10 Tips For Writing Good Sales Copy
By Tim North
Writing an
ad? The tips below -- and the important warning that follows -- will
help you to get the very best response.
1. Start by choosing a single benefit of
your product or service that you wish to highlight above everything
else. This is your "principle selling position". To choose
this, ask yourself what specific benefit makes your product or service
different, better, or special. Is it the price?, the convenience? the
reliability? How are you different from your competitors?
2.
Write attention-grabbing headlines. This is very important. People are
overloaded with information, so they skim read -- particularly on the
Internet. If your headline doesn't get their attention everything else
may go unread. Your headline will often highlight your principle
selling position.
3. Write a list of all the features of your
product or service then translate each of these into a benefit for the
customer. One way to do this is to look at each feature in turn then
ask yourself "So what?" Imagine you're a customer; why should you care
about this feature? Ask yourself, "What will it do for me?"
For example, don't just say that your product is
fast (a feature) tell the customer that it will give them more free
time (a benefit). Better still, paint a picture of them using their
free time to go to the beach, read a book, or relax.
4.
Write copy that emphasises the benefits in a way that makes an
emotional connection. For example, let's say you're selling
toothpaste. A feature might be that it contains fluoride. Sure, but
that's boring. Rather, say it "Lessens Tooth Decay!" or even
better: "Brush with Boffo and Avoid the Dentist's Drill!" See?
You've turned a dull feature into a strong emotional benefit linked to
people's fear of dental procedures. Isn't that more effective than
"Contains fluoride"?
5. Start with your strongest selling points.
The first few paragraphs are particularly important. Use them to
create a desire for your product or service by briefly touching on the
major benefits it will bring the customer. You don't have to go into
too much detail up front as you can expand on these benefits later. Do
try to get your big guns in early, though.
6. Testimonials sell. Good, believable
testimonials from real people will help sales, particularly on the web
where establishing credibility is a tough job. For even better
credibility, ask your testimonial writers if you can include their
contact details along with their testimonial.
7. Write with a natural style. Don't try to
be pretentious or over friendly. Just write it the way you'd say it.
8. Decide who you're writing for and why.
What tone are you trying to convey: light hearted or serious? What
level of jargon are you going to employ? Suit your language to your
intended audience.
9. The final sales pitch can be strengthened
with some or all of the following techniques:
- A good deal; e.g. "20% off".
- Urgency; e.g. "This week only".
- Risk free; e.g. "Comes with a money-back
guarantee!"
10.
End by telling the reader what to do; e.g. "Ring now" or "Click
here to order now for immediate delivery". Needless to say,
ordering details must be clearly visible and simple to follow.
Looking at these tips, it may seem that good
advertising involves manipulating the emotions of your customers. Yes,
it does. Selling is a blatant form of emotional manipulation that
involves convincing your customer that they want to buy your product
or service, and they want to do it now.
Is this unethical? Well, it can be. It depends
where you draw the line. In point 9 I said that your sales message
could include a sense of urgency. A common ploy on the web is to
include a claim like "Offer closes this Saturday". If you go back to
the site the following week, though, the offer is still available. If
you were tricked by such a claim, would you order from that company
again?
So, by all means, use the tips above to write as
persuasively as you can, but remember that if you attract sales by
deceiving your customers you risk legal action, poor word of mouth, no
repeat business and refund requests.
So, be as persuasive as you can possibly be, but
avoid the temptation to be "too" persuasive.
About The Author
You'll find many more helpful tips like this in Tim North's much
applauded range of
e-books. All come with a money-back guarantee.
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