Web Site Sales Copy – How To? – Part II
In my previous article, I had discussed how to get started with your sales copy. We had started on the top part of your sales copy which involved the headline, sub-headline, and some content.
Once you start getting deep into your sales copy, you want to start using the features and benefits of the product. In other words, you want to start answering questions that may be going through the mind of your user. Typical questions you should try to address are:
What’s in it for me?
What does your product really do?
How will it help me solve my problem?
When you start answering such questions, you always want to highlight the benefits the product will provide. Remember, people always relate and associate better when you provide benefits. Providing a feature list is good, but may not help since it will smell of “sales”. And people don’t want to be sold on the Internet. All we want to do is help them make the buying decision.
Once you have covered the benefits of the product, and the problem statements it will help solve, you move on to the price of the product/service. When it comes to the price, do not beat-around-the-bush. Simply state the price for your product/service, and explain why your visitor must pay that price. If you have done a good job in answering your visitors questions and showing them how your product/service will actually help them solve those problems, you will have no problem in converting your visitors into customers.
Sometimes, it may help to show a product comparison. However, do not beat up the competition. It may just show you in poor light. If you have done everything right and have the right product/service, you really won’t have to do anything. Too many details will often confuse and/or intimidate your user.
Finally, close your copy and ask for the order. You may have to “guide” your visitors into clicking to buy or purchase your product/service.
Here’s a few other “tricks” savvy marketers follow in “clinching” the deal.
a. End your ad copy with a discounted price. Just list your regular price and then offer a discounted price off the order ‘right now’. You could also offer a rebate that takes effect instantly. For example, you could say, "Instead of paying $99, you could order now and get an instant rebate of $20 - you only pay $79!"
b. You could end your sales copy with a free sample or trial of your product. If your ad didn't attract them to buy, maybe a free sample or trial would. If you were selling an e-book, you could give them a free sample at the end of your ad copy. For example, you could say, "If you're still not sure about ordering, download the first three chapters for free!"
c. Use a "P.S." at the end of your ad copy. This is where you either want to repeat a strong benefit or use a strong close, like a free bonus. For example, "P.S. You can get (product), worth over ($), for the low price of ($)!"
d. Create a sense of urgency. This works well with the discounted price strategy. You can say that I cannot guarantee the (No.) bonuses will be here tomorrow!" or “I cannot guarantee I will sell at this price forever!”.
Sales copy will eventually be the difference between a good web site and an outstanding one. Spend your time wisely in ensuring you have done your homework well before starting to write your sales copy. Else, you will only be wasting time and getting increasingly frustrated.
That’s it for now.
Till next time,
Elvin
Once you start getting deep into your sales copy, you want to start using the features and benefits of the product. In other words, you want to start answering questions that may be going through the mind of your user. Typical questions you should try to address are:
What’s in it for me?
What does your product really do?
How will it help me solve my problem?
When you start answering such questions, you always want to highlight the benefits the product will provide. Remember, people always relate and associate better when you provide benefits. Providing a feature list is good, but may not help since it will smell of “sales”. And people don’t want to be sold on the Internet. All we want to do is help them make the buying decision.
Once you have covered the benefits of the product, and the problem statements it will help solve, you move on to the price of the product/service. When it comes to the price, do not beat-around-the-bush. Simply state the price for your product/service, and explain why your visitor must pay that price. If you have done a good job in answering your visitors questions and showing them how your product/service will actually help them solve those problems, you will have no problem in converting your visitors into customers.
Sometimes, it may help to show a product comparison. However, do not beat up the competition. It may just show you in poor light. If you have done everything right and have the right product/service, you really won’t have to do anything. Too many details will often confuse and/or intimidate your user.
Finally, close your copy and ask for the order. You may have to “guide” your visitors into clicking to buy or purchase your product/service.
Here’s a few other “tricks” savvy marketers follow in “clinching” the deal.
a. End your ad copy with a discounted price. Just list your regular price and then offer a discounted price off the order ‘right now’. You could also offer a rebate that takes effect instantly. For example, you could say, "Instead of paying $99, you could order now and get an instant rebate of $20 - you only pay $79!"
b. You could end your sales copy with a free sample or trial of your product. If your ad didn't attract them to buy, maybe a free sample or trial would. If you were selling an e-book, you could give them a free sample at the end of your ad copy. For example, you could say, "If you're still not sure about ordering, download the first three chapters for free!"
c. Use a "P.S." at the end of your ad copy. This is where you either want to repeat a strong benefit or use a strong close, like a free bonus. For example, "P.S. You can get (product), worth over ($), for the low price of ($)!"
d. Create a sense of urgency. This works well with the discounted price strategy. You can say that I cannot guarantee the (No.) bonuses will be here tomorrow!" or “I cannot guarantee I will sell at this price forever!”.
Sales copy will eventually be the difference between a good web site and an outstanding one. Spend your time wisely in ensuring you have done your homework well before starting to write your sales copy. Else, you will only be wasting time and getting increasingly frustrated.
That’s it for now.
Till next time,
Elvin
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