As a marketer, you rarely rest on your laurels. Your next marketing campaign is always around the corner. Of course, you want to sell more – and at higher prices – but your prime goal should be to serve your customers in the best way you can, not just sell to them.
You have an obligation to your consumers. So many prospects need help with problems your products or services can solve, but many prospects are very wary about being “sold to”. They are skeptical – and it’s no surprise considering the bombardment of advertising we each face every day.
Persuasion is the key to weakening skepticism. Your marketing promotions need to motivate and engage your prospects. That’s where these 10 powerful copywriting tips can help you.
Tip 1 – Know your prospect.
This is vital. That’s because your prospect is the most important person in your business. Every marketer should know who their prospect is, their hopes and fears and dreams. What are their problems? What do they worry about the most?
You have to know them as well as a close friend. That is the only way you can tailor your products or services to their needs. You can learn about your prospect from visiting online forums dedicated to the problems your product targets. Read the messages and questions posted – it will give you invaluable insight.
You can also contact existing customers with questionnaires, asking how you can improve your service or products. But remember to offer them an incentive for helping you, whether that’s a free gift or a discount on their next purchase.
Tip 2 – Write the way you speak
Good copy is conversational – it’s like you are speaking to a friend. And like all good friendships, they take time to establish trust and respect. You need to spend time with your prospects without selling – simply offering advice, good content on your website and so on.
You must make it sound like you are speaking face-to-face with your prospect. Without trust, you can’t sell them anything. Don’t use difficult vocabulary – keep it simple and sound friendly and approachable, not standoffish and superior.
Tip 3 – Focus on their thoughts
You need to step into the conversation going on in your prospect’s mind. What distracts them over and over again? What are their nagging worries? What problem needs your solution?
Once you’ve followed their train of thought, you have to attract your prospect’s attention with an eye-catching headline that uses at least 3 of the 4 U’s (urgency, usefulness, uniqueness and ultra-specificity). Help them focus on your solution and how it will improve their life.
Tip 4 – Write at least ten headlines
Your first attempt at a headline will never be your best. You need to write at least 10 to get into the flow of producing the eye-catching headline we mentioned in Tip 3.
Compelling headlines can take time to create, but they can make or break your promotion. If your prospect isn’t drawn to your headline, there’s no chance they’ll read the read of your text.
Tip 5 – Have a powerful and punchy first sentence
The purpose of the first sentence is to get your prospect to read the next sentence. And keep on reading the rest of your sentences. The first sentence sets the scene of your promotion and tells your reader what to expect from reading your message. Long-winded sentences will simply make people stop reading.
Your prospects want to find out information fast. They want quick solutions to their problems. When it comes to improving their life, they have little patience, so you need to show them in your opening sentence that you can solve their problem quickly and easily. People are innately lazy – we don’t want to have to put a lot of effort into sorting out our problems. We all want easy solutions.
Tip 6 – Be specific about the benefits
It’s not enough to say a health supplement will give your prospect more energy. You need to be more specific, more compelling. Prospects buy on an emotional level, so instead tell your prospect that she’ll be able to go dancing like she used to…spend the day playing on the beach with her kids without feeling tired…start her own business...
Your prospect will imagine herself doing all these things – but only if she buys your vitamin supplement. She’ll start to believe that you can solve her tiredness and she’ll be persuaded to buy.
Tip 7 – Give proof
All natural health and self-help marketers must provide proof that their products work. You should never neglect this vital strategy.
Customer testimonials help, but they aren’t enough. Besides, you don’t want to wait for recommendations before you start seriously promoting your product.
For example, existing scientific proof can show that the vitamins and minerals in your health supplement provide the benefits you are promoting. Experts in the natural health industry can also back up your promotion, or you can use research trial results to provide proof.
Credible proof uses figures, facts, quotes, charts, predictions, awards and so on. Promise is important, but proof is the clincher – it reassures the prospect and convinces them your product can work for them.
Tip 8 – Offer a guarantee
A money-back guarantee gains your prospect’s trust. It removes all risk and encourages them to try your product in the safe knowledge that they can get their money back within a set period of time if they aren’t satisfied.
It’s important to give a guarantee with a timeframe, such as a 60 or 90-day money back guarantee. The longer the timeframe, the more confidence the prospect will have in the success of the product.
Tip 9 – A clear call-to-action
Your prospects should never feel confused when reading your sales communications. You need to tell them what to do next – in every stage of your promotion.
Remember that people like easy options, so telling your prospect clearly how to order your product will more likely get the result you want – a sale. Make it simple for them and uncomplicated. Place a tear-off order form with your letter. Use lots of action verbs and use the word “free” as well.
Tip 10 – Offer a gift
Everyone likes a gift, a free premium. Your prospect will feel like she is getting extra value if you offer a gift with her sale. And they will especially like the fact they can keep the gift even if they ask for their money back later.
It increases your credibility and your prospect is more likely to turn into a repeat customer. And it will create good testimonials that you can add to your next sales letter.
A free gift can be a health booklet, an extra bottle of vitamins, a free teleseminar…just as long as it’s relevant to the product you’re selling.
Of course, there are lots more copy tips that will increase your sales, but if you use these 10 power-packed tips, you’ll be guaranteed to sell more products, and more often.
The Key Blog
Hello and welcome to The Key Blog! This is where you'll find information and tips on writing, proofreading, and the English language in general. Feel free to use the articles in your own e-zines, blogs or websites etc., as long as you include the resource box. Thank you!