So, you’ve got a great product that you want to share with the world. How do you get the world to listen? You need to convince them you’re worth listening to. Your copy has to be irresistible. It has to get them hooked and wanting to buy.
Here are our top tips that will give you the edge and get
people to pay attention.
Nail you headline.
The headline is like the gatekeeper to your copy. A weak headline is going to lock that gate forever. So you need to have anattention catching, killer headline. A successful headline needs to have these basic elements:
It needs to be useful - Your headline must promise that your copy will be useful to the reader. Offer something that is essential. It should make the reader think, “I’d be stupid not to read this!”
It needs to be urgent - Your customers are busy. You have one chance to get them to read your copy and it needs to be immediatelyotherwise you'll never get them to read it. They'll forget about it if you don't create asense of urgency.
It needs to be unique - Your potential customers get inundated with information on a regular basis so you need to gran their attention with something unique. Why should they read about what you have to offer when there
are millions of others offering the same thing? You need to convince them that you're different. Tell them something that no one else can. Offer what no one else can offer. Make it witty and interesting. Having an unique headline is the key to getting noticed.
It needs to be specific - You need to be specific about what you're offering and in your overall message. Using a non specific headline won't get people to read your copy. It needs to clearly state what they can expect if they read on.
Sell the benefit that your product offers.
What about your product do you want to highlight? This is your "principle selling position". Ask yourself what specific benefit makes your product or service different, better, special or unmissable? Is it price? convenience?
quality? What exactly are you offering that no one else can? You absolutely have to put this in your copy. People aren't going to buy a product from you if they can get something similar from elsewhere. What benefit are customers going to get if they buy from YOU? List the features of your product. Look at each feature in turn then ask yourself "So what?" Imagine you're a customer; why should you care about this feature? What will it do for your customers? For example, don't just say that you product is fast, tell the customer that it will give them more free time (a benefit). Paint a picture of them using their free time to go to the beach, read a book, or relax.
Include testimonials if you can.
Testimonials sell. Good, believable testimonials from real people will help your sales, particularly on the web, where establishing credibility is tough. People like to know that others have tried this product and that it worked out well for them. Knowing that a real person has used the product and is happy with it encourages them to buy.
Use the right tone.
Decide who you're writing for and why. What tone are you trying to convey: light hearted or serious? What level of jargon are you going to employ? If you're targetting a newbie, make it easy to follow and understand and if you're writing for someone who should know the market, don't dumb it down. Make sure your language suits your intended audience.
Offer something a little more.
Strengthen your offer with some or all of the following techniques:
Offer a good deal e.g. "20% off".
Create urgency; e.g. "This week only".
Offer it risk free; e.g. "Comes with a 60 day money-back guarantee!"
Tell them what to do.
End by telling the reader what to do. E.g. "Ring now" or "Click here to order now". Ordering details need to be easy to see and simple to follow. If they aren't how are they going to buy your product. If they can't find exactly where they need to do this, they won't.