How to get more people to buy from you…
Recently, I was flipping through a magazine, reading one advertisement after the other, trying to figure out how many magazine advertisers have actually changed their approach after? the GFC …
Sadly, not many have. So, I’m confused, perplexed and amused, especially since… Studies confirm that people are exposed to ‘round about 3000 ads or ‘intrusions’ per day … that’s 9000 ads by EVERY Wednesday of EVERY week!
Now, I don’t know about you but I think that’s an overwhelming load of noise people are exposed to on a DAILY basis. My questions is how do you cut through the clutter… how do you make people read your ad, email or sales letter and buy from you?
Well, it should be easier the moment you understand the three of the biggest copywriting challenges you must overcome if you want people to read your letters and do what you ask.
Your Biggest Copywriting Challenge #1
Your #1 challenge is to get people to READ. Easy? Think again…
I receive anywhere from 80-100 emails in a typical day. Should I spend +/- 1minute per email I’d need almost 2 hours (I don’t have) each and every day just to sift through those emails! Truth is that with some emails it takes me less than two seconds to decide whether I should read or delete it. I do that by simply reading the subject lines in the context of the sender.
Innocuous or vague subject lines don’t get my attention. In fact, if you keep sending such annoying and frivolous subject lines, I will simply stop reading anything that comes from you.
Do you think your customers are any different? Nope. So focus on your subject lines and headlines…
The purpose of a subject line is to get people to OPEN your e-mail. You need to focus on the benefit/immediate pay off for them. You need to use some strong emotion like curiosity to instantly grab their interest, open the email and dive into your sales copy.
Keep in mind that unless they start and KEEP reading they will never get to your offer, no matter how great it is. So, if you spend most of your time working on your sales copy and leave the subject line to the last minute, think again. Your next email could be the last email many of your recipients/readers will ever read.
He might not unsubscribe from your list then and there but he mgiht ignore any future emails you send him. Ouch.
Your Biggest Copywriting Challenge #2
After reading the offer, most people will put it away to “think it over” or simply ignore it.
That’s why you need to arm your sales copy with solid reasons WHY they must respond immediately. Put a time limit on your offer if you can. Use SCARCITY whenever possible. Make it exclusive. Experiment with prices.
Make people feel the pain of staying in the status quo. You must move them from where they are (don’t want to be) to where they want to go… let them know that nothing will change unless they take action.
Your Biggest Copywriting Challenge #3
People will never respond unless they see you as an irrefutable expert. That’s where you need to build your pre-eminence and credibility. Use testimonials/guarantees to give people confidence to buy from you.
Don’t forget that guarantees are not just about ‘money-back’. A bride-to-be doesn’t want a money-back guarantee on her wedding dress. She wants to be convinced that her dress will be totally UNIQUE – not worn by anyone on the day.
Also, don’t forget to spruce your ads, emails and sales letters with testimonials. Testimonials are like references for your business. People need to be reassured that others had similar concerns, problems, wants and your product/service proved to be just the solution they were looking for.
In today’s information explosion era you often get just one chance to get your message across. Don’t forget that people are busy, tired and get bored easily. So, make your sales message targeted, urgent and credible and you should get more sales than you’re getting now.