Is your website earning its keep? Are your sales letters bringing home the bacon? Do your emails get opened?
If not, it could be that your sales copy just isn’t uh, well, er …could be your copy is downright boring. And THAT, is not good.
Today, your prospects are bombarded by sales messages and making yourself heard in all that noise takes a structured approach. Yay for structure!
Otherwise, your message isn’t going to stick.
Now, you don’t need to be a copywriter to write like one (although that sure won’t hurt) but you do need to have a formula that you can use over and over to craft a strong selling message.
Today, you’re going to get a primer on how to write sales copy like a pro – even if you’re a rookie.
Here. We. Go.
Step 1. Telegraph who your message is for.
Be specific. For example, if you’re selling to business owners, you’re going to get more attention from qualified prospects if you write a pre-headline that allows them to identify themselves…
Example: “Small business owners who want to demystify marketing (and stop chasing down social media rabbit holes or spending a fortune for PPC). You could also stick “ATTENTION:” in front of the copy.
Step 2. Identify your reader’s problem.
Jump on this. Do not back into it. Otherwise your message will die right there faster than a character on Game of Thrones.
Let your target prospects know that YOU know what their problem is (the one you solve with your product or service). It’s critical that they know you “get” them.
When you describe their problem, you want them nodding their heads so they begin to view you as someone who MIGHT have the answer or solution they’re looking for.
Step 3. Talk about why what they’re currently doing to solve their problem won’t work.
The objective here is to discredit all other possible solutions – including doing nothing.
You want to align yourself with your prospect psychologically. Point out, in an “if you’ve ever tried _____ , you already know how disappointing that can be” kinda way the shortcomings of the alternatives they are considering.
Here, your copy is working to overcome objections like, “I’m already doing X or I’m afraid of Y or I don’t have enough money for Z.”
You have to discredit their current mindset about the problem in order to get them thinking about what you offer.
Step 4. Tell them how you discovered what DOES work.
You’ll like this part. This is where you get to talk about you. Rookies make the mistake of STARTING their story here and lose the reader immediately.
Instead, talk about the story behind your product or service and cost of development. Show them there’s real substance there.
The idea is to get the reader thinking he wouldn’t want to (or couldn’t) do it on his own. Explain how easy it is to get up and running. Why? Cuz you’ve already done all the grunt work.
And, let him know results come fast. Reason? You’re the expert. Then, paint a picture that has him seeing a bright future with your product or service. “Just imagine what your life will be like once you have/use this.”
Remember, you’re selling an outcome – how life will be better because of your product or service.
Sprinkle in some testimonials from happy customers to let him see social proof you can do what you’re promising.
Step 5. Clearly tell them how they can get it.
Huuuuuuuge. THIS is the most important element and where many marketers drop the ball. You got them this far, take them the rest of the way.
This is your close. You make your offer and name your price. Then, you tell them EXACTLY how to get their hot little hands on the value you offer. STEP-BY-STEP.
Don’t get hung up on the exact words to use in your copy. It’s much more important to follow the formula. Lay your story out as you would tell it to a friend over coffee.
That’s it – an easy-to-follow formula that you can use to generate better results.