People should know what you’re all about – who you are, what’s your story, and what are you selling. Maybe that’s why is so difficult to find the best way to present an offer, because there’s this need to get it right and the pressure to do so it’s clouding one’s judgement. What’s even more complicated is convincing people to open their wallets and actually buy your services and products. This is where experienced copywriters usually come in. They can detach from one’s business, their hopes and struggles, and they can focus on what is there to say about a service or product, and how it should be said so it would be interesting and lead to action.
If you’re like most small business owners, you’ll try to write the sales copy for your product yourself before asking for specialised help. Don’t beat yourself up if you’re not very successful. If you’re not ready to throw in the towel before hiring someone to do it for you, read these 5 copywriting secrets before giving it another try.
#1 Let someone do your bragging for you
If you remove all the content on your website except the testimonials, you might find out your sales went up. People are more willing to read what someone like them has to say about a product or service than read what that company has to say about the same product. Use as many testimonials as you can, and never hide them on a separate web page or in the footer of a sales letter. Sprinkle them all over your sales materials.
#2 Get someone else to tell you what’s your hook
All sales letters have a hook, something to capture a potential client’s attention. Most people don’t know what their hook is because they’ve told their story so many times that they got bored of it, so they just can’t tell what would be the part to spark someone’s interest. Best copywriters make business owners tell them everything there is to know about how the product idea came to be and what challenges they faced in developing the product. They act as detectives to figure out what is the one thing about the product that would make people stop and listen.
#3 Personalisation is key
Imagine you’re writing a letter to one of your friends, not a stranger. Draft your sales letter as if this person is the only one to get it. If your list has the names of those to receive the letter, use those names. Go for “dear Mike”, not “dear customer”. Point to those things you know about your audience (hobbies, neighborhood, favourite products, etc). Use those in drafting your sales letter, show you’re someone who gets them and knows what they need.
#4 Show why you’re different
“We’re the best” is the worst thing you could say about your company. That’s because everybody can say that and in 99.99% of the cases that’s just not true. You need to differentiate yourself, say WHAT makes you the best. What are the things only you can do and none of your competitors? Imagine you’re trying to woo a client like you would woo a potential romantic interest. Be interesting, show you can be trusted.
#5 Remove all potential objections
You need to understand that objections aren’t always about money, they could be about how someone would feel if they’d buy your product or service. It might be guilt, it might be shame, it might reveal they’re greedy. You need to assure your customers that they do deserve, need, really benefit from buying your product.
Another thing you need to take into consideration is if your offer is truly irresistible. If it’s not, you should pile up on freebies that your clients want, so your offer would become the best deal available, a true bargain.
Go on, start writing your new sales letter. And don’t forget you can always ask for help.
