A professional looking web
site is a very important part of developing a profitable Internet
business. However, your sales copy is just as important -- each
will play a major role in your success...
The key to writing effective
sales copy is simply learning how to write persuasive words
specifically written for your targeted potential customer. You
must feel their needs and write your copy with passion,
excitement and benefits. Tell them exactly what's in it for them
by writing copy that evokes a specific emotion and stresses your
product's benefits.
Use the following formula when
writing your sales copy:
A - Attention -
Use a powerful headline that demands attention I - Interest - Intrigue interest and create curiosity D - Detail - Provide details about your product or
service A - Action - Call for action
When you begin writing your
copy, your text should be written in a black, legible font with a
light background. Avoid using fancy fonts or backgrounds that
will make your text difficult to read. Write in small blocks of
text with a space between each block. There is nothing that will
make your visitor click away faster than a sea of black text --
so make sure you use plenty of white space.
A great way to write your copy
and come up with new benefits is to use the "so what" strategy.
After each sentence, say to yourself, "so what" and then
elaborate.
Example:
XYZ computers are lightning fast. (so what) They can process
information faster than any other computer on the market. (so
what) Your programs will instantly load on command, (so what)
saving you hours of valuable time and frustration over the life
of your computer.
Remember...benefits sell not
features.
Headline
The first and most important
part of your sales copy is the headline. If your headline doesn't
instantly capture your targeted potential customers' attention,
and arouse a specific emotion, the rest of your sales copy will
be useless.
In order to write an effective
headline, you must learn how to use specific words to achieve a
specific reaction.
Before writing your headline,
you must first learn a little bit about the basic human
motivators. According to psychologist Abraham Maslow, human
behavior is always the result of one or more of five basic needs.
He listed these needs in a sequence that he refers to as "the
hierarchy of human needs."
He believes that until a less
important need is met there won't be any desire to pursue a more
important need. Below are the five human motivators, beginning
with the basic needs and continuing to the most important
needs.
Physiological - Basic
human needs include hunger, thirst, shelter, clothing and
sex.
Safety (Security) -
Human need for physical, emotional and financial
security.
Social (Affiliation) -
Human need for love, affection, companionship and
acceptance.
Esteem (Self Esteem) -
Human need for achievement, recognition, attention and
respect.
Self-actualization -
Human need to reach their full potential.
When you are aware of the basic
human needs, you can incorporate these needs into your writing. A
great headline will appeal to your potential customers' emotions.
You must feel their needs, wants and desires and write your
headlines with passion and emotion.
Introduction
Just as your headline is a very
important part of your sales copy, the first paragraph is just as
important. Studies have shown that if your headline attracts your
potential customers' attention, and you can maintain their
attention through the first paragraph, chances are they'll read
the rest of your copy.
The first paragraph should
clearly define the benefits that will be outlined within your
sales copy -- identify a problem and promote your product or
service as the solution.
Subheadings
Subheadings are basically just
smaller headlines used to break up your text blocks. They also
provide your readers with important highlights of your
paragraphs.
Use plenty of subheadings
throughout your copy, as not all of your visitors will read your
copy word for word. They'll simply scan it and only read what
catches their attention.
Remove the
Risk
You must provide your potential
customers with a solid, no risk, money back guarantee. In
addition, provide a limited time free trial or download that will
completely remove their risk. This will build your potential
customers' confidence in you and put their mind at
ease.
Call for
Action
Once your potential customer
has read your sales copy, you must direct them to your order page
by asking for the order.
Use a P.S.
When your visitor scans your
sales message, chances are they'll read your headline, sub
headlines and your PostScript message. Place your most important
benefits within your PS message.
Provide
Testimonials
Testimonials provide a great
way to reassure your visitors. Blend your testimonials in with
your sales message. Avoid making your visitors have to click to
another page to view your testimonials -- chances are, they
won't. By blending your testimonials in with your sales message,
you can ensure they will be read.
Long Copy verses Short
Copy
It is a proven fact that long
sales copy out-sells short sales copy. However, some visitors do
prefer a short sales letter. You can provide your visitors with
both. For those who prefer a short sales letter, provide
opportunities to click through to your order page prior to ending
your sales letter.
Try to keep your sales letter
all on one page. Your visitors would much rather have to scroll
through your letter than click through and load another page.
With each additional click, you'll lose a percentage of your
potential customers.
Your words should seamlessly
flow together from your headline through to your order page.
Every word, sentence and headline should have one specific
purpose -- to lead your potential customer to your order page.
The simple, well-designed web sites with killer sales copy make
the sales.
Shelley Lowery is the author of
the highly acclaimed ebook series, Web Design Mastery — An
eight volume (500+ pages) in-depth guide to professional web
design. Web Design Mastery is being hailed as the "Bible" for
professional web design.
http://www.webdesignmastery.com
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