Remember, when you write your sales copy, that you are not a lecturer and
your potential customer is not the audience.
The three required building blocks of great sales copy are Introducing the
product, Arguing why it is the best value or quality, and Proving your
substantiations. This is a fact that will greatly increase the selling
efficiency of any marketer who is clever enough to see the force of it.
Everybody wants to know what they're buying, and there is a certain art to
persuading them to conclude that yours is the product that they need. You
need to mesmerize them with your lead in, introducing the answer to their
problem. Offer the arguments that are already clicking in their head, and
show them the proof that substantiates your argument.
Too much information puts your potential client in the position of boredom
and frustration. Don't talk them to Death, with too much data when making
your sales pitch. Your are not in the business of writing a biography of
your product and yourself (or the owner of the product), you are in the
business of making the sale.
Say it once, Say it clear and Move on!
How many times do I have to hear about how your product does this or does
that? Am I such a complete moron that I can't remember it from one paragraph
to the next? I can't tell you how much I hate having to tread through
countless piles of advertising manure telling me the same thing over and
over, only changing the words.
Pat yourself on the back, on your own time!
That's how I feel when I visit a site looking for the information on their
product. When I come across page after page of literature that often covers
everything from the manufacturer's educational background and family life,
to a full page (even pages) of testimonials, I start gasping for air. Time
to escape!
If the educational background or being from a family lifestyle is crucial to
the credibility and quality of the product, keep it short and sweet.
Otherwise, get off of it! I Don't Care!
Testimonial Overkill.
Recently, I was looking at a marketing program and by the time I got halfway
through the testimonials, I had already had enough. So it was click and
goodbye. Testimonials are an intricate part of sales, however you rarely
need a full page of them to get the message across. Pick a few of your best,
(preferably short) testimonials and use those. Set up a specific page for
all of them, and give the reader the option of viewing them via a link.
There's nothing earth shattering here, but considering the amount of times
in the last few days, I had to wear my waders to bear yet another barrage of
advertising refuge, I just had to write something down.
So, try for the sake of your readers and your sales margin to keep it
Strong, Simple and To The Point!
About the Author
"Wild Bill" Montgomery
http://www.MakingProfit.com
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