Traditionally, print copy can handle a 10-12 page sales letter because the customer is just sitting there relaxing and reading. On a screen, like television, customers tend to get the drift of the letter within the first few paragraphs, if written well, and will skip ahead to make the purchase.
We are also talking about targeted marketing here because someone, who wants to make a purchase after reading half a page of copy, is already geared to such a purchase from past experience by the seller. Other customers will read into the next several pages and start formulating whether they want to make the purchase right then or wait a few days.
Devised by Brett Gilbertson, www.conversionrate.com, here are five vital questions to use every time.
1. Who is the customer?
The customer is who you are writing the copy to, rather like a personal direct letter. You will need to bring the customer right into the copy from the very beginning. The customer must feel that every word was written just for their eyes only and that the problem they’ve been having, is now being solved by you!
2. What do you want them to do?
Think ahead to the end result, the reason why the copy is even being written in the first place. Are you selling a product and do you want them to give you the money at the end of the letter? Or maybe even halfway through the letter, for those who are noted as former buyers of similar products. The rest of the letter is for those who need more convincing and are perhaps firsttime buyers of this product.
3. What is the problem, need, pain or want that they have?
People have problems and you are here to address one of them in terms of selling this product. You show in the copy how this product solves several aspects of a single problem, or better yet, several problems with one product. People are looking for the way to make a change to fix the problem in their lives.
4. How does your product or service solve their problem?
You can give a lot of information about features here but don’t overdo it. Better yet, keep a specifications page off to the side as a separate document or a sidebar. Mention only the features that will help solve the problem. Too many details or specifications can distract the reader from the main purpose of the copy.
5. What are the benefits of solving this problem?
The copy should show in what ways the product will solve the problem, while keeping the customer needs in mind all the way through. So a new vitamin-B complex pill may have all the necessary ingredients to provide healthy nutrition if taken on a daily basis, the benefit to this product shows that people feel much better, less stressed, and better able to cope with the daily dramas of a job or marriage, or even studying at school. Benefits of the product are highlights in the copy.
Using the Formula
Be sure that all your copy reflects on the customer and solving the problem for the customer. Avoid tooting your own horn or that of your company. Ultimately, the customer could care less right now who you are and what your company stands for. If your product solves the problem, THEN they will care because they will want to remember who to go back to for more or when they have a problem.
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