If you want to increase your marketing results and get more qualified leads, you need to improve the effectiveness of copywriting on your website, print ads, email and direct mail.
This is important because copywriting is your "seller in cyberspace, in print, and in the mail"... and great sales skills produce great sales... Average sales skills only yield average or poor results.
Here are copywriting tips that will improve your marketing results. These have been proven based on our copywriting work for over 450 businesses since 1978.
This is a list of what your potential customer is thinking as he or she reads your marketing copy. It's important to make sure everything on this list is addressed. If you do this, your marketing results will improve dramatically.
1. You must have done your research to better know what I want the most out of your type of product or service. If you don't, I won't even notice you, and if I do, I won't even listen to you.
2. What do you do? How will this help me? I need to know "what's in it for me" right away or I'm gone.
3. Why should I trust you?
4. I already have a supplier for that - why should I listen to you?
5. Make it easy for me to read, understand, navigate, and "scan" your marketing materials.
6. I need a specialist in your field for your situation or my needs or my type of business.
7. Don't bore me! I'm sick of corporate talk, business buzz terms, and mumbo-jumbo. Almost all business marketing is very dull and boring and I will not read it.
8. I need all the details and specs including product information, product application, CAD drawings and plans, cost and shipping. A study by ThomasNet.com found that a very large percentage of buyers say these details are not readily available.
9. I want to read copywriting of a real living person talking to me from person to person, not some emotionless corporation.
10. I won't admit it on the record, but I buy based on my feelings. Sure I need logic and features for verification, but if you can touch my feelings, I'm more likely to buy from you.
11. I want more from my life than just work. I am very interested in saving time, work and stress.
12. Make it easy for me! You list many different things I can do and I am confused. What one thing should I do now and why?
13. Don't overload your website or brochure with fluff - just the relevant and useful information I need. I'm tired of all the irrelevant "filler" information on the web and I won't read it anymore.
14. Compare my product or service against your competitors for me if it is really as good as you say. Be honest, as I will see through any favoritism.
15. Be specific; Normals go in my trash.
16. What's your guarantee?
17. How can I test your product, service or company first, with little or no cost, before making a big commitment?
18. Help me justify the investment to my boss based on ROI.
These copywriting secrets applied properly are one of the main reasons a website, direct mail piece or advertisement can pull 2 to 3 times the response for the same product or service as another. This is why the most successful marketers hire the best outside freelance copywriters they can afford.
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