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Internet Marketing Strategies -- Writing Effective Website Sales Copy -- Part Four
A professional looking website is a very important part of making
sales. However, without effective sales copy your website will be
useless. Words make sales, not fancy websites.
Your words are the entire foundation of your business. Your
product, your website and your marketing strategies all depend
upon your words. You must learn how to write
persuasive words specifically written for your targeted customer.
You must feel your customers needs and write your copy with
passion, excitement and benefit.
Your text should be written in a black, legible font with a light
background. Avoid using fancy fonts or backgrounds that will
make your text difficult to read. When you begin writing, write in
small blocks of text with a space between each block. There is
nothing that will make your visitor click away faster than a sea
of black text, so make sure you use plenty of white space.
Begin your sales letter with a powerful headline that demands
attention. This headline is the most important part of your entire
sales letter. If it doesn't grab your potential customer's attention,
they won't bother to read the rest of your letter. Your headline
should be displayed in a larger bold font and demand your
potential customer's attention to intrigue them to read on.
Use subheadings (headlines) throughout your letter to capture
the attention of those who just scan your text. Your subheadings
should provide highlights of each section of your sales letter and
be displayed in a larger, bold font.
Once you've captured your potential customer's attention with
your powerful headline, you should now direct their attention to
your introduction. Write a brief paragraph about your product to
let them know exactly what you have to offer them. Keep your
introduction brief and to the point with no filler content.
Once you've written your introduction, continue to write and tell
your potential customer why your product is the solution to their
problem. Tell them exactly how your product will benefit them.
Identify a specific problem and promote your product as the
solution. This can be accomplished with the use of questions
that identify a specific problem that your product will solve. Ask
your potential customer questions that you know they can
identify with -- feel their needs.
Every word, sentence and headline should have one specific
purpose -- to lead your potential customer to your order page.
When writing your sales copy, direct your words towards one
specific person. Use words like "you" and "your" rather than
"them" or "their." Write as if you are speaking with just one
person -- one on one. Write to persuade, that's the bottom line.
Use the following formula when writing your website sales letter:
- A - Attention - Use a powerful headline that demands attention
- I - Interest - Intrigue interest and create curiosity
- D - Detail - Provide details about your product or service
- A - Action - Call for action
Many Internet users are apprehensive when it comes to making
a purchase on the Internet. You must put their mind at ease by
displaying your full name, company name and contact
information. In addition, you must completely remove their risk.
Provide your potential customers with a solid, no risk, money
back guarantee. This will put their mind at ease by building their
confidence in you and your product. In addition, include some of
your testimonials within your sales letter. Make sure you don't
create a separate page for your testimonials, as they most likely
won't be read. Place your testimonials throughout your sales
letter to ensure their visibility.
Studies have shown that long sales copy out-sells short sales
copy. However, some visitors do prefer a short sales letter. To
accomodate both types of preferences, you can provide both.
For those visitors who prefer a short sales letter, provide them
with an opportunity to click through to your sales page
throughout your sales letter.
When writing a long sales letter, keep in mind that with each
additional click, you will lose a percentage of your potential
customers. Have you ever read a sales letter page that forced
you to click through several pages to continue reading the sales
letter? Many Internet users find this very frustrating and just click
away. Try to keep your sales letter all on one page for the best
results. Your visitors would probably much rather scroll through
a long sales letter than click through and load another page.
Their time is very valuable -- accomodate them.
Once you've written your sales letter and packed it with all of the
benefits your product has to offer, your next step will be to "call
for action." Ask for the order and provide an easy ordering
process. Continue to reassure your potential customer by
reminding them of your personal guarantee and lead them to
your order page.
For potential customers that still aren't convinced, provide them
with free bonuses just for purchasing your product. Many times,
you will find that your customers purchase your product just for
the free bonuses.
Your final step will be to close your sales letter with a
PostScript. When your visitor scans your sales message,
chances are, they'll read your headline, subheadings and your
PostScript message. Place your most important benefits within
your P.S. message. It will get read.
Write your words so that they seamlessly flow together from
your beginning headline through to your order page. Pack your
copy with all of the benefits your product has to offer and keep
it simple. The simple, well designed sites with great copy make
the sales.
Copyright © 2001, all rights reserved
About the Author:
Shelley Lowery is the author of Ebook Starter. A complete
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