When you write sales copy, be it for print or online, its important you put yourself in your customers mindset, think and act like they do. Imagine your typical “A Grade” customer and write your copy directly to him or her, just as you would write to a friend or relative. Remember we have talked before about the format of good copy AIDA (Attention, Interest Desire and Action), but this article where the content comes in to play.
Consider these when creating sales copy that gets “bums on seats”, they are:
1/ What your potential customer wants to know
2/ What are they thinking (an educated guess, by knowing your typical customer)
3/ Their potential personality make up (previously we have discussed this as well, important you understand what makes them tick)
Below is a few key check list items you’ll need to expand on for great sales copy:
1/ What is the proposition? - exactly what are you offering?
2/ Whats in it for me? - This is by far the biggest concern, you must explain how they will benefit form the product or service.
3/ Why should I believe what you say? Trust is so important, if your offer seems to good to be true, guess what .. you’ll only attract the wrong type of customer.
4/ How long does it take to receive? Anticipation is great, but don't disappoint by promoting something then letting your customers down with delivery times. an easy example would be the delivery of a product that has to be ordered, but what about promoting a specific service and then turn around and say “sorry, i don't have any available appointments for 2 months”
5/ What will you do if I don't like it or it doesn't suit my needs? Other than statutory warranty, again this is important. I spend a lot of time with clients on Risk Reversal, in essence, you need to take the risk out of buying for them.
6/ Have I made the right decision? - It’s important address this by reassuring them in your copy.
7/ How do you want me to respond? Remember the “Action” from above, you need to tell them exactly what you want them to do. e.g. call this number, visit this site, cut out this section etc.
So have fun with your sales copy, always be honest and ethical and if you know your target market, you’ll have success!
To Your Business Success