I was both thanked and yelled at because many people wanted an easily digested step-by-step list of how to create a great sales page.

Basically they said, sure it’s nice to know what to focus on but what about the rest of it.

Good point! Here is “the rest of the story”

Before we look at the steps, I want to point out that copywriting shouldn’t be thought of as a chore that needs to be done as simply and easily as possible.

I understand the need for speed but copywriting is so critically important that you should rush through it just to get it done. If you do you’ll, as they say, get what you pay for.

If that is your attitude then the first thing you need to do is change that, otherwise you’ve defeated yourself before you’ve started.

Let’s take a sales letter part-by-part and learn how to create an amazing (profit pulling) sales page!

We aren’t just going to look at the traditional sections of a sales page like I do in my copywriting course but we’ll look at the things you need to concentrate on whether it is a specific section like the headline or drawing the prospect in to make them experience “what might be.”

We’ll start with the offer and take it step by step…

Step 1: Offer

While each part of a sales page helps drive the prospects to but the one thing that can make the most difference is the offer.

Remember the Godfather books and movies? Well, if you make an offer that people can’t refuse then you’ve won.

The offer is the only thing that can stand on it’s own.

No other part of the sales letter can, by itself, generate the sale.

Have you ever bought something you didn’t really care about because it had a lifetime guarantee?

Have you ever bought something you didn’t really care about because it had a long list of “benefits” that didn’t really benefit YOU?

Have you ever bought something you didn’t really care about because solely because the headline was fantastic?

No, you haven’t

But everyone’s bought something because of the offer itself.

Of course, most offers aren’t quite that compelling but the first thing to do is come up with the offer and then build the sales page around it, adding this or that in the sales copy to increase the likelihood of purchase.

Step 2: Headline

Of course, the headline is the first thing people see in a sales page and it truly can “make or break” its success.

It can be the difference between half a percent conversions and 10 percent conversions; think of what 20 times more sales would mean to you – if you make $100 you would turn that into $2,000, if you make $10,000 that would automagically turn into $200,000.

So the first step after defining the offer is creating a headline.

Sit down, grab your swipe file, a pen and paper and start writing down your headlines (you can use a keyboard but pen and paper for some reason works best).

Set a goal of 25-50 headlines and a tight deadline to create them. Don’t worry much about editing them or agonizing, you’re trying top get the creative juices flowing and you’ll probably even find a gem or two.

Remember that a headline is supposed to grab the reader, getting their interest by promising a compelling benefit.

Use your swipe file, remember your swipe file, the thing I told you that you must have, and create some sizzling hot headlines; just remember that if it doesn’t tell them some benefit that they desperately want (relief from pain or additional pleasure) then you’ll have a hot frying pan but no meat.

The great copywriters spend days going through hundreds of headlines before finding just that perfect one. That alone should tell you the importance of the headline if nothing else does so don’t skimp here.

Step 3: The Opening Paragraphs

The two best ways I know of to start a sales letter is either by telling a story or by asking a question.

You’ve got them curious with the headline but now that they’ve taken the bait you’ve got to reel them in so you need to quickly “set the hook” and stories and questions are some of the best ways to engage the reader.

Remember they don’t know you, they really don’t care about you and they’ve got other things on their mind so take the interest you’ve generated with the headline and solidify it.

Tell a story about real results with the product, preferably your own. Show the depths and how the product or service helped to soar above it.

Or tell a story about somebody else who the prospect would identify with.

If you don’t have a story then tell a story that is a combination of different stories put together.

Of course, don’t lie or be dishonest, that’s a great way to kill the sale and your business.

The other way, asking a question, is good because questions seek answers so people who have been asked a question will usually try to answer it, at least in their own mind if nothing else; and right there you’ve got the participating in your sales page.

One successful technique is to ask a series of questions that lead to the conclusion you want. The key point here is to ask questions that can only be answered yes.

Then, after a series of “yes” answers, the prospect is more willing to be open to your sales copy and to say yes to the call to action.

This can be as simple as this string of questions:

Have you ever struggled?

Have you ever wished you had enough money so it wasn’t a concern?

Have you ever thought about how you might get more money?

etc.

You can see that you are asking questions that everyone will say yes to and each step leads them closer to what you where you want them to be psychologically to be more receptive to your offer.

Many great copywriters spend days on the opening paragraphs too, it’s that important.

Step 4: Show Off the Benefits

If you’re reader gets this far they are definitely a good prospect so now is the time to move them from where they are to where they could be.

Help the prospect feel would it would be like to have or use your product or services.

Don’t just tell them, “paint a story” for them at an emotional level so they can experience it in their minds.

The more they feel the advantage of the benefits you can bring them the more likely they are to do what you want them to do.

This goes beyond the standard “focus on the benefits not the features” and requires you to understand and, in essence, become the person.

Be sure to use hypnotic or emotion sparking language, this strengths their reactions and their bond with you and the product.

A side benefit is that it keeps your sales copy on the reader not on the product or company selling the product.

Step 5: Make it a Fun and Easy Experience

I’ve emphasized before how a confused or conflicted prospect does not turn into a buyer.

This means you need to remove as many barriers as you can to get them to purchase. Here are some things you can do to help that.

Organize and Emphasize

Make sure you put sub-heading throughout your sales page to grab the attention of the skimmer to important points you want to emphasize and to help organize the sales page in their minds.

It also breaks up the sales copy making it easier and more pleasant to read.

Make it Easy to Read

There are some easy things that you can do to make it easier to read:

1. Short sentences and paragraphs
2. Be conversational
3. Good use of “whitespace” blank space around and between sections
4. Skimmable but attention getting sales copy
5. Break up sales copy with images or call out boxes
6. Judiciously use highlighting (like bolding and underlining)
7. Use bullet points
8. Use punctuation and quote marks

Be Their Bud

Talk to them in a one-on-one, “we’re friends” style.

Even though it is obvious to you and your prospects you aren’t friends it is truly amazing how much more inclined people are to listen and believe when the style of writing is personal, personable, almost intimate.

Step 6: Keep Boosting Their Interest

While the analogy of the prospect being a drug addict and the sales copy being a drug isn’t pleasant it is also pretty accurate.

You need to be giving the little shots to keep up and build their interest.

Ask little questions, reveal an additional benefit, add to the offer, whatever it is, periodically insert little things to keep people focused and interested.

Use positive and enthusiastic sales copy, like giving a constant pep talk, the more positive and enthusiastic you are the more likely your prospect will start become more positive and more enthusiastic; of course, there is a point where you can go too far so be aware.

Step 7: Be a Gift Giver, But Give ‘em What They Want

Technically this is part of the offer but you need to look at what bonuses you’re providing.

Are they complementary and supportive of the primary product?

Are you bonuses of interest to the prospect?

Do they have real perceived value?

Some people think you don’t need bonuses; that the product should be valuable enough to stand on its own.

The idealist in me agrees but the realist in me understands that it’s a naïve view.

Remember what I said about the importance of the offer and also the need to remove impediment from the prospect.

Adding bonuses to the offer is a proven, time tested way of improving the value of the offer, making it that much easier to get the sale.

Just remember a worthless bonus and a “too good to be true” bonus will send up the caution flags is worse than no bonus.

Step 8: Prove It!

Now that they are really interested and it is time to clinch the sale – I’d say put the last nail in the coffin but that really doesn’t seem like the right analogy!

There are two primary methods of proof in a sales page: (1) social proof (testimonials) and (2) risk reversal (a guarantee).

They are complimentary and both important to have the more and the stronger the better.

Testimonials

Scatter testimonials throughout the sales page making sure the testimonial matches and reinforces the surrounding sales copy.

Yep, don’t just put any testimonial anywhere make sure the testimonial essentially tells the prospects that what you just said is verified by a third party.

So say you talk about how well your product achieves a specific goal/provides a specific benefit. Right after a section place a testimonial that verifies and supports what you just said.

This will give the testimonial more strength that just putting in any old thing.

Guarantee

I’ve talked about the importance of an outrageous guarantee and this step is where you figure out what would be a guarantee that would not only make your prospects have no concerns but turn the guarantee into part of the offer itself (read my discussion of Frank Kern’s guarantee for an example of that).

So many people are concerned about making too good a guarantee because of fear of returns and refund request.

I don’t understand why this persists when time after time it is shown that the increased sales more than make up for the increased refunds.

Assuming you have a good product do NOT give in to this fear as you’ll only be hurting yourself.

Plus, refund request are really another opportunity for sales. You have the opportunity to possibly change their mind or to sell them something else in replacement for the refunded item.

And they are now on your customer list so you have the opportunity to sell them additional things in the future and even though they returned your product they will be more willing to purchase in the future, particularly if you handled the refund in an outstanding manner.

Of course, don’t go overboard or you’ll introduce doubt. Saying that if they don’t like your product you’ll give them back $1,000 for a $37 e-book will quickly instill distrust in the prospect and you’ve lost the sale.

Step 9: Tell Them to Buy

This is one of the final steps, is very important and yet, frequently neglected.

Quickly summarize the sales page reinforcing the triggers your already set of (give them that “final fix”) and then tell them exactly what to do.

Say it in direct, specific, unambiguous language.

“Call Me Now at 123-456-7890″

“Click the button below that says ‘Give Me the Success Package Now’”

What ever it is you need them to do be direct and explicit..

Step 10: P.S.

This is your last chance (sometime your only chance) to state the key benefits and your offer; don’t waste it.

Just find the best benefit or two and get them to imagine it, throw in a little scarcity if you can and be sure to put in the call to action and a link (I don’t know how many times I see this without the link, how foolish is that)

Conclusion

While not the traditional 15-step sales copy explanation taking you from the pre-head through the P.S. these 10 steps are, to me, of greater value:

1. Offer
2. Headline
3. The Opening Paragraphs
4. Show Off the Benefits
5. Make it a Fun and Easy Experience
6. Keep Boosting Their Interest
7. Be a Gift Giver, But Give ‘em What They Want
8. Prove It!
9. Tell Them to Buy
10. P.S.

If you do this the other stuff is icing on the cake but if you want to learn more then sign up for my free copywriting course

Did this answer those questions that have been bothering you?

Do you have any other questions

Was I stupid and should have just stuck to the mechanicals of a sales page?

I want to know so please leave a comment and put me out of my misery

Talk soon,

David

The Shameless (Ethical) Marketer
http://www.Twitter.com/DavidHusnian
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.SecretsOfGoogleAdWords.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com

O.Y. Need a sales letter fast but have no knowledge or talent (or time!), try Armand Morin’s Sales Letter Generator

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

10 Steps to a Killer Sales Page

This time we’ll look at 3 more steps anyone can do to improve conversions.

Step 2. The Swipe File: Legal Theft

Every successful copywriter has what is called a “swipe file”.

A swipe file is a personal collection of examples of sales material (copy sales letter, headlines, bullet points, etc.) that have proven successful. This collection can be from Web sites, magazines, newspapers, AdWords ads or where ever you get it from.

I don’t think anyone has done any research but I’d bet that there is a direct relationship between the quality of a person’s swipe file and the success of their sales copy.

So, if you haven’t, start collecting examples of SUCCESSFUL marketing pieces you find then before you start to create and sales material go through your swipe file and find something like what you need and use that as the basis for what you will be creating.

Before moving on to the next step I want to make 2 points.

First, a great swipe file comes from any media source and any niche or topic.

Good sales copy is good sales copy and if you find a good sales letter about horseshoes or a good ad about dung beetles SAVE THEM even if your niche is chronic fatigue syndrome.

Swipe from anyone, anywhere.

The second point is, DO NOT steal word for word. A swipe file is to meant to provide ideas and a foundation for your sales material to jumpstart your sales copy but you should not just take it and use it as your own; not only is it unethical but it is potentially illegal.

For example, a successful headline was “Lose Weight on a Full Stomach”, you could use that to create any number of headlines, a few off the top of my head are:

• “Save Your House without Emptying Your Wallet and Losing Your Family”
• “Fill Your Bank Account While Playing with Your Kids”
• “Stop Your Dog Barking Without Terrorizing Him”

Ugh, those aren’t very good, pretty bad actually, but they do illustrate the point.

With a swipe file you need to understand the essence of what makes it successful and base your sales copy on that.

In this case, the essence is how to get something highly desirable while not having to do something that you don’t want to do; not having to exchanging one bad thing for another, that is, not having to pick the “lesser of the evils.”

If you have no swipe file, start by going to http://www.HardToFindAds.com this should help you be always be on the lookout for sales copy that evokes emotion in your, then “swipe” it.

3. Split Test

Yes, yes, I am harping on this again.

But a simple step you need to do to get better converting sales copy is to continuously test.

Have 2 or 3 headlines, have different offer, use different testimonials, try different background colors, whatever – JUST TEST!

It’s simple just use Google’s Website Optimizer and start testing. Keep the winner of each test and test again.

4. Act

I don’t know how much time is wasted by sitting around and not acting.

If it is creating sales material then don’t wait, just start creating your sales copy.

Don’t edit, just create. You can always edit later but don’t stop your creative flow.

If it is split testing, don’t put it off. “Just Do It”

Create 2 headlines to test and test. Add or remove a bonus and test. Change the price, change the guarantee, change something and test.

If something is not going to work find out quickly and move on; fail fast.

Conclusion

To get the best sales copy your best bet is to hire a successful copywriter; there is not better option.

No question that you will sell/convert a lot more if you have a Dan Kennedy or Ray Edwards or Michel Fortin or Mike Morgan or any of the other successful copywriter creating your sales material.

This isn’t an option for most people and if you need to create or tweak sales copy then the steps we look at here are a way to improve your conversions quickly and easily without much cost.

So be sure to:

• Create a Killer Offer: Be focused, sell solutions, use value builders, have a knockout bonus package and an outrageous guarantee
• Have a Swipe File to Die For: Start all your sales copy with an existing (and proven) example and modify it to your needs; this alone will save you loads of time and improve conversions
• Split Test: Ruthlessly split test your sales copy, continuously improving it; you’ll be amazed at the difference it makes
• Act: Don’t spend your time waiting and thinking and planning. Those all have their place but it is so easy to get sucked into them. Don’t be perfect, fail fast and get better.

Following those steps won’t make you as successful as Dan Kennedy (at least at first but it will make you more successful than you currently are, probably much more successful, without a lot of time and effort and cost.

Do you have a swipe file? What are some of your best swipe?

Do you split test? What are some of your successes and what are some of your surprises?

Leave a comment and let me know; thanks.

Talk soon,

The Shameless (Ethical) Marketer
http://www.Twitter.com/DavidHusnian
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.SecretsOfGoogleAdWords.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com

O.Y. Need a sales letter fast but have no knowledge or talent (or time!), try Armand Morin’s Sales Letter Generator

.

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

4 Steps To Fast and Easy Sales Letters, Part 2

Yes, good copywriting is difficult and arduous for most people, if they can even do it at all.

Now, if you want a million dollar sales letter your best bet is to hire a million dollar copywriter but if you want to craft a decent sales letter quickly and easily then I have 4 steps for you to take which will give you the most “bang for the buck.”

These speed copywriting “secrets” will help you get a converting sales page in a fraction of the time and it won’t empty your bank account while doing it.

Step 1. Create a Killer Offer

I heard Mike Filsaime say that Gary Halbert told him that the offer was the most important aspect of creating a sales letter that brings in the cash.

It’s true because with the right offer, everybody will buy what you are selling.

There are a few things that go into a killer offer, each of which is important in its own way.

Be Focused

It is important that the offer have a single focus and not try to be all things to all people. The focus should be on one of two things:

1. Solve a “Painful” Problem
2. Help the Customer Attain a Desired Goal

Find your focus in those things and then maintain that single-minded focus throughout the sales letter.

Don’t veer off, don’t add additional things to try to broaden your market and don’t ramble on about this feature and that.

Decide on the focus and stick with it.

Be sure to point out the painful problem in painful ways or bring their consciousness into imagining what it would be like if they attain the goal.

So find focus AND explicitly tell them about it, don’t rely on the prospect to figure it out on their own.

Sell Solutions

You’ve heard me harp on this before but people look for solutions so your offer must be solution based.

The typical example so many use of this is that don’t sell the features of a drill bit sell the benefits of the holes it can create because that is what people want.

Personally I find the example flawed but the point is good, that is, focus on what the ultimate end goal is.

Don’t make the mistake though that the typical example makes.

Most people aren’t looking for holes; that is still just a means to an end.

What they want is to hang a picture or attach something or whatever – identify and focus on the prospect’s end goal.

So while “makes nice, clean holes” is better than “carbon steel is used…” it is still not as good as “have that family portrait up in its honored place in seconds.”

Use Value Builders

Throughout the sales letter be sure to show the prospect the value of your offer. Some ways of doing this are:

• Compare it to something of known value.
• Show how the solution made big differences in the lives of your customers
• Show pictures, graphs and other visuals (even video) that will set their imagination free
• Show the cost of not having the product or service

Just keep stacking value upon value until they feel like they must purchase or they will be worse off for not having done so.

Have a Knockout Bonus Package

You want to add additional relevant bonuses that are so complementary and so valuable that the cost of the product seems small in comparison.

The classic example of a great bonus is giving away a razor as a “bonus” to selling razor blades.

Aim for a bonus package that is a real value 10 times the cost of the product that is the figure that really makes an offer compelling.

Also try to have 3-5 separate bonuses for products under $100, more for products that cost more.

Have a Strong Outrageous Guarantee

Make a guarantee so good that it removes all risk and then some.

My favorite guarantee, one that became almost a bonus , was Frank Kern’s guarantee for Mass Control.

Here is his exact guarantee:

My “Put My Money Where My Mouth Is”

Double Guarantee Ensures That Either YOU

Succeed Or You Don’t Pay…

Here’s how it works…

Guarantee #1: 45-Day “Free Look”

You have a full 45 days (more than enough time to go through the entire course) to see if my “30 Days To Mass Control Millions” is right for you. If you determine that it isn’t, just let us know and we’ll gladly refund your money. No hassles. No hard feelings.

But even if you go beyond the 45-day unconditional guarantee period you’re still protected by Guarantee #2…

Guarantee #2: Put My Money Where My Mouth Is…

This is crucial stuff so pay attention: Go through the training and complete all the Action Steps according to my instruction in the course. If by the end of 90 days you haven’t met your goal, let me know and I’ll personally work with you for an additional 90 days. (I’ll not only give you access to my private email adress, I’ll also allow you to schedule 30-minute calls with me if necessary). If after that time you aren’t where you want to be, let me know and I’ll not only issue you a refund, I’ll also cut you a check for $500 just for wasting your time.

How’s that for putting my money where my mouth is?

That’s how serious I am about wanting you to succeed, and that’s also how confident I am that my system really works! You see, if I don’t hold up to my end of the bargain, I’m not only $500 in the hole, I’m also out all the time that I spent working with you one-on-one (which frankly costs me a lot more than $500!)

Now that is a great guarantee. It makes you hope it doesn’t work in the first 45 days just so you can work directly with Frank! Plus even then, he’ll give you $500 MORE than you paid for the course.

Conclusion

To create good copy in the shortest time possible there are 4 steps you should take.

The first is the offer. To get the best offer in the shortest time do these 5 things:

1. Be Focused: find one thing (problem, goal, etc.) and stay focused on it with everything tying back to it
2. Sell Solutions: find the prospects end goal and sell a solution that gets them there
3. Use Value Builders: continually point out the value of the offer in different ways, each building upon the other
4. Have a Knockout Bonus Package: create a bonus package that is so strong it “knocks them out” and they feel that they can’t miss the opportunity
5. Have a Outrageous Guarantee: Make your guarantee so strong and standout so much that is “outrageous”

We will continue looking at the steps in the next blog post.

Please leave a comment, thanks.

Talk soon,

David
The Shameless (Ethical) Marketer
http://www.Twitter.com/DavidHusnian
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.SecretsOfGoogleAdWords.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com

O.Y. Need a sales letter fast but have no knowledge or talent (or time!), try Armand Morin’s Sales Letter Generator

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

4 Steps To Fast and Easy Sales Letters, Part 1

A sales letter exists for one and only one reason… to sell.

You may sell a product, sell a service, sell a prospect on the value of being on your mailing list or you may even sell an idea but, every time, the sales letter’s purpose is to “sell” the prospect.

Whatever you are selling, you will be writing a sales letter to sell.

Unfortunately, so many sales letters forget this one simple fact, usually by making at least one of these 5 mistakes:

1. Focusing on the Seller Not the Buyer

So many sales letters focus on the seller, who they are, what they want, what they do, what they have and the like.

BIG MISTAKE!

It is a rare buyer who cares more about the seller than their own needs, desires and pain.

When sellers speak too much about themselves and their products then the focus of the copy is not on convincing the buyer that they’ve found exactly what they were searching for.

Which of these little blurbs makes you more likely to buy?

or

Most people will be sold by the second one because the first focuses on the seller and on the product, the second focuses on the buyers and their needs.

Time after time, sales copy like the second will bring in many times more sales than the first.

This single mistake is responsible for a huge number of lost sales.

2. Forgetting to Sell

While it is a good idea to provide lots of good information in a sales letter and not just “sell, sell, sell” don’t forget the purpose of the sales letter and neglect to (or be afraid to) sell.

Think about it, why have a sales letter if you aren’t actually doing any selling in it? It sounds like wasted time and effort to me.

That doesn’t mean the selling should be blatant and aggressive, in today’s world that will more often than not be bad.

It does mean though that you need to include subtle selling techniques and invoke emotional reactions in the reader that will have them wanting to buy what you are selling.

Of course, you make sure they know about that one way or the other (unless you are doing a sequence then sometimes, only sometimes, you can leave this out at the beginning of the sequence).

3. Boring Copy

People always say they don’t like those long sales letters but the truth is that what they don’t like is boring sales copy.

If something is boring then people won’t read it whether is short or long and it doesn’t matter if they are reading a story, a book, an article or a sales page.

Write interesting, exciting and compelling sales copy and people will read it just as they do anything else they find stimulating.

Start with a “killer” headline and each section should make the reader want to read the next section all the while becoming more convinced that they want to do what you want them to do.

Follow the AIDA principle I talked about in “The Most Important Marketing Principle”

4. Too Sales-y or Hype-y

Don’t make you sales copy sound like a used car salesman!

Too much sales hype will turn off your buyers and, on the Internet, they will be gone in a second.

Too much hype also jeopardizes credibility and people have learned to just skip sales copy that has too much.

Balance the hype with other important factors every sales letter should have. Have enough “hype” to attract but not enough to drive your prospects away.

5. Plain Old Bad Writing

Some sales letters are just so poorly written that people feel distrustful and turned off by them.

Not everyone can write well but everyone can follow the basic writing fundamentals.

This doesn’t mean you need to write so your English teacher would have given you an A; in fact, you generally don’t want to write like that.

A few grammar and spelling mistakes won’t detract, and may help, but lots of awkward language, misspelled words and incoherent phrases will make the reader uncomfortable and an uncomfortable prospect does not buy.

Another type of “bad writing” is to make sure you write to the audience.

By that I mean to write like your audience talks.

Use words and phrases like they would if they were talking to you.

Use the appropriate level of formality (or informality) so they feel comfortable.

Talk to them like you’re their good friend and you were having a conversation.

6. No Call to Action

Your “bonus mistake” is something you can see frequently in sales copy.

The copy is interesting, compelling, good sales copy but when they get to the end the prospect doesn’t know what to do next; they’re just left hanging.

After you’ve convinced a person to do what you want them to, then explicitly tell them what to do. Be direct.

If you want them to sign up then have a big button that essentially says “Click Here to Sign Up”.

If you want them to buy then tell them to “Buy Now!” (except don’t ever say “buy” except in extraordinary circumstances).

Whatever it is you want them to do, make sure that you tell them explicitly what action to take.

Conclusion

The above mistakes should be avoided at all costs because they will directly affect the goal of your sales letter, which is, of course, to sell.

A great start would be to avoid making these mistakes:

1. Focusing on the Seller Not the Buyer
2. Forgetting to Sell
3. Boring Copy
4. Too Sales-y or Hype-y
5. Plain Old Bad Writing
6. No Call to Action

You should see an immediate improvement in your conversion rates and the amount of sales you make.

Are you making any of the mistakes? Post a comment and tell me what mistakes you make or see other people make.

Talk soon,

The Shameless (Ethical) Marketer

http://www.8-8-8Sale.com

http://www.MusicForInternetMarketers.com

http://www.SecretsOfGoogleAdwords.com

http://www.MadMondaySale.com

http://www.2ForTuesdaySale.com

O.Y. If you want some software that will help you create great sales letters check out Interactive Sales Letter Pro

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

5 Key Copywriting Mistakes You Should Avoid

You may wonder what is wrong with that; it is called copyWRITING after all.

The fact is that doing that can be disastrous because, don’t forget, the end purpose is to sell.

Yet, how is it possible to sell something you don’t know?

Before beginning the writing process, there are 5 important steps that you should be take to be sure that the sales copy will best represent the product or service. They are:
1. Know Your Target Prospect
The first thing to do is understand your target audience.

You will be writing to them so the more you understand them, the more you can “be” them, the more success you will have.

You will be writing to their interests using words that are familiar to them.

Words have power, they can move people so you must choose the right words (those that will excite and comfort the prospect) and say them in the right way (the way they want to hear them).

This can be a powerful marketing ally.

2. Learn About the Product and Offer
Actually read, use, listen to, watch the product.

Analyze its strengths but make sure you understand the benefits to the prospects; find those benefits that prospects will actually want.

Always approach this from the point of view of the prospect.

What benefits will prospects desire?

Understand those or more properly feel them.

3. Find the Differentiators
Compare the product or service against other, similar, offers in the market.

What makes the product or service stand out and be unique?

Remember, be the prospect and ask yourself “why would I buy this product or service instead of another one?”

4. Plan, Plan and Plan
Every sales letter requires it’s own plan.

Most will require long sales copy, while others can do the job with less; the key is to make sure you have every word you need and do not have one word more than necessary – each word should “earn” it’s place and this is driven from the plan.

Most sales letters need a lot of “proof” and others shouldn’t have it because it could actually hurt credibility.

Most sales letters need to address many possible objections and others won’t need to.

Create the plan from your knowledge of the prospective audience and the product or service.

5. Don’t Try to Sell it if You Don’t Believe it
It is very hard for most people to try to sell something they aren’t convinced will truly help the prospect.

This lack of belief will subtly enter the sales copy and while you may not see it the prospect will feel it

Conclusion
After you’ve understood the target audience and the product or service then look for the differentiators (the Unique Selling Proposition).

Then create a plan and, if you’ve convinced yourself that it can help the prospects, you are ready to write your sales letter.

Talk soon,

The Shameless (Ethical) Marketer
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com

http://www.SecretsOfGoogleAdWords.com

O.Y. The person who was, and continues to be, the most instrumental person in teaching me copywriting, including how to best use Power Words for maximum effect, is Dan Kennedy. You can get 2 free months of his Inner Circle newsletter by going to http://www.StreetGuideToCopywriting.com/HighlyRecommends/GKIC

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

The 5 Most Important Steps to Do BEFORE You Write Your Copy

Time and time again I find the same things missing and one of the most important missing elements are “Power Words”.

Power Words are a great way to improve your conversions and to grab the prospects emotions and should be used, judiciously, in all your sales copy.

They are so important that I have a list of the most powerful ones pasted to my wall just next to the computer screen I am writing this on.

The best words make the reader “feel” and “imagine” an object, scene or situation; note imagine can be a great power word!

How they work is they tap into some of the more “primal” emotions and desires and trigger off more intense reactions than other words. Of course, not all words will trigger absolutely everyone but true power words will draw out stronger emotions is almost everyone.

The most common example, and the one some people call “the most powerful word in the English language”, is the word free.

The reason is people love to get something for nothing. This probably goes back to “cave man” days when it could be the difference between surviving and not surviving.

Another, non-marketing example that has power is the proverbial screaming “fire”, it usually trigger a strong emotional (and physical!) response.

With Power Words so critical in a sales letter and so many people are neglecting them I’m going to look at how to use them to really improve your conversions and your profits.

Psychology professors at Yale did a study of the English language and found that some words have significantly more “power”, that is, trigger stronger emotions, than other words. Their top 10 list of the “most powerful words”, and how to use them, is:

1. You: It was the most powerful word in every study reviewed. Try to put it in very important spots in your copy like your headlines, opening paragraphs, benefit lists, etc.
2. Results: This makes people feel more confident and comfortable with the product or service and helps them get beyond their natural skepticism. Put results in several places, after making claims and a reminder near the purchase button.
3. Health: Not a general marketing word but it can be used to good effect when it is applicable
4. Guarantee: A huge part of risk reversal, it helps ease fears of “being taken advantage of” and “making a bad decision”. The stronger the guarantee, from the point of view of the prospect, the better your conversions with be
5. Discover: People like to know this others don’t know and discovering something new adds some additional excitement. This is used when you are initially talking about your product or service as well as several places elsewhere to reinforce the message.
6. Love: Like health not a general marketing word but powerful when it can be used. Love, after all, is something everybody strives for from birth
7. Proven: Like results and guarantee this overcomes fear and skepticism. It is particularly good used after an announcement or claim that may seem astonishing or remarkable and the proof should be more remarkable than the claim.
8. Safety: Not specifically general although it can be used effectively in risk reversal sections.
9. Save: People want to keep more of what they have while getting more of what they want. This can be used to good effect throughout your copy.
10. New: Similar to discovery people most like things new both for the novelty and also for the “I have it and you don’t and that gives me a advantage” factor.

While many, if not most, of those words are on the standard lists of power words but, in truth, copywriters use additional and “stronger” power words, ones that dig deep and bring out visceral feelings; that is, words that affect a person’s inner core and produces almost overwhelming emotions.

A selection of these strong words that are on the list on my wall are: Announcing, Astonishing, Easy, Exclusive, Fast, Hurry, Last Chance, Limited, Phenomenal, Powerful, Revealing, Secret, Startling and Urgent.

They are all picked because of the psychological triggering of emotions they invoke in most people.

In addition to individual words here are some phrases that are powerful “Power Phrases:

• “At last, …”
• “Best of all, …”
• “I’ve got good news for you …”
• “Listen closely, …”
• “Buy one, get one free”
• “Major Breakthrough in …”
• “Do you make these mistakes …”
• “The most powerful …”
• “How to get …”
• “Can you imagine …” and “Just imagine …”

Just remember, the copy (the words on your Web page) should lead the prospect down the path you wish them to go; this is similar to using the carrot to get the horse to go in the direction you want it to.

You do this by invoking a planned series of emotional triggers, one after the other, so that the prospect eventually “decides on their own” that they want what you provide.

And the way you invoke those emotions is through words and Power Words are a key aspect of that.

Comment and let me know some of your favorite Power Words and Phrases.

Talk soon,

The Shameless (Ethical) Marketer
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com
http://www.SecretsOfGoogleAdwords.com

O.Y. The person who was, and continues to be, the most instrumental person in teaching me copywriting is Dan Kennedy. You can get 2 free months of his Inner Circle newsletter by going to http://www.StreetGuideToCopywriting.com/HighlyRecommends/GKIC

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

Some Words Are Mightier Than the Sword: Powerful Words to Trigger Emotions