|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
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
Safety (Security) - Human need for physical, emotional and financial security.
Social (Affiliation) - Human need for love, affection, companionship and
Esteem (Self Esteem) - Human need for achievement, recognition, attention and
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
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
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 customers.
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 nine)
(Back to part seven)
Copyright © Shelley Lowery
About the Author:
Shelley Lowery is the author of the acclaimed web design course, Web Design Mastery.
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 Strategies." http://www.web-source.net
Subscribe to our newsletter:
Your Email address:
given away to anybody. You can unsubscribe at any time.
Over two years in development,
Web Design Mastery
is your complete guide to learning professional Web Design... Specially designed for small
businesses, it is packed with the exact information you need to succeed.
Send This Article to a Friend: