Four Simple Steps to Improve Your Sales Copy

You know what it's like, you're reading the sales material about a product you're considering buying, but, as you read, all these questions seem to pop into your mind, but there's no-one there to answer them, so you shelve your plans to purchase.

If it happens to you, you can guarantee it also happens to your customers when they read your sales copy. So, what's the answer?You don't have to practise mind-reading, just good-old fashioned common sense so here's a four-step format to help you reassure your customers by answering those unasked questions:

1."What's in it for me?"

Paint a Picture

You already know it's important to promote the major benefits of using your product in your opening copy, but don't just list the benefits. Paint a picture so your readers can visualise themselves enjoying these benefits.

Not: "Save time and money with Acme widgets," but "Free! Four hours a week to read a book, walk along the beach and follow your dream when you use Acme widgets -- the quickest Widget on the market today."

2."How can you give me this?"

Explain Why

People aren't silly; they're not going to believe something just because you say it's true. You must offer credible, logical reasons to support your claims.

"Acme widgets achieve faster results because we incorporate not one, but two gizmos. In controlled tests conducted by XYZ, our widgets consistently out-performed the competition in speed, accuracy and endurance."

3."Why should I believe you?"

Give Reassurance

This is the time to give some details about you and your company; provide information about your credentials, qualifications and experience in the field. Now you can also include brief testimonials from satisfied customers (provide as much information to identify the customers as they're willing to allow; anonymous testimonials are almost worthless).

4." What if I don't like it?"

Eliminate the Risk

The final stumbling block is usually the fear of losing their money if they don't like the product or find it's not what they expected, so offer your customers an iron-clad guarantee.

It can be a full refund, a 'double /triple money back' or whatever you feel you can afford. Always include a time factor, and the longer the better; people like to know you'll be around for the long-haul.

Incorporate these answers in your sales copy to help turn your readers into buyers.

N.B. If the spelling of words like "visualise" worried you, please read this: http://www.write101.com/aus.htm

Jennifer Stewart has had her own web-based business since 1998, offering professional writing services to clients on every continent except Antarctica!

Visit her site at http://www.write101.com to see how your business can benefit, or subscribe to free, weekly Writing Tips: mailto:WritingTips-subscribe@yahoogroups.com

More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Copywriting Information:

Related Articles

So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process
Whether you're an executive or a small business owner, chances are you will have to hire a writer somewhere along the line to create your marketing material. Here is some insight into the process, what is expected of you, and how to get the most out of your investment.
Keeping It Real: The Only Copywriting Trick That Works
Much of today's accepted copywriting wisdom comes from old books written for a different, quieter world.For most of the twentieth century, widely promoting a successful message was expensive and difficult, requiring control of significant resources and substantial time commitments.
How To Test The Body Of Your Sales Copy For Weaknesses
Your sales copy is the life source of your business. If your sales copy isn't pulling in a decent conservation rate, then your business is suffering.
Impulse Writing for Better Ad Headings
Writing headlines for your ads is the most important part of your online presence.When posting your ad to classified sites, directories, message boards, newsgroups or mailing lists, the only part of your ad that is showing is the heading.
Cause and Effect
"Shallow men believe in luck. Strong men believe in cause and effect.
3 Keys to Better Online Copywriting
Doing the copywriting for your own website without the proper knowledge and tools is pretty much like flying blind in a snowstorm without piloting experience or instruments.It doesn't work too well.
Subtle Emotion - The Key To Copy That Works
Say the word "emotion" to a man, and he'll immediately jump out of his seat and run from the room! Utter the word "emotion" to a woman, and she begins to conjure up thoughts of romantic, long talks centered around feelings. However, speak the word "emotion" to a copywriter and s/he should see dollar signs.
How to Write a Direct Mail Fundraising Letter (Four Tips for Fund Raising Success)
1. Address your reader as a friend, not as "Friend.
The Formulas Freelance Copywriters Employ When Creating Web Content
What is it exactly that copywriters DO when they produce new text for a site makeover? You often see the advertisements; a designer is looking for a freelance web writer who is going to create content around a number of keywords. There's not a lot more information about the process.
Copyright, Copyrighting, and Online Copyright Abuse - Save Yourself the Headache by Reading This!
Lets start with copyright infringement.It is easily explained as copying someone else's work without gaining permission first.
Be That Copywriter Everyone Wants to Work With
So many copywriters think that it's enough to be a stellar writer and grammatical genius. Oh, but this is so far from true.
How To Find Freelance Copywriting Jobs
Your goal is to land a few nice, secure freelance copywriting jobs, but how do you get them? The most important factor in finding these jobs is that you pursue the job you are looking for with all of your ducks in a row, so to speak. Here are a few things you need to do in order to get the freelance copywriting jobs that you have been looking for.
Web Copy - How Much is Enough?
These days, there's widespread acceptance that a website is an integral part of the marketing plan of any business. Likewise, it's commonly accepted that web copy is a vital component of any website.
Copywriting FAQs
One of the biggest challenges a copywriter faces is to make future clients feel confident in his or her ability. You know you can deliver, but your clients don't know that.
Tech-writers: A Necessary Evil
New to tech-writing, or thinking about starting? The key to success is recognising that tech-writers are a necessary evil.Tech-writers are necessary because someone has to write the user doco.
Deciding What Voice to Use in Copy
You have to choose a character or an angle that you, the copywriter plays. Copy is interactive.
The Write Way To Grow Your Business
Hone your writing skills to project a more professional business image.The sales letter you can't put down?the advertising copy that makes you want the product?the resume that prompts you to call the job candidate this second?All these are examples of exceptional business writing.
8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)
Effective headlines make all the difference in whether your prospect reads your marketing materials or simply tosses them to the side. You don't even have a chance for a sale if the audience won't read what you write.
Dont Forget The Copywriting
Copywriting And Content CreationOne of the most important, but often overlooked aspects of marketing is copywriting. Businesses afford much attention, time and money, on graphics, mail formats and all of the website bells and whistles.
Segmenting Your Target Audience Through Your Copywriting
Ask any copywriter what the first commandment of copywriting is and they'll quickly tell you "Know Thy Target Audience." In order to write effectively you have to know this one group of people and know them well.