To make your sales copy sell your products, just writing a good sales copy isn't enough. You need to target the right type of sales copy to the right type of audience.
Classifying Customers
First, let's learn about the types of people. In many psychology books, people are classified into four categories. Here are those categories described in marketer's language.
Emotion Follower
This type buys products by emotion, and doesn't need any logical reason to buy.
Fact Seeker
These people need evidence that your products are as good as you claim. Testimonials or reviews by third parties are essential.
Keep-It-Simple
Just tell this type what your products can do FOR THEM. Don't tell anything extra; you'll most likely turn them away.
Analyst
You need to provide this type of person every detail of your products that they want to know. If you fail to provide details, they will buy from others who do.
Types of Copy
No sales copy works on all the types of people, so you need to write a copy aimed at the people you are targeting. For example, let's say you are selling firewall software. When writing for an analyst type of audience, you'd talk about the technology used to protect PCs from intruders. For emotion followers, you might emphasize how dangerous it is to connect to the Internet without a firewall. (Fear is also a kind of emotion, and it's a strong one.)
Matching
Even though you write a good copy, it won't sell a lot unless you match it with the right audience. For example, the emotional copy in the above example won't work on analysts. They might get scared, but that's not the way they buy things. They need to know the details of how your firewall protects them before they'll buy it. On the other hand, the same emotional copy can scare emotion followers instantaneously, and they will give you money before they think. Make sure to show people the right sales copy.
Showing posts with label Sales Copy Writing. Show all posts
Showing posts with label Sales Copy Writing. Show all posts
Wednesday, April 11, 2007
Identifying the Types of Audience
Identifying the Audience
Most of the feedback received was about how to identify the types of audience. Most of time, your products will make it obvious. For example, if you are selling software developing tools, you are most likely dealing with analyst types of people. If you are selling jewelry, your customers will be emotion followers. Of course, not all visitors fall into one type, but you only need to identify what type the majority of your audience is. You'll get a better conversion rate if you deal with majorities rather than minorities.
Also, where you are placing an ad gives you good clues. It's easy to understand that the majority of people visiting programming tutorial sites are analysts. When you place an ad there, you will be dealing with a lot of analysts.
When You Cannot Identify
Unfortunately, identifying the type of audience isn't always possible. Let's say you are preparing for an ad campaign by using AdWards. Because everyone uses Google these days, you cannot tell who your audience will be unless it is obvious from your product. In this case, you should test different types of sales copies. Then, stick with the one that pulled the best result.
More Matching Techniques
Even though you are marketing the same product, the type of audience could change according to where you are placing ads. Even so, you can send them to the page with the right sales copy. Let's say, you are placing ads on 2 different websites, and you have identified that visitors to each website are different types of people. Then, you may want to make 2 different landing pages with a matching sales copy. By linking each ad to the appropriate landing page, you can show sales prospects the right sales copy.
This isn't always practical, but you can make a special page for each ad campaign rather than send everyone to your home page.
Most of the feedback received was about how to identify the types of audience. Most of time, your products will make it obvious. For example, if you are selling software developing tools, you are most likely dealing with analyst types of people. If you are selling jewelry, your customers will be emotion followers. Of course, not all visitors fall into one type, but you only need to identify what type the majority of your audience is. You'll get a better conversion rate if you deal with majorities rather than minorities.
Also, where you are placing an ad gives you good clues. It's easy to understand that the majority of people visiting programming tutorial sites are analysts. When you place an ad there, you will be dealing with a lot of analysts.
When You Cannot Identify
Unfortunately, identifying the type of audience isn't always possible. Let's say you are preparing for an ad campaign by using AdWards. Because everyone uses Google these days, you cannot tell who your audience will be unless it is obvious from your product. In this case, you should test different types of sales copies. Then, stick with the one that pulled the best result.
More Matching Techniques
Even though you are marketing the same product, the type of audience could change according to where you are placing ads. Even so, you can send them to the page with the right sales copy. Let's say, you are placing ads on 2 different websites, and you have identified that visitors to each website are different types of people. Then, you may want to make 2 different landing pages with a matching sales copy. By linking each ad to the appropriate landing page, you can show sales prospects the right sales copy.
This isn't always practical, but you can make a special page for each ad campaign rather than send everyone to your home page.
Every Word Counts
Everyone knows the importance of good sales copy, but not many people realize that other things like newsletter subscription offers, links, or even navigation menus are as important as sales copy. You should also give the copy for these serious attention.
Short But Big Effect
For instance, newsletter subscription copy is only a few sentences long, but the quality of the copy makes a big difference. I have tried 62 different versions of copy myself, so far. Visitors-to-subscribers rates range from 0.22% to 16.85%. Don't think those sentences have no effect just because they are short.
What You Should Say
Short or long, the basics of writing effective copy are the same. But when you are writing short copy, you'll have extra challenges; it is hard to get your message across with fewer words. You might not be able to say everything you want, but at least tell people what you want them to do, such as order, click, or contact us. If you don't tell visitors what to do, most likely, they won't do anything but leave your site. Then, tell readers why they should do it, if you can use more words. It is better if the reason tells the benefits people will get by doing what you are asking. But, any reason would work. (Read this article for more details.) If you can still use more words, tell the uniqueness of your products. Unique things will give readers freshness and hook their curiosity.
Don't Waste a Word
You can use only a limited number of words, so do not waste any words by duplicating what you are saying. For example, "Click here to order My Firewall" tells visitors what to do twice, "click" and "order." Even though the copy is telling action twice, it doesn't contain any reason to act. You can easily improve the copy by changing it to "Order My Firewall to protect your PC." This copy tells an action, "order," and a reason, "to protect." If you choose the right words, you can write better copy without lengthening it. It's not how many words you use, but what words you use.
Short But Big Effect
For instance, newsletter subscription copy is only a few sentences long, but the quality of the copy makes a big difference. I have tried 62 different versions of copy myself, so far. Visitors-to-subscribers rates range from 0.22% to 16.85%. Don't think those sentences have no effect just because they are short.
What You Should Say
Short or long, the basics of writing effective copy are the same. But when you are writing short copy, you'll have extra challenges; it is hard to get your message across with fewer words. You might not be able to say everything you want, but at least tell people what you want them to do, such as order, click, or contact us. If you don't tell visitors what to do, most likely, they won't do anything but leave your site. Then, tell readers why they should do it, if you can use more words. It is better if the reason tells the benefits people will get by doing what you are asking. But, any reason would work. (Read this article for more details.) If you can still use more words, tell the uniqueness of your products. Unique things will give readers freshness and hook their curiosity.
Don't Waste a Word
You can use only a limited number of words, so do not waste any words by duplicating what you are saying. For example, "Click here to order My Firewall" tells visitors what to do twice, "click" and "order." Even though the copy is telling action twice, it doesn't contain any reason to act. You can easily improve the copy by changing it to "Order My Firewall to protect your PC." This copy tells an action, "order," and a reason, "to protect." If you choose the right words, you can write better copy without lengthening it. It's not how many words you use, but what words you use.
Call to Action
To sell your products, you have to tell visitors to buy. This is known as the "Call to Action." Are you doing it effectively?
Reason and Action
Call-to-action words won't work by themselves. To make such words work, you have to give visitors a reason or several reasons to act. For example, when you are selling products, yelling "Buy now!" won't do any good. That's why you need sales copy that explains the different benefits of your products. Those benefits are the reasons visitors should buy your products. Call-to-action words will do the job only after visitors are given reasons to act. Whatever your intention is, whether it is to get people to subscribe your newsletter, contact you for more information, or to take surveys, always give visitors BOTH reasons to act AND an action to take.
One Action
According to Gary Halbert of thegaryhalbertletter.com, with fewer options, you will get more responses. For instance, if you have different ways of taking orders -- say, by online shopping cart, fax, or by phone -- fewer people will buy. Instead, if you give visitors only one option, i.e. the online shopping cart only, far more people will buy your products. You can give different reasons, but you should give visitors only one option for action.
Crystal Clear
Also, make sure your call-to-action words are very clear. Let's say you want visitors to contact you for more information. Don't just say "more information." People might expect to see more information on another page of your website. To be clear, say "contact us for more information." It doesn't sound like a big deal, but when outcome mismatches expectation, even just a bit, people will stop acting; people will not comply with the actions you desire. So be extra careful that the wording is clear.
Reason and Action
Call-to-action words won't work by themselves. To make such words work, you have to give visitors a reason or several reasons to act. For example, when you are selling products, yelling "Buy now!" won't do any good. That's why you need sales copy that explains the different benefits of your products. Those benefits are the reasons visitors should buy your products. Call-to-action words will do the job only after visitors are given reasons to act. Whatever your intention is, whether it is to get people to subscribe your newsletter, contact you for more information, or to take surveys, always give visitors BOTH reasons to act AND an action to take.
One Action
According to Gary Halbert of thegaryhalbertletter.com, with fewer options, you will get more responses. For instance, if you have different ways of taking orders -- say, by online shopping cart, fax, or by phone -- fewer people will buy. Instead, if you give visitors only one option, i.e. the online shopping cart only, far more people will buy your products. You can give different reasons, but you should give visitors only one option for action.
Crystal Clear
Also, make sure your call-to-action words are very clear. Let's say you want visitors to contact you for more information. Don't just say "more information." People might expect to see more information on another page of your website. To be clear, say "contact us for more information." It doesn't sound like a big deal, but when outcome mismatches expectation, even just a bit, people will stop acting; people will not comply with the actions you desire. So be extra careful that the wording is clear.
Don't Fight A "Cheapest Price" War
As a business owner, you want people to spend money on your business rather they go and shop at other places. Because of the e-commerce boom, shoppers have too many choices these days. Your business must stand out from hundreds or even thousands of competitors.
Cheaper is Better?
Maybe, you are thinking the cheapest price will attract customers. Sure, it does, but that's the way most of dot coms end up deleted from syberspace. They priced their products or services too low. Their profit barely covered their expenses. Webmasters hope increased business volume will give them big bucks someday, but that "someday" never comes. If each sales doesn't make any net profit, increased sales volume won't make any profit either. Zero times one million is still zero. That's simple arithmetic, isn't it?
The Best is Good?
OK, the cheapest doesn't work. How about being the best or better? Well, providing the best products or services is essential, but telling people yours is the best doesn't work. Phrases like "the best deal," "the best quality," etc., are overused already. Today's shoppers are accustomed to those phrases. They don't think any product can REALLY be the best. They just think "Here comes another one," and they are gone.
Be Deferent and Be Unique
To win the game, make your business appear different from others. Be unique. Again, using over used phrases won't make your business unique. It only makes your business alike - like other businesses. So, how do you make your products or services different from others? You can call your products or services by a special name, or in some cases, tell the world what you have been doing. Honestly and in detail.
Here is An Example or Two
You might be a photographer and offer on-location wedding photography like many other photographers do. Don't just list "weddings" in your ad. Instead, offer your service by saying "Ask us about our 'Moment of Life' wedding photo package." If you sell walking aid equipment, don't promote your business by advertising, "Try the latest walking aid." Say instead, "Try our 'Space Walk' for your next fun excursion."
More Example
Now, let's say you own a gas station along a busy highway with competitors on both sides of your store. You and your competitors put up the same price. You want more customers, but you don't want to risk your profit by lowering your price any father. Instead, you put up a new sign that says, "We clean your car's windshield so it's clean!" The competitors also clean windshield but they don't SAY so, and customers aren't sure. When you drive into a gas station that offers full service, you "assume" they will clean your windshield, but you are not 100% sure. Putting up the sign gives customers "confidence" and makes them think your service (and product) are special. You have just made your service different! But don't stop there. You can add, "We clean your car's headlights." or even "Clean washrooms are available."
Do you see how to make your products or services extraordinary and how easy it is? Do you think it won't work? Remember when you had to go to a washroom while you were on the highway. Now, you can see the BIG difference, can't you? Make your products or services different. Don't fight the "cheapest price" war.
Cheaper is Better?
Maybe, you are thinking the cheapest price will attract customers. Sure, it does, but that's the way most of dot coms end up deleted from syberspace. They priced their products or services too low. Their profit barely covered their expenses. Webmasters hope increased business volume will give them big bucks someday, but that "someday" never comes. If each sales doesn't make any net profit, increased sales volume won't make any profit either. Zero times one million is still zero. That's simple arithmetic, isn't it?
The Best is Good?
OK, the cheapest doesn't work. How about being the best or better? Well, providing the best products or services is essential, but telling people yours is the best doesn't work. Phrases like "the best deal," "the best quality," etc., are overused already. Today's shoppers are accustomed to those phrases. They don't think any product can REALLY be the best. They just think "Here comes another one," and they are gone.
Be Deferent and Be Unique
To win the game, make your business appear different from others. Be unique. Again, using over used phrases won't make your business unique. It only makes your business alike - like other businesses. So, how do you make your products or services different from others? You can call your products or services by a special name, or in some cases, tell the world what you have been doing. Honestly and in detail.
Here is An Example or Two
You might be a photographer and offer on-location wedding photography like many other photographers do. Don't just list "weddings" in your ad. Instead, offer your service by saying "Ask us about our 'Moment of Life' wedding photo package." If you sell walking aid equipment, don't promote your business by advertising, "Try the latest walking aid." Say instead, "Try our 'Space Walk' for your next fun excursion."
More Example
Now, let's say you own a gas station along a busy highway with competitors on both sides of your store. You and your competitors put up the same price. You want more customers, but you don't want to risk your profit by lowering your price any father. Instead, you put up a new sign that says, "We clean your car's windshield so it's clean!" The competitors also clean windshield but they don't SAY so, and customers aren't sure. When you drive into a gas station that offers full service, you "assume" they will clean your windshield, but you are not 100% sure. Putting up the sign gives customers "confidence" and makes them think your service (and product) are special. You have just made your service different! But don't stop there. You can add, "We clean your car's headlights." or even "Clean washrooms are available."
Do you see how to make your products or services extraordinary and how easy it is? Do you think it won't work? Remember when you had to go to a washroom while you were on the highway. Now, you can see the BIG difference, can't you? Make your products or services different. Don't fight the "cheapest price" war.
Tell Visitors a Reason and Sell More
People need reasons to act. We work because we have to make a living. We eat because we are hungry. We have hobbies because we want to have some fun. Furthermore, people need reasons to buy from you. If you tell people why they should buy from you, you will dramatically increase sales.
An Experiment
Harvard social psychologist, Ellen Langer, conducted an experiment. She asked people waiting in line to use a photo copier if they would allow her to go ahead of them in line.
When she used the phrase, "Excuse me, I have five pages. May I use the Xerox machine?" the success rate was 60 percent. When she used the phrase, "Excuse me, I have five pages. May I use the Xerox machine because I'm in a rush?" the rate climbed up to 94 percent. This makes sense, doesn't it? But here is a surprise. When she used the phrase, "Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?" the rate still clicked 93 percent, even though her reason didn't make any sense at all!
Just Tell People Why
This result is weird, but it reflects how people behave. Also, this experiment tells you that you don't have to make up any reason to attract customers. Just tell people an honest reason, whatever it is. For example, you may not want to tell people you are having special sales because it is a slow month. Don't be shy. We all have busy days and slow days. If you don't tell, people might wonder if you are offering a special deal because there is something wrong with your products. Tell it like it is and remember that any reason works better than no reason. In the photo copy machine experiment, "because I have to make some copies" worked as well as "because I'm in a rush." The important part is giving a reason, not the logic.
Answer All the Imaginable Questions
If you receive inquiries from every potential customer and reply to all of them, you will be writing e-mails all day long. Instead, you should answer all imaginable questions on your site. Making a FAQ (Frequently Asked Questions) page is one way. The best way is putting all the reasons in the sales copy. As visitors are reading the copy, all of the reasons are given. Thus, when visitors finish reading the copy, they are ready to buy.
You need to give prospects a reason to buy from you, but you don't have to be creative. Just tell people honest reasons. Even though those reasons might not sound right to you, they will work way better than nothing.
An Experiment
Harvard social psychologist, Ellen Langer, conducted an experiment. She asked people waiting in line to use a photo copier if they would allow her to go ahead of them in line.
When she used the phrase, "Excuse me, I have five pages. May I use the Xerox machine?" the success rate was 60 percent. When she used the phrase, "Excuse me, I have five pages. May I use the Xerox machine because I'm in a rush?" the rate climbed up to 94 percent. This makes sense, doesn't it? But here is a surprise. When she used the phrase, "Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?" the rate still clicked 93 percent, even though her reason didn't make any sense at all!
Just Tell People Why
This result is weird, but it reflects how people behave. Also, this experiment tells you that you don't have to make up any reason to attract customers. Just tell people an honest reason, whatever it is. For example, you may not want to tell people you are having special sales because it is a slow month. Don't be shy. We all have busy days and slow days. If you don't tell, people might wonder if you are offering a special deal because there is something wrong with your products. Tell it like it is and remember that any reason works better than no reason. In the photo copy machine experiment, "because I have to make some copies" worked as well as "because I'm in a rush." The important part is giving a reason, not the logic.
Answer All the Imaginable Questions
If you receive inquiries from every potential customer and reply to all of them, you will be writing e-mails all day long. Instead, you should answer all imaginable questions on your site. Making a FAQ (Frequently Asked Questions) page is one way. The best way is putting all the reasons in the sales copy. As visitors are reading the copy, all of the reasons are given. Thus, when visitors finish reading the copy, they are ready to buy.
You need to give prospects a reason to buy from you, but you don't have to be creative. Just tell people honest reasons. Even though those reasons might not sound right to you, they will work way better than nothing.
Don't Be The Best
The word, "best" is already over used, and doesn't attract potential buyers any longer. Forget about that powerless word. Instead, use "first." That word sells your products way better than the best. Skeptical? Read on.
The "First" Impresses People Most
You know Neil Armstrong was the first man who walked on the moon, but you probably can't recall the second person who walked on the moon (unless you are a space mission geek). We don't remember the second, even though Edwin (Buzz) Aldrin landed on the moon with Neil Armstrong in the same space ship and walked on the moon moments after he did. We remember only the first, and we remember the first extremely well. That means once you get across the message that your product is a first, your business will stick in people's minds. People will come to you when they need your products.
Find Your First
Fortunately, you don't need to invent anything we've never seen to be the first. You just need to make some unique twists on existing products, or your product's unique feature might already be the first of its kind. So, re-examine your products thoroughly. Once you find your first, don't forget to tell the world about it. No one knowing your first is the same as not having it.
Be the First to Show
If you still have trouble finding your first, you can tell publicly anything that hasn't been told to the public. For example, during the mad cow disease epidemic, one meat shop guaranteed his beef was disease-free because he was able to track his beef's shipping route. Tracking beef wasn't his first. That wasn't even his idea. His supplier tracks their products. The owner just told the public how he gets the beef. If you are the first person who publicly shows something, even if it is just your industry's standard, you will be credited with the first as this meat shop owner was. He saved his store. Remember that just because YOU know something doesn't means everyone knows it.
This one simple word will super charge your business. In addition, "first" lasts forever. You can beat the best and become the best yourself, but you cannot beat the first. Forget about "best." Be the first.
The "First" Impresses People Most
You know Neil Armstrong was the first man who walked on the moon, but you probably can't recall the second person who walked on the moon (unless you are a space mission geek). We don't remember the second, even though Edwin (Buzz) Aldrin landed on the moon with Neil Armstrong in the same space ship and walked on the moon moments after he did. We remember only the first, and we remember the first extremely well. That means once you get across the message that your product is a first, your business will stick in people's minds. People will come to you when they need your products.
Find Your First
Fortunately, you don't need to invent anything we've never seen to be the first. You just need to make some unique twists on existing products, or your product's unique feature might already be the first of its kind. So, re-examine your products thoroughly. Once you find your first, don't forget to tell the world about it. No one knowing your first is the same as not having it.
Be the First to Show
If you still have trouble finding your first, you can tell publicly anything that hasn't been told to the public. For example, during the mad cow disease epidemic, one meat shop guaranteed his beef was disease-free because he was able to track his beef's shipping route. Tracking beef wasn't his first. That wasn't even his idea. His supplier tracks their products. The owner just told the public how he gets the beef. If you are the first person who publicly shows something, even if it is just your industry's standard, you will be credited with the first as this meat shop owner was. He saved his store. Remember that just because YOU know something doesn't means everyone knows it.
This one simple word will super charge your business. In addition, "first" lasts forever. You can beat the best and become the best yourself, but you cannot beat the first. Forget about "best." Be the first.
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