Internet Sales Strategies

Last time we talked about the headline, the most important area of all the copywriting secrets. However that’s only the first part (getting attention).

Remember the AIDA formula:

Attention
Interest
Desire
Action

You have to do all the steps to lead someone through the sales process. Today lets focus on building interest.

You already know they are interested in your topic … They’re there and now are starting to read.

With that knowledge appeal to what they care about - Their PROBLEM.

Relate to it,  understand their pain.  For example if you start with a question they can see that you know where they are coming from:

Are you unsure of how to use blue widgets?

Do you want to start using blue widgets?

It might simple but that little secret tells the audience that you know about them (and care!).

Better yet, starting that way gets them to agree with you.  Get them saying yes at first and the big YES (the sale) will be easier.

The next step is to establish your credibility- Why should they listen nad TRUST you?

Tell them about your background, your expertise, your experience.

Try to give hard numbers here,  as opposed to vague generalities:

Bad - years of experience

Good - 13 years of day-to-day experience helping over 350 businesses achieve Internet success

Another way of establishing that all important credibility is with testimonials. You can sing all your own praises you want,  people will take that with a grain of salt. Give some good solid testimonials and the power of peer influence can work for you.

Again try to use specifics as opposed to generalities. While you can’t make these up you can solicit questions that get the disired effect.

How many extra sales have you got since working with me?

(Remember to get their permission).

While some people will give you a testimonial without asking, you should actively be seeking these out.

Make it part of your customer service follow up process.

You do follow up with these customers don’t you? … That’s the biggest copywriting secret of all, it’s a LOT easier to someone you’ve sold to before so keep in communication with your customers!

Now you have your niche, your product, now comes the fun part - Sell, sell, sell!

If  you’ve done your research it’s not that hard to come up with effective copy.  Just remember it’s not about you, your product, it’s about THEM … your audience and THEIR needs! Focus on that and you’ll be fine (remember it’s about the benefits not the features).

Here are some simple copywriting tips to come up with a good headline, the most important part. After all, if you can’t hook your audience right away they’ll be gone to another site:

• Include your main keyword.  People want to know that this is relevant to their needs so if they see “their’ keyword they’ll know they are in the right place.
• Focus on one KEY benefit - Don’t try to be all things to everybody, that just makes for diluted copy.
• Spell it out exactly how it will help them. If possible state a specific measurable benefit (lots of money - vague, $4572 in 5 weeks - sounds real).
• Spell out how it will make them FEEL. People are emotional creatures so appeal to what makes them tick (emotional laden benefit).

This last point is the difference between decent copy and copy that SELLS and usually the hardest part to get right. Think, where are they coming from, what is their pain point? Then think where do they want to go … how do they want to feel?

One tip is to use visual imagery to express the emotion, show don’t tell.  For example:
I went to a scary movie (telling)
I went to a movie and had shivers running down my back (showing)

A few more headline copywriting tips:

• Keep it short, 17 words or less. The whole point is to get their attention quick and if you drone on, they’re gone
• Test, test, test.  The beauty of the web is that you can change your headline in minutes. Try different benefits, different emotional angles, you should notice trends of what works (of course go in that direction).

Next time we’ll talk about some more copywriting tips - Stay tuned!