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EFFECTIVE E-SALES COPY ------------------------------------------------------------ copyright (c) Pavel Lenshin ------------------------------------------------------------ Selling online is mostly about psychology of people. Consumer marketing evolves to the extent when right psychology attitude to the customer plays the crucial role in the game called product selling. That is what I meant by mentioning negative effect. I truly believe that your business offer is of high quality and rich on both features and benefits. I don't like much when I am being told about 'unbelievable benefits', when I cannot compare the features and make my own judgments. Average customer cannot make right decision basing solely on benefits - it is not hard to write that your offer is the best. This tactic may substantially increase the credibility of your offer in potential buyers' opinion. Analysis Guide your visitor to the sole and obvious conclusion that your market offer is a worthy purchase. While almost all yelling about stressing the benefits not features, product/service benefits are not enough in today's world of marketing. 99.9% of businesses would tell that their market offer is the best in the whole Universe, saves thousands of dollars and months of time. Article: EFFECTIVE E-SALES COPY ------------------------------------------------------------ copyright (c) Pavel Lenshin ------------------------------------------------------------ Selling online is mostly as for psychology of people. Consumer marketing evolves to the extent when right psychology conception to the customer plays the crucial role in the game titled product selling. This process like any other has two opposite effects: positive and negative. Firstly casually positive effect, which is that companies start to find SOLUTIONS to people's problems and needs more actively. No need to develop feature that doesn't solve any particular problem of the consumer market. Customer becomes the epicenter of professional marketing activity. What may be negative with this process? The reciprocate is HYPE! People don't vie with products' features any longer, in other words, they don't relate facts, hard cold facts about products/services. They scrutinize professionalism of the copywriters, who have written respective sales copies. The more trustful sale copy sounds, the more supportive it will seem to potential buyers and, therefore the more of closing a sale. Have you noticed any reminder of the quality of the product itself anywhere? Neither do I. That is what I meant by mentioning negative effect. I truly opine that your bounden duty offer is of high quality and rich on both features and benefits. below the mark we will examine the most suited elements of your sales copy. Headline Your headline should point to the master facility or solution your product offers. It must be euphonious and clear. Some hidden, but understandable meaning may reinforce your headline. If the design of your web-page is not too amateurish, you will have all luck that visitors will read your web-site headline and use in closeness with psychological effect they got. Short Description One, two sentences of the core idea none too soon your offer. While 'surprises' or 'pleasant secrets' you may leave for a desert, visitors should have without reserve understanding of what your offer is. Your one line headline may not be able to explain visitors what your product is all about. On the other hand, if you are web-hosting reseller, there may be no point in the farther description as anyone who wants to put his/her web-site online knows what web-hosting is about. Sub-headlines Those who don't have much time or just book stamp your sales copy for 'relevancy' will scan your copy by sub-headlines making decision just about is your copy worth their time spending. In this regard your sub-headlines should be intriguing and develop the positive image to and fro your offer. With their help you also have an makings to point visitors' attentiveness to some crucial ideas or explain some controversial moments. Features/Benefits For me benefits and features are twin-brothers. I don't like much when I am party told as for 'unbelievable benefits', when I cannot place against the features and make my own judgments. Average customer cannot make right decision basing solely on benefits - it is not hard to write that your offer is the best. To make a picture thorough you should also provide visitor with features, to reassure him/her you don't have to hide anything, considering your offer is THAT Damn Good! I hope it really is :0). For pleasure reading it is suggested to present them in the form of a duck shot list. Clients' feedback If your first clients are glad and delighted with your product, then ask them if they wouldn't mind your putting their unsolicited feedback online. This tactic may substantially increase the credibility of your offer in potential buyers' opinion. Analysis Guide your visitor to the sole and obvious conclusion that your market offer is a worthy purchase. If your product doesn't have competitive advantages, then your research and planning on the stage of product development has failed and I would advisement to stop promoting that product. It has little or no future at all. The airing part of your sales letter is important. The buyer should not be 'pitched' with your promotional advertising or selling advices, s/he must be presented with objective facts that would help her/him to see the obvious benefits of your offer. While essentially all yelling about stressing the benefits not features, product/service benefits are not enough in today's world of marketing. 99.9% of businesses would tell that their market offer is the best in the whole Universe, saves thousands of dollars and months of time. You should prove that it is true with the facts and skip arguments, no marketing fluff. In this way you will much easier gain people's trust in your product. Action Ask or even demand for taking an action. The sortie you want is a concluding a sale itself or having autoresponder course, visitor's sign up may be second satisfactory action. Popular way to do this is to create a limited tme offer, stressing the importance of making a purchase right now! Guide the reader to patter on the order link by reminding the product biggest strengths, mentioning an unconditional iron-clad money back guarantee that should waive the remaining doubts and then point to the shortage of time for decision making process. Explain, if needed, the ordering process in details, as it may be disappointing to lose sales due to the buyer confusing grown by your complicated ordering process. P.S. Use it as a summary of your sub-headlines. 'PostScript' is also very often scanned for 'relevancy'. Describe with its help the main benefits of your offer; repeat the guarantee terms and/or other. Sales copywriting advices * Identify yourself with your potential buyer. Write your copy from the customer's point of view. What does s/he want, feel and think? Your copy should be addressed to personality in the emancipated to your target market way. * Try to be cheerful, positive and optimistic. People are attracted by joy and positive mood. They also want to feel like you, so they pal your positive common belief with your product. At the best your writing style should contain an intrigue, provoke curiosity and excitement. * Don't forget to spark to people's emotions. Textbooks are drab to read for they don't have a bit of author's emotions. Your task is to make your prospect feel the way you do. * Provoke curiosity to read further. Visitors should be kept excited while they read your sales copy. Excitement may play the role of final buy or non-buying verdict. * Refer to losses reader will suffer if s/he turns your offer down. It is proved that people are apprehensive of losing the opportunity. Everyone wants to be with winners, not losers. You can take lend wings to of it. * Try to retreat any assumptions almost visitors' origin, religious identity etc. Your allegation or joke may be faulty interpreted and you will convert 'almost a client' to 'an irritated visitor'. Even if you deliberately want to select some particular group of people, it is success to clearly state from the very beginning. * The final opinion is to be honest, even at the sacrifice of the correct marketing strategy. My own viewpoint is that it is trump to have 7 sales than 10, but enjoy clear conscious.
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