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Build Your Sales Argument in a Simple, Straight Line

ONCE YOU HAVE captured a reader’s attention with your headline, don’t assume that you will keep that attention after the first line, second line or third line.

Most readers won’t read your entire web page. Most will bail out well before the end.

How come? Because something you write will make them feel that you are not taking them directly towards finding what they want.

Here are 3 ways to ensure that you keep moving forward in a straight line…

Follow these three guidelines and you will significantly increase the number of people who read all the copy on your page and, of course, you will increase the number of people who take action at the end of that page.

1. Be clear about your page’s objective.

Before you start writing, determine the objective of the page. What is its purpose?

And if you’re thinking, “Well, there are a few things I want to achieve with this page,” be very careful. Because by writing to a few different objectives, you are giving your readers a few different reasons to bail on you.

You’ll achieve far higher conversion rates by sticking to a single topic or message per page.

In fact, that’s why landing pages were invented. Marketers understood that their general web pages were not converting very well. So they started creating stand-alone pages, or landing pages, which were created with a single objective in mind.

The need for landing pages tells us we are not very good at creating and writing regular site pages that are focused on a single, clear objective.

2. Let your readers see the final outcome, from the beginning.

In other words, let your readers see where they are going.

For instance, if you want to sell me a vacation in Greenland, let me see the road ahead.

A typical way of doing this would be to write a headline that says something like, “5 reasons why Greenland has become the #1 travel destination for adventure lovers.”

When you write a headline like that, the reader knows where you’re taking them, and they know you are trying to sell them a vacation. They even know there are exactly five steps between the beginning and end.

But if the headline were to say, “Greenland grabs hearts of outdoor adventurers,” then I don’t really know where you’re taking me. Is this a general description of the country? Is this about travel, or about conservation? Are you trying to inform me? Or sell a vacation package?

When you make the purpose and objective of the page clear from the beginning, the reader doesn’t have to be distracted by these questions.

3. Write in a straight line, without detours.

When writing editorial there are some excellent reasons for taking the scenic route.

You can add character and depth to a story with a paragraph that begins with the words, “Which reminds me…” Or, “By the way…”

These scenic diversions make editorial content all the more interesting.

But when you are writing to sell, you would do better to take the direct route.

When people come to the web to make a purchase, they are task oriented, impatient and anxious to find what they want and get the task completed quickly.

This means readers want their sales information given to them straight. No meandering. No side trips. Get to the meat of the message quickly, and tell them why your product and service will deliver exactly what they want and are looking for.

Conclusion…

The reason behind the need to build your sales argument in a straight line can be found in that last section.

Compared to print or other offline media, users of the web are impatient and generally have a specific goal in mind before they even arrive at your page. If they want to buy something, then they want to find what they want quickly.

No side shows. No diversions.

Keep your sales pages direct, straight and uncomplicated.

Until next time… Onwards and Upwards!

John


If you have any questions about writing effective sales copy for your business, give John a call 0414 955 743 – advice is totally free of charge.

The More Customers: How to Get Them Facebook Page

The Bottom Line Facebook Business Group

How to Make Your “About Us” Page More Effective

YOUR “ABOUT US” page is a clear navigation destination that best practice website usability guidelines recommend including in the primary site navigation. When viewers see the “About Us” designation, they immediately assume that the company is willing to share essential information.

Most people want to see who they are dealing with. Test subjects actually speak the words, “Who are these guys?” early on in their web research. Unless they find a satisfactory answer, they leave. The reasons are varied:

  • Geographical. Proximity implies reduced shipping issues and problems regarding either cost or perishability.
  • Nationalism. For a variety of reasons, people like to buy from companies within their nation or region.
  • Customer service. Inadequate “about us” information raises concerns regarding returns or other potential service issues.

What to Include in Your About Us Page

Your “About Us” page should include:

Where you are located with address and contact information.

  • Some of your principal staff. Pictures can help as well, with easy ways to contact these folks directly.
  • Business organizations of which you are members.
  • Recent significant industry awards.
  • Company value or mission statement.
  • Customer support links.
  • Guarantee/warranty links.
  • Testimonial links.
  • Email and customer information policy links.

“Green” Issues

Here’s another reason to revisit your “About Us” page — the “green” factor. Visitors to your website are more likely to buy – as long as products are of equal quality and price — from companies that:

  1. Manufacture energy efficient products (90%)
  2. Promote health and safety benefits (88%)
  3. Support fair labor and trade practices (87%)
  4. Commit to environmentally-friendly practices (87%)

I have always recommended that companies share the news about their good works, if only to help support the organizations they support. Now it appears that it can be important to clarify your policies regarding key “green” issues.

As your company makes plans to help make the world a little better during the holiday season, share the good news on your “About Us” page. We all enjoy a little good news. We all identify with a “conscious” company — and if it helps business along the way, that’s a good thing.

Do I need to add that the focus is not: “See how wonderful we are”? Rather: “Join us in helping.”

Consumers make most of their buying decisions based upon emotional factors. Our ability to persuade a buyer to act needs to press both conscious and unconscious “buy” buttons.

Until next time… Onwards and Upwards!

John


If you have any questions about improving the About Us page on your website, give John a call 0414 955 743 – advice is totally free of charge.

The More Customers: How to Get Them Facebook Page

The Bottom Line Facebook Business Group

23 Tips to get the best from your advertising

IT NEVER HURTS to remind ourselves that every time we place an advertisement, we are in danger of completely wasting our money. Your sales rep doesn’t really care – he or she is motivated most by selling you the SPACE your ad will go in, not in helping you get the best from your ad.

Here are 23 reminders of things you need to keep in mind when making up your next advertisement.

1. Don’t Waste Your Headline:

Don’t use the name of your business as your headline. People don’t care about the name of your business. They only want to know what you have for them and what you can do for them.

2. Make a Specific Offer:

Always make a specific offer to your prospects. Example: A free booklet, brochure or packet that describes your services and benefits.

3. Offer Something of Value:

Offer something of value to your prospects. Something your prospects would want, not what you would like them to have.

4. Use Benefits:

Use a headline that promises a specific benefit. Example for a dentist: “New ways to brighten and whiten your teeth.”

5. Target Specific Prospects:

Use a headline that selects specific prospects. Example for a chiropractor: “Free to people who suffer from headache pain.”
Or, “Attention: Dog Owners!”

6. Make Your Offer in Your Headline:

Mention your offer immediately – in your headline or in the opening sentence. Example: “Free, home-buying booklet.”

7. Show a Picture of Your Offer:

Show a picture of your free booklet, brochure, etc.

8. Test Different Offers:

Test several different offers – in order to discover your best pulling offer.

9. Test Different Ads:

Test several different ads in order to find your best pulling ad.

10. Test Different Publications:

Test several different pubications in order to find your best pulling publication.

11. Educate Your Prosepcts:

Tell your prospects how your offer will benefit them. Don’t assume they already know.

12. Focus on Your Free Offer:

Build your ad entirely around your free offer.

13. Use an Enticing Booklet Title:

Example: Marketing Breakthroughs: New solutions for your business.

14. Keep it Confidential:

When appropriate offer confidential information in a plain envelope.

15. Make your ad easy to read:

Avoid unusual type, reverse printing, printing over pictures or busy backgrounds and fancy decorations. Keep it simple.

16. Use a Coupon:

If space will permit, include a return coupon that your prospects can fill out and mail. If not, say for example: “Tear out this offer and send it with your name and address.”

17. Include some selling copy in the coupon:

Example: “Yes, send me the Free booklet. I want to know how to have a more beautiful smile.”

18. Test Different Size Ads:

Use the most effective space size. Test different sizes. Bigger is not always better.

19. Try a Free Standing Insert (FSI):

This can be a card containing your ad. Or it can be your flyer. It is dropped into newspapers in your area, usually on Sundays.

20. Use a Sense of Urgency:

Urge immediate action. Examples:
“Write today”
“Do it now”
“Supplies limited”
“Respond by (date)”

21. Promise Quick Response:

Example:
By return mail
or
Booklet will be rushed to you,
etc.

22. Emphasize “No Obligation”:

To attract more prospects, relieve their fear of sales pressure, by letting them know there is no obligation.

23. Track and Record:

Track and record the results of all your advertising. A periodic review of these records will reveal valuable and profitable information about what works and what doesn’t.

Until next time… Onwards and Upwards!

John


If you have any questions about the new Social Media Chain web traffic method, give John a call 0414 955 743 – advice is totally free of charge.

The More Customers: How to Get Them Facebook Page

The Bottom Line Facebook Business Group

Unique Selling Propositions: What are yours?

Your Unique Selling Proposition (USP) is what makes you stand out from your competition.

NEVER LOSE sight of the fact that a prospective client doesn’t care two hoots about you. There is only one thing he wants to know — “What’s in it for me?” Read More…

How to Generate More Sales From Your Current Customers

Get more business from your existing customers than you thought possible. The hard work’s already been done…

YOUR GOLDEN LIST is your list of customers. These are the people who know you, like you and trust you. They are the easiest people to sell to again and again. Read More…

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