One of the biggest concerns of business owners online is how to create copy that sells. Copy thatÂ sells is copy that moves the prospect to take an action, whether this is to click a link to findÂ out more, download a free Ebook or whitepaper, watch a video or buy something.
Copy that creates a certain response in your prospect is called direct response copy. Its written in a certain way using particular elements to appeal to wants, needs and emotions. It is distinctive because it has just one goal -Â to move the prospect to take a specific action.
Follow these tips for writing compelling sales copy for your website or offline copy
Always use an attention getting headline
Your headline accounts for 80% of your sales copy success. It determines whether or not the restÂ of your copy gets read. Spend plenty of time on making your headline effective. Your headline needs to stop readers in their tracks for long enough to make them read the rest of your copy.
For example you could:
- Highlight a problem: “Will You Survive a PC disaster?â€Â Easy, Automatic, Online back-up at One Flat rate.”
- Provide helpful advice: “Three Proven Ways to Prevent the Onset of a Heart Attack”
- Make a special invitation: “Youâ€™re invited to spend the evening with the most dynamic women in the industry today
Focus on the customer, not you and not your product
Perhaps the biggest mistake business people make is focusing all their attention on their product andÂ too little on the customer. If all your focus is on how great your product is you leave unanswered the one question on your prospectâ€™s mind:
“Whatâ€™s in it for me?”
Prospects want to know how your product is going to solve their problem, help them achieve their goals, remove their fears, or make their life easier.It’s not about your product. You need to understand their needs and desires before you write your sales copy, and then match the benefits of your product to meet those needs.
Otherwise, all you do is give your prospect a new problem they should never haveâ€¦Â trying to figure out if you can help them or not. Most wonâ€™t wait around to find out.
Whether you are writing a web page or a landing page forget about trying to appear “businesslike” and “corporate.” Don’t waffle on about “vision” “philosophies” and “objectives” Focus on your prospect, and write as if you are talking one-to-one with a very good friend. Use these tips the next time you write content for your website or sales brochure and watch your response increase.