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!