It's a very useful reminder I start rewriting my own copy. Thanks.
Turbo-Charge Your Sales Copy
Don't get caught behind the power curve. Master these simple, but highly effective techniques for promoting your business. Create laser-focused sales messages that really resonate with your target market!
Most savvy entrepreneurs understand that creating effective sales copy for high-octane selling is something of an art – and a science. It’s truly a balancing act between the ridiculous and the sublime. We all know that attention-grabbing works – in every field of endeavor – so finding the right mix for your particular product or service will definitely drive your business forward in a powerful way.
In essence, attention-grabbing images of all kinds work by fundamentally appealing to the emotions of your target audience. By using exactly the right types – the right images, the right language – that resonate with your audience, you will be evoking the response you want. Fortunately, there are some pretty straightforward ways for tackling this - namely, target-market research and skillful copywriting designed to press all the right hot buttons.
There’s no doubt about it, you need to turbo-charge your sales copy, and the way to go about it is to make it appeal to people on an emotional level – not just a rational, mental level. The best way of making such an appeal is to first identify a problem for your target audience, agitate or stir up the problem a bit, and then solve it – Bingo, by of course, offering your product or service as the perfect solution to the problem you’ve articulated.
There are numerous tried-and-true sales copywriting formulas that have proven to be successful in grabbing the attention of potential customers – and then closing them. One of the interesting things about this, though, is that it’s not just the style of writing that really matters, but the actual words that are used to drive the sales message home. This calls for very succinct editing, though, leaving out anything that does not directly contribute to the message.
We already instinctively know that people respond more positively to certain words, and that these words can also act to sustain interest throughout an entire sales message. Naturally, one of the most desirable emotional words you can employ is “free,” as we all know from dealing with the internet for two decades. Nothing beats “free!”
But you can’t make everything free, or you’d be working for free—so fortunately, there are a number of additional words that an entrepreneur can utilize to motivate clients or customers to take action. Here are a few of them:
“New, innovative, benefit, right, correct, value, fun, exciting, engaging, discover, secret, easy, fast, proven, healthy, safe, natural, comfortable, precious, time-saving, solution, gain, secure” ..and there are many more along this line.
Conversely, there are words you will want to avoid, unless you wish to purposefully use them for some reason. Be aware that these are definite turn-off’s when it comes to selling, however:
“Difficult, obligation, buy, wrong, failure, loss, contract, taxes, lawsuit, fear, expensive, bankrupt, liability, sell” …and any of their brethren.
The take-away here is to choose carefully—and vet your writing meticulously to be sure these turn-off words do not sneak into your sales copy. You may wish to evoke these emotions, but you do not do it with the actual words.
For instance, you may wish to frighten someone into believing that they must have a security system – in fact, it goes with the territory, right? But you do it with words that avoid the actual word “fear.” So, in this case, you use just the opposite type of language: “safety” and “security” are great words for instilling a sense of fear and loss – a sense of insecurity. That’s what sells security systems.
This may seem like a no-brainer, but it’s a little more delicate and nuanced than it first appears. For instance, on the positive-reinforcement side, “buy” can be expressed better as “acquire” or “purchase.” In fact, the concept of buying your product or service may be able to be couched as “an investment.” Some types of products can even be referred to as “an asset.” You also can see that a “contract” becomes more palatable as an “agreement.”
It’s all in the language you choose, as well as the presentation. So, go for that turbo-charge and don't hesitate to rev up your message!
Learn more about the author, Nancy Hutchins.
Comment on this article
Posted by Rick Anderson, Edmonds, Washington |
Aug 18, 2010
Posted by Stephen Monday, Monroe, Louisiana |
Jun 04, 2012
Good post Nancy.
To DIY, I must say this...
It is amazing to me when I think about all of the many CEO's, and other people in "sales," related fields; who own businesses which sell - who then, decide to take their business online.
They do not give a second thought to writing their own sales copy, because they are really good at writing copy.
Many have written thousands of pages containing "professional copy." They can write great Content Pages which hold reader interest; and "captivate" their audience with engaging, informative copy.
They in short - are really good writers, so they think: "I can write this sales copy, and save $300 to $500." (or $3,000 to $5,000 - depending on the page numbers, or who they hire.)
"No one "knows," our specific product or service better than I do." They are probably right.
However - this kind of thinking...can become a million-dollar killing - thought.
It does not matter one bit - how much someone "knows" the specifics of a product or service, this does not transform them into a Web Sales writer who knows how to make sales.
Especially the "new" business owners. They can have a fabulous product, service specialty, or entrepreneurial idea.
The one time effort; of hiring a Professional freelance sales writer - can easily make the total difference between making thousands - even $100,000 (or more) in a year - for the maybe $300 to $500 they "save" by writing it themselves.
Is it possible - your product or service could be one of the next "runaway sales product"?
It depends, are you going to write your own sales page - simply because you are an exceptional writer?
I say - put that job in the hands of a professional Web sales writer - and see what happens - you may be greatly surprised at the outcome.
After all, it would not be the first time such has happened. Since the advent of the Internet more millionaires have risen - than any other time in the history of this great Nation.
- sales copy