The Birth of a
Professional Web Site Part Eight Writing Effective Sales Copy
A professional looking web site is a very important part
of developing a profitable Internet business. However, your sales copy is
just as important -- each will play a major role in your success.
The key to writing effective sales copy is simply learning how to write
persuasive words specifically written for your targeted potential customer.
You must feel their needs and write your copy with passion, excitement and
benefits. Tell them exactly what's in it for them by writing copy that evokes
a specific emotion and stresses your product's benefits.
Use the following formula when writing your sales copy:
A - Attention -
Use a powerful headline that demands attention
I - Interest
- Intrigue interest and create curiosity
D - Detail -
Provide details about your product or service
A - Action -
Call for action
When you begin writing your copy, your text should be written in a black,
legible font with a light background. Avoid using fancy fonts or backgrounds
that will make your text difficult to read. Write in small blocks of text
with a space between each block. There is nothing that will make your visitor
click away faster than a sea of black text --so make sure you use plenty
of white space.
A great way to write your copy and come up with new benefits is to use the
"so what" strategy. After each sentence, say to yourself, "so what" and then
XYZ computers are lightning fast. (so what) They can process information
faster than any other computer on the market. (so what) Your programs will
instantly load on command, (so what) saving you hours of valuable time and
frustration over the life of your computer.
Remember...benefits sell not features.
The first and most important part of your sales copy
is the headline. If your headline doesn't instantly capture your targeted
potential customers' attention, and arouse a specific emotion, the rest of
your sales copy will be useless.
In order to write an effective headline, you must learn how to use specific
words to achieve a specific reaction.
Before writing your headline, you must first learn a little bit about the
basic human motivators. According to psychologist Abraham Maslow, human behavior
is always the result of one or more of five basic needs. He listed these
needs in a sequence that he refers to as "the hierarchy of human needs."
He believes that until a less important need is met there won't be any desire
to pursue a more important need. Below are the five human motivators, beginning
with the basic needs and continuing to the most important needs.
Physiological - Basic human needs include hunger,
thirst, shelter, clothing and sex.
Safety (Security) - Human need for physical, emotional and financial
Social (Affiliation) - Human need for love, affection, companionship
Esteem (Self Esteem) - Human need for achievement, recognition, attention
Self-actualization - Human need to reach their full potential.
When you are aware of the basic human needs, you can incorporate these needs
into your writing. A great headline will appeal to your potential customers'
emotions. You must feel their needs, wants and desires and write your headlines
with passion and emotion.
Just as your headline is a very important part of your
sales copy, the first paragraph is just as important. Studies have shown
that if your headline attracts your potential customers' attention, and you
can maintain their attention through the first paragraph, chances are they'll
read the rest of your copy.
The first paragraph should clearly define the benefits that will be outlined
within your sales copy -- identify a problem and promote your product or
service as the solution.
Subheadings are basically just smaller headlines used
to break up your text blocks. They also provide your readers with important
highlights of your paragraphs.
Use plenty of subheadings throughout your copy, as not all of your visitors
will read your copy word for word. They'll simply scan it and only read what
catches their attention.
Remove the Risk
You must provide your potential customers with a solid,
no risk, money back guarantee. In addition, provide a limited time free trial
or download that will completely remove their risk. This will build your
potential customers' confidence in you and put their mind at ease.
Call for Action
Once your potential customer has read your sales copy,
you must direct them to your order page by asking for the order.
Use a P.S.
When your visitor scans your sales message, chances are
they'll read your headline, sub headlines and your PostScript message. Place
your most important benefits within your PS message.
Testimonials provide a great way to reassure your visitors.
Blend your testimonials in with your sales message. Avoid making your visitors
have to click to another page to view your testimonials -- chances are, they
won't. By blending your testimonials in with your sales message, you can
ensure they will be read.
Long Copy verses Short Copy
It is a proven fact that long sales copy out-sells short
sales copy. However, some visitors do prefer a short sales letter. You can
provide your visitors with both. For those who prefer a short sales letter,
provide opportunities to click through to your order page prior to ending
your sales letter.
Try to keep your sales letter all on one page. Your visitors would much rather
have to scroll through your letter than click through and load another page.
With each additional click, you'll lose a percentage of your potential
Your words should seamlessly flow together from your headline through to
your order page. Every word, sentence and headline should have one specific
purpose -- to lead your potential customer to your order page. The simple,
well-designed web sites with killer sales copy make the sales.
(Continued in part
Copyright © Shelley Lowery
About the Author:
Shelley Lowery is the author of the acclaimed web design course, Web Design
And, Ebook Starter - Give Your Ebooks the look and feel of a REAL book.
Visit Web-Source.net to sign up for a complimentary subscription to Etips
and receive a copy of the acclaimed ebook, "Killer Internet Marketing
You have permission to publish this article electronically, in print,
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