Articles
Published December 2001
Like Bees to Honey: Write Sweet Copy that Draws Web Surfers to Your Site
It's no secret that you only have a few seconds to grab the interest of potential customers so you can persuade them to stay on your site. Nor is it a secret that bells and whistles are not the answer.
So how do you gain and keep the attention of your Internet visitors?With killer copy!
Words are the most powerful tool for doing business online. Without the right words, you could lose thousands of dollars in profits.
The best way to write effective sales copy is to put yourself in the place of the person reading it. Ask yourself all the questions your potential customer is likely to want to ask, and then answer them.
In four easy steps, you can reassure your customers by answering those unasked questions:
Step 1. "What's in it for me?"
Paint a picture
Your customers don't care much about your background, how long you've been in business or how special you think you are. So the first thing you must do is promote the major benefits, for them, of using your product. But don't just list the benefits: paint a picture so your readers can visualize themselves enjoying those benefits.
Don't write: "Save time and money with Acme widgets," but write "Free! Four hours a week to read a book, walk along the beach and follow your dreams when you use Acme widgets – the quickest widget on the market today."
Step 2. "How can you give me this?"
Explain how
You must offer credible, logical reasons to support your claims, or people are going to suspect your motives. "Acme widgets achieve faster results because we incorporate not one, but two gizmos. In controlled tests conducted by XYZ, our widgets consistently out-performed the competition in speed, accuracy and endurance."
Step 3. "Why should I believe you?"
Reassure
This is the time to give some details about you and your company. Provide information about your credentials, qualifications, and experience in the field. At this point, you can also include brief testimonials from satisfied customers (provide as much information to identify the customers as they will allow (anonymous testimonials are almost worthless).
Step 4. " What if I don't like it?"
Eliminate the risk
The final stumbling block for customers is usually the fear of losing their money if they don't like the product or if they find it's not what they expected – so offer your customers an ironclad guarantee.
It can be a full refund, a "double/triple money back" or whatever you can afford. Always include a time factor – the longer the better – because people like to know you'll be around for the long haul. Incorporate these answers in your sales copy to instantly turn your readers into buyers.
©2001 Collin Almeida.
