Now what is it about killer sales copy that makes the customer take the action that ‘you’ desire? The action might be anything. An instant sale, a lead or it might just be a form to fill in! But web copy like that is as rare as hen’s teeth. Not impossible to get, but difficult to find.
There are a million articles and tutorials out there that talk about killer sales copy and a billion copywriters who can write the copy for you.
No matter where you get the sales copy written from, always ensure that it meets the 5 golden rules of killer sales copy.
‘To satisfy our customers’ needs, we’ll give them what they want, not what we want to give them’ – Steve James
The 5 rules
Grab the attention: The Sales copy MUST grab the attention of the reader instantly. There is very little time to do this and this will also decide whether the copy ends up in the trash/recycle bin or makes the reader read further. The best way to do this is with ‘The Heading’. As with all articles, the heading is of utmost importance in sales letters/copy. Let’s say, it’s like a foot in the door. There are numerous ways to do this. Ask a question! Tell them something they know already. Use an anecdote!
Connect: Now that you have managed to grab their attention, its time to connect. Be personal and interesting. Talk to your reader like a friend by using strong noun-verb combinations, short sentences and paragraphs! Always write in the active voice. Ensure that you write the way you talk and not like a salesman. People hate being sold things by a salesman. So, talk normally and make them an offer they cannot refuse.
Highlight the benefits: Now this is where you can really strike gold. When you highlight the benefits of your product, always talk in terms of their interest. Show them that you are offering what they are looking for. Never harp on the features of the product. Remember, people do not want features. They want benefits and they will buy it right out of your hands. Dramatize the benefits in a way that it arouses an interest in them. The time they are saving with your product, the money they are saving, what they are missing! What they can do with all that saved time and money! They should be saying yes by the time they finish reading the benefits. They should want it so bad that they must be able to taste it.
Motivate: It’s time for a little emotional push! 90% of the sales that happen in the world are emotionally driven and supported by logic. Offer them facts, testimonials and statistics that extend the offer in the sales copy into realism. This shows that it’s not another ‘hype-it-all’ offer. If you are offering real testimonials, then add a statement that they can be verified. Give them easy instructions on what to do next and how to do it.
The call for action: Congratulations! You are one step away from a sale. The call for action is the last step in completing your sale and you should keep it as simple as possible. Avoid confusion! Let it be a cakewalk.
Does your sales copy (web page, auto responders, radio ad copy, sales letters, classifieds) follow the five golden rules? Verify now!
If no is the answer, then click here to know how I can help!
[...] Rule Number Three – Ensure that your copy meets the 5 golden requirements of Killer sales copy. It grabs their attention, connects with them, highlights the benefits, persuades or motivates and finally, initiates action! Want to learn more about Killer sales copy? Click here! [...]