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Copy Right? or Copy Wrong?
©2006 By Dave Kelly
You've worked so hard
getting that much elusive traffic to your site.
You've taken out a few ezine ads that have
returned a good number of clickthroughs, you're
getting some traffic from the major search
engines, and still you wonder why your cash
register isn't jumping. You know you've got a
good product or service.
What's the problem?
Well it might be the sales copy on your web
site.
Far too often I see the same mistakes on web
site after web site.
Let's take a look at 10 points of writing good
copy and see how many of these you have
incorporated into your own site copy.
1) ATTENTION: You MUST grab the visitors
attention immediately with your headline. You've
got about 2 seconds to get their interest or
they are gone. How many web sites have you seen
that start out with a phrase such as "Thank you
for visiting my web site. Here you will find
some great products" BLAH BLAH BLAH. Bye bye
visitor.
The headline of your site must pull the visitor
in, make them want to learn more. I'm not going
to give you sample headlines as that is not the
purpose of this article, but if you don't have a
killer headline, the rest becomes somewhat
irrelevant.
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Ted's General Info |
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 3476 Friends
Member since 4/8/2006 |
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| Gender |
Male |
| Age |
52 |
| Location |
Winnipeg, Manitoba, Canada |
| Interests |
God, Family, Money, Wealth Creation, Helping Others Make Money, Business, Internet Marketing, Health & Healing, Health & Wellness, Alternative Medicine, Miracles, Self-Help, Spiritual, Meditation, Qi-Gong |
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| Company |
Learn and Earn |
| URL |
View Learn and Earn's web site |
| Industry |
Human Potential, Internet Marketing |
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2) INTEREST: Once you've managed to convince the always
skeptical visitor that they need to keep reading with your
great headline, you need to start building overall interest
in your product or service, how will the potential customer
benefit from your product or service. Never EVER start
talking about yourself, you must focus on the benefits your
product can provide to the visitor.
3) BUILDUP and CREDIBILITY: So far so good, you haven't lost
them yet. Now comes the tough part. Up to this point you've
lured them in with some great writing, but now you have to
start backing up your claims. This is where you need to
throw in some testimonials. Any testimonial you use must be
100% authentic.
4) PROVE YOUR CREDIBILITY: I recommend you always use the
person's real name, city and state in the testimonial.
Testimonials that simply use someone's initials are always
looked at with a skeptical eye, and you know why, no one
really knows whether they are real or bogus. Ask the person
giving the testimonial if it is OK to use one of their real
email addresses in the testimonial. This way people know
they can contact this person to verify the authenticity of
the testimonial. I have given a number of testimonials
through the years and always allow my email address to be
used. I have also received a number of inquiries from people
wanting to verify if my testimonial was real. It was, and a
few of them also became MY customers.
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5) BELIEVABILITY BUILDERS: Make certain at this point you
offer a no hassle guarantee. A Strong guarantee does not
increase refunds, it reduces them. Make the potential
customer know that you stand 100% behind what you sell and
if they have a problem or are dissatisfied in any way, you
are there to help them.
Don't make them have to hunt around for email addresses or
phone numbers. A simple, "if you ever have any problems you
can just pick up the phone and call me at 555-555-1212"
Don't make financial claims you can't backup. If you are
going to brag about how much money you have earned, you
better have copies of notarized bank statements on your site
showing EXACTLY how much you made. If you haven't made $500
per day selling a given product, don't say you have. It's
just not believable.
6) SCARCITY: The limited time offer has been working wonders
for years and using it on a web site is no different.
Telling the visitor that when the product or special price
is gone, it is gone, tends to build a sense of urgency. If
they don't act now they may lose out. They may not lose out,
but you need to convince the always skeptical buyer that if
they don't act now, your great offer will be history.
7) ACTION: Quite simply, make it easy for the visitor to
order now. ie; Call this number to order now: or, Just CLICK
HERE to go to our secure order page.
Don't make the visitor jump through hoops or have to look
all over your site for a place to make an order.
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8) THE WARNING: Learn to play on the visitors fears and
emotions.
Use a simple statement like this:
"Listen, you can go on making no money for the next 20
years, It doesn't matter to me, but if you're serious about
changing your life, all it takes is one simple phone call
and you'll be on your way to a new beginning."
You are touching an emotional flash point. If they've gotten
this far into your sales letter, you obviously have their
interest, so hitting those emotional buttons can be the one
thing that makes that sale.
9) NOW: This is building off the emotional buttons you
pressed in #8. You need to again drive home the urgency.
Convince them they owe it to themselves, that they don't
have to struggle anymore, that there is a better way etc.
This is pretty much the icing on the cake.
10) THE POSTSCRIPT: Always end with a PS. You can restate
#6, while rewording it differently, remind them this is a
limited offer. You can also use the PS to throw in added
bonuses by stating that if they act now you will throw in
this bonus, or that bonus. You start piling on.
If you've followed these 10 points you pretty much have the
outline of how some of the best copy writers in the world
construct copy that has turned ordinary people into
millionaires.
Remember that getting the visitor to your website is just
the start. Once they are there you better know what to do
with them.
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ABOUT THE AUTHOR:
Dave Kelly Is
The Creator Of The World's First FREE $200
Marketing Course. 101 Free Marketing Tips Others
Charge $200 Or More To Learn.
http://www.roibot.com/w.cgi?R2391_101ART |
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