One of the most frequent frustrations I hear from entrepreneurs is that they can’t write words and phrases that sell.
Put the people face-to-face with a prospective client, and they’re in their element. Yet put them in front of a computer display and ask them to create the lyrics for a compelling, tightly composed ad or sales letter or perhaps brochure… and they freeze way up.
True, there are very few specialists who can write in a way that travels people to action. Indeed, my personal ‘baptism of fire’ in mastering to write RESPONSE GENERATING content was the direct marketing marketplace. Not only is direct advertising and marketing a totally accountable form of advertising and marketing where response rates are usually measured to the decimal position, but in many cases, but it also entails ‘selling off the page’.
In other words, occur to be inviting prospects to put currency in the mail or to call up using credit card details to buy one thing, sight unseen.
NOTHING works on you on good producing more than a challenge like that!
Without a doubt, writing selling copy just isn’t easy. But here’s what’s promising. When you learn the basic applications to move people through the prepared word, you’ll BLITZ your personal market and leave competitors in your dust. You’ll have the capability to bring sales and phone calls flowing into your business once you need them, like rotating on a tap. And you’ll get it done in ANY business you function, manage or consult to.
How come is ‘the written word’ a really powerful business weapon?
Look at those face-to-face encounters. Just how many places can you BE in while in any one day? On an excellent day, you MIGHT get in front of 4 or 5 prospective clients.
But when you produce compelling copy, you can keep hold of THOUSANDS, or tens of thousands of persons in a ‘conversation’ in a day. In addition, guess what! Out of those tons, only those who are QUALIFIED will probably ‘put their hand up and ask for your attention. These are definitely people who want to buy.
When you’ve got persons coming to YOU, you can bid goodbye to cold calling. And YOU you actually control the transaction. Does indeed that make sense?
To write convincing copy…
Start with Power Thoughts
‘Power words’ give you a nearly unfair advantage when you produce.
John Caples, a member of the Advertising Hall of Fame, identified many fascinating ‘power words’ if he studied the top 100 statements of his time. On the 100 great headlines they analyzed, he discovered that selected ‘power words’ appeared continuously:
You (or You’re) rapid 45 times!
How rapid 12 times
New rapid 10 times
Who – 6 times
Money – sometimes
Of course, this is merely a small selection of power phrases. But this tells you a thing! Why do you think the simple expression ‘YOU’ appeared in 45 instances? Clearly, this word is targeted at the reader. It forces typically the writer to write ‘through typically the eyes of the prospect’.
Really known as the ‘Point-of-YOU’.
Usually, when you use the ‘Point-of-YOU’, it’s extremely hard to talk all about yourself on your own, your company, or your product… you already know the stuff… “We have got a big factory”, “We are generally proud to announce… very well, “Our product is so great… very well.
Write in that self-focused technique and your prospects will in a short time flip the page, reach the delete key, or maybe toss your message from the rubbish bin.
Talk about THESE PEOPLE, and what THEY want… and you’ll rivet their attention! Can it be this kind of simple?
I’ve had 1 client who attended 1 of my workshops, who after that re-wrote all his marketing communications from a ‘Point-of-YOU’. He accomplished a 5 TIMES increase in reaction. From nothing more than that one enhancement made on focus!
Think about that. This individual didn’t have to spend five times the advertising dollars. This individual didn’t have to hire much more people. He simply re-positioned to a ‘Point-of-YOU’, and accomplished a 500% increase in prospects! What would do achieve for yourself?
26 Explanations why People Buy
I could write an entire course on copywriting methods. And in my program, ‘Write and Design your Own Advertisements, Sales Letters, Brochures, Flyers, and Sales Presentations’, all of us do exactly that. All of us work through the powerful however logical steps to re-writing your own copy with reaction-generating techniques, so that you shift people to act.
It’s an enjoyable process, and once you ‘get it, there will be NO preventing you. For now though, a few look at another critical aspect in achieving effective communication… And this is the reason why people BUY? The late, as well as great Ed Mayer, created these 26 reasons why individuals are motivated to buy:
* To create money
* To save money
2. To save time
* To prevent effort
* To get more comfort and ease
* To achieve greater cleanness
* To attain better along with fuller health
* To flee physical pain
* To find praise
* To be famous
* To attract the opposite sexual
* To conserve possessions
4. To increase enjoyment
* For you to gratify curiosity
* To shield family
* To be in fashion
* To have or carry beautiful possessions
* In order to meet the appetite
* To copy others
* To avoid difficulties
* To avoid criticism
4. To be individual
* To shield the reputation
* To take advantage of chances
* To have safety throughout buying something
* To generate work easier
Some reasonably primeval motivations there! A number of we may not even readily disclose. But they ARE the things that travel us!
Now ask yourself, precisely how compellingly does your collateral actually zero in on and develop several of those motivators? Or do you get literature to fall back into the ‘we have a big factory’ method?
If you’re going to MOVE to reduce weight action, you need to really receive inside their heads, understand what their very own ‘buying drivers’ are, precisely what their fears and questions are, and their doubts… along with address those compellingly.
If you choose that, when you craft powerful copy into your message, gowns when you start to TAKE CONTROL of the marketplace. That’s when people buy from a person because you’ve inspired all of them because you’ve inflamed their own imaginations, and educated all of them that you’ve got what they WANT.
At this stage, the focus goes OFF price as well as onto your value package. Much more than another time.
At the same time, do you think now might be a lot of fun to do a ‘Point-of-YOU’ communications review on your marketing collateral?
Read also: Tips on how to Write for a Multi-Lingual Market place