As you know, good sales copy is critical to your success
online. Although it's not something that you can learn
overnight, here are a few pointers to increase your
response rates ...
__1. Focus on benefits, not on features.
For example, the specialty pet bed you're selling might
have a durable polar fleece lining. That's a feature. The
benefit is that it will keep your pet warm, snuggly, and
happy on cold nights. Another benefit would be that it
saves you money because it can withstand considerable
wear & tear from your bouncy pet.
__2. Focus on your customer - not yourself.
Who can resist a conversation about themselves? ;-)
Prospective customers want to hear about how your product
is going to help or benefit them personally.
__3. Use emotionally-charged action verbs where appropriate.
Strong words that evoke images and emotions are great at
getting a prospect to respond to your ad. Words like "smash"
are examples of action verbs.
__4. Be ruthless - edit out all unnecessary text.
You want a tightly-focused sales letter that leads your
prospect to complete one action. That could be signing up
for your newsletter, filling out a form, or ordering a
product. Don't try to sell everything within your sales
letter; concentrate on getting your prospect to do just
*one* thing.
__5. Forget the hype; don't mislead or misrepresent.
Be honest about what your product can offer. Misleading
claims will only result in dissatisfied customers and an
increase in refund requests. Not to mention the damage
that can be done by word-of-mouth ...!
__6. Go easy on the CAPS and exclamation marks.
You have probably seen too many ads that look like,
!!! MAKE $10000 A MONTH WORKING FROM HOME IN YOUR UNDERWEAR!!! EASY JOB, NO SELLING! I MADE $400 YESTERDAY
WITH ONLY 3 MINUTES OF WORK! REPLY NOW TO GET THIS LIFE-
CHANGING INFORMATION!
It looks unprofessional, even downright scammy. Use CAPS or
the occasional single exclamation mark for emphasis. Just
don't overdo it!
__7. Use fresh, original ads.
Yup, that means you have to write 'em! Seeing the same
tired old ad, day in and day out, decreases its response
rate dramatically.
__8. Include a "call to action".
Never assume that your prospect knows what to do next. Tell
them what you want them to do - how to order, email you,
visit your website, whatever it is you want them to do.
