NEWSLETTER
Vol. 1, Issue 10, Page 5
Released: May 19, 2003
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Tips for Writing Effective Sales Copy
Part 1
by Robin Nobles (and Stephen Mahaney)
Without fail, every single time I lead a Search Engine Workshop
(http://www.searchengineworkshops.com). I get a bevy of questions
on how to write effective ad copy. Obviously, the many elements
involved have received voluminous regard in myriad books,
lectures and seminars spanning more than seven decades. So, to
simplify such a wide ranging subject is difficult, to say the
least.
Regardless, there are many easily identified basic elements and
strategies that can be applied to lay the foundation for solid
and effective sales copy. So, without further adieu, here's a
grab bag of recommendations that I've gleaned from my own
experience combined with the tips I've received from other well
respected authorities on the subject.
Customers buy benefits not features. As the old saying goes, sell
the sizzle not the steak. Always remember that features have a
purpose. Never assume the customer will figure out for themselves
what that purpose (benefit) is. It's a mistake to write about a
3Ghz computer without connecting the fact that such a system is
blazing fast and then talk about what it will do for them.
"Forget about waiting for your programs to load! ...our new 3Ghz
chip makes computing so blazing fast that you'll be challenged to
keep up even if you're a wizard on the keyboard."
Always view your product, and your copy, from the customer's
point of view. When you read what you write, put your copy to the
test by saying.
so what!
who cares!
...because your customers will. Think about it: don't you when
you read someone else's sales pitch? ...we all do. That is why...
You must present a unique and compelling reason for a customer to
do business with you a reason that stands out in a crowd of
competition. This concept is most frequently referred to as your
unique selling proposition (USP).
Ask the questions: What is it about your product or service that
is unique? What do YOU offer that your competitors can't?
These questions may not always elicit easy answers but,
nevertheless, you must find, and articulate, good answers to
them.
Do you offer...
* the lowest price,
* the fastest delivery,
* the best guarantee,
* the only widget available this side of the planet Saturn?
...what compels me (the selfish, I-don't-give-a-heck-about-you,
customer) to do business with you when I can choose from a
basketful of your competitors?
Once you truly grasp this fact of marketing, it becomes easy to
see that finding the right USP and articulating it in your sales
copy can literally spell the difference between (excuse the
cliché ) success and failure. It truly is that important.
Make sure your site loads within 30 seconds or less. No matter
how effective your content is, if your visitors have to wait for
your page to load, you'll lose them. Remember, we live in an
increasingly impatient world where time is precious. People tend
to think there's something wrong with slow loading sites, and
they don't want to do business with losers.
Pay attention to layout. Place your headlines where they will be
seen first, and arrange your presentation in an orderly fashion.
It has been said that effective sales presentations are arranged
somewhat like a tour. There's a beginning, middle and an end - in
that order. Avoid putting the customer in control of the order in
which they participate in the tour.
Give them a focal point - an obvious place to start reading as
well as a well laid-out path to follow all the way to a
conclusion. Tell them up front what you're selling or offering.
If they have to guess, you'll ultimately be the one guessing why
they left your site without buying.
Use graphics (images) to invoke emotion or to draw the eyes to
text you want your readers to see. Do not use graphics to
gratuitously fill space. Always ask yourself what you want the
graphic to accomplish.
Does it demonstrate the product? ...illustrate a benefit?
...promote a professional image? ...or draw attention to an
important section of a page? All of these are good answers and
validate the use of graphics.
Images can be powerful, but space upon a page is precious and not
to be frivolously squandered. Always strive to get the largest
possible return from each of your images. Use them to invoke
positive emotions. A picture of a happy family getting into a
brand new car is more appealing than just a picture of the car.
If, on the other hand, an image or graphic lacks purpose, then
lose the graphic.
And, by the way, be especially careful with the purpose;
'promotes a professional image.' Remember, your customers care
less about your image than you do. Hard to believe, but it's
true. Professionalism is good. But, customers always care more
about themselves than they do about you. So, stay benefit
oriented and focus on your USP. Those two factors alone will
generate sales far better than a professional looking image-
enhancing (slow loading and space consuming) corporate logo.
(Continued in Part 2. Contact Robin Nobles at RobinN@acws.com for
the complete article, or visit the following free articles page:
http://www.searchengineworkshops.com/articles.html)
Robin Nobles, Director of Training, Academy of Web Specialists,
(http://www.academywebspecialists.com) has trained several
thousand people in her online search engine marketing courses
(http://www.onlinewebtraining.com) and is the content provider
for (GRSeo) Search Engine Optimizer software (http://www.se-
optimizer.com). She also teaches 2-day, 3-day, and 5-day hands-on
search engine marketing workshops in locations across the globe
with Search Engine Workshops
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