Proven techniques are revealed to help you improve your sales copywriting skills and increase your sales conversion rate. If you need to boost the results of your persuasive writing, you are about to discover secrets guaranteed to improve your copywriting quality, save you time and help you make more money.
Secret 1 - The power of human emotions
To understand and harness the power of persuasive writing, you first need to learn and apply techniques that interact with basic human emotions.
The following list of emotions ‘triggers’ people into action. If your products and services satisfy the psychological needs inherent in all of us, your writing must make it abundantly clear. Knowing about these emotions helps shape your copywriting to achieve favourable results from your sales campaigns.
Secret 2 - The 5 elements of persuasion
Sales copywriting must persuade your potential customers to accept your recommendations. There are 5 essential elements required to persuade your reader. When writing, make sure the elements appear in the exact same order as presented in the following list…
State the reader's problem
Identify and write about a particular problem or difficulty to create pain for the reader.
State the consequences for the reader if the problem remains unsolved
Expose and amplify the relentless pain to be experienced if nothing changes to resolve the problem or difficulty.
State your proposed solution to the problem
Clearly explain in detail how you can help remove the pain with your products and services.
State the benefits for the reader when the problem is solved
Stimulate the reader’s imaginative powers to visualise a world devoid of the current problem.
Request a specific call to action
If you have written a persuasive case to establish your ability to end the problematic pain, tell the reader what you want them to do next.
A call to action asks for an order. This step is generally overlooked by new or timid salespeople. You absolutely must ask for the order. The sense of urgency you create in the reader’s mind depends on the product or service that removes the ‘pain’ associated with a specific problem. Consider the following examples…
The Soft SellA soft sell approach appeals to the basic human emotion, desire for gain:
Sign-up today for free information about the fast and easy way to…
Urgency Selling
To create a sense of urgency, the writing style stimulates the emotion, fear of loss:
Better hurry! Offer available only while stocks last.
Fear Selling
The self-preservation instinct stimulates the emotions, security and protection:
Don’t risk your life and property. Protect your family with…
Secret 3 - The layout structure of web pages and print ads
Sales copywriting follows a specific pattern that leads the reader to your desired outcome... a sale.
Get their attention first
Write a headline that compels people to read your sales writing. If it draws most readers into your first paragraph, you have written a winning headline.
Talk more about them – less about you
Avoid wasting precious space boasting about your business prowess, boring the reader with a myriad of reasons why you are the best choice. Focus on the customer. Explain how your expertise is going to help them.
Explain features and benefits
Focus on the customer’s needs using the features and benefits strategy. List the features of your products and services and explain how they benefit customers by helping with a want or need.
Qualify your business
Include details about your business qualifications, credentials, awards, partnerships and other evidence that validates your ability to deliver superior quality and service.
Establish credibility
Provide proof of your business integrity. Include customer testimonials and publish actual case studies of how you identified and solved a difficult problem for a customer.
Create value
Use examples of how your business is different from competitors. While low prices are attractive, offer something of substance that reinforces tangible and sustainable value in the customer’s mind.
Call to action
Give your reader clear, unmistakable instructions about what you expect them to do next. In other words, ask for the order.
9 Easy Steps to Writing an Effective Sales Letter
Effective sales letters that really sell don’t just happen. Behind the scenes lurk pitfalls that can unravel your best attempts to get your letter read. In 9 easy steps, learn to write like a pro, get more instant sales and hit those sales targets.
10 Hot Tips Every DIY Copywriter Need
You have decided it’s time to roll up your sleeves and create a written masterpiece. Good for you! The first step to creating awesome copywriting depends on you. For example, how well do you express your thoughts and ideas when writing to someone you have never met? Here are the best tips to help you do it with ease.
Why Advertise At All?
Learn what the smart 'Big Boy' companies know about getting the most bang for their advertising buck. Because it is so simple, you may wonder why you never thought of it, too.
