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. Kris@wordsthatsell.com.au
Related News
|
 |
|
|
RELATED ARTICLES
The Power of Saying You Can
If you have children, you will doubtless remember saying to them, "You can do it."
8 Reasons to Outsource Your Copywriting
Thinking of hiring a staff writer? Think again. Below, I will give you eight geat reasons to reconsider and outsource instead.
How To Find A Copywriting School
Have you heard the good things about the field of copywriting? If you have, then you know that a qualified copywriter is an invaluable asset to those looking for them. Becoming this asset means going to a copywriting school. Turn this to your advantage. First, most copywriting schools can be found throughout the internet to help you telecommunicate. Second, they are not long, hard degrees to get. Most require the attention and willingness to learn. And, in most cases, the schooling you need is not going to cost anywhere near the costs of those big schools.
A Copywriting Lesson from Dr. Seuss
Looking for inspiration for your next marketing communication? Try the children's bookshelf.
Some Important Tips On Proposals And Price
Here's a critically important copywriting technique I use when writing sales letters and proposals for our own direct marketing services and for our clients.
Common Mistakes That Can Kill Your Web Copy
Sometimes learning what not to do is as important as learning what to do. Copywriting is no exception. I oftentimes see copy that is well written, but obviously created by an amateur. How do I know? One or more of the following five mistakes was made and that killed the copy? dead.
Long Copy versus Short Copy
When I show some people my advertisements, I sometimes get the feedback: "I'd never read that. There's too much writing. It needs to be simpler, and cleaner."
Kick-Start Your Juices
Listen, consider this scenario.
Long Copy vs. Short Copy? If You?re Still Debating This, You?re Missing The Point!
I've seen this ongoing debate debate jump up again recently in several Blogs and message boards and I can't help but laugh. It's not a new debate? Ever since the long copy masters of the early 1900's, people have been arguing for or against the practice.
How to Start and Sustain a Career as a Freelance Writer
Have you wondered how you can make a career writing books or articles for various publications? Or are you seeking a viable second income opportunity but do not know where to start? Well, freelance writing may be the right career for you and it can open a world of lucrative opportunities for you.
Writing Benefit-Driven Web Copy ? 4 Steps to More Sales
You've identified the benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers?
Magic Words That Sell and What Words to Avoid
We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of the most persuasive words to use in marketing are:
Its Not What You Say But How You Say It
Copy is all about words. Or is it?
How To Find Editing Services Online
Quality is what you need. What you don't have is time. You need to find an editing service online that can help you get the work you need done, quickly and effectively. But, where do you look? Where can you find such a service and know that it is of good quality? While it would have been a difficult task to find an editing service online a few years ago, there is now an ever growing supply of them. You'll find quite a selection to choose from as well. Here are some guidelines that may help you in finding not only a service to use, but a good quality one at that.
Cause and Effect
"Shallow men believe in luck. Strong men believe in cause and effect." Ralph Waldo Emerson
Write Hard-Hitting Headlines With Magic Words That Sell
Writing a killer headline for your copy is simple! You just need to follow simple dos and donts that make or break a headline respectively. If you think you have tried them all, check this out....
Custom Writing Services: Market Overview
Market identification
Custom writing services market is a sector of the e-commerce industry. Custom writing services are fee-based.
Writing Tips for Your Website
Now that your website is up and running, it's time to add
content. Fresh content will make your site interesting and
keep people (and search engine crawlers) coming back. In
order to achieve optimal web success, your site must be
informative, relevant and written the way that people read
the web. Here's a few tips to get you started.
The Five Rules Of Influential Web Writing
Building a professional reputation requires a campaign founded on your words: the positions you endorse, the motions you advocate, the accuracy of your vision. Writing for the Web can either establish your expert credibility or destroy it.
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. Likewise, careers in copy writing are being filled more and more with freelance or independent workers. Even those who work right from their home are jumping onto the bandwagon. But, copywriting careers are not all fun and games.
|