In today’s article, I’m going to walk you through a 7-step checklist to increase the sales power of your website, ads, and emails. This is the process that I personally use when writing a copy for our own marketing campaigns here at Main Street ROI as well as for customers.
But first a short background so that we are all on the same page …
What is copying and why is it important?
If you are unfamiliar with the term, “copying” means the words you use to convey your marketing message. If you can improve the effectiveness of your copy, you will generate more leads and sales.
With that said, here are the 7 steps to improve the selling power of your copy …
1. Define your avatar
Make yourself clear about your target group before you write a word.
You may be imagining a crowd, but instead I recommend introducing yourself to a single person who represents your target audience. We call it yours Avatar,
In your copy, you want to try to mimic the style and tone you would use if you spoke 1: 1 to your potential customer.
In other words, keep your language conversation, The conversation language tends to be converted higher because it is easier for your potential customers to refer to and digest it.
(Note that conversation doesn’t necessarily mean casual – your language may be conversation, but it may be professional. The key is that your tone of voice matches the way you speak 1-to-1 to your potential customers.)
2. Make clear the desired result
Before you write a copy, consider what action your prospect should take when reading your copy.
To paraphrase a very keen marketer: Dean Jackson of the “I love marketing“Podcast”If you could swing a wand, what would your prospect do?“
In other words, what is it Call for action (CTA)?
Would you like your prospect to call you, register on your website or buy your product?
Familiarize yourself with the CTA and think about your CTA when writing the copy and structuring the layout of the page (or email).
3. Offer something that your prospect wants
Your prospect will not take action just because you want to. Your prospect will act in their own interest. It is therefore important to focus on the results of your potential customers already want.
In other words, you want to communicate that Results (Advantages) of your product or service.
And you want one in your copy offer to your prospect so that you can deliver this result. For example, if you are a lawyer, you can offer free advice. Or you can offer a free report. Or your offer can take the form of a guarantee or a particularly low price.
4. Make your prospects aware of yourself
Before you can describe the results and submit your offer, you need to get your prospect’s attention. Without the attention of your potential customer, you have no way to generate the lead or complete the sale.
Your heading is what will draw your prospect’s attention.
In my experience, it is usually best in your heading to convey the BIG benefit that your prospect is most interested in.
5. Prove that you are legitimate
One of the reasons why your prospect will not contact you or do business with you is because they are not sure you can deliver the results they want. In other words, he is afraid of being exploited.
It is therefore important to provide evidence that you are legitimate and that you have demonstrated results.
Here are some different types of evidence that you can use in your copy:
- Testimonials and / or reviews from previous customers, clients or patients
- Recommendations from colleagues in your industry
- Press mentioned
If you sell products online, including e-commerce security logos can ensure the security of your website transactions.
6. Keep your copy skimmable
Some people will read your entire copy, but most people will skim. Make it easy for your prospect to figure out the essentials without reading every word of your copy.
In practice, this means that you split your copy with subheadings, bold text, and bullets.
7. Make the call to action obvious
In step 2, we focused on the call to action. And we’ll focus on that again in this last step.
Once you’ve written your copy, you’ll want to look at it again and make sure the call to action is as clear and obvious as possible. Leave no doubt about what your potential customers should do. You can think of it as improving street signage.
On a landing page, this can mean moving the contact form so that it appears at the top of the page instead of the bottom, or adding more than one button on the page, or increasing the size of a button.
In an email, this may mean that a link is printed in bold type or more than one mention of the call to action, e.g. B. adding a second CTA in the PS.
Here’s what you need to do now
Take a second look at your website, ads, emails, and other areas in your company where you use words to convince potential customers and customers to do business with you.
The next time you prepare a marketing campaign, ad, or email, check this checklist to make sure you reach all 7 key areas. Good luck and let us know how to do it!
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