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Copywriting Information |
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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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Email Copywriting 101: Five Steps to Better Converting Emails Business 2 Community “Email marketing is dead.” That's what a digital marketer told me while trying to sell me his messenger bot software. But email isn't going anywhere. Customers ... From Salon Marketplace: Learn how to become an effective copywriter Salon The Copywriting Mastery Bundle teaches you how to launch a career as a freelancer and publish your own stories. Mid-Level Copywriter - Onsite Split Manhattan & LONG ISLAND job with Creative Circle | 390912 mediabistro.com Position: Mid-Level Copywriter - Onsite Split Manhattan & LONG ISLAND Location: Long Island Status: Freelance Estimated Duration: Weeks Starts: week of 3/4 ... How to perfect your digital copywriting The Next Web Does anyone actually know what it means to be a copywriter in the digital age? Each and every day, a wave of ecommerce shoppers, avid article readers, and ... 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Certain Unveils Certain Signal™ Real-Time Event Data Platform MarTech Advisor Certain Signal empowers sales and marketing teams to make intelligent, real-time action on data captured before, during and after events. platform. AI-powered copywriting for Facebook has arrived The Drum A revolutionary AI tool from Phrasee is shaking up the world of global advertising. The vague role of 'copywriter' Mumbrella Asia Digital may have blurred the lines of the copywriter's role, but Clare Barry explains how the trade is getting back to what it does best – getting people to buy ... 3 things to expect from a career in copywriting The Drum Expect to be wrong. So very wrong. There are professions where you can reasonably expect your authority to go unchallenged. Pilots, for example, are rarely ... How to Select the Right Copywriting Gig on Fiverr for Marketing Copy SitePoint In this article, we are going to teach SitePoint readers how to select the right marketing copy gig on Fiverr. As a worldwide verified freelancing platform, Fiverr is a ... Savvy copywriter reveals the thrifty tricks that saw her save an extra $1,200 during February Daily Mail A woman has revealed how she put away an extra $1,230 in February after reading that every Australian can boost their bank balance by $1,000 if they put their ... Apple Announces Subscription Service, Apple News+, Within the Apple News App MarTech Advisor Cupertino, CA: Apple recently announced Apple News+, a new subscription *service* that brings together over 300 popular magazines, leading newspapers and ... 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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Generic imagery and descriptions might cause shoppers to move on without giving your product a second thought. Spicing up your copy — for ... 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 ... 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. Copywriting vs. Content Writing: What Is the Difference and What Should You Be Doing for your Blog? Business 2 Community You've got a blog, but are you writing the right kind of posts? According to HubSpot, 53 percent of marketers say that blogging is their top *content* marketing ... 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Mid Copywriter job, Cape Town CBD Bizcommunity.com Ninety9cents is a full-*service*, integrated advertising agency located in Cape Town, and is one of South Africa's largest independently-owned agencies. 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, ... Bitmain IPO application has officially “lapsed”; reapplication? | Cryptopolitan Cryptopolitan Bitmain has been waiting on their legal application to be processed that would allow them to operate their initial public offering (IPO) on the Hong Kong S. 5 Copywriting Tips For Facebook Ads Business 2 Community A key component of any Facebook ad is the copy. Your image or video may capture your audiences' attention but it's usually your copy that convinces them to ... 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