When writing copy online to increase sales it is vitally important to connect with your reader in order to convey your marketing message. Most people are cynical when viewing any advertising copy due to the amount of hype often used. The most effective way to engage readers is to touch upon an emotional cord with them thereby drawing them deeper into what you have written. Blasting people with outlandish claims tends to increase their resistance to your advertising copy.
Here are 10 subtle tips to use when composing sales content to help you ‘connect’ with people thereby allowing you to more effectively deliver your marketing message.
Attention Getting Headline
Peak the curiosity of readers by ‘hinting’ at what type of ‘sensational’ information awaits them within the body of your content. You must get them to read further into your advertising copy in order to get your points across and/or to persuade them to make a purchase.
Address the Problem
Identify the problem from which readers are suffering and that your offer will address to further engage people even deeper into your copy. At this point you have ‘touch a chord’ with others because they now feel you can relate with what they are going through. It is this connection that will help you better communicate any marketing message you may have.
Offer a Solution
Provide for people a reasonable solution to their problem and do so in a credible manner. It is here that you are providing some legitimacy to the claims of your solution. You must be believable and convey your message in a clear and logical fashion! Using a more reasonable, deliberate and calmer ‘tone’ in your advertising copy will be soothing to readers thereby lessening their resistance.
Show the Benefits
By showing people the problem as mentioned above you are also reminding them of their discomfort, suffering or pain! Here is where you allow them to imagine the ‘benefits’ that your offer will afford them and how their previous and undesirable feelings and/or situation will be solved! In order to increase sales with any promotional copy you will always need to show people how they will benefit!
The use of testimonials or logical and reasonable explanations that serves to make your benefit claims more believable or understandable helps to again lessen reader resistance. This reassurance is necessary and needed to get people to take the action you require.
Present Your Offer
Here is where you tell people you got the solution and they need to take the necessary action as required to posses the solution and enjoy the benefits! Once you have ‘rolled out’ your solution again review how it will help them and therefore why they need to have it!
Here is where you offer a guarantee to further assure readers and lay to rest any lingering doubts that they may have. You want them to feel any risk at this point is minimal or better yet non-existent! Money back guarantees are quite normal and expected when dealing with any reputable business. Here too you are aiming to knock down any remaining ‘walls’ of resistance or doubt people may still possess!
Your Call to Action
This is your wake-up call to readers telling them to take action, NOW and stop the suffering, discomfort or otherwise undesirable feelings/experience they currently have! Telling them the solution is at hand and theirs for the taking right at this point further lessens resistance and compels them to take action. You are ‘nudging’ them along without blatantly pushing them which would only serve to increase their reluctance and fuel their doubt! It is all about subtlety and your proper use of it to keep people reading your advertising copy! It stands to reason that the more they read the greater the chance you will have to deliver your marketing message. In order to increase sales you absolutely must get your message across!
Review Their Current Situation
Here you are simply reminding people of why they are even reading your copy, because they have a need or desire to make ‘things’ better! Reminding them you have the solution and it is easily within their grasp further triggers emotions that pushes them closer to taking action!
Ending your copy on a positive note quite simply remind people of the good things they stand to experience and the negative ones they can easily eliminate, RIGHT NOW!
When writing copy for the sake of promoting something it is usually best to use subtly and not an ‘in your face’ approach. When people are viewing any advertising copy they always have the option of turning away thereby not receiving the intended marketing message. Subtly on the other hand serves to win the confidence and strike a connection with readers as the discussion above explains. By doing so people are then able to become more engaged in what you have written. The point is that the more they are willing to read, the greater the chances you advertising copy will have it intended effect which is simply to increase sales!