June 15, 2009
“I’ve tried it all Dan. But after sending traffic to it (his sales copy), my response rates are still poor!” one of my mentoring clients told me on the phone.
“You’ve tried it ALL?” I asked.
“And what do you mean by that?”
“From using proven swipe files for my headlines, using powerful benefit bullets to telling a compelling story – everything Dan!”
When he finished saying this, I understood where exactly he had gone wrong.
“You see, here’s exactly where you’ve gone wrong,” I told him. “What you’re focusing here is how you can SELL better with your copy.”
“You mean… we’re not supposed to sell with our sales copy?” he retorted in a confused tone.
“It’s the mindset! If you only focus on SELLING, that’s where a lot of things can go wrong.
The fact is, people don’t like to be sold to. But they always love to BUY.
When you focus too much on how to sell, you may come off boring, uninteresting, confusing. Maybe your end copy might sound compelling to you as the salesman, but it might sound irrelevant to your consumers.
So no matter how hard you sell, your response rates and profits will always have a low ceiling.”
“Wow, I never thought of it in this way… I thought all we need to write profitable sales copy is just be a skilled wordsmith,” he said.
“Far from it. The mindset where you’re writing from is much more important. Put in your prospects’ perspective – what you need to do is give them OFFERS they can’t refuse.
Earn their trust, their respect, their sale. Don’t try to make it, earn it.
If you do this well, you’ll never have problems getting rich.”
How to Write Friendly Rich Copy
“All things being equal, people want to do business with their friends.”
“All things being not so equal, people STILL want to do business with their friends.”
But how do we implement this into writing sales copy? Here’s our following conversation:
“But Dan, do you have any specific tips on how I can implement this with my sales copy?” he asked.
“Sure. Here’s an easy way to do it:
First, ask yourself how you’d perceive an ideal friend to be. Is he friendly? Does he has credibility in your eyes? When he says something, can you trust him? Now when he recommends something to you, what is his tone? How does he talk?
Those are a few of the questions you can ask yourself.
Whatever trait you think can compel you to BUY from him – without him having to ask for it, write it down. Because write your sales copy with them in mind and you’ll have what I call, a friendly copy.”
“That’s powerful Dan! But will writing sales copy in this manner make much profits at all?” he continued.
“Good gracious YES. It still comes back to the art of salesmanship-in-print. Sure you’d want to create rapport and sound friendly on your sales copy. But in the end, you still have to write from your prospects’ perspective.
Remember the THREE major response rate killers.
Boredom. Confusion. Disbelief.
Find out how you can craft friendly copy with these response rate killers in mind. You’ll have a FORTUNE maker before you know it.”
A former college dropout, Dan Lok transformed himself from a grocery bagger in a local supermarket to a multi-millionaire. Dan came to North America with little knowledge of the English language and few contacts. Today, Dan is one of the most sought-after business mentors on the Web, as well as a best-selling author. If you enjoy this article, you’ll love Dan’s info-packed website: http://www.websiteconversionexpert.com