Online Copywriting

When writing a sales copy, all internet marketers know that a
long copy will sell more than a short copy. This does not mean
that the more words the better; it is the quantity and the
quality what will increase its performance.
A very important factor to keep the reader interested through the
whole copy is to keep a right sales structure. These are the
steps to follow to make a successful sales letter.
1. USE A POWERFUL HEADLINE. You must think about the biggest
benefit of your product an try to express it in a short sentence.
The objective is to grab your reader’s attention and raise his
curiosity to continue reading.
2. CREATE EXCITEMENT WITH A SUB-HEADLINE. In no more than two or
three short sentences, you should expand on the benefits of your
product and generate excitement on your reader. If you are
offering a limited promotion, you should specify the limitations
of your offer here.
3. OUTLINE THE BENEFITS OF YOUR PRODUCT. You must tell the reader
the three main benefits that he will get when buying your
product. Attention, this has nothing to do with the features of
your product; you have to think about your customer’s
satisfactions. For example, if you are selling holiday villas,
you could mention something like:
“If you’d like to take advantage of the comfort of a luxury
apartment, enjoy the Mediterranean sun and save money on your
summer vacations, then this might be the most important letter
you’ll ever read”
4. EXPLAIN YOUR UNIQUE SELLING PROPOSITION. This is the specific
benefit that differentiates your product from anyone else. At
this point, you must mention your USP in one or two sentences. It
will be later on in your sales letter where you will explain the
details.
5. PROVE YOUR CREDIBILITY. The most important thing to sell on
the internet is to establish credibility. You need to make your
readers fell comfortable buying from you, so you need to tell
them why they should trust you. Explain the three main reasons
why they should believe you. Try to proof that what you say is
true.
6. EXPLAIN THE FEATURES AND BENEFITS OF YOUR PRODUCT. Explain
which are the characteristics of your product and which are the
benefits associated to them. For each feature, try to explain how
this will help to improve your reader’s life or how this will
offer a solution to a problem. In this section, you can expand
yourself as much as you want. The more features and benefits the
better.
7. PROVIDE MORE DETAIL ABOUT YOUR PRODUCT. Here is where you can
explain all the details about your product. Use as much space as
you need. Write until you get boring.
8. INCLUDE CUSTOMER TESTIMONIALS. In order to continue
establishing credibility, you must mention testimonials of other
customers that have already bought from you and have experienced
the benefits of your product. Try to mention the details of their
experiences rather than sentences like “I really loved your
product…” or something similar. Mention at least 5 testimonials
if you can.
9. ELIMINATE THE COMPETITION. You eliminate your competition by
giving your reader the elements they need to judge your product.
Of course, you will mention the elements where your product is
excellent and much better than your competition.
10. BUILD VALUE. To build value in your offer you have to let
your readers know that your offer is so good, that they cannot
refuse to take it. One way of doing this is to compare the value
of your offer with the normal value of your product.
11. PROVIDE A SUMMARY OF EVERYTHING YOUR CUSTOMER WILL RECEIVE.
Make sure your customer understands everything he is going to get
from you.
12. MENTION THE PRICE OF YOUR PRODUCT. Mention the regular price
and the sale price of your product. The regular price must be
crossed out and the offer must follow.
13. LIST YOUR FREE BONUS PRODUCTS. The objective is to prompt
immediate action by offering free bonuses. With this strategy,
you are also adding value to your product. You can also try to
create a sense of urgency by telling that the bonuses will only
be available for a limited period of time.
14. OFFER A STRONG GUARANTEE. The strongest guarantee you can
offer is a “money back” guarantee. The fact of offering to try
your product at no risk will generate a lot of trust and
confidence on your readers. It is very important that you honour
your guarantee for any returns you may get, but you can be sure
that the sales you will generate with this strategy will be by
far more important than the returns you may receive.
15. RE-EMPHASIZE YOUR GUARANTEE. Remove all elements of risk by
closing your sales copy saying something like:
“You don’t have to decide now if this product is for you. Just
get it and try it out. If it doesn’t do everything I say and
more, if you don’t save money, or if your business doesn’t
improve, or if your life isn’t better, or if you don’t absolutely
love it, just let me know and I’ll give you every cent of your
money back! So you have nothing to loose and everything to
gain.”
16. TELL THEM HOW TO ORDER YOUR PRODUCT. Provide detailed
instructions about how to place the order.
17. SIGN THE LETTER. Use your full name and title.
18. CLOSE WITH A “P.S.” Use this part to emphasize the most
relevant points of your letter.
Remember that this will be a long sales copy that will take your
readers some time to read. With this in mind, you must work on
the format and design of the copy trying to make it as friendly
as possible. Highlight the most important statements, so that the
letter can be read also in one or two minutes.
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