How Can I Get People To Spend Money With Me?
Let's be honest. That is the one question every business owner or manager asks isn't it?
And the reason is that 97% of ads, sales letters, web pages etc are just plain bad. They aren't constructed in a way to encourage people to whip out their credit card and become customers.
Every good ad, web page or any marketing communication piece must have two things:
- A working structure and
- Copy that uses proven techniques to get readers to take action.
But I'm not a copy writer you say.
And you don't have to be if you follow a simple pattern.
Go on then. Tell me. What's this brilliant copy writing structure?
It's simple. There are just nine components:-
- A headline
- A killer first paragraph emphasizing the headline or the “pain” your readers are suffering.
- Re-state the pain.
- Create empathy. Understand their problem.
- Your solution using powerful benefits
- Why you – what pain have you suffered.
- An offer from the Mafia – you know – too good to refuse.
- A guarantee
- Your signature
That's it.
PS Have a PS too restating the biggest benefit and the offer.
So what are these “proven” copywriting techniques then?
Show the customer that you care. Be their ally. Share their problem or pain.
Remember the old cop shows? “Just the facts ma'am.” That doesn't work. No-one buys on the facts or features. People, even in “more logical” B2B markets, buy on emotion. Give benefits. Be specific.
Use bullet points to break up the copy.
Give specific outcomes. Not – lose weight but drop 14lbs in three weeks.
Show, don't tell.
Create pictures in your prospect's mind with your copywriting. An image that they can associate with.
What's more exciting?
“Book your holiday in the sun.” Or
“You know how hard you've been working all year. Busting your butt for 50 weeks. Imagine yourself boarding the plane, strapping on the seat-belt, the roar of the jet engines and being pushed back in your seat as the plane hurtles down the runway. The flight attendants bringing round your first glass of wine. You see your desert island through the plane window as you come into land. The bump as you touch down. Stepping out of the door – being hit by the heat and the sunshine. The bus ride to your hotel. And there you are. Lying by the pool in the sunshine. The wait-staff serving you cocktails. Book the holiday you deserve now.”
You get the picture. And did you see that? I was asking you to see a picture. But you get the picture.
Powerful stuff huh.
Compare and contrast.
Did you ever notice how you stand in the supermarket comparing the price of two packs of coffee. Hmm – that one's $7 or shall I get that one at $8? Hmm.
But you go to your local café and buy two cups of coffee for $8 without any question.
Why is that?
It's expectation. So when you are framing your offer, compare it to your competitors and contrast it to an easy buying decision.
There ain't no free lunch .
No, but you can make it look like it is …….by taking away all the risk.
Give a guarantee.
And make it a massive guarantee that people think you are crazy to offer.
And your competitors will be too scared to make in case anyone takes it up.
Here's the deal.
Most people don't take up a guarantee. 3% perhaps. Most are claimed just before the expiry period. So if you make it a ridiculously long one, 365 days, people will forget they've got to return it.
And in any case. Do you want people buying products they aren't happy with? You ethically owe it to your customers to make sure they are satisfied. If they aren't….give them their money back.
It's not just an after-thought.
The PS is one of the most read parts of your whole marketing communication message so use it.
Remind people how they will benefit from using your product.
Spell out the big reason why – how much will they make, lose, feel, look, earn, learn etc.
You are now a creative writer. Get to it. Start your own copywriting.
Or, if you would like some help with professional writing to create your marketing pieces, email me at Andrew@gigmarketing.biz
It can all be a waste of time.
So that's how you write copy. But a BIG word of warning.
Before you do any of this you must do ONE essential step first.
See if there is a market for your product, idea or offer.
Yep, good old, boring old, market research.
Unless you have a market, you won't sell a bean so get your market research done.
For guidance on market research email me at Andrew@gigmarketing.biz
