If you are a follower of my blog you would have seen recent posts giving you copywriting secrets that sizzle and 8 Psychological Triggers of Copywriting. Whatever form your sales writing takes, it is vital that it works hard to make your readers want your product or service rather than just describe it to them.
You probably think there can’t possibly be anything else I can cover about how to make your copywriting as compelling as possible. Well, you’re wrong – I could keep going forever because I can’t stress enough how important the content of your web sites, ads, newsletters etc., is if you are going to convert readers into customers.
What else do we need to do?
The following list provides you with details of what techniques you can employ to make your readers buy.
I’m not giving you a guarantee that by using all of these every person who comes across your ad will buy – mainly because people are fickle creatures – but they will give you the best possible chance of maximising your sales opportunities.
- Make your copy read like a story – this will create interest, make it more readable and that way will create more interest in your product.
- Surveys help you ensure your product/service is tailored to the needs of your customers. Give away a freebie if they complete you survey.
- Highlight keywords in your copy using colour, bold or underlining (use the latter sparingly otherwise readers could get frustrated thinking they are hyperlinks)
- Give them plenty of choice – give them several ways to get in touch with you and to order your product.
- Design your site with your reader in mind. What they want to see is far more important than what you want to see.
- Stuck for ideas? Join online forums and participate in chats. You’ll learn a lot from other online marketers.
- Create a sense of urgency by limiting offers by time, or give away something free with their order again making it a time limited offer.
- Offer extras at point of purchase – i.e. batteries, glasses cases etc.
- Compliment your reader – making them feel good about themselves will help them reach that all important buying decision.
- Create up sell and cross selling opportunities by selling products that compliment each other.
We all know the old adage that you have to make seven impressions on a prospect before they buy. We also all know that it doesn’t always happen because we are fickle creatures and we all have different motivations that make us part with our hard earned cash.
Ker…ching!
That is one of the best sounds when you’re in business.
Happy customers are customers who come back again and again and spread the word about your company. But how can you be sure they’ll remember your name when they need your services again? Let’s face it, it could easily be a year or more and time does have a tendency to
erase the memory.
The answer is simple…
How effective is your newsletter?
I am assuming you send out a newsletter.
You do, don’t you?
If not, you’re missing a great marketing opportunity. Not only does your newsletter act as a reminder to your customers that you are there whenever they need you, but it also acts as a great sales tool.
Of course to get people to sign up for your newsletter you’ll need to offer them something. It could be anything from a free eBook to tips and advice. But whatever it is, it has to add value to the buyer-seller relationship.
Don’t become a one-trick pony
Don’t use your newsletter purely as a sales tool – that will just lead to a flood of unsubscribers. Use it as a way of adding value to your relationship with them:
- Give tips and advice
- Tell them about the other services you offer
- Use it to convey special offers
- Provide information they may find of interest
An offer perhaps once a quarter is enough, any more frequently than that and they’ll get fed up, unsubscribe or just stick you in the junk mail.
Of course, the biggest problem any business faces with this kind of marketing is finding the time. If your newsletter is going to be effective it needs to be regular. The odd intermittent issue will leave your readers wondering what’s going on. Of course, running a regular newsletter requires:
- Time
- Content
- A creative flare for putting it all together in aninteresting way
You may already have this covered by a member of staff, but if it is one of those jobs that is constantly pushed to the bottom of your ‘to-do’ pile, perhaps you should consider outsourcing and leaving someone else with the monthly headache.
