The internet is finally realizing its full potential as an audio/visual medium. Back in 1995 when I first logged on to the internet I knew it was coming, but I thought it would have been here sooner. Because of the effectiveness of audio and video as a sales tool, sales letters on websites have to have certain elements to keep the attention of the reader.
1. Conversational tone - Have you ever tried to read a medical journal? Boring right? Lots of words over your head? That's how readers feel when they come across a landing page or sales copy that takes itself too seriously. The creators thought they were being professional by using words people don't normally use in conversations and using a bunch of industry jargon that alienates some of their site visitors. Communicate. Stop talking AT people.
2. Information - No one wants to be given a sales pitch. No one wants to read through a list of features. Leave that for a Tivo user manual. People read for two reasons: entertainment and information. Do you remember what the internet was called back in its early stages? The information superhighway. Unfortunately, its turning into the highway cluttered with billboards. Surfers are turning a blind eye to sales pitches. Give them a reason to read on. Give them information that intrigues them.
3. Juicy Offer - Although you have the best product in the market, you have to realize that the internet is a shopper's paradise. That means the shopper is in control. And what they want to control is price. Online prospects want more for less. I don't advocate discounting your price, but I do advocating giving them something else of perceived value for free that sweetens the pot. Make them a juicy offer they can't refuse.
4. Knowledge of the Customer - Everybody that parks on your landing page is not a customer. That's the nature of the internet. Anyone can stumble across your page. That doesn't mean that your sales material should try to convert everyone that reads it. It can't. When you do that, you stop talking to your potential customers and your content begins to read like this: blah blah blah blah. Know who your customers are and speak directly to them in your copy. You'll convert more sales than if you try to address the unpredictable general public.
5. Knowing When to Shut Up - I know you've read all the gurus who made millions of dollars TEN years ago with extremely long copy. When was the last time you read through 15 web pages that were trying to sell you something? Probably never. However, there are some circumstances when it's appropriate to have long copy. If you know your audience, you know how much they can handle. Knowing when to shut up will be based on your audience, your pricing, and the complexity of the system, service or product you're offering.
Go forth and multiply your sales. Re-write your copy so that it includes all these elements. Remember that you are competing with entertaining audio and visual sales pitches.
Yasheve Miller is a Copywriter and Marketing Specialist whose primary focus is to generate leads and convert prospective customers into sales for his client. www.yasheve.com/ghostwriter.html makes small businesses competitive with branding and marketing campaigns tailored to each individual business.
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