You know what its like, you're reading the sales material about
a product you're considering buying, but, as you read, all these
questions seem to pop into your mind, but there's no-one there
to answer them, so you shelve your plans to purchase.
If it happens to you, you can guarantee it also happens to your
customers when they read your sales copy. So, what's the
answer?
You don't have to practise mind-reading, just good-old
fashioned common sense - here's a four-step format to help you
reassure your customers by answering those unasked
questions:
1. "What's in it for me?"
Paint a picture
You already know it's important to promote the major benefits
of using your product in your opening copy, but don't just list
the benefits. Paint a picture so your readers can visualise
themselves enjoying these benefits.
Not: "Save time and money with Acme widgets," but, "Free! Four
hours a week to read a book, walk along the beach and follow
your dream when you use Acme widgets the quickest Widget
on the market today."
2. "How can you give me this?"
Explain why
People aren't silly, they're not going to believe something just
because you say it's true. You must offer credible, logical
reasons to support your claims.
"Acme widgets achieve faster results because we incorporate
not one, but two gizmos. In controlled tests conducted by
XYZ, our widgets consistently out-performed the competition in
speed, accuracy and endurance."
3. "Why should I believe you?"
Give reassurance
This is the time to give some details about you and your
Company, provide information about your credentials,
qualifications and experience in the field. Now you can also
include brief testimonials from satisfied customers (provide as
much information to identify the customers as they're willing to
allow anonymous testimonials are almost worthless).
4. "What if I don't like it?"
Eliminate the risk
The final stumbling block is usually the fear of losing their
money if they don't like the product or find its not what they
expected, so offer your customers an iron-clad guarantee.
It can be a full refund, a double riple money back or whatever
you feel you can afford. Always include a time factor - the
longer the better - people like to know you'll be around for the
long-haul.
Incorporate these answers in your sales copy to help turn your
readers into buyers.
About the AuthorJennifer Stewart has had her own web-based business since
1998, offering professional writing services to clients on every
continent except Antarctica!
Visit: http://www.write101.com" target=_blank>http://www.write101.com to see how your business can
benefit or subscribe to free, weekly Writing Tips:
mailto:WritingTips-subscribe@onelist.com">WritingTips-subscribe@onelist.com?subject=Subscribe
|
