Entries Tagged 'sales writing' ↓

As a copywriter, when I talk about sales copy I tell people to concentrate on the benefits.

After all, it is the benefits of your product or service that prospects want to know about as they will have a direct influence on their lives.

But if you’ve ever done any face to face selling you’ll also be aware of the other factors that you need to overcome – their reasons for not buying.

Sales literature is there to sell (no, really?), what’s more everyone knows that. Many people don’t like being sold to and so their guard is instantly raised when they read your letter, web page, brochure or other sales material.

Therefore you have to work out how to get round their objections.

Objection 1: “Too expensive”

Quite often this isn’t a genuine reason – it’s more of an excuse. A quick response that is supposed to get you running for the hills.

The best way round this objection is to show your product or service as an investment. The use of that word suggests there is a future pay back somewhere along the line.

You can do this by highlighting its benefits – how much money they’ll save or how much they’ll make.

Objection 2: “I don’t really need it”

Oh boy, now you’ve got some work to do.

If this objection is thrown at you it means one thing – you haven’t sold the benefits of your product well enough.

Go back over your website copy – have you told them what’s in it for them? Have you shown all the benefits. Make sure you haven’t confused your features with your benefits.

Is the copy talking to them? Does it evoke an emotional response? Have used a story to illustrate how it will benefit them in real life?

If your copy is benefits lead it should blow this objection clean out of the water because it will show them exactly why they need it.

Objection 3: “Hmmm, not sure. I need to talk to someone about it.”

Ah, the delaying tactic.

The best way to get round this one is by having a limited offer – it could be time limited (i.e. the special price is only available for the next 14 days), limited in number (i.e. only 5 left) etc.

No one likes to think they are missing out.

Of course the other way round this is by providing testimonials or case studies. By having real life examples of how your product has helped people will strengthen your sales message. They won’t need to talk to someone else when they have testimonials in front of them.

Being prepared is always having an answer

These three objections are the main ones you’ll come across. Head them off by ensuring your copy answers each of them.

The more objections you can satisfy the better. Utilise your experience – make a note of objections you come across and work solutions to these into your copy.

Sometimes, even though you’ve countered every argument someone can come up with, they still won’t buy. Sadly there is no known cure for stubbornness (yet).

Tweet This Post

Me, me, me, me.

I just thought I’d give you a bit of a clue as to what your reader is most concerned about when they are reading your copy.

Whatever you are trying to sell, your reader will only want to know what’s in it for them.

It’s human nature – if you want them to part with their hard earned cash, they have to benefit from it in someway.

Every copywriter should therefore be familiar with 3 market-proved elements that must appear in their copy to make the cash registers ring:

• promise a benefit
• make an offer
• deliver relevant news

Get it in your headline

The strongest headlines will contain all of these elements. which is quite a task.

Let’s start with the benefit. The easiest way to get this into your headline is to use this formula:

VERB + desirable quality (+ additional feature) = BENEFIT

So for example if you were looking to sell an anti wrinkle cream, your headline could look something like:

“Enjoy younger, softer skin in just 14 days”

For the offer you could include details of a reduction in price, or a limited quantity of the product. This will help create urgency – they have to buy or they’ll miss out! And no one likes to think they are missing out on a good thing.

So now our headline would look something like:

“Enjoy younger, softer skin in just 14 days – now with 50% extra free, available until the 31st October only.”

Eek! Quick or you’ll miss out!!! See where we’re going with this? Now suddenly we have created a sense of urgency because the offer won’t be about for ever.

The final stage is to add relevant news. This could be done by adding a question or adding credibility. So if we go back to our headline we would do something like this:

“Enjoy younger, softer skin in just 14 days with the new clinically proven formula – now with 50% extra free, available until the 31st October only.”

So now we have shown that it has been ‘clinically proven’ – we are adding credibility. More information about the approval can be shown in the body of your advert.

So hopefully you can see from this blog how important it is to write headlines that grab your readers attention and interest. If you are ever going to have a hope of them reading the rest of your ad, you’ve got to grab them immediately.

Sally Ormond, Briar Copywriting – freelance copywriter

Tweet This Post

The good old British reserve seems to be holding back many businesses from getting the exposure they deserve.

A large part of the work I do is website copywriting. When I am sat with my clients going through the copy they need on their website I am often amazed at their lack of ’shoutiness’ about their company’s achievements. Normally there is the obligatory page of testimonials which often are just a list of waffly quotes. Rarely do you  find testimonials of substance.

Readers don’t want to see that you were ‘nice to work with’ they want to know how your product/service helped – what was the ROI?

Likewise with the ‘News’ pages that companies like so much. The problem is that what is on them is hardly ever news. Here you should list things like:

• Awards given
• Donations to chairty that you have made
• Large contracts you have won
• Success stories

And don’t forget to press release it too! It’s all well and good posting the information on your website but unless you get it out there in a press release who’s going to see it? If you have a blog, blog about it and link it back to your website – this generates those all important back links.

As Jon Morrow states in his recent post The Susan Boyle Guide to Being Loud and Proud, “The true giants of this world aren’t quiet. They are as loud as they are tall.”

So next time your company does something well SHOUT ABOUT IT.

Tweet This Post

One of the most effective online marketing tools is the press release. However it is often misused or under-used.

Let me ask you something – in the past 12 months how many press releases have you made on behalf of your company?

20, 15, 10, 5…less…none?

When should I make a press release?

The simple answer is whenever your company does something it wants to shout about. If it’s news, press release it.

Want some examples? OK, here is just a selection of scenarios where you can spread the news through press releases:

• The launch of new products or services on your web site
• You want to publish the results of an online survey you’ve been running
• To publicise a seminar you’re hosting
• You are launching a new website
• Your company has won an online award
• Publicise online products or services you’re giving away
• If you’ve started an online club/forum
• If you’re lucky enough to have someone famous to endorse your product
• Launching a joint venture with another company
• If you’ve written a new eBook

That was just a list off the top of my head. I’m sure if you have a think you’ll find an angle you can press release about right now.

Press release golden rules

Of course, if you want your press release to stand the best possible chance of being published, you’ll have to make sure it is written correctly. By following these simple steps you should be able to create something interesting, readable and printable.

• Make sure your release reads like news and not an advert
• Only send your release to media related to the topic of your press release
• Keep it one page in length
• Your header, contact information and release date should be at the top of your release
• Use short, simple sentences and double space your lines
• Your header and first few sentences must grab your readers’ attention
• You should tell a story and mention your business, product or service in the body of the press release
• Proofread your press release looking out for grammar and spelling mistakes
• Proofread your press release looking out for grammar and spelling mistakes
• Proofread your press release looking out for grammar and spelling mistakes

No I haven’t gone mad. That last point is meant to appear 3 times. You can’t afford to send out a press release with errors in it.

Don’t forget if it’s new to you, it will probably be valuable news to someone else so shout about it.

These press release tips are brought to you by freelance copywriter Sally Ormond.

Tweet This Post

This blog concentrates on the mechanics of writing a sales letter. Copywriting is a skill that has been around for donkey’s years so what I am about to impart is not rocket science, but rather age old skills and techniques that are well tested and proven.

A sales letter has 3 main components:

Headline

If you don’t grab your reader’s attention immediately you may as well give up now. Your headline is what will draw your reader into your sales later.

Don’t be gimmicky or clever – the best headlines will sell the benefits of your product/service and arouse curiosity. Make your headline specific, include: what you are selling, its price (only if this is one of the key points that makes your product/service attractive), what’s in it for your reader (the benefits) and finally what will happen if it doesn’t work.

Wow, that’s a lot to take in, but here is an example that really works. It is from Domino’s Pizza:

Hot Pizza Delivered to Your Door in 30 Minutes or Less of it’s Free

Brilliant! Your reader knows what they are going to get, when they will get it and what will happen if something goes wrong.

Oh, just one other thing – don’t end your headline with a full stop. As you know that particular punctuation mark tells you to stop reading and that is the last thing you want your reader to do!

Offer

This makes up the bulk of your sales letter.

Don’t make the mistake of thinking that your reader already knows what you are talking about. Be explicit – tell them how your product/service is going to benefit them -’it will save you time’, ‘it will save you money’…get the picture?

Although you need to sell your product/service, if you are too salesy you’ll turn them off. Keep it light and interesting. Make them believe they need your product, motivate your reader to take advantage of the offer that you’re presenting right away (limited to 50 places, offer ends 31^st March…).

Call to Action

This is soooo important. If you don’t have one you might as well have been writing a postcard to your nearest and dearest.

The CTA is crucial in any sales writing. Make it clear, simple and concise. Don’t confuse your reader now. Hopefully they are ready to get out their credit cards and buy so tell them what they have to do – buy now, call now etc.

The slightest bit of ambiguity will see them swim off in someone else’s direction and you’ll lose the sale.

So as you see, don’t try and reinvent the wheel. The key behind successful copywriting is to use the formulas that have been developed but put your own spin on what you’re writing.

Tweet This Post