Tag Archives: copywriting

Instilling confidence and trust with your copy

This excellent post at Copyblogger talks about imaginary trolls that stop your customers and clients from doing business with you.

It is a bad, bad world isn’t it? Especially so on the Internet where every unscrupulous element can quickly set up a website and start executing his or her spurious activities to deprive you of your money. The situation is worsened by the fact that the Internet has no geographical boundaries and it is not bound by local jurisdictions. So someone in America can easily cheat someone in India and vice versa.

As rightly mentioned in the Copyblogger link, we are all haunted by our previous experiences whenever we want to buy something or subscribe to something. The imminent fraud is amplified when money is involved; you feel more stupid when you pay for something that you don’t get.

A person trying to sell a product or service on the Internet has to overcome a greater challenge compared to the actual world. On the Internet the only mode of communication is your website. You are not just fighting with mistrust you are also fighting with a zillion distractions. In order to the business on the Internet your website copy has to:

Engage the prospect
Dispel his or her fears and apprehensions
Lead him or her to carry out the transaction

How can you do that?

Have lots of quality content

The first thing that you can do is have lots of quality content on your website. Having lots of quality content on your website means that you are really putting your money and effort where your mouth is. You will put so much effort only if you are serious about your work and feel confident about delivering.

Aside from establishing a sense of confidence high quality content also helps you attract targeted traffic from search engines, blogs and social media websites.

Provide all possible solutions

When a prospect arrives at your website he or she is full of questions not only regarding what he or she wants but also regarding how well you can deliver. You need to answer all the questions your visitor can possibly come up with. Take for instance these questions:

Are you for real? Display your contact information prominently. A photograph may also help. A regularly updated blog is quite reassuring and if you are constantly interacting with your visitors, nothing like it. Create a strong social media presence so that your customer or client knows that your reputation is at stake if you don’t perform.
Is my money safe? How do I make sure that I will receive the product or the service once I have paid? Properly explain this procedure on your website and also clearly specify what your refund policy is in case something bad happens and the customer is unable to receive the product on the service.
Are you easily reachable? Make sure that you are just one call away in case the customer or the client needs to call you.

There might be many more questions; it depends on the kind of product or service you are providing.

Put visitors’ interest first

Okay, this reminds me to change my copy to (I am constantly learning and sometimes I teach myself). Highlight benefits instead of features. Handle the most pertinent question in the very beginning: what is the greatest benefit of your product or service? For instance, if I write your copy how is it going to benefit your business or your presence on the Internet? There are two things I am confident about:

Increasing your conversion rate
Writing search engine optimized content to increase your search engine rankings

Now, a person shouldn’t be bothered about how well I write and how I can juggle around words and how well-read I am. Can I really solve your problem? If you want to increase your conversion rate can I achieve that for you through my copywriting services? If you want more traffic from search engines can I do that?

Put your visitors’ interest first instead of blowing your own horn and feeling gung ho about what a great offer you have got.

What do your existing customers and clients have to say about you and your business?

For this you need a testimonials page where you publish all the great things your customers and clients have to say about you and your business. In fact your testimonial page is one of the most important aspects of your website.

The basic idea is that your copy should communicate a sense of trustworthiness and accountability.

Writing an effective press release

2 Replies

Effective Internet press release copywriting can generate lots of traffic and leads for your business. You can distribute your press release through websites or through e-mail. The formats for press releases for websites and for e-mails will be slightly different. You can have a longer press release on a webpage but when it comes to writing a press release for e-mail it needs to be quite catchy and succinct since these days anything related to promotion and business can easily be taken as spam and hence ignored.

The purpose of a press release

A press release is needed to disseminate information regarding a product, a service, an organization or a policy change. Suppose you have just launched a new product in the market. How do you let people know about your new product? In case your visitors have allowed you to send them e-mail notifications you can use their e-mail addresses to send the news. This can be either termed as a newsletter issue or an e-mail press release. You may also have an e-mail list of various journalists covering your area and you can send the press release to them too.

In case you don’t have a big database of e-mail addresses, or you have very few e-mail addresses, the best thing to do is utilize the services of a press release websites such as PRWeb.com. You can even use the various social networking and social bookmarking websites to distribute your press release but a formal agency that specifically handles this task is better suited for this.

Writing an effective press release

It matters a lot how you write your press release. Press release, as the name suggests is a piece of information that you release the news distribution websites and newspapers so that they can feature it under appropriate sections. Online press releases are distributed for raising awareness as well as improving search engine rankings because incoming links from reputed press release websites draw lots of relevance from search engines. Here are a few things that can help you write an effective press release.

Beginning with an introduction. People immediately want to know what you’re talking about; what company is being represented and what product or service is being talked about. In a press release you don’t beat around the bush.
Keep your language straight. When you’re writing a press release there is no scope for being “creative” in the sense that you have to straightaway mention what’s the big deal about the company, the website, the service or the product being covered in the press release. Don’t be vague because when people read a press release they are simply looking for factual information they can use. They don’t want to see your vocabulary and they don’t want to experience your literary depth. Say what needs to be said and be done with that, in as simple words as possible.
Talk to the target audience. A press release is as targeted as it gets. If it is being published in a technology publication you have to keep in mind that people reading your press release will easily understand the jargons and the expressions used while writing literature on technology and technology related affairs. Even if your present unease is going to be published on a generic press release website than too your press release will be published under the most appropriate category. In fact there is a chance that people will be accessing your press release through the RSS reader if they have subscribed to a particular category feed.
Quote an important person. People are reassured if somebody important from the organization about whom the press release is being written is quoted. For instance what does the product development manager have to say about the new features being introduced, and how they are at adhering to the quality standards why lowering their prices?
Include proper contact information. Most probably people will be interested in the product or the service (well, that is the purpose of the press release), or at least they would like to know some more. Include your website address, the e-mail and if possible, the contact person’s name and phone number along with the timings.

Please remember that a press release is not a sales copy. Wear the hat of a journalist while preparing the press release. Even a small hint of hard selling or a tone of partiality can put your readers off. Simply report, and include all the relevant information that can help the readers decide on their own.

How to write a compelling sales letter that converts

Understand your audience

Understand your audience inside out.

Get to know them like the back of your hand. Define your target audience and what they truly need.

Dig deep into market research and analyze your customers extensively.

These activities will help you create the perfect buyer persona.

These personas will be your trusty guides as you embark on the writing journey.

They’ll help you tailor your sales letter specifically to your audience’s desires and pain points. It’s like having a direct line to their hearts and minds.

Come up with a killer subject line

Your subject line is like the gatekeeper to your sales pitch.

It’s the first thing your audience sees in their crowded inbox.

You need to make it count!

Why?

Because a compelling subject line grabs attention, sparks curiosity, and entices people to open your email.

If your subject line does not make them open your email, everything goes waste.

It’s your chance to make a killer first impression.

A short and snappy sentence will do the trick.

So, take the time to craft a subject line that screams, “Hey, open me! I’ve got something amazing to share!”

Trust me, it’s the key to getting your sales letter noticed and ultimately generating those conversions you’re after.

Craft an attention-grabbing headline

Let’s talk about the magic of crafting an attention-grabbing headline for your sales letter.

The headline is your golden ticket to capturing your reader’s attention right from the get-go.

It’s like a magnetic force that pulls them in.

How do you create such a captivating headline?

Use hard-hitting numbers and statistics to add credibility and help your headline stand out.
Ask intriguing questions that make your readers stop and think.
Highlight a unique benefit or solution that your product or service offers.

These techniques will make your headline stand out in a sea of noise and make your readers go, “Hmm, tell me more!”

Establish credibility and trust

Establishing credibility and trust is absolutely crucial.

People want to know they can trust you and your product or service.

How do you do it?

Build credibility.

Show your readers that you’re the real deal.

One way to do this is by including social proof and testimonials.

Let others sing your praises and share their positive experiences.

It adds that extra layer of trust.

Additionally, don’t forget to showcase any relevant credentials or achievements you have.

Building credibility and trust is the key to winning over skeptical readers and turning them into loyal customers.

Focus on benefits and solutions

Instead of just listing the features of your product or service, you need to shift gears and highlight the benefits.

Show your readers how your offering can make their lives better, easier, or more enjoyable.

Address their pain points and challenges head-on.

Let them know you understand their struggles and have the perfect solution in your back pocket.

Paint a vivid picture of how your product or service can solve their problems and make their dreams come true.

Trust me, when you present your offering as the ultimate solution, you’ll have your audience saying, “Where do I sign up?”

Use persuasive language and emotional appeal

Leverage persuasive language techniques to evoke those powerful emotions.

Stir up desire, address fears, and ignite aspirations.

Speak directly to what your audience craves and what keeps them up at night.

Next, appeal to their deepest desires, fears, or aspirations.

Paint a compelling picture of how your product or service can fulfill their wildest dreams or alleviate their greatest concerns.

Incorporate storytelling.

Share real-life experiences, testimonials, or anecdotes that engage and connect with your readers on a deeper level.

When you combine persuasive language, emotional appeals, and storytelling, you’ll have your audience hooked and ready to take action.

Structure your sales letter effectively

The art of organization comes into play when you structure your sales letter effectively.

You want to create a compelling introduction that grabs your reader’s attention right off the bat.

You want to hook them from the get-go and make them eager to read on.

When it comes to organizing the content, keep it logical and easy to follow.

Take your readers on a journey, step by step, to showcase the value of your product or service.

Break up the text with subheadings, bullet points, and white space.

This makes it easier on the eyes and helps your readers navigate through the information smoothly.

Remember, readability is key.

Include a clear and compelling call-to-action (CTA)

Your CTA is like a neon sign pointing your readers towards the next step.

It’s crucial to make it clear, compelling, and impossible to resist.

So, strategically place your CTA within the sales letter, preferably towards the end.

Make it concise, actionable, and easy to follow.

Tell your readers exactly what you want them to do, whether it’s clicking a button, filling out a form, or making a purchase.

Remember, the CTA is your chance to seal the deal, so make it impossible for your readers to say no.

Edit and polish your sales letter

First of all, read your sales letter thoroughly: check for grammar, spelling, and punctuation errors.

You want your sales letter to be flawless and professional.

Next, ensure clarity, coherence, and concise messaging.

Cut out any unnecessary fluff and make sure your message is crystal clear.

If it’s confusing, your readers will bounce.

Lastly, don’t be afraid to seek feedback.

Share your sales letter with colleagues or trusted individuals who can provide valuable insights.

Fresh eyes can spot things you might have missed.

Test and optimize for better conversion of your sales letter

This is the stage where you fine-tune your masterpiece.

Embrace the power of A/B testing.

Experiment with different elements of your sales letter, like headlines, CTAs, or visuals, to see what resonates best with your audience.

Analyze metrics and data like a detective.

Dive into the numbers and identify areas for improvement.

Pay attention to bounce rates, click-through rates, and conversion rates.

It’s all about refining your approach.

Iterate and refine your sales letter based on feedback and results.

Learn from what works and what doesn’t.

Test, analyze, tweak, and repeat until you’ve optimized your sales letter to perfection.

Recap for writing an effective sales letter

Recap Writing a compelling newsletter that converts

Let’s recap the key points we’ve covered in this blog post on how to write a compelling sales letter that converts.

Understand your audience. Conduct market research and create a buyer persona. Then tailor your sales letter to their specific needs and preferences.

A captivating headline can instantly hook your readers and make them curious to learn more. Techniques such as using numbers, asking intriguing questions, or highlighting unique benefits can work wonders.

Build credibility and trust. Incorporate social proof, testimonials, and relevant credentials. These can establish you as a trustworthy authority and instill confidence in your readers.

Focus on benefits and solutions rather than just features. Address your audience’s pain points and then present your product or service as the ultimate solution.

Use possessive language and emotional appeal. By using language that evokes emotions and connects with your readers’ desires, fears, or aspirations, you can create a compelling and engaging sales letter.

Structuring your sales letter effectively is key to maintaining reader interest. Organize your content logically, using subheadings, bullet points, and white space for readability. Let your readers go through your message smoothly.

Including a clear and strong call-to-action (CTA) is crucial for driving conversions. Placing the CTA strategically within your sales letter and making it concise, actionable, and easy to follow can prompt your readers to take the desired action.

Editing and polishing your sales letter is vital for a professional finish. Proofreading errors, ensuring clarity and coherence, and seeking feedback from others can help you refine and improve your sales letter.

By conducting A/B tests, analyzing metrics, and iterating based on feedback and results, you can continuously enhance your sales letter’s effectiveness and conversion rates.

Now armed with these valuable tips and techniques, you’re well on your way to writing compelling sales letters that not only captivate your audience but also drive conversions. Happy writing!