Writing online sales copy requires essential elements that must always be included in order to have a successful response. Author and Marketing Consultant, Loren Beckart, Vice President at ClickTracs, wrote an online article about a nine-part formula she always uses in her work.
The Nine-Part Formula:
Headline:
The headline consists of three elements: the pre-headline, the main headline, and the posthead. The pre-headline is where the targeted reader is hooked and can’t wait to read further to find out what’s next; the main headline provides the big selling point or benefit which engages the reader’s emotional interest; and the post-head clarifies the first two parts.
The story:
This tells the story that grabs the readers’ emotions and sets them up to hear about the product or service offer that will solve the problems the story told them about. Those problems are also the readers’ problems—they relate to the story as seeing themselves in the leading role.
Your credibility:
The proof is given here, whether it is in statistics, testimonials, newspaper and magazine reviews, trade magazine features, tested results, anything that says to the readers that it must be true if this proof is given. If you have professional knowledge, expertise, and credentials, that would back what you say about the product or service, then present that as proof too.
Benefits:
Make it easy to see the benefits by using bullets for each benefit and make each bullet carry its own weight in supporting the benefit.
Specifications and features:
Here you can give more technical details about the product or service which, in turn, enhances anything you say about the benefits.
Bonuses:
Give readers an added value by offering something additional when they buy within a certain time frame. This can be a free offering such a trade report giving additional information, three months free membership in a connected VIP club, or money back with a mail-in rebate.
Value build-up:
Justify the product or service cost by showing how using it will make the customer’s life better, easier, safer, happier, more so than the cost of the product. It’s always good to add a bit of pressure by saying there is a limited supply or a limited time to purchase this. Say the product is discounted until midnight the following day, or will no longer be available to the general public after midnight. Make sure they will see what they lose out on if they don’t go with the purchase NOW!
Ordering:
You have to make it easy to complete the intended action…which is to make the purchase. Every step is outlined on how to do that in your ordering form and you also have to make it easy to make the payment. Get a PayPal account or any other reputable company that will service your needs for you and also keep accurate records of online transactions.
Post Script:
All you need to do here is summarize everything that went before and for the last time, ask again for the sale or order.
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