The words you use in your marketing…WILL make or break the success you see. It really is no different than a live sales call – except this time it’s in print – or on their computer screen.
Copywriting is really “salesmanship in print” and here are some basic techniques to make your marketing and sales materials do what they are supposed to – sell more products and services.
1. Have your offer in the headline – or near the top of you advertisement. Possibly have a Johnson’s box (box that highlights areas of importance) with the offer near the top or on the right hand side after your initial 3 paragraphs. This will weed out tire kicker immediately as they realize it is not free – they have to pay. That and many people are ready to read the whole thing – but are interested (possibly) in what your offer is.
2. Refer to specific pages within the copy, or in the bullet points. Talk about a major benefit of your product then “and on page 14 you will see exactly how to use this to accomplish ….” The way you write this can lead in to chapters or sections within a chapter – “and on page 27 you will learn the gap between reading and acting on your offer.”
3. Design a 2 step advertisement. Web based or not – 2 step advertising can pull in exponentially more inquiries – and build your database very quickly. Instead of asking for an order from your web page – offer them a free report for giving you their physical address. No pressure for “another” ezine that won’t get read anyhow. With all the spam and filtering problems – you seriously need to start building an offline database. Ask yourself this – if the internet “shut down” or your backups of your client’s emails disappeared – would you still be in business?
4. Make your free report more enticing! Offer them information that they will not find anywhere else…or would have to look for a long time anyhow to find. For example – “Five simple ways to write a PS and especially a PPS that will triple your sale this year.” Typical free reports have minimal content and more sales letter than anything – so make sure you are delivering on your promise in the report before selling them.
5. If you are having people call an 800 # for a recorded message – make sure they know no one will answer, that no one will be phoning them back, and that they will not be hassled – unless they ask for someone to call. This leaves no pressure on them and their resistance to calling will be dramatically lowered. With their guard down, the likelihood (if your recorded message is good) that they will leave a number is much higher.
6. Make a fantastic headline as part of your order process. Add in a hidden benefit that you have kept quiet and bring it out right before the inquiry form or order form. People love pleasant surprises so give them some. If they have read all your copy right to the end – they are obviously interested. Throw in one or two more significant benefits and they will be yours.
7. If you are marketing more locally – make sure your local numbers, addresses, etc are displayed prominently in your copy, and at the end of your copy. Weave in a great story about your local business and show them you really are local – and your responses will be dramatically higher. Make sure your phone number (especially in local newspaper or magazine ads) is very prominent and positioned well.
To your success,
Troy
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