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Dissolving Buyer Scepticisim ... A Lesson In Copywriting
When making a purchasing decision, people have their "rip off radars" on high beam. They're wary and so they should be -- after all, they're about to spend money so they want to be sure they're not going to get ripped off, AND they want to be sure they're going to get the absolute best return on their advertising dollar. Anyone can claim something generates great results. And they often do. Here are some ways to dissolve scepticism and prove your claims: 1. Testimonials You can never underestimate the power of testimonials. Testimonials will add enormous power to your copy. Because a 'real' third person is backing you up, your claims have much more credibility. The best testimonials to use are ones that tell about specific results a client has achieved. eg. "Our turnover has more than DOUBLED in the last financial year, during a recession and much of that has been due to your great service." "I lost 16 kgs in just 6 weeks and it was so easy" 2. Test results Prove to your prospects that your product or service really works by including any test results that prove that or position you above your competitors. Make sure that they are independent tests so they are seen as being reliable. Statistics can also work wonders in backing up your claims. 3. Money back guarantee When prospects are deciding between companies and between products there is always a conscious or subconscious fear in the back of their minds... a fear that they are going to be ripped off, or the product isn't going to live up to its promises. After all, your prospect is about to hand over money so he/she wants to make sure it is money well spent. There are many ways (including the ones mentioned in previous sections) to prove to your customers the reliability and quality of your service or product but none of them compare to offering a guarantee. If you offer a powerful money back guarantee, you are showing your prospect that you are willing to stand behind your product. You are willing to put your money where your mouth is. You are willing to risk a refund because you believe in the product so much. You've probably seen some businesses using a half hearted approach at offering guarantees. These simply don't work. eg. Personal service guaranteed. A guarantee is useless unless you offer a refund or replacement as a result of not living up to that guarantee. You need to state these terms in your guarantee. 4. Case studies Give an example of a before and after situation relating to one of your clients. This helps build credibility and it also helps your reader picture themselves owning the product. 5. Comparison chart If the features and benefits of your product are proven to be better than that of your competitors, use a comparison chart which illustrates this. Your sales arsenal So you're about to meet with a prospective client to sell them your products or services. You're fairly clear on what to say to them to excite them about doing business with you but unless you're in a position to ensure that they sign up on the spot or if there are the minute they leave your premises. If your prospective client needs to go back and think about your proposition and/or if there's another decision maker involved, it's very important that you leave them with something that will ensure they stay excited about using your services. Not only that, it's also important that the information they take away helps handle any objections they may have. * Professional looking corporate profile which gives details of your company history, your products and services and most importantly, the benefits of doing business with you. The more professional this document looks, the more professional your company will look in the eyes of your prospect. * What clients say ... a list of testimonials with punchy headlines (the more the better) * Imagine getting results like these - a sharp list of results you've achieved for clients (a paragraph or two on each one) * Client Success Stories - This is a more comprehensive case study document which gives a before and after picture. * Quality colour copies of any press coverage you have received * Frequently asked questions document which addresses the most common objections or fears felt by prospects. About The Author Kris Mills of Words that Sell is a seasoned copywriting professional and author of "How to Create a Sales Explosion With Every Ad and Letter You Write". More information on this popular guide can be found at http://www.synergie.com.au/explosion.htm or check out more of Kris' many copywriting articles at www.advicegalore.com.
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Alibaba Says Its AI Copywriting Tool Passed the Turing Test Adweek Alimama, the digital marketing arm of ecommerce platform Alibaba, has released an artificial-intelligence-enabled Chinese language copywriting tool that it says ... How To Make Bank With This One Online Skill Forbes This one skill can make you six figures with nothing more than a laptop and some hard work. Want Better-Performing Content? Follow These Copywriting Tips Forbes It's been said ad nauseam that "*content* is king." *Content* also happens to be the key to better customer engagement. If you want your company to connect with its ... Alibaba Debuts 'AI Copywriter' Alizila Alibaba's digital marketing arm Alimama has unveiled an artificial intelligence-powered copywriting tool. Tapping the huge pool of *content* on Alibaba's ... 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Are you struggling converting your website visitors to paying customers? Your copywriting may very well be to blame. Here's how to fix it. Building an Ecommerce Business, Part 4: Copywriting Matters Practical Ecommerce Good copy sells. Generic imagery and descriptions might cause shoppers to move on without giving your product a second thought. Spicing up your copy — for ... What is a copywriter today – brand builder, click maximiser, data interpreter or just a tweet machine? Mumbrella Asia Writing copy that is optimised for a ragbag of different media and a variety of different purposes can become antithetical to the idea of a single, simple brand ... 6 Online Copywriting Strategies for Content Marketing Success Small Business Trends If you want your online marketing efforts to succeed, you should consider using these 6 copywriting strategies for *content* marketing. 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According to HubSpot, 53 percent of marketers say that blogging is their top *content* marketing ... Will Alexa be the saviour of the copywriting industry? The Drum I recently attended a conference where JustEat (the foodie app folks) became the latest brand to unveil their new Voice App companion for Alexa, Amazon's ... 12 Common Copywriting Mistakes You Could Be Making Forbes Now Writing high-quality copy that is both valuable for your brand and has what it takes to convert more leads is not as easy as it sounds. Whether you write your ... 5 Simple Copywriting Tips for Local SEO Business 2 Community The surveys and studies will continue to roll in, each proving the same core finding in different sorts of ways, but these findings always point to the fact that ... Derrick Smith recalls Troy Caine's talent as a graphic artist Jamaica Observer The late political researcher and commentator, Troy Caine, is best known as a political c... How a Copywriter Can Be a Candidate's Best Friend Campaigns & Elections Candidates want to deliver a message that voters will remember. To do that, they need that message to be four things: Brief, memorable, positive and consistent. Want to work from home as a copywriter? These online courses can help. Mashable Have you ever wondered if your writing hobby could actually become a career? Learn what it takes to be a copywriter, land clients, and build your portfolio. Bay Area time traveler searches for family in 'Here and Now' Mountain View Voice Tales of time travel have been around at least since the heyday of H.G. Wells. The trick, however, is to find a *fresh* concept that hasn't been overworked. You can ... 7 Steps to Becoming a Professional Copywriter Entrepreneur I spend very little time writing copy myself these days because I'm too busy running an agency. 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It can be challenging to craft your own message, but when you get it right, your marketing can work ... Ask the SMXpert: Keyword research and copywriting Search Engine Land The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018. The following Q&A ... 5 Copywriting Articles That Will Change How You Write HuffPost If you work in marketing or communications, you know the importance of making sure your copy stands out and is persuasive. There's a lot of information on the ... Ceylon Leather Products' website bags two awards Sunday Observer Ceylon Leather Products Limited's website has won two accolades at the second annual SLT Zero One Awards.www.di.lk was adjudged the winner in the “Best ... 10 PPC Copywriting Best Practices for Extra Effective Text Ads Search Engine Journal Want to write more profitable PPC ads? Get more clicks on your paid search ads by applying these 10 copywriting best practices. AI-powered copywriting for Facebook has arrived The Drum A revolutionary AI tool from Phrasee is shaking up the world of global advertising. The future of digital marketing: AI vs. human copywriters | Articles | Chief Technology Officer Innovation Enterprise With the priority shifting to AI-powered technologies which can provide the super-effective production of *content*, is the future of digital marketing AI? The 5 Rules of Killer Copywriting That Will Hook Prospects at 'Hello' Entrepreneur Copywriting is the one marketing tool that will never change. So, why don't people still not know how to do it right? Interview: How Men's Healthcare Startup hims Enables Convenient And Affordable Treatment PSFK hims is an online-only personal care brand that combines low costs with FDA-approved and doctor-backed products that empower consumers to take care of ... 9 Website Copywriting Tips That Will Increase Your Search Ranking Business 2 Community Years ago, you could just stuff your post with keywords, buy links, and land on Google's first page for a search term. Today, that would see your web pages ... Alibaba introduces AI copywriter Packt Hub Alibaba, the ecommerce leader and multinational conglomerate surprises the advertising market with a smart copywriting tool, AI-CopyWriter. The digital Alibaba ... Everyone's a copywriter. Right? mUmBRELLA* There's a joke in the creative industry that “everyone is a designer”, making light of how infuriating it is to have someone (without a visual background) Freelance Copywriter job with Altice USA | 382629 mediabistro.com Altice USA is one of the largest broadband communications and video services providers in the United States. We are a subsidiary of Altice NV, a convergent ... Copywriters: Lion's Roar wants to hear from you Lion's Roar Are we your next client? At Lion's Roar, we're passionate about sharing the best of Buddhist wisdom with the world. We produce two magazines, a series of ... Copywriters, enough with the bad ads – it’s time to put the thesaurus down South China Morning Post Consider this sad, yet far from uncommon, local scenario. A bright, promising child attends kindergarten and primary school, where she learns to read and write. Phrasee Lands $4M Series A Funding to Take AI-Powered Copywriting to America Business Wire LONDON--(BUSINESS WIRE)--Phrasee, the London-headquartered marketing technology company that uses artificial intelligence (AI) to generate optimised ... The 7 Facebook Ad Copywriting Strategies You Need to Test Business 2 Community There's a lot of different factors that go into creating a stellar Facebook Ad. You need the right targeting strategy, the perfect image or video, and a strong bid. This 38-year-old quit his finance job — here's how he's making 6 figures freelancing on Fiverr CNBC Like many young professionals, David Feldman had dreams of climbing the corporate ladder and landing a corner office. But once on he was on his way, ... Half vicar, half assassin: the documentarian's camera turns on copywriting icon Tony Brignull The Drum Tony Brignull, D&AD's most-awarded copywriter of all time, is the subject of a new film made by students at the School of Communication Arts (SCA), London. The 10 types of copywriter – which one are you? The Drum Saying you're a copywriter is all very well. But it's a bit like saying you're an artisan. What kind? That's what we want to know. What the History of Copywriting Teaches Us About Content Marketing Today The Content Standard by Skyword Despite the competition between advertising and *content* copywriting, some of the most famous "Mad Men" might have advice for *content* creators. Phrasee: AI-powered Copywriting for Facebook Has Arrived Business Wire Phrasee has launched the first product of its kind for Facebook & Instagram campaigns. The new product allows customers to test AI-generated language. Gary Cole, the Actor You Know From Everything, Is Now the Time-Traveling Spokesguy for Kabbage Adweek Gary Cole plays a time-tripping spokesman who visits from 10 minutes in the future to illustrate how quickly and efficiently Kabbage can provide funding to small ... Bitcoin PR Buzz Announces January PR Sale With $200+ Discounts PRNewswire BELIZE CITY, Belize, Jan. 18, 2019 /PRNewswire/ -- To celebrate the start of another year for crypto, Bitcoin PR Buzz are offering up to $200 off all PR packages, ... The NYPD Is Investigating the Murder of a Longtime Agency Copywriter Adweek A four-decade career in advertising came to a tragic end over the weekend. According to a statement from the NYPD's Office of the Deputy Commissioner of ... How To Avoid This Common B2B Copywriting Mistake Forbes There are many ways to get copywriting wrong, but in this article, I want to single out one mistake that is especially easy to make, occurs repeatedly in B2B ... Code eats copy for breakfast: Human copywriters are doomed Digiday Mark Duffy has written the Copyranter blog for 11 years and is a freelancing copywriter with 25-plus years of experience. His hockey wrist shot is better than ... Sydney woman’s brain trauma leads to seven-figure business Herald Sun Christy Laurence spent years in a high-paying corporate job, until one day a life-changing moment turned her world upside down. Seven Rules For Digital Copywriting All Brands Should Follow Forbes For any brand, its "voice" is communicated via smart, concise copy that communicates how its offerings align with the customer's needs and values. In order to ... Bored copywriters rejoice! – Alibaba has a machine that produces 20,000 lines a second South China Morning Post Chinese tech companies are implementing AI tools to improve efficiency for low-value, repetitive jobs. 5 Little-Known Copywriting Mistakes That Snuff Out Your E-Commerce Sales Forbes Now As an e-commerce copywriter, I can vouch for the fact that writing product descriptions or a homepage that opens up hearts and wallets is tough. 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Copywriter Who Scored a Job at McCann by Posing as Fearless Girl Talks Breaking Into Advertising Adweek Never underestimate the value of a first impression. Jade Delaney, the copywriter and aspiring agency creative who scored an enviable share of earned media ... MYWriters Group Publishes Anthology Of 12 New Authors Star2.com In the 'Emerging Malaysian Writers 2018' anthology, 12 new authors share their works with the world for the first time in a book published by the MYWriters ... Sorry seems to be the hardest word: Mark Zuckerberg's letter deconstructed by a copywriter The Drum The commentariat has got its collective knickers in a twist about Mark Zuckerberg's mea culpa for the Cambridge Analytica affair. (Analgate?) 15 Tips for Writing Killer Sales Copy Entrepreneur If you're willing to do the hard work writing requires, you're probably going to do all right. Senior Copywriter & Content Manager - A Cloud Guru Built In Austin A Cloud Guru is hiring for a Senior Copywriter & *Content* Manager in Austin. Find more details about the job and how to apply at Built In Austin. This Copywriter Scored Her First Job by Showing Up at McCann Bristol Dressed as Fearless Girl Adweek Advertising is an inherently creative industry, and we've all seen some unusual applications from students, recent graduates and juniors looking to get their foot ... The old-time copywriting secrets you need to know to write a great sales letter The Drum Andy Maslen has been persuading people to think, feel and act differently since 1986, when he first started working as an in-house copywriter. He is managing ... The Most Persuasive Sales Emails Always Follow These Strategic Copywriting Tips Forbes Now Length is strength” works as an effective slogan for hair-product advertisements, but when it comes to sale emails, the exact opposite is true. Senior Copywriter - closerlook, inc. Built In Chicago Overview. closerlook's Senior Copywriter creates compelling *content* that aligns with strategic communication objectives for multichannel-marketing campaigns. The Secrets To Hiring And Developing The Best Copywriters For Your Website Forbes Now Do you want to produce marketing *content* that grabs readers and turns them into paying customers? Learn how to hire, train, and manage writers who will make ... 5 Copywriting Rules That Cost You Sales If You Break Them Forbes Learn the 5 copywriting rules you should never break or you'll risk losing sales. Full-time Copywriter Pedestrian TV About the Business. We're positively repping the power of plants to inspire a healthier, vibrant human spirit on a thriving, more sustainable world. Soulara is a ... A 6-Step Copywriting Formula That Could Boost Your Sales Big-Time Entrepreneur Learn to paint a verbal picture with your copy, and don't be afraid to ask for what you want: a sale. |
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