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Why Killer Copy Is Essential To Your Online Business by Richard Phillips
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Why Killer Copy Is Essential To Your Online Business |
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Education
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Whether you're selling your own product or promoting someone else's...in online marketing the most important part of the sales process is your copy. The words on your website (or dialogue in your video) is the medium of communication between you and your prospect...so you may as well make it as persuasive as possible. It's staggering how many people skimp on this vital piece of the puzzle. You can go to great lengths in creating your product, researching markets, getting traffic to your offer...even designing your webpage but so few people take the time to prepare and properly craft the actual words that sell. Many times I've heard "well...it's only words on a page...how hard can it be?" - this comment beggars belief and shows a true lack of understanding of the sales process. When your offer is presented via persuasive copy of the highest calibre...you'll find it near impossible to stop it from selling. So how should you set out your marketing message? There are many formulas for writing your copy, the most famous of which is probably AIDA. It stands for Attention, Interest, Desire and Action...preferably in that order. But here's a more involved sequence for you to follow. If you're attempting to write your own copy, this'll be more useful than blindly following the AIDA rule. Here goes... 1) Story & USP (Discovery of product/solution and USP) - in order to grab your prospect's attention you need to come up with a USP, usually some kind of story related to your discovery of the product. You need to make your offer stand out. 2) Proof - hit them hard and early with proof. And not necessarily just testimonials, if you can come up with visual proof that your solution actually works - all the better. 3) Benefits of product - what's in it for them. Never forget a feature is not the same as a benefit. Your prospect only cares about what they will get out of your product, nothing else. 4) Introduction, description, breakdown of product. 5) Deal with objections - think of every possible question your customer could have about your product and answer them. 6) Call To Action - the most overlooked piece of any sales copy. Never "sell from your heels" as John Carlton would say. Ask for the sale, tell them even to hit the order button NOW. 7) Your P.S. Always have 3 or 1, never 2. Your first P.S. should reiterate your USP, the next should incite some urgency and your third should remind your prospect of the guarantee. ...and there you have it. Ok, it's a little brief, but with that sales copy skeleton, you can produce an effective sales page, no question. buy thesis
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