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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 action
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 elaborate.
Example:
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.
Headline
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 sex.
Safety (Security) - Human need for physical, emotional and
financial security.
Social (Affiliation) - Human need for love, affection,
companionship and acceptance.
Esteem (Self Esteem) - Human need for achievement, recognition,
attention and respect.
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.
Introduction
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
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 ease.
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 message.
Provide Testimonials
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)
Copyright © Shelley Lowery 2003.
About the Author:
Shelley Lowery is the author of the highly acclaimed ebook series,
Web Design Mastery -- An eight volume
(500+ pages) in-depth guide to professional web design. Web Design
Mastery is being hailed as the "Bible" for professional web design.
http://www.webdesignmastery.com |