How do you write content that will remove the fears of your prospects, clearly explain what you offer, and then move prospects toward purchasing?
Tips on how to craft effective messaging that convinces and converts.
1. Prospects’ Point of View
The foundation of any good sales message is an understanding of the interests and needs of your prospects. Before you begin writing your sales message, consider who will be reading your message, and their thoughts and emotions as the consume your content.
• Who your target audience is.
• How they found you.
• The key problem or pain points that led them to seek a solution.
• The objections or concerns they might they have about your product or service.
• The other products or services they may they also be considering.
To craft the most engaging and effective content possible, approach your writing with these needs and considerations.
While not all problems trigger intense emotions, all will have an emotional component (even if only a small one).
Effective content can and should address the underlying emotions surrounding the sale. Rather than focusing on the features of the product – or even the benefits.
It’s only after an emotional appeal has been made that it’s time to address reason. Reason refers to the relevant facts and features, as well as any objections your readers may have.
Elements you might want to include:
• The size, capacity, color, etc. of your product. Basically, the features of your product.
• Your unique value proposition: How your product is different/better than the competition.
• Delivery details: How will the product be shipped or delivered, how much will this cost, etc.
• Objections: Thoughts that may be preventing prospects from buying your product.
• Benefits: The practical and tangible benefits of using your product or service. The problems it helps solve.
Reason consists of all the informational and logistical aspects of your product/service and of the impending sale. It will also help to alleviate any concerns your readers may have by addressing common objections.
4. Credibility and Social Proof
Credibility is a subset of reason, however it can also help make an emotional connection with the reader by reducing the sense of risk. The goal is to allay the fears of your readers by showing that your product/service works and that others have benefited from it. Here are some elements you can use:
• Customer or client testimonials or endorsements: e.g. “This product helped me reduce my expenses by 20%’
• Relevant statistics or research from credible sources: e.g. “The American Medical Association recommends using this type of product.”
Link to the source whenever possible. Reference the popularity of a product: e.g. “1,000 business owners have already signed up for this program.”
• Past results: e.g. “Over 25 clients achieved ___ results with our service.” Show proof of these results whenever possible.
• Customer reviews or ratings.
A few extra tips:
• Avoid relying on hype: Overstating benefits or making unsubstantiated claims can work in the short term; however they can also be a serious turn off.
• Use conversational language: Do not try to impress your readers. Use language that’s familiar and comfortable to your prospects. Avoid industry buzzwords and acronyms. Use a casual, personal tone/voice. Write like you talk – even if that breaks some basic rules of grammar. It’s better to come across as approachable and trustworthy than perfect.
• Test long and short copy: They can each work well, depending on the niche, business and audience.
• Use storytelling: Open your sales copy by sharing a personal story or anecdote to let your readers know that you understand where they’re coming from. A story functions as a great hook, drawing the reader in to the rest of the copy.
Don’t get hung up on following someone else’s proven copywriting framework. The suggestions above may be effective for some but not others. There is no one-size-fits-all strategy for writing persuasive copy.
Remember, what works in one industry may not work in another, so it’s important to test a variety of copywriting strategies. The strategies above are a great starting point, but be flexible and create copy that’s right for your audience.