spend time doing market research and analyzing the results of your marketing campaign. If you don't test your marketing efforts to find out what works, you can waste an awful lot of time and effort. Just a small percentage of your marketing can be responsible for most of your business, so why bother with the things that are ineffective. Unless you test and evaluate, you won't know. Really get ruthless about it and be determined to find out what works best for your business. You may find that one small classified advert will pull in more orders than months spent creating links or writing syndicate articles.
Don't just follow the latest trend in Internet marketing -- really think carefully about what works best for your business. It may not be Internet marketing at all. There are still some very effective ways to advertise off-line. For example, direct marketing where you send a postcard or letter via ‘snail mail’ is a good way to target your market and your prospects cannot fail to see your marketing message when it comes through their letterbox. The Internet gets over-saturated with advertising and people tend to switch off from it -- when they have a piece of paper or card in their hand, they can't fail to notice it!
Also consider advertising media such as specialist journals and magazines. For example, if you are selling courses on painting and drawing, what better place to reach your potential market than magazines aimed at artists. Don't think the Internet is the be all and end all -- consider all the options and test, test, test.