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Your Prospects Are Skeptical About 3 Things When They Visit
Your Site. Here's What They Are and How to Overcome Them... By Leo Lucianis
Before you write a WORD of online sales copy, remember...
1. People don't read: They skim, scroll, and scan
Your Goal: Convert your scanners into READERS.
Here's How: Your skimming audience will follow your trail
of well written subheads, placed strategically throughout
your sales message, email, blog post, etc...
(Or frequent paragraph breaks, numbers, and colons to
indicate the major points - like I'm doing in this article)
When your skimming audience reads each subhead or major
point they should be able to understand your entire sales
message. And the interesting part is, if your subheads are
compelling enough, they will convert your skimmers into
readers, who will want to read the rest of your message.
Mission accomplished.
2. Your prospects don't believe a word you say: They roll
their eyes at EVERYTHING.
Your Mission: Back up everything you say with PROOF.
Here's How: Use the tried and true testimonial formula by
keeping testimonials short, sizzling and specific. If you
can help it, get one testimonial per benefit that you are
presenting.
Back up ALL your claims with cold, hard data. Otherwise
you'll be seen as someone who blows smoke. Not good for
your reputation. If you can't back it up, leave it out.
Your mission is to become credible and trustworthy in the
eyes of your prospects. And doing the above is a big step
in the right direction.
Problem solved.
3. Your prospects are naturally lazy and are loathe to act:
Given a choice they would rather do nothing than take
action.
Your Goal: Light a fire under their behinds, and get them
to take action
How to Do This: Give them REAL reasons why they need to
act on this NOW. You can accomplish this by using scarcity,
takeaway selling, and deadlines to create URGENCY within
your prospects.
This doesn't mean using the fake website countdown clock
that, when refreshed, gives you a new time deadline for
your offer. This means warning your readers about limited
seating at a seminar, limited face to face coaching time
with you, giving a one time only offer, limited free
bonuses for the first X number of people to act, etc...
Your job in your sales message is to make the value of your
product, far outweigh the amount of money you are charging
for it. When you include the fact that there is a LIMITED
number of packages, or that a special price is only going
to last for a certain amount of time, you will get your
prospects to get off their duffs and take action.
And... mission accomplished.
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