Selling prospects with your copy

May 29, 2012 by  
Filed under Coaching, Copywriting, Online Marketing

Websites are great business tools. They never call in sick; get a bad attitude or show up for work late. Available 24/7, your website sells for you when you’re off dreaming about your next vacation or that new car you want to buy. Your website is your sales partner. And a well-written one is worth its weight in the traffic it brings to you that will hopefully turn into more sales for your business.

Want to know how to craft a well-written website? Keep reading!

Be relatable

Demonstrate that you understand their pain and needs. Empathize without sounding preachy, condescending or too mushy. Your prospects need to see that you understand them and that you have the solution to their problem. Telling stories, providing testimonials and even sharing your own story can help readers relate to you. Once they feel they know who you are, you become more of a trusted advisor than simply a business.

Show your cards

Be upfront and honest – no one wants to feel as if they’re dealing with a less-than-stellar character. This doesn’t mean give away trade secrets, but it does speak to being transparent in your business dealings. Nobody likes to feel uncomfortable, so use words and descriptions that will ease their minds and bring them in closer.

It’s all about the benefits

This is the “what’s in it for me?” question. If you can’t answer this, you will lose potential customers. Focus on them and the benefits they will derive by working with you and less on the features of what you offer. If you answer their need and solve their problem, they won’t likely be as interested in the minutiae of your offering.

Address those inevitable objections

You probably have heard a multitude of objections if you’ve been in business for a while. Be proactive and address them before your prospect brings one or more of them up. This does two things – it reduces their concern about buying from you and it supports the “Show your cards” point above.

Introduce the “Buy” sooner than later

If you’re writing a sales letter, don’t put the “buy” button only at the end. Intersperse it so a quick-decision person can buy faster and not feel as if he must read all the way through your long copy in order to find the buy button. He could doze off in the process or worse, leave your page out of boredom or frustration.

Create urgency around your offer

If you want to sell a lot of anything, creating urgency is the way to do it. But don’t go crazy with it. Everyone seems to be creating urgency these days, so don’t be too over-the-top with what you say. A simple way to create urgency is to offer a limited number at a lower price. Or put a deadline in place. Some personality types will never respond to an urgent offer. However, the majority of people will be swayed by a call to action with an urgent tone.

Make your copy easy to read

Long paragraphs and big words will scare people away. This isn’t saying they’re dumb, but easy-to-skim and easily digestible copy is the best way to get and keep someone’s attention. Utilizing short paragraphs with bolding and infrequent use of colorful text creates visual breaks. Images also help to tell the story and give the eyes a rest from the written word.

A copy enhancer can make your website sing!

If the thought of writing doesn’t scare you, but you’re not sure you write well enough for your audience, consider hiring a copy enhancer to take your copy from off-key to in tune with your readers. As a copy enhancer, I use your words to make sure you’re conveying your message clearly, concisely and in a way that resonates with your audience. Your copy sounds like you because you wrote it. All I do is spruce it up so it has the impact you want it to make.

Contact me to learn more about copy enhancement and how it can take your words from weak to wow!

 

© 2012 Sarah Wood

 About the Author: 

Sarah Wood, also known as the “Magic Pen,” and author of “How to turn a No or a Maybe into a Yes” and producer of “Magnetic Phrases,” is a copy enhancer/ writer who transforms copy on your website into sexy and sizzling from boring and blah. For a list of testimonials go to her website and check out her long list of happy customers at www.evolvingadvisors.com . She is also a marketing strategist at overcoming objections for coaches, mentors, real estate agents and entrepreneurs.


Would you buy from you?

Having a poorly written homepage is akin to showing up for a swanky first date in shorts and flip-flops. It just doesn’t fly.

You have only seconds to make a good first impression with your website’s homepage before that infamous song by The Clash – Should I Stay or Should I Go starts ringing in your visitors’ collective heads.

If you’d like them to run, run away fast, do these five things. Guaranteed, this will make people not only exit your site quickly, but ensure you make no sales.

Talk only about you and what you can do for them – Have you ever been with someone who talks only about him or herself? It’s somewhat annoying, isn’t it? If you want to alienate your readers, talk only about what your business does, how many widgets you provide, how long you’ve been in business, how great you are…. You’ll definitely see your bounce rate go up. (Note: This isn’t a good thing.)

Push the “Buy” button at them too soon – Have you ever bought a car from a sleazy car salesperson? That’s what pushing the buy button too soon reminds people of. Don’t be so desperate that you ask for a deal consummation when you haven’t even gotten through “hello.”

Say the same thing, just differently – There are no prizes for lengthy web pages, so if you must ramble on, do so by adding value and new information, don’t simply repeat the same thing in a slightly different way. But if you really want to bore your visitors, keep repeating yourself.

Market to the world – Don’t know who your target audience is? No problem. Just sell yourself to everyone. The perfect people will filter themselves out, right? Wrong. Marketing to the world doesn’t work. Until you realize this, you will leave sales on the table and frustrate potential customers.

Be boring – Droning on and on in your copy will put people to sleep. This will improve your bounce rate, but only because they’ve passed out before they click away from your site. This doesn’t mean be someone you’re not, but at least have engaging copy that is interesting and mildly entertaining.

If you’re not sure your homepage copy is doing its job, let me help. I’m a copy enhancer – someone who can take your existing words and make them sparkle. It’s taking your words and making them better, stronger, faster. Kind of like making them bionic.

Contact me for more information on how together we can take your homepage from basic to brilliant!

 

© 2012 Sarah Wood

 About the Author: 

Sarah Wood, also known as the “Magic Pen,” and author of “How to turn a No or a Maybe into a Yes” and producer of “Magnetic Phrases,” is a copy enhancer/ writer who transforms copy on your website into sexy and sizzling from boring and blah. For a list of testimonials go to her website and check out her long list of happy customers at www.evolvingadvisors.com . She is also a marketing strategist at overcoming objections for coaches, mentors, real estate agents and entrepreneurs.


Selling Features through Benefits

May 9, 2012 by  
Filed under Coaching, Copywriting, Sales Training

It’s the age-old conundrum. You have a business. It has some cool things about it – such as, it’s open 24-hours, has widgets in hundreds of colors or has the lowest prices – guaranteed. All these are great to know, but if that’s what you focus on in your business copy, the only sounds you’ll hear in your business will be crickets. No ringing phone, no email inbox dings. Nothing. If you focus on features, you won’t compel anyone to buy because no one buys on features. Remember – features tell, benefits sell.

That time worn phrase is likely repeated in every sales copywriting class. If you’re not able to help readers (I mean potential buyers) see the value of your product or service in what it can do for them, you’ll lose them after only a few sentences. Here’s something else to keep in mind:

People don’t want a ¼” drill; they want a ¼” hole.” ~ Theodore Levitt

But distinguishing features from benefits often instills angst and consternation because the differences may not be obvious. And it’s not just the newbie copywriters who get it wrong. Even seasoned marketers confuse features and benefits. Honestly, I think they might get a little bit lazy in their thinking. Writing about features is so much easier, after all.

If writing about features is easy, then thinking them up should be downright simplistic. Listing features is a great place to start because it gets your mind thinking about your product or service, and you will do a little magic with those features to *poof!* turn them into benefits.

How? By adding these two words after a feature statement – “which means…” leads you to the benefit statement. Let’s look at an example.

Product: Weight loss shakes

Feature Benefit
Comes in 3 delicious flavors which means… you don’t have to endure a yucky-tasting drink
Mixes with milk or water which means… you can adjust the product to fit your lifestyle
Replaces one meal per day which means… it’s not intrusive to use and is easy

It seems simple, right? The key to discovering why your customers and clients really buy from you is in how you utilize the “which means” as you filter through your features. It’s not enough to do it once as shown above. By repeating “which means” after each response, you’ll begin to drill down to the real reasons people use your product or service.

Take the first statement again: Comes in 3 delicious flavors which means you don’t have to endure a yucky-tasting drink which means you’ll be more likely to stick with the plan which means you’ll lose weight more quickly which means you’ll feel better sooner which means you’ll get healthier faster. Ergo – Comes in 3 delicious flavors which means you’ll get healthier faster.

By meeting customers in their space of need/want/desire versus telling them all the features that may or may not be important to them, you’ll reach not only their ears and hearts, but their pocketbooks as well…which means you’ll enjoy a larger payday and a bigger customer base.

 

© 2012 Sarah Wood

 About the Author: 
Sarah Jo Wood is founder of Evolving Advisors Inc., author of ‘How to turn a No or a Maybe into a Yes!” , and producer of “Magnetic Phrases.” Her forte is in copy enhancment, a gift allowing her to enhance already written copy thereby keeping the owner’s original voice, while magnetizing and making the copy sizzle with persuasion at a fraction of the cost of a copywriter. She can be found at www.evolvingadvisors.com