So, you've developed a winning product, now you just need to convince your customers to buy it. Last week we looked at the first five steps to creating great sales copy - here are the next five tips to help you generate a positive reaction from your customers.
1. Keep it brief. No one has time to read pages and pages of copy. At best, you'll have 10-30 seconds to capture their attention before they'll close the web page or sales copy for web , or throw your direct mail piece in the bin. Make sure you include the biggest and best benefit of your product first. The length of your sentences should be no more than 20 words - use sub headings and dot points to sell your key messages so it's easy to skim read.
2. Forget the jargon. There may be buzz-words that are commonly used in your industry, which mean absolutely nothing to your audience. For example, for a long time the word 'teleseminar' meant nothing to many people - in fact, it probably still doesn't mean much to those who are new to world of online information products. "Live interview via the phone or web" makes it easier to understand. Think of a 12-year-old - would they get it?
3. Use testimonials to foster trust. Your customers might believe what you say about your product, but they will feel even more at ease if they hear from a third party who's tried and tested it, and given it the thumbs up. Make sure you include results-oriented testimonials in your sales copy. For example: "Jenny Smith - saved $125 in just one week shopping online with us". Make sure you include full names, titles, and companies (and get their permission!).
4. Ask for the sale! It's no use selling the benefits, if you don't then convert this interest into a sale. Make sure you give clear instructions on what you want the reader to do - what are the next steps? Must they order now, call for a free consultation, or sign up for a free report? It's important you lead your customers along a pre-determined path, rather than simply hope they'll get what you're talking about and take the necessary action.
5. Proof read your copy. There's nothing that's going to diminish that sense of trust and professionalism faster than sales copy that's full of spelling and grammar errors. If you look like an amateur your customers won't trust that you can deliver on your promises. Hire a professional editor or proof reader to look over what you're created.
