Remember, your website can only communicate to your readers in
two ways. The first is the colors you use, while the second is
your copy (your writing). Even if you use audio/video on your
site, you still need to write the copy. So let's add some punch
to your site and skyrocket your sales!
In Sales 101, we learned that people buy benefits, not features.
If you're a little rusty on the difference between feature and
benefits, here is a quick refresher course.
A feature describes a product. Like…
An internet marketing and promotion book This gives you an idea
of what the product is, but remember, people don't buy features.
People only buy benefits.
A benefit tells what the product does. Like…
An internet promotion and marketing book. Learn how to increase
your traffic and profits.
That is our first example of combining the features and benefits
of the product. The next step is to really make your copy
sizzle, and make your sales zoom through the roof. But before we
do that, you should adhere to a main rule - never oversell your
product. What I mean is never make a statement that says your
product will do something, when it doesn't do it. For example,
if your site sells computers with only enough capacity to run
children's game, don't say your computers can run NASA. People
are just starting to purchase merchandise in mass numbers via
the internet. You and I, people who derive an income from the
internet, shouldn't destroy this trust.
Let's make your copy sizzle. The best way to do this is to tie a
feature and benefit to a need. Abraham Maslow's Hierarchy of
Needs is a great place to start. Mr. Maslow stated the everyone
has five needs. In order, from bottom to top of his hierarchy,
these needs are Physiological (survival), Safety and Security,
Social, Esteem and Status, and Self-Actualization.
Here is a brief list of words and phases for each category. Use
this information as your guide when designing needs-based copy:
Physiological (survival): breath easier, sleep well at night,
live easy Safety and Security: avoid risk, worry-free, secure
Social: popular, love, friendship Esteem and Status: respect,
your own boss Self-Actualization: live your dreams, wisdom In
addition to using Maslow's hierarchy, you should include
descriptive and action-orientated words. Here is a brief list
for you to use:
explode step-by-step skyrocket sizzle zoom action instant
guarantee soar Let's utilize all we have learned in this report
and combine a feature, a benefit, a need, and action words to
sell our product via the internet. In the new and improved
version, I have added the following words:
explode (action word) profits (security and safety)
automatically (action word) step-by-step (safety and security)
teach you the secrets (action phrase) by the best internet
marketers (esteem and status/self-actualization) income
(security and safety) money-back guarantee (action phrase/safety
and security) order today (action phrase) free (action word)
bonus Here is the new and improved version: Learn how to explode
your traffic and profits automatically. This step-by-step
internet marketing and promotion book will teach you the secrets
used by the best internet marketers. I'm so confident your
traffic and income will increase, I offer a full one-year,
money-back guarantee, if you are not happy for any reason. Order
today and receive a free bonus.
See the difference between the plain, feature-only sales script
and the updated version? Which one would make you click the
"Order Now" button on your computer? (I hope you said the new
and improved version.)
Now, take a look at your site and sales pages. Sit down with a
pencil and a piece of paper and carefully review each page.
Write down actions words, and use Maslow's Hierarchy of Needs,
and rewrite your site incorporating what you learned today. If
you follow the strategies laid out here, your sales will
increase without the need for any increase in traffic.
About the author:
Andrew T. LaPointe is President and CEO of Your Online
Business.com He is also the author of the Internet course Your
Online Business.com - A step-by-step Guide to Building an Online
Fortune. His site http://www.youronlinebusiness.com offers $9.95