Step #1: Nothing is more important than your headline
It’s always a great idea to look at and collect great headlines whenever you see them in a written sales pitch. Keep headlines assorted by products and also by types of headlines so you can easily find what you need when you must come up with a new headline.
In fact, you can make a game out of it by trying to come up with five different headlines for everyone of them you collect. You can never use exactly the same headline someone else has written but you can alter it and change it to say what you need, without using someone else’s work directly. Two questions you can ask yourself are: “What is it?” and “What will it do for me?” And keep your headlines short, snappy, and to the point.
Step #2: Don't waste their time, get right to the point
Keep your reader interested by getting right to the point. List the issues the customer is trying to get solved and show how, in the next section, the product information will explain how it solves those problems.
Step #3: Talk like its cocktail hour with friends
Keep your copy light and friendly, as if you were right there talking to your best friend. And think of it as just ONE friend, not the thousands you will actually be reaching with your letter or sales copy.
Step #4: Solve their problem with your product
Outline exactly how your product is going to solve problems, point by point. Use bullets for added emphasis and show how life is going to be so much better when they buy your product.
Here are two important bullets to include at the end of your copy:
- The Giveaway Bullet: This is a great way to snap the customer one last time into buying the product. Here you would give away something of value that is also related to the product. It reassures the customers that they are getting a great bargain for their money. Use it at the end of your run of bullets.
- The One-Two Punch Bullet: This is a great tool to use in emphasizing the value of benefits of a product. It is to put the answer to “So What” at the end of the benefit. For instance, you can say “I love doing travel photography and it makes me a lot of money (So I can stay at the best hotels and enjoy great food and service).”
Note: Bullet points should always have the first letter of every word capitalized and never end with a period.
Step #5: You do have something to prove
Using testimonials in different formats, such as pictures of e-mail shots, messenger conversations, videos, and others, are great to use as proof of success. You never can have too many testimonials to show throughout your copy and in strategic spots.
Step #6: Go in for the close
It’s good to begin your closing section by showing the customer great value they’re getting in purchasing your product or service as opposed to a similar but more expensive product. Also adding in a guarantee such as a 30-day refund or some other added value option goes a long way towards helping the customer feel they aren’t going to lose anything financially. You can also add to the value by putting the offer through a limited time period and then it’s gone forever.
Step #7: You have to ask for the money to get it
This is your grand finale. Now you ask for the money. Show them how to make the payment and how easy it is to get the product, particularly for a download. Payment goes through and a download link pops up. Right click with the mouse on the link, go to “save target as” and it’s done.
Or if it is something to be sent, you can give your customer two options: free ground mail, or overnight delivery with an added fee.
If you can’t figure out the best way to ask for the sale, then begin studying different sales letters, Web copy, anything that stirs you to make a purchase. Follow the same outline (without copying directly) and you will begin making sales.
Step #8: Summarize it up as quick as possible
Do a quick review here of everything mentioned before but make it short and concise. This is the final spot to remind the reader about all the benefits, the savings or gifts if there is a time line, and make a final convincing argument in favor of making the purchase.
No comments:
Post a Comment