Step 3: Use powerful sales copy
It's important that your web pages are interesting to your visitors. Every visitor wants to get a promptanswer to the question "what's in it for me?". In the first paragraph of your web page, you should tell
your visitors the following:
· what you do
· why people should stay on your site
· what's in it for your visitors
If you don't answer these questions quickly enough, people will go away.
People aren't necessarily interested in your product or in your company. You must convince your web
site visitors with good sales copy.
Before starting to write sales copy, make sure that you know your product and that you're passionate
about it. You have to fully believe in your product. If you don't, you shouldn't sell it.
You cannot write convincing sales copy if you don't stand behind your product. You must be sure that
you're doing your customers a favor by offering them your product.
· What's in it for your customers?
Your customers want benefits. What can your product do for them? What can it do for them now?
The benefits of your product should be the first words on your site. Make them bold and make them
big. If your visitors don't know what's in it for them after the first few seconds, they'll leave your site.
People don't read everything on your page. They scan it for interesting information. Grab their
attention with benefits.
· Don't mix up features and benefits
You must differentiate between features and benefits. Features are the attributes of your product,
benefits are what your product promises. For example, if you sell a solar-powered clock, then the
feature is "uses new 38/12 solar cells". The benefit to the buyer is "you save money because you
don't have to buy batteries anymore".
Don't bore your potential customers with technical details. Tell them what your product will do for
them, how they will feel when they try your product. Maybe your product or service will make them
more money, maybe it will save them time. Tell them and don't be shy.
· Killer headlines will grab your visitors attention
Nobody will read your entire page. Make it easier for your customers by dividing your page into
paragraphs where each paragraph has a headline. Your headlines should make clear what to expect
in the next sentences and they should grab your visitors' attention.
Use words like "free, proven, benefit, first, discover, complete, exclusive" and avoid words like
"should, could" and "but". Make sure that you use "you" more than "I" or "we". Remember: Your
customers don't really care about you and your business. They only want to know what's in for them.
· End your sales copy by telling the reader what to do
At the end of your copy text, you must tell your visitors what to do next, for example "Click here to
order now for immediate delivery".
How to convert visitors into buyers. lesson 4.
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