March 23, 2011
You better believe that words are your most powerful and persuasive weapon in successfully making sales online.
When you learn the art of killer copywriting and produce a winning promotion you join a very exclusive club that have mastered the most sought after skill of all… you can have sales orders flying in from all directions… by email, your website, mail, fax, social media, etc
Just imagine the feeling of ecstasy when you release an offer and instantly get an avalanche of response. Think carefully now about the feeling of confidence you will have knowing how to create a money making offer from nowhere.
It bestows on you the power to make a personal fortune… by just using the right words. Mastery of using the right words is the utmost form of financial security and profit opportunity in these un-secure times.
Let’s run through a ‘quick sales copywriting workshop’ together:-
1. How do you get started?
You need to know about your customer before you can talk to them in a way that will get them to respond. Find out where your customers hang out by using forums, blogs and other social networks to enter into conversations to really understand what your customers’ want, what they need, how they talk and really get to know on a personal level, what your customers’ problems are. Run a survey and ask pertinent questions.
When you get to know your customers you can start to really engage with them. Remember the process is always people dealing with people.
2. How do you attract attention, what is your hook?
Play devil’s advocate and use the “so what?” test:
So now you’re ready to talk to your customers, you know where they are and you know the lingo they use. But how will you know if what you have to say is going to get the necessary response? What is going to grab your reader’s attention enough to compel them to actually do something? Because if you can’t persuade them to take an action how do you expect your customer to follow you… trust you… believe in you… buy from you?
Totally put yourself in your customer’s shoes and ask the question “so what?” to every comment and statement you put in your sales copy and if it doesn’t pass the “so what… who cares?” test remove it.
3. What is going to persuade your customer to take the action you want?
Everybody loves something for free, since the beginning of time sales have started with free information… a free report… a free trial… starter kit… free demonstration etc. A time limitation, a limited number available or an early bird bonus introduces urgency into the customer’s decision making process.
Other compelling offers include things like:
– Easy payment options
– Discount for more
– Money back guarantee
– Lower price based on customer’s promise of a referral or testimonial
– Deferred payment
– Introductory offer
– Product as an afterthought to the free gift
A compelling offer will only ever be compelling when it is laser targeted at your target customer who has clearly shown a real need for the solution to the problem that your offer provides. Doing that ensures what you are saying is 100% relevant to your reader. And also, you must clearly demonstrate that the cost to your customer is way less than the value they are going to receive from your offer. When you manage to do this your customer will see themselves as ‘the winner’ when they take the action you compel them to take.
4. What are the “right words” to use in order to maximize sales?
Use hidden psychological motivators:
*Stories – since ancient times we have always related to stories and we have been brought up that way. “Mommy tell me a bed-time story”, sound familiar? Take for example the single most successful sales letter, it is a story…
“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future. Recently, these two men returned to college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same company Midwestern manufacturing company after graduation, and were still there. But there was a difference. One of the men was a manager in that company. The other was its president.”
A powerful message indeed, told as a story.
*The reason why – when you make a claim or special offer in your advert provide a genuine reason why the claim stands up or an honest reason why your offer is special. Don’t be mysterious; be genuine, open and honest so that your customers can trust you and believe you.
*Be specific – understand that readers of advertising are always skeptical. If you claim something that is specific – such as “58% of readers signed up for…” whatever, you are either lying or telling the truth. Make sure you do the research, tell the truth and be specific and you will stand out from the crowd.
“42 Year Old Seattle Man Reveals His Simple System For Making Immediate Online Profits From a 2 Page Website Template… Even If You Hate Computers”
There are 5 specifics in this headline; age, location, gender, number of pages and hate/dislike/fear of computers. It is more likely that this headline will be true in the mind of the reader and there are 5 different specific reasons for the reader to identify with the message.
9 more psychological motivators to include in your sales copy are:- * Truth * Curiosity * Authority * Scarcity * Social proof * Contrast * Reciprocation * Commitment * Consistency
These are all powerful psychological motivators, they are triggers that have to be included if sales copy is going to get action, a conversion.
This concludes the brief workshop.
This is only a tiny sample of what you need to learn and implement if you are going to write powerful sales copy, but it’s a start. Becoming a master of copywriting and having a powerful ability to turn words into a raging torrent of cash takes a commitment and dedication that you may not possess or you may be uninterested in acquiring the tools of the trade for the most valuable money making skill in the world.
On the other hand if you are serious about how to communicate with all of your customers in order to give them genuinely valuable help whilst at the same time maximizing your profit opportunities, then you have no choice but to become a master copywriter.
I wish you well and more power to your business, I look forward to any comments you may want to share…
Steve Richardson has been in business for over 25 years running small businesses, predominantly in asset leasing, vehicle leasing and marketing. Having seen the value of building an online presence he brought his offline businesses online. Steve has more recently launched an internet marketing business based on breaking down the most successful internet marketers’ strategies into simple to understand and use methods for those people who want to get started themselves running an online business, or are struggling to make a profitable income. You can visit Steve’s blog at http://makemoneyonlineforever.com