Before you write a WORD of online sales copy, remember…
1. People don’t read:
They skim, scroll, and scan
Your job: Turn the skimmers, scrollers, and scanners into readers
Immediate Action Step: Make sure you create a path of readership for your skimming audience– by including compelling subheads, scattered throughout your copy. (Like what I’m doing in this post with bold font)
When scanned, these subheads — on their own — should allow your prospects to understand your sales message.
If the subheads are written well enough, they will cause skimming prospects to slow down and actually start reading the paragraphs in between the subheads. And make them want to read the rest of your copy.
2. People don’t believe you:
They doubt, deny and distrust
Your job: Provide a preponderance of proof
Immediate Action Step: Not only do you need short, sizzling, specific testimonials (the rule of thumb is, if possible, to get one testimonial per benefit of your product) you need to make sure your claims are all backed up by hard statistical data and evidence.
If you can’t back it up, don’t include it. You’ll come off sounding like a blowhard.
When you can accomplish the above, you will come across as credible and trustworthy.
3. People don’t take action:
They procrastinate, ponder, and put off
Your job: Make them act immediately
Immediate Action Step: Give them a legitimate reason to ACT NOW. Use genuine scarcity techniques, and bold takeaway selling to give them a definite DEADLINE for your irresistible offer.
This doesn’t mean using the fake website countdown clock that, when refreshed, gives you a new time deadline for your offer.
This means warning your readers about limited seating at a seminar, limited face to face coaching time with you, giving a one time only offer, limited free bonuses for the first X number of people to act, etc…
When you can get people to value the product or service more than the amount of money you are charging them, and add into the mix that they can only get this special offer for a limited amount of time, you will get prospects to take action.
-James D. Lee
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2 Comments
Your article was posted in the “Bringing more traffic to your blog” - 3rd Ed. Blog Carnival:
http://blogging4good.blogspot.com/2008/03/bringing-more-traffic-to-your-blog.html
Appreciate your participation.
So true, so true, so true. Especially #1.
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