18 Tips To Write Killer Web Copy That Sells
Tuesday, December 18th, 2007I’m going to cover a tested and potent 18-step process for writing killer sales copy that’s designed to turn your prospects into clients.
When writing your sales page your aim should always be to send your site visitors down the "slippery slope" of your copy. Each part of your sales page should seamlessly flow into the following part. If you do your job correctly, you’ll keep the interest of your reader from the time they reach your website until the time they get out their credit card and make a purchase.
Craft your copy according to the following 18-step process to instantaneously increase your conversions:
- Write A Compelling Headline.
State the primary benefit of your product or service in a brief sentence or 2. You need to seize your readers by the throat with your headline and make them want to keep on reading.
- Create Excitement With A Sub-Headline.
In no more than 2 or 3 brief sentences, expand on the benefits of your product and generate excitement in your reader. Whenever what you are offering is restricted, this is a great place to specify that.
- Reference The Benefits Of Your Product.
Give the reader at the least 3 substantial reasons to purchase your product. Your reasons shouldn’t constitute features of your product, just the final benefits of it to your purchaser. For instance, if you are marketing an ebook about curing acne, you might write:
“If you would like to cure your acne so you can stop being ashamed about your appearance, have a lot of self-confidence and be more irresistible to the opposite gender then this might be the most important letter you will ever study.
- SUMMARIZE YOUR USP OR UNIQUE SELLING POSITION.
Your USP is your particular benefit that separates your product from all of the other similar products out there. At this stage in your sales letter it is OK to just sum up your USP as you will be building on it later on in your sales letter.
- Build YOUR CREDIBILITY.
You need to demonstrate to your reader that you’re a credible source that they can trust and believe. Give a little background about yourself (or the creator of the product) and make them understand why you are a trustworthy person and why what you are offering is worth them paying their hard earned money for.
- EXPLAINATION OF THE FEATURES & BENEFITS.
Detail not only what your product does, but how it will improve your reader’s life or solve their problem. The more details you furnish, the better your copy will be.
- ELABORATE ON YOUR PRODUCT.
Now it is time to elaborate about your product and explain to your reader any additional significant details that you have not had the chance to get at yet as well as remind them of the most significant benefits of your product.
- INCLUDE TESTIMONIALS.
Testimonials from your past customers goes a long way towards establishing your credibility. If you do not have any testimonials, you can give away your product to a couple of people with an understanding that they will write you a testimonial (assuming that they enjoy your product naturally). Have them be particular in their testimonial and detail what they like most about your product instead of general statements like “Your product is really outstanding, etc.”.
- Obliterate YOUR COMPETITION.
If there are other products out there that are similar to yours you will need to make it crystal clear to your reader why your product is superior too all the rest. If your product isn’t superior too the competition then you either need to do something to add value to what you are offering or you need to have a lower price than your competition.
- BUILD VALUE.
It is crucial for you to build the value of your offer for your reader. They need to understand that once they acquire your product – their problem will be solved. If they do not acquire your product – their problem will continue.
- SUMMARIZE YOUR OFFER.
Make certain your reader understands precisely what they will be getting from you once they place their order.
- Reveal THE cost OF YOUR PRODUCT.
Remind them once again of the value that your product offers, and then you can mention what you could charge for the product or your regular price. Finally, present them with a lower price that they can get by ordering today.
- SHOW THEM YOUR BONUSES.
Add bonuses to your product to add additional value to your offering. You can either offer a limited number of bonuses, or make them available for a limited time to produce a sense of urgency and encourage immediate action.
- GIVE THEM A substantial GUARANTEE.
It is highly suggested that you offer a full money back guarantee. The elimination of risk will help your readers that are undecided about your product or do not know for certain if it is for them. The amount of sales you will gain by offering a solid guarantee will greatly outweigh the amount of refunds you will see.
- STATE YOUR GUARANTEE AGAIN.
Eradicate all elements of risk by closing your sales copy with something like this:
"I am removing all of your risk! You do not have to decide immediately if this product is right for you. Simply give it a try and if you are not 100% satisfied I will gladly give you all of your money back without any hassle and no questions. You have everything to gain and absolutely nothing to lose."
- INCLUDE A CALL TO ACTION.
Provide your reader with detailed instructions as to how to place their order.
- SIGN YOUR SALES LETTER.
Use your full name. If you would like you can scan an actual copy of your signature and upload it to your website or use a handwriting font.
- CLOSE WITH A "P.S."
Use your P.S. to emphasize the most significant points of your sales copy. Many readers tend to scroll through your copy to the bottom before going back and reading it entirely so the P.S. is oftentimes among the 1st things your reader will see.
There you have it – A successful sales letter in 18 steps! Another thing to bear in mind is that your sales letter should be visually appealing to the eyes. Take advantage of BOLD, ITALICS and SUBHEADS so that it looks good to the reader even if they are just quickly glancing over it.
