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:
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.
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Why Hong Kong's copywriters peddle tired clichés, pretentious words and the illusion of grandeur - South China Morning Post
Can You Become a Freelance Copywriter in Los Angeles?
Is it out there? The chance to be a freelance copywriter in Los Angeles? For those looking to become a copy writer, finding employment in various cities can be difficult. In fact, most freelance writers around the world struggle to find employment or jobs that are within their own cities and home towns.
Its Not What You Say But How You Say It
Copy is all about words. Or is it?Copy is about using words to describe the benefits of your offer.
Can 97% of Netpreneurs be Wrong?
Why Some People's Ads Almost Always Make MoneyDiscover the Master Copywriter's Little-Known Secret of Locking in Profits! You don't know it yet, but in the next 5 minutes you are going to learn two things that will enable you to command someone to do something anything - and that person will do it without question. What's more, they'll think it was their idea, not yours.
Freelance Writers: Double Your Income
Freelance writers are a strange group of people when it comes to running their own businesses.They are outspoken and enthusiastic while selling their clients' products and services, but are hopelessly shy and reticent about blowing their own horns.
Tech-writers: A Necessary Evil
New to tech-writing, or thinking about starting? The key to success is recognising that tech-writers are a necessary evil.Tech-writers are necessary because someone has to write the user doco.
Copywriting Makeover: Making An Emotional Connection - Part 2 of 2
In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the previous version of the copy here: http://www.
8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)
Effective headlines make all the difference in whether your prospect reads your marketing materials or simply tosses them to the side. You don't even have a chance for a sale if the audience won't read what you write.
How To Get Started With A Career In Copywriting
Careers in copywriting are booming. Could it be that the new and ever growing market on the Internet has helped to fuel this demand? You can bet your sweet keyword that it has! With so many businesses looking to the internet for their freelance copywriters the demand for employees keeps growing.
10 Tips for Writing Web Copy
One of the most important aspects of a website today is the webcopy - sometimes called the sales letter.In days gone bye, banners and graphics were all important but now it's the words that do the selling.
Hey, Client, This Is Me! Sell With Your Writing Voice
In a crowded market, clients will be seeking personality as they read what you've written -- they'll click right past pages that feel "been there, read that." They're looking for a voice that says, "Hey, client, this is me!"They want to know not just what you deliver -- but how.
How To Find Freelance Copywriting Jobs
Your goal is to land a few nice, secure freelance copywriting jobs, but how do you get them? The most important factor in finding these jobs is that you pursue the job you are looking for with all of your ducks in a row, so to speak. Here are a few things you need to do in order to get the freelance copywriting jobs that you have been looking for.
Copywriter Rates, Getting The Facts Beforehand
Have you ever had the experience of hiring a freelance copy writer only to find that the project takes longer than expected, or that the fees they offered are 'flexible' in the wrong way for you to benefit. There is no doubt that copywriter rates differ greatly from one to another.
Step One for Copywriters: Understand WHAT to Say
Find a passage of poorly written copy, and chances are you will have found a copywriter who never figured out what it was that he or she was trying to say. Whenever I have trouble with some copy, I stop, sit back and then write at the very top of the page.
Copywriting: Drafting Rules for Professionals
As a professional contractor who wears many hats, you owe it to yourself and your clients to be as organized as possible. In a previous article, I discussed the importance of delivering an organized draft that your co-creators can easily work from.
What a Ghostwriter Can Do for You
Do you ever have brilliant ideas for articles, books or a website, but never get around to doing anything about them? Don't feel like the Lone Ranger. Trust and credibility are vital in creating consumer confidence.
Working With a Freelance Editor
If you are interested in creating information products, you will very likely deal with editors throughout your career. You may need someone to edit a book, review a special report, or tighten up a magazine article.
A Writers Secrets
Every person has secrets that only he or she knows, secrets that are not shared with anyone, not even the most intimate friends, partners, even soul mates. These secrets may be righteous or sinister, yet for reasons, often unknown, they are never revealed to any other person.
The One Word Every Prospect Craves
It's arguably the most important word in the copywriter's arsenal. It ranks right at the top with words like "free," "new" and "savings.
How To Write Headlines That Get Attention
No doubt, the headline is the most important part of any advertisement or sales letter. The reason is very simple.
10 Eye Popping, Jaw Dropping Ad Copy Secrets
1. Use a hand written letter on your ad copy instead of text.
|home | site map|