Online ecommerce with today's economy creates precaution inevery prospects mind. They have become much wiser and
smarter. Having the best looking website isn't all that
matters. A compelling sales copy will greatly enhance your
chances to generate the wealth you're looking for.
Help your prospects fill their need. There is a wall
standing between your product and your prospect and that is
the prospects inhibitions. The mind is skeptical,
pessimistic, sour, untrusting, doubtful, hesitant, cynical,
and suspicious as soon as it realizes that it is getting a
sales pitch.
Unfortunately, on the Internet the mind's inhibitions go
into being precautious; "You shouldn't buy things on the
internet; there is a chance that someone can steal your
credit card information." "You are just going to get ripped
off, you can't trust people online, they are all scam
artists." "This deal is too good to be true." "It's way too
much money, you have bills to pay, and you don't need this
right now. You've heard it before right?
Your sales copy is the ladder, so to speak, that allows the
prospect to overcome the "wall" of inhibitions his or her
mind creates which stop him or her from buying the solution
to their need that you are offering.
There are two kinds of sales copy. One is to fascinate the
reader with claims on just this side of believable. The
other is to draw the reader in with valuable, interesting
information while having them realize a need and offering a
solution to that need.
I find the other to be more effective for most products and
a properly balanced combination of the two to be even more
effective. A successful piece of copy has the reader
nodding his head in agreement. It allows the mind to weigh
the benefits of the product and it's inhibitions and tips
the scales in favor of the benefits offered by the product.
Without being pushy and/or unbelievable, a successful piece
of copy has the reader excited about having found the
solution to their problems, excited about finally knowing
that they won't have to worry about that problem again.
They feel excited in general, without over hyping. "Hype"
will lower your credibility and may drive otherwise willing
prospects away.
It's a real turn off to consumers when it's obvious they
are being "pitched" and they won't believe your "wild,
unbelievable claims." Even if they do end up purchasing out
of curiosity when they find that you weren't able to
deliver on your outlandish claims they will never purchase
from you again and may even create negative word of mouth
for you.
You must gain the readers interest with a comment,
interesting point, benefit, headline, or question and then
nudge them closer to the sale. Say something that brings
them closer to buying. This may cause your prospect to draw
back into their inhibitions and consider leaving. By
immediately stating something that revolves around them is
going to keep them interested enough to buy.
The sales copy must be written almost immediately after you
have come up with the idea for your product. There is no
other time at which you will be more emotionally charged
and able to write passionate copy that is from the point of
view of your prospect. It must be done before you start on
your product.
Right now, at this point in the process, you are writing
sales copy for a fantasy product as a person with an
unfulfilled desire. If you choose to write your copy
sometime in the future, after starting or worse, completing
your product, you will be writing as someone who is
offering something that already exists.
By Abe Cherian
Copyright © 2005
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