Every time a new product is launched, be it a hard-good, perishable or digital product, one of the most important steps in the preparations taken for launch day is the writing of the sales copy that will be used to promote the product. Good and convincing sales copy is an absolute must if the conversion potential of a particular product is going to be reached.
Good sales copy is definitely not something that can be learned over night, but it can be learned and it must be learned if something is going to be sold.
One thing that a copywriter must have if effective sales copy is going to be produced is a complete overview of the products information. Without pertinent information, convincing sales copy cannot be produced. This is especially important when sales copy is outsourced. Once all of the necessary information is given to the copywriter, they can then focus on the following item.
Structure. Regardless of what you are writing and regardless of the individual that you are writing for and the form of media you use to relay your information, there is a basic structure that many copywriters have found to be most effective when producing sales copy. That structure first grabs the attention of the reader. Once it has there attention, it nurtures within them an interest in the product or subject at hand. Once interest has been developed, the sales copy then begins to focus on building desire for that product which then leads to the final step in the structure, a strong call to action.
Attention. The ability to grab the attention of the visitor or reader is of utmost importance due to the fact that the day and age in which we live is literally bombarded with advertising. For this reason, many, including myself, have become seriously desensitized to advertising. This makes an attention grabbing headline that much more important. To grab the attention of your audience, a hook is need. A hook is essentially a phrase that almost sounds too good to be true. Notice I did not say too good to be true, but almost too good to be true. You hook must be actually achievable.
Well, to be honest, attracting the audiences’ attention is not that easy as you would require creativity and innovation regarding the products that are chosen for sales so it is best if you use software for help as it has been found that tracker software products develops fast.
Interest. Once you have the attention of your audience, the real work begins. Keeping their interest takes serious work and this is where the complete list of product information is necessary because we are going to use it to spell out the items that will actually keep the interest of the audience whose attention we just captured. This is done by listing out the benefits of the product or service. Additionally, personal stories or experiences assist greatly in these efforts.
Desire. If you succeed in convincing your visitor that your product or service will work for them just as it has worked for you, you will begin to build their desire for your product specifically as the one that can fulfill their need. To assist your sales copy greatly in this area, testimonials are most helpful. The psychological reassurance that goes along with reading other positive comments with respect to your product or service is an absolute must in that they represent the opinions of a third party or parties.
Action. If you succeed in capturing their attention, stimulating their interest and building within them a desire for your product or service, there is only one thing left to do, provide a strong call to action. There are really no hard and fast rules here. This step may be as simple as a very noticeable “Buy Now” button. What ever method you use, it should be simple and very easy to perform. It would be a shame to lose a sale due to a complicated sales process.
As mentioned at the outset of this article, good sales copy is the key to improving conversion rates. Each product, service or market is different from the next. Maximum potential conversion rates are the function of may things and what works for one niche may not work for another. The important thing is to test your sales copy and see what improves conversion rates for you.