Few businesses appreciate the power of good copywriting.
A well-written sales script can make the difference between a conversion rate of 10% and a conversion rate of 1%.
When people land on your webpage, or when you send a sales letter, you create the opportunity for them to buy from you.
This may be the only time you can explain to them why your product or service matters.
Why doing business with you would be good for them.
To convince people to become your customer, using only the written word takes skill.
You have to be persuasive.
You need to be convincing.
Above all, your writing must hold their attention.
So how do you do it?
Here are five strategies that can make the text on your website more persuasive, and turn readers into customers.
Be Clear and to the Point
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What is wrong with this opening?
Simple: it doesn’t tell the reader what they need to know.
Your opening statement needs to tell readers what your business does and why they should care!
Don’t get caught up trying to “sound professional” or show off using big words.
Resist the temptation to fill your content with jargon and nonsense.
Your goal for any text should be that reader gains absolute clarity of what your business is offering and how you can help them.
Make every word count.
If a word, sentence, or even paragraph does not meet the goal, remove it.
Good sales copy and copywriting in general doesn’t include flowery language.
Good copy communicates clearly what the business does – and it does so quickly.
Storytelling is like SEO for the human brain.
Humans are hard-wired to respond well to stories.
Our civilisation has been telling stories for thousands of years.
Stories engage readers and keep their attention.
Stories can motivate, inspire, and influence us.
If you want to make sure that people keep reading your sales pitch, find ways to relate to it personally and create a story around it.
Stories are much easier to remember than facts and figures.
Customers buy more from emotion than logic.
Stories are a very powerful method of stirring emotion and converting readers to customers.
Split Test Your Copywriting
A split test means creating two slightly different versions of your writing to see which one sells best.
This way, you can test different headers, different opening lines, etc.
A Spit Test allows you to see what is actually working, rather than be led by subjective opinions.
Add Social Proof
When your text includes statistics, figures, and quotes it can make a big difference to your sales.
Such evidence backs up what you are saying.
Quotes from existing customers give you much more credibility.
The more quotes you can provide the better.
This is called social influence.
When your readers see the direct views of people like them, they think that this is now what everyone else is doing.
And when everyone is doing something, we always want to get involved right away!
Social proof on its own won’t compel them to buy, but it will make their decision that much easier.
Find Your Customers’ Value Proposition
Most important of all, is to find the value proposition.
That means understanding what it is about your product that is going to drive sales.
You are not selling the product, you are selling the result your customers can get with your product.
This should mean finding the persuasive emotional hook and getting your audience to imagine how their life could be better as a result of buying from you.
You aren’t selling a fitness book: you’re selling an amazing, ripped body.
You are not selling a shirt; you are selling a smart appearance.
You are not selling a dating course; you are selling a romantic future with an ideal partner.
You aren’t selling an app that handles web design: you’re selling a more beautiful, modern, and efficient website.
You’re selling the dream of a successful business!
You’re selling a better future.
You’re selling a more fulfilled life.
You need to understand this because it is ultimately emotion that drives sales.
So get your readers excited for the future you are offering!