The Hidden Secrets of a Perfect Sales Copy

We are living in an e-age where everybody wants to sale their product or services through Internet. In the physical world your interacting behavior and friendly relationship can create a better avenue for selling your products. Your face to face interaction can completely convince an individual to buy your product.

But in the internet world everything is different. You just get 10 seconds to grab a visitor's attention who may turn into your customers. Your only way of interaction with your customers is your sales copy. So it must be a copy which really generates sales. It's not an easy task to make your visitor pull out their credit cards out of their pocket.

Are you also thinking of selling your products or services on net? Well it’s a great decision. Now what points you should consider when creating a sales copy for your product or services. Here it is:

1. Head line:
   
   Head line is most important part of your web copy. In fact a great headline is 90% success of your sales page. When somebody comes to your site, usually you have only 10 seconds to grab his attention. Most people will make a decision about reading your sales page in less than 10 seconds. If your headline is compelling enough to grab your visitor’s attention they will stay otherwise they will go to other website.

   1. Tell about the biggest benefit of your product in headline. 

   2. Create some serious problem and tell your visitors that you can solve their problem.

   3. Show specific results of using your product in your headline. Like if you are selling a book about dog training, tell them that in next 15 days your dog  will follow all your instructions.

   4. Use attention grabbing words in your headline like Free, Save, Guaranteed. Many big copywriters say that headlines can increase response rate by up to 1500%.

2. Sub Headline:
   A sub head line gives you one more opportunity to grab your visitor’s attention and pursue them to read your sales page. Highlights your product’s benefits again and create a feeling of urgency in your sub headline so it encourages your visitor to read your sales page.
3. Bulleted Points:
   In today's world everybody is very busy and always in hurry. Usually your visitors first quickly skim your webpage to know what’s in it for them. Bulleted points always grab attention because it’s easy to read. So always tell your product’s benefits through bulleted points. Remember bulleted points just act like bullet and triggers a human mind.
   A bit of suggestion: always convert your products features into its benefits.
4. Credibility:
   It's also a key point of a successful web copy. Your customer must feel that it's not just a sales copy. A real person is sitting behind it. You should put your photo, your full contact details (not just email, full physical address and phone number) in your sales copy.
   Testimonials are one of the best ways to build credibility but it should be real not  fake. Many people think that they can fool their visitors by placing fake testimonials but I want to make you clear that whatever you think about your visitors, your sales page reflect that.
   A strong Guarantee is also essential to build your credibility. You may also place an audio or video message to give them a sense of belonging and a kindly feeling.
5. Bonuses:
   It's a human psychology to aspire to get one or more thing free with the product. Offer them some bonuses related to the product you are offering. If you are selling dog training book, you may offer a dog food recipes ebook or a dog health checkup guide. 
   Try to feel them that the bonuses you are offering are worth more than the price they are paying. It’s a good idea to offer digital products as bonus because you have to invest only once to create them and delivery cost is also zero.
6. Sense of Urgency:
   You must create a sense of urgency in your sales page. Make them realize that once they lose this offer they will never get it again. Give them an extra price discount, more bonuses, or any lucrative offers which make them buy. You can also offer personal email consultation if they buy within a time frame.
   
7. Ask for order:
   Many people make a great mistake in their sales letter. They write a wonderful sales letter but never ask for order. In the sales letter make it a key point that you are here to sell your product. So ask your visitors to place an order in clear words. It is a must to call them again and again to buy your products on a single sales page.
8. P.S. Lines:
   Life goes busy and no one have a spare time to even read your sales copy. Sometimes they just see your headline and your P.S. Lines. Top copywriters believe that 9% success of a sales letter depends on P.S. lines. Make it strong and compelling. Pinpoint your product's benefits, bonuses and any special offer you are offering.
   

These are some points for a perfect sales copy. If you follow these simple points, your dream of having a long queue of customers eager to buy your products will get true.

The One Word Every Prospect Craves

It’s arguably the most important word in the copywriter's arsenal. It ranks right at the top with words like "free," "new" and "savings."

I’m talking about "you." 

"You" is the word that gets your prospect’s attention and keeps them involved. As Herschell Gordon Lewis says in The Art of Writing Copy, "Unless the reader regards himself as the target of your message, benefit can’t exist. Benefit demands a ‘We/You’ relationship." 

While the "We" in the "We/You" relationship is important, it’s better implied than communicated literally. If your goal is to put prospects first, then it’s best to have the "you’s" far exceed the "we’s." 

It’s the "you’s" that matter to prospects. They’re your workhorse for communicating your message and include all derivatives such as "your," "yours," "yourself," "you’re," and "you’ll." 

Powerful ‘You’ 

What makes "you" so powerful? For one thing, it addresses your readers directly. In effect, it says "Hey you," which is much harder to ignore than "Hey somebody." Say "Hey you" in a crowded room and a lot of heads will turn. Say "Hey somebody" and a few heads might turn. 

While your copy won’t actually say "Hey you," it can clearly identify to whom you’re talking. Once you have your audience's attention, use "you" to help keep it. 

Personal ‘You’ 

Why does "you" get and hold attention? For one thing, it’s personal. It’s used in personal conversation every day. What do you think? How was your weekend? You’ll be glad to know.

When people say these things to you, they’re bound to get your attention and involvement. After all, they’re interested in your opinion. They’re interested in the things you do. They have something to tell you that will make you happy. 

That’s the goal of you-oriented copy. Address your audience directly, personally and in terms of their interests. Be conversational and "you" will pop up in the copy naturally. 

Counting ‘You’ 

It was mentioned earlier that "you" is a workhorse. A classic example is contained in "The Do-It-Yourself Direct Mail Handbook" by Murray Raphel and Ken Erdman. They highlight a "Newsweek" magazine subscription letter used for nearly two decades. 

The subscription letter was written by direct mail expert Ed McLean, who used "you" nearly 30 times on the first page alone. More than 100 million copies of the letter were mailed, a testament to its effectiveness. 

Try counting the "you’s" (and "you" derivatives) in your copy. Compare them with the number of "we’s" and first-person derivatives. If the "you’s" don’t outnumber the "we’s," consider reworking your copy. 

Excessive ‘You’? 

Can you overdo "you"? Yes. 

If you load your copy with "you’s" but forget the benefits, your message will have a phony ring. 

"You" can’t save you if there’s nothing meaningful to offer your audience. Likewise, it will help put you over the top if there is.