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Essentials Of Powerful Sales Copy
If you want to have someone part with their hard earned cash for a product then it’s going to be a slow build process. Part of this process should be the knowledge, either from your own research or personal experience, that your product is targeting an area of strong need.
Go to a search engine and type in the keywords you would use to find the sort of product you want to sell. By doing this you will see what has worked and you’ll be able to identify marketing approaches that are not being used. Think of an approach that is not being used and have this informed by your knowledge of what works. Examine what is missing from the available products or how they can be improved.
Make sure that the title and description of your site as displayed by the search engines makes specific the benefit you are offering. Make sure you choose the right keywords when promoting your site. Your prospect should come to your site already with the expectation that your product will satisfy their needs. This is the background work done. Repeating the main thrust of your web page title and description in your attention grabbing headline will reinforce the impression upon visitors to your site that they have come to the right place to meet their need.
The most important part of your sales letter is your headline. Your headline and sub headline should develop curiosity and a need to take action. The purpose of the first sentence is to get them to read the second sentence and the second sentence should maintain the curiosity required to induce them to read further. If you can capture interest then you can keep people on your site longer and the longer they remain on your site the more likely they are to buy. Your sales page should personally address your prospects throughout i.e. use “you” and “your” and ask them questions that show you sympathise with the problems they have and that you have been in their position, this also gives the chance to add a storytelling aspect to your sales letter. Always include a list of bullet points showing the benefits of your product.
The more specific you can make your headline the better. One way in which making your headline more specific can boost your sales is through the use of numbers especially percentages e.g. “Discover How To Boost Your Sales By 1200%”. Here is a list of power words proven to make for compelling headlines: exposed; revealed; discover; secret; powerful; essential; vital; ultimate; how to; money saving; crazy; instant; repeatedly; complete; guaranteed; private; proven; hidden; breakthrough; uncovered; incredible; new; master; scientific; shocking; explode; love. It generally improves sales if you have quotation marks around your headline and sub headline.
Describe situations in which the product could be consumed. If you are selling an ebook you could suggest that people print it out and refer to it at their leisure, away from a work associated environment, as a useful reference manual. If it’s a CD they could play it on their way to work and learn while they drive. If you’re selling an ebook then this has the appeal of instant electronic access to the product. This aspect should always be emphasised in your sales letter. Indeed you could have the ebook as the main purchase to provide instant gratification then follow this by charging your customer a bit extra for the product in CD format as an upsell. Giving your customer a variety of ways to consume your product increases your sales.
By John Kirkham
Go to a search engine and type in the keywords you would use to find the sort of product you want to sell. By doing this you will see what has worked and you’ll be able to identify marketing approaches that are not being used. Think of an approach that is not being used and have this informed by your knowledge of what works. Examine what is missing from the available products or how they can be improved.
Make sure that the title and description of your site as displayed by the search engines makes specific the benefit you are offering. Make sure you choose the right keywords when promoting your site. Your prospect should come to your site already with the expectation that your product will satisfy their needs. This is the background work done. Repeating the main thrust of your web page title and description in your attention grabbing headline will reinforce the impression upon visitors to your site that they have come to the right place to meet their need.
The most important part of your sales letter is your headline. Your headline and sub headline should develop curiosity and a need to take action. The purpose of the first sentence is to get them to read the second sentence and the second sentence should maintain the curiosity required to induce them to read further. If you can capture interest then you can keep people on your site longer and the longer they remain on your site the more likely they are to buy. Your sales page should personally address your prospects throughout i.e. use “you” and “your” and ask them questions that show you sympathise with the problems they have and that you have been in their position, this also gives the chance to add a storytelling aspect to your sales letter. Always include a list of bullet points showing the benefits of your product.
The more specific you can make your headline the better. One way in which making your headline more specific can boost your sales is through the use of numbers especially percentages e.g. “Discover How To Boost Your Sales By 1200%”. Here is a list of power words proven to make for compelling headlines: exposed; revealed; discover; secret; powerful; essential; vital; ultimate; how to; money saving; crazy; instant; repeatedly; complete; guaranteed; private; proven; hidden; breakthrough; uncovered; incredible; new; master; scientific; shocking; explode; love. It generally improves sales if you have quotation marks around your headline and sub headline.
Describe situations in which the product could be consumed. If you are selling an ebook you could suggest that people print it out and refer to it at their leisure, away from a work associated environment, as a useful reference manual. If it’s a CD they could play it on their way to work and learn while they drive. If you’re selling an ebook then this has the appeal of instant electronic access to the product. This aspect should always be emphasised in your sales letter. Indeed you could have the ebook as the main purchase to provide instant gratification then follow this by charging your customer a bit extra for the product in CD format as an upsell. Giving your customer a variety of ways to consume your product increases your sales.
By John Kirkham
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