Copywriting Tips And Tricks

In this second section we continue to look at simple tactics you may apply to your website to drive conversion through the roof.   These are strategies I use for my clients’ websites that boost their profits.  If you use them they will work for you as well.

1. Include in your sales letter what you offer that your competitors don’t. What is unique to your service? What are the particular strengths which will be of great benefit to your prospects? This will set you apart from similar product merchants. A FREE trial offer can also boost your sales through the roof. Try it.

2. If you are making a special offer tell them why you are making this offer. Most people want to know why they are getting this special break. If you tell them why then they’ll buy. It may be a special holiday, your birthday, you have new stock and need room, whatever the reason be sure to tell them.

3. Make any general statements that you have as specific as possible. Instead of stating, “I made over $5,000 last month“, say “I made $5,769.03 last month.” The second statement carries more credibility and is more believable.

4. Use as many bulleted points as possible to break up long passages and make the letter easier to read. The bullets should all give a specific benefit. Many prospects will buy because of just one of the bullets, so include every benefit possible, even the obvious ones.

5. Stress benefits over features. People are basically selfish and want to know what they can get from your product. In other words, what’s in it for them? You may be in love with all the features your products have but you must translate these into benefits. So the “green lawn turf” must turn out to be, “you’ll be the envy of the neighborhood.” The first is a feature, the second a benefit.

6. Include some free bonuses but just don’t say they are free without giving the value of each bonus. Also give the strongest benefits of the bonuses. Some people will purchase not because of the main product but because of the bonuses. Remember that a value is more difficult to determine than a price. So if you give your consultation time as a bonus, only you can add a value to that. So you can state: Free telephone consultation, a $500 value.

7. Build up the value of your product just before you present the price. You can do this by summarizing your strongest benefits and compare the price they pay to what it cost them to create the product for themselves. Let them ‘feel’ the deal they are getting.

8. Justify a high price by amortizing the payment. For example show how they are only paying 33 cents per day rather than $110 per year. The smaller price always appears more attractive. You can also justify the price by comparing apples to oranges, i.e. compare the price of your product to another unrelated product. For example you can say, “This will cost you less than the price of dinner at a fine restaurant.”

9. Give a deadline by which to take action in order to get the special deal. Most people will procrastinate ordering if they know that they have a lot of time or just from mere habit.

10. Highlight the benefits that you want to stand out by using, bold text, underline text, italics, highlighter effect, etc. Again this allows those who scan the letter before reading it to get the stronger points that would encourage them to read the whole letter.

11. Make ordering as easy and obvious as possible. Want them to call? Place you toll-free number in BIG PRINT. Should they click a link? Make the link as obvious and ‘clickable’ as possible. This is not the place to be shy.

I’ll suggest that you print these tips and go through your website in checklist fashion to make sure that you apply all these strategies.

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Filed under: Online Copywriting