| When someone buys a product, what they actually | | | | same feature that hundreds of other products have. |
| are buying is the benefit of owning that product. | | | | Simply put, your copywriting should highlight these |
| A woman buys a gift to celebrate a birthday or | | | | problems, and then offer your product or service as |
| express a thank you... but deep down she wishes to | | | | the best solution. |
| be generous, thoughtful and remembered. A man buys | | | | Establish Trust. Show Them You're Real. |
| a new set of golf clubs ? his old set might be a bit | | | | Rapport is so important! Part of what will lead your |
| worn out, true... but he's really hoping this new set will | | | | readers through your copywriting is the one-on-one |
| knock strokes off his game and improve his prestige | | | | relationship you develop with them. This is especially |
| at the clubhouse. | | | | true in web site copywriting. |
| Writing copy that sells is all about showcasing these | | | | Write about your product or service from the |
| benefits to the potential buyer. It can be a product or a | | | | standpoint of a friendly expert. Study the product |
| service - what sells is the excellent benefits they bring. | | | | information and history until you know it well. Present |
| It's the benefits that motivate and persuade the reader | | | | the information in an entertaining, clear and concise |
| that your product will make his or her life easier or | | | | way. People want to do business with an expert. |
| better. | | | | Keep your writing as simple as you can, too. Never |
| To put it another way, there are hundreds of gifts and | | | | lose your readers in the details. |
| golf clubs out there. Why buy yours? The buyer's inner | | | | Understand Your Audience! |
| decisions will determine the sales outcome, after all. As | | | | Who is your target market? What do they need? |
| a copywriter, your mission is to develop a relationship | | | | How old are they? What brought them to read your |
| with the reader, understand his problems, and then | | | | sales copy? This kind of information will make a great |
| solve those problems with your product. Lead him to | | | | impact in how you write your copy. It is impossible to |
| choose you! | | | | sell to everyone, so narrow your copywriting down to |
| Here's a look at some key points to writing great sales | | | | focus on your real target market. |
| copy, all focused around selling the benefits of your | | | | This one tip alone will reshape how you write your |
| product or service: | | | | sales copy. When you understand and write for |
| Use Attention-Grabbing Headlines. | | | | targeted readers, the return will be remarkable. |
| They say headlines pull in 80% of the orders if done | | | | Because you'll know who they are and what they |
| correctly. Your "hook" headline is the most important | | | | need, you will be practicing all of the above techniques |
| piece of copy on your page. Make it irresistible. Good, | | | | by default: |
| effective headlines get your readers' attention and | | | | -- You will be able to write targeted headlines that will |
| draw them into your sales copy. Now you're on your | | | | grab your readers |
| way to a sale. | | | | -- You will be able to show your readers what is in it |
| Write Copy That Answers The Age-Old Question: | | | | for exactly them |
| "What's In It For Me?" | | | | -- You will establish rapport with your readers |
| Explain the features of your product or service only in | | | | Writing copy that sells simply focuses on good, |
| a secondary light. Features are product centered. | | | | old-fashioned human behavior! We all want benefits in |
| Benefits are people centered and solve problems! It is | | | | life. Write about them. |
| easier to sell a solution to a problem than it is to sell the | | | | |