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Increase your sales by improving your copywriting
You’ve done it! Your product is a hit. Everyone says so. You built a drop-dead, gorgeous web site to sell it. The colors all match. The graphics are superb. It’s clean. It’s friendly. And your product isn’t selling. Why? The copywriting on your site is horrible! No single component of an online product is more critical than it’s web copy. Get this part wrong, and it will be a month of Sundays before you see a sale. Get it right and you’ll be singing all the way to the bank. What are the most critical pieces that make web copy great? Let’s explore them. Almost all great copywriters follow a well-rehearsed formula. It’s certainly not set in stone, but it goes something like this: The Headline It has to grab the reader’s attention. Seductively. Using verbs. Capitalizing each word. Tugging at the heartstrings. Color is critical. Blow this part and the whole sales page is a goner. The P.S. This is where the visitor travels to second. So think of it as the second most important piece of the entire puzzle. It’s a restatement. A summary. But it must be catchy, and emotional. The Opening This is where people get stuck. They wander off on tangents. The opening is a mini-headline. It needs to almost summarize the entire offer in one or two paragraphs, without seeming to force things down the reader’s throat. It’s the beginning of the narrative. The Subheads These are the top-level sections that are the main benefits and selling points being conveyed. They break up the monotony of long copy. Each one continues the story. They provide a locating device for readers to focus on what they are most interested in. Bullet Points These are the benefits to the reader. NOT facts or figures or features. Benefits. Take every single feature of the product or service, and turn it into how it benefits the prospect. Think emotionally. Get inside the mind of the prospect. What would make them HAVE to have this product? Credibility This is the social proof required to convince the reader of the legitimacy of the offer. It might be words. Or pictures. Or audio/video. But it must be real. And powerful. Testimonials This is where the proof gains momentum. The prospect must identify with current users of the product or service. “If they can do it, so can I” is the mindset you are going for. The Guarantee Eliminate the risk. Completely remove any objection to the purchase with the proper guarantee. |
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