Here's Your Copy Writing Formula for Internet Sales
By Loren Beckart
Once you have created an internet sales page that works, then you have a template you can use again and again, customizing the basic formula to any product in your line. The key is to be sure to include all the elements of an effective sales page, and use a 'formula' that has been tested and is known to work.
Whether you are hiring a copy writer to compose your
internet sales page, or you are writing the sales copy
yourself, here are the basic necessities of an effective sales page.
The Headline:
Most headlines include three parts.
One: the pre-head is to set up the main headline by letting your target market know you've got what they're looking for.
Two: the main headline. Using the largest font you plan for any part of the page, describe the product's main benefit for the buyer.
Three: the post-head. You don't have to have
a post-head unless you want to elaborate or clarify the main headline.
The Introduction:
This should be emotionally compelling.
The first sentences of the sales letter should cause the visitor to be drawn into reading further so that a
presentation of your product and offer can be made to a highly interested prospect. The introductory sentences should be about the benefits; how the buyers might feel or how their life might be better if they owned this product or used this service.
Credibility:
On-line, this is especially important. Some
ways to build your credibility include using specific and real numbers rather than approximations. Use results-based testimonials that include at least the full name of the testifier. Give your background and expertise, if it is related to the product. Explain product test results, if applicable, or quote favorable reviews. Always give your contact information and address - it proves that you're real. No one is going to show up on your doorstep, and if someone calls you, all the better; you learn from contact with your clients.
Benefits of the product or service:
Using bullet format, because bullets are easy to scan, itemize all the benefits (not the features). Put them in order of priority. It is better to have too many than too few because it often takes just a single benefit to inspire a prospect to purchase, but every prospect has their unique hot button.
Specifications and features:
Tell exactly what the product is. Give details about what the buyer is getting.
Bonuses:
Always include something extra, and make sure it
has value - that it could be something people would order the product just to get the bonus. Tell the specific dollar value so you can use that information in the value build- up, or close.
Build Value:
Clearly describe the reason why the price is
a good value by doing such things as comparisons to similar products and services that provide less but cost more. Anticipate objections and address them. Give a guarantee if possible. Create a sense of urgency by, for example, giving a deadline. Explain why they need to act now, "This is an introductory offer~" Keep your deadline if you give one. Or, if you only have a limited number of the item, tell that honestly. Help the visitor see exactly what won't get
better in their life if they don't order now.
Ordering:
Imagine that this is the first time your new
client has ever ordered online, and hold their hand through the process by making your instructions absurdly clear at each step. Also, offer purchasing options, the most common being a secure on-line credit card page, but also Pay Pal and instructions for calling in an order or sending a check, (although this will actually happen rarely). Most importantly, remember to ask for the order in the first place by saying, "Order Now."
Post Script:
This is a summary of your sales page, a one- paragraph sales page in effect. Include a reiteration of the highlights, and ask one last time for the order.
Now that you have this list of essentials, search online for good examples. You won't copy another sales page of course, not even a line, but using good models will inspire you to write your own killer copy!
Author and Marketing Consultant Loren Beckart is Vice President at ClickTracs, a premier advertising service, specializing in driving highly
targeted visitors to internet businesses. For information: www.ClickTracs.com