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[1/3] - Strategies for Writing Epic Sales Copies

Discussion in 'Copywriting & Sales Persuasion' started by Leith, Sep 25, 2013.

  1. Leith

    Leith Jr. Executive VIP Jr. VIP Premium Member

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    Okay, I've got your attention...

    This is going to be the first of many different threads Il be sharing this week. It's been quite a few months since my last share so it's time I put together something to give back the community which changed my life around (literally!). Now, believe this or not but creating a solid and well thought out sales copy is crucial in the world of selling. No one's going to read a copy which sounds like shit, and most importantly, no one's going to buy what you're selling. If you can't even get your audience to even think about buying your product, you're doing something wrong.

    I'm not a professional copy writer and I still have a long way to go before I can even call myself that, but I've been in the industry and have received tips / read advice from some of the best writers out there so today Il be sharing a few with you. Okay.. let's create a scenario here. You've created a website or a landing page with a spectacular design, you've done the SEO and the dirty work and you're now ranking #1 for a super high competition keyword.. but the downside? You're making no money. What do you need? You need a converting sales page. Something that gives the audience a reason to consider buying. Something that persuades them, and prevents that from leaving your page at any given time.

    1. Whose your target audience?

    Writing a sales copy is going to be different for different target markets. What may appeal to the young adult's may not necessarily work the same for those aged over 50. Understanding the people you are marketing your product to is a vital factor which you need to consider. Let me give you a quick example.

    If you're marketing to a group of customers for a SEO service, then try considering who you're going after. The big names in the industry? Or local businesses? There's a huge difference in both and the way you market to both these groups can be a huge difference in your final results. Let's take men for example. Go into your local super market or store and check the magazine shelf. This is something which I do myself whenever I'm in the local shop. There are tons of mens magazines you can check out. Most of the times, men care about their status in the community, how they look in terms of muscle and how much money they have. And this is how these magazines exploit your insecurities.

    Let's take a look here:

    [​IMG]

    "8 pack abs.. in just 8 minutes a day".

    Believe it or not, these types of titles get people intrigued.

    They want to read more.

    They want this "secret" and that's exactly the position you want them to be in.

    The whole point here is to explore your product or services benefits and who you're going to market it to. Don't talk about SEO basics to a group of SEO companies. Instead, approach it in a different way and this time offer basic SEO support to local businesses. Pick the benefits of your service and match it appropriately with the market or audience you're going after.

    2. Why are you better than X or Y or Z?

    Again, let me take this from a BHW marketplace perspective. How many times have you literally went into the BST to find a service.. only to find ten of the same type? Then you dig into each thread, looking at reviews, results, etc to find the best one. With the SEO industry growing rapidly, especially on BHW, finding the perfect SEO service is no longer an easy job. It's time you explain to your potential customers why you're better, and why they should purchase your service - over the dozens of others.

    How is your product different from the competition? How is your SEO service different from your neighbour? Why and what is the benefit of purchasing your service? The key word here is: difference. What is the difference and how will they benefit your potential clients? Your product doesn't have to be the best. Your SEO service does not need to be the best on the market (but it should be reasonably good) - but the point I'm making here is the difference between the services. You could sell that difference as an advantage. A potential buyer scavenging the market is going to prefer a service which stands different from the pack, than a service which simply offers nothing new.

    Again, talking about the SEO industry / market place, why not offer an extra package as a bonus to your current one? You're giving that extra incentive that sets you apart from the competition. For example, if you're offering an one time SEO package, and you're going to offer a free on page audit with every purchase, then talk about this in your ad and enforce it in the audience's mind. It gives them the perception that you're different - and to be honest, you are.

    Brand your product. It doesn't matter if someone copies you, because especially in the SEO industry, that will happen from time to time and there's no way of stopping it. Red bull and LSV taste almost identical but I still purchase Red Bull. Why? The brand. Create a strong brand and you can launch side projects under the brand name with success. Don't go after creating a churn and burn reputation. If you're going to sell a product, enforce the brand, and make it bold. Create a successful brand and that's only going to benefit any other launches you may do in the future. Take a look at Apple. Hate Apple or not, their brand is super strong - and this is backed up by all the successful launches they've had till date - including the iPhone 5C/5S, which apparently sold over 9 million in the first few days of preorders.

    3. Creating an effective headline.

    Your headline is the most important part of your campaign or service. Your audience will have a glance at your headline for a few seconds and that's going to determine if they read the actual post or not. You absolutely need to make a good headline or your potential clients are just going to move onto the next thing which catches their attention. If I named this thread "Basic SEO Techniques", chances are you won't read this thread. If I named it something like, "Killer Strategies to Improve your SEO", there would be a higher click through rate, mostly because of the keywords I've chosen to use and the connotations it has. Another title could be, "The ONLY SEO Guide you need". It gives the impression that this is the ultimate guide - there can be no other competitor. It gives your audience a reason to click.

    There are a few tools out there to help create some interesting titles. Click here to check it out.

    You could always start the body first and then get back to the title at the end. Sometimes, I spend more time thinking of a title than time spent on the body and it's for a very simple reason - without a good title, no one is going to read your body text. Another crucial aspect and factor you must consider is A/B testing. Create 4-5 different headlines and check which is getting you the most clicks out of them all, and simply switch the title around. Believe it or not but a good title can make a huge difference when it comes to SEO service threads in particular. Instead of replacing your copy or sales thread graphics all the time, try changing the title. You'd be surprised at the results a simple 10 second job can do.


    • If you created your headline in a few seconds, chances are, it won't convert too well. Spend some time. Think hard and long to understand the differences between you and the competitor. These people come to your site / or thread to look for a solution or an answer to an issue they're having. They want to know how you can help them. Don't start talking about useless junk which isn't of any use to the potential buyer.

    What's your main feature and why is that an advantage? Try to sum these up in a few words.

    Main feature: Powerful Ranking Resource
    Advantage: This changes everything. Again.

    I like to keep my headlines short and snappy.

    Bombard your readers with the benefits of your service. That is what they're looking for. Simply give it to them. You came into this thread for strategies in writing epic sales copies. If I started rambling on about last night's football match, it's going to probably annoy you and you most likely won't be on this page for any longer.


    • Try and include your best benefit in your headline. Like I said, I like to keep my headlines short and snappy. What I see most people do is include "money back guarantee" in their headline. Sure, this gets peoples attentions but it doesn't define what your service is or what your service does. As far as they are concerned, you could be selling jelly beans with a money back guarantee. Try to include your service's main benefit in the headline and I promise it will make a huge difference.

    For example, "SEO Boost - The only service on the market with 100% hand made links".

    This was just an example and you can probably do better but I hope you get the point. My main benefit is clearly listed there and the word "only" again implies the sense of rarity and the fact that this is the ONLY service on the market with that particular feature. Another one, "SEO Rank - The only service with ranking guarantees". You get the idea? Intrigue the reader and get them to click on your post. An example of a contrasting title would be something like "SEO Rank - SEO Service - Money Back Guarantee". Now, these titles SOMETIMES may work because it adds that touch of mysteriousness and uncertainty. There's absolutely no revelation of the features of the service, apart from the money back guarantee. I've done my own split testing and I've seen less clicks in SEO thread titles with the money back guarantee compared to the above titles I've mentioned. Each industry is going to vary. Using the money back disclaimer in a headline for a product valued at $799 would be a good idea because of the value of the product (and so it gives the reader a sense of trust and protection) but in my opinion, don't use these sort of disclaims over a $40 service. Again, it's all about testing so what may work for me may work different for others.

    So.. you're now in the situation where your reader has clicked your headline because it was so tempting, and now they're beginning to read the main body.

    4. Short, snappy paragraphs.

    Check out this fantastic PDF guide on persuasive writing. (I am not affiliated with any of the links I've provided in this post).

    Writing a good sales copy isn't easy and I know that for a fact. I'm not entirely a professional nor am I ready to start charging clients for copywriting services. It takes time and effort and lots of split testing to get the best results.


    • Avoid useless jargon at all times. I know you want to show of your vocabulary. You want to prove that you know all these fancy words which others don't, but what's the point? Apart from creating the impression that you're literacy skills are good, it's not going to do anything else. Put it this way. Imagine you're having a chat with a high school student and you're trying to persuade him to buy a pair of trainers. You want to use basic english, avoid unnecessary complex words and just be clear about what you're selling. Instead of spending 10 minutes speaking about your product using complex words your grandmother won't even have heard of - try spending 5 minutes explaining in basic english all the benefits of your service. Usually, this works much better. I don't want to read a SEO service sales thread which has 3 pages on effective SEO practices in relation to Google's webmaster guidelines and terms/conditions. I want to read a few bullet points of the services main features and why I should be buying it. Simples.



    • Avoid big paragraphs. Snappy paragraphs work better. Just start your paragraph with your first benefit. Give a quick example / explanation of it and then finish off with a reason why this benefit of yours is "different". Then end the paragraph maybe with a rhetorical question, such as, "Who else does this?". Make your paragraph quick and to the point and your readers will feel more at ease. This tutorial / post is pretty long and that's a different scenario - but make sure in your sales thread that you control your word limit. Don't start writing a harry potter book for a service you're selling for $50. It's not going to work.



    • Be personal. Right now, I'm writing this post as If I am talking to you. The words "I" and "you" further back this up. I don't want to read a sales copy which doesn't make me feel comfortable. Although you're not actually speaking to a specific client, make it seem like you are. Ask questions, and ultimately, engage with your audience. Selling a SEO service? Right, here's an example. "Can your site handle all the traffic once we start ranking your keywords?". Direct question and most people would probably be thinking about this in their mind once they've read it. Then end if off with, "Stop wasting more time! Contact me today and I will personally assist you and tell you how can you improve your on page optimisation!". Now you're offering a personal offer of assistance. It makes your clients feel comfortable and it creates the relationship you want. It creates that bond. That link. And this will help you finalise the sale later on. Make them feel like this product was designed specifically for them!

    Your body shouldn't be excessively long. Make it a fair size and use maybe 4 or so fairly sized paragraphs. Mention all your benefits in detail, explain why you should be the service they pick, and give a few real world scenario's in which your service has benefited or been found helpful. People love to relate things to the real world.

    5. Phew. Are you still with me?

    If you're still with me, then let me just take this moment to say thanks and give you a round of applause.

    So, hopefully, by this time your reader has clicked your title, read your body and is now nearing the end where he must make a decision whether to buy or not buy your product or service. Not every one is going to purchase your service but what your aim is to do is try to get as many as you can converted.

    Again, believe it or not, but adding in a sense of rarity and scarcity always works. "This offer may not be valid tomorrow". It gives them a limit / deadline and if they don't make a decision soon the chances of them getting the service next time are rare. It sort of creates a positive rush inside them. It creates urgency and leads the impression that your service is in high demand.

    Mention all your guarantees here. This is the time to persuade them. They like your service but they want some sort of reassurance now. "Full money back guarantee in within 30 days". There we go. Now your reader has a reason to try out your service. Doesn't have to be a money back guarantee - it can be anything you want to try and finalise the sale. Maybe an incentive? "Order today and receive XYZ worth $100". It gives them the impression that they are getting an unbeatable deal. Persuade them as much as possible in the last paragraph. Give them the final reasons to buy and mention why they should buy at that given time.

    6. Where do your buttons go?

    This is something I have extensively tested in the past few months. The placement of your buy now buttons. Usually, and typically, most people like to have one right at the bottom of their copy. Sure, this does work and this is what I used to do too until I figured out that nearly 30% of my readers made up their mind to purchase my service halfway through the sales copy.

    It doesn't hurt to add in an extra buy now button in the middle of the copy. You'd be surprised at the difference it can make. People sometimes make their own decision based on a specific paragraph in your content. They may have came to your page to just check something over for confirmation and once they have... they're ready to buy... but don't make them scroll down to the bottom.

    Add in a buy now button in the middle of your copy. No.. don't just throw it in there randomly with no sort of connection. Add it in appropriately. You could mention a few reviews your service or product has had from reputable members in the industry. Then follow up by saying something like, "Purchase now and receive XYZ free of charge! (worth $100)". Again, this creates the impression that they're getting a good deal and they won't care that they still have another half of content still to read.

    That's the end. Most of the information here may be just standard info for some of you and that's perfectly fine. The key thing here is to keep optimising every time and keep trying out new things.

    Any thoughts, feedback or questions below please. :)
     
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  2. Riders On The Storm

    Riders On The Storm Senior Member

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    Excellent share mate.
    Copywriting is the most vital aspect for getting conversions. These are great tips for anyone into marketing.
    Keep sharing such gems.
    Thanks & Rep given
     
  3. Leith

    Leith Jr. Executive VIP Jr. VIP Premium Member

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    Gotta agree with you there! Thanks for the kind words.
     
  4. lakim0

    lakim0 BANNED BANNED

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    Rep & Thanks given...

    Awesome share, waiting for more.
     
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  5. Peter Ngo

    Peter Ngo Jr. VIP Jr. VIP

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    Man, didn't even bother to read the title, see Leith as author, immediate jump in and spend 20 minutes to adopt every single information.

    Thanks for sharing.

    +rep and thanks
     
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  6. Leith

    Leith Jr. Executive VIP Jr. VIP Premium Member

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    Thanks guys!
     
  7. divok

    divok Senior Member

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    that tool you mentioned gave me a great idea .
    Thanks !!!
     
  8. anilpendu

    anilpendu Jr. VIP Jr. VIP Premium Member

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  9. hameem

    hameem Elite Member

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    Just what I was looking for!
     
  10. Leith

    Leith Jr. Executive VIP Jr. VIP Premium Member

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    Thanks everyone. I appreciate the fact that you guys took the time to read through this, as it did take me a few hours of my time. Well worth it :)
     
  11. hameem

    hameem Elite Member

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    Of course well worth it. I really appreciate anything that contributes towards building a solid business and not just some 1-week-method.
     
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  12. prab1996

    prab1996 Elite Member

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    not have time to read now , saved.

    rep given.

    -prab-
     
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  13. nanavlad

    nanavlad Jr. VIP Jr. VIP Premium Member

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    Awesome
    ive been working in something similar
    You just saved me a heap of time
    Thanks + REPPED
     
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  14. Emp1!

    Emp1! Junior Member

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    Excellent post, thank you. Thanked & +rep are necessary.
     
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  15. Leith

    Leith Jr. Executive VIP Jr. VIP Premium Member

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    Thanks everyone!
     
  16. Execute

    Execute Supreme Member

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    Great share! Definitely emphasises the importance of making sure that your copy ticks all the right boxes. Will come in handy as I am going to be writing the sales page for a new service I am releasing.

    Looking forward to the next parts! Rep added and well deserved!
     
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  17. LaLore

    LaLore Regular Member

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    Any thoughts on Features vs Benefits? I always get caught up there. So, is long copy working best for you?

    Any opinion on copy for products such as, Optimize Press, Plugins, etc... where the copy is really just snippets of information?

    Thanks for the strategies.
     
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  18. Leith

    Leith Jr. Executive VIP Jr. VIP Premium Member

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    Thanks!

    The length of the copy really depends on what I am promoting.

    If I was selling something more expensive, my copies are usually slightly longer as I tend to divulge into the details slightly but if its just a standard SEO service, then Il make it quick and straight to the point.
     
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  19. stefo

    stefo Newbie

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    Gonna give it a read later, but the title is promising :) looking forward to reading it.
     
  20. twitter.followers

    twitter.followers Elite Member

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    Another fantastic thread with lots of cool information by Leith.. Excited to see the 2nd part of the thread.. +Rep added.