By Paul Green, owner, Publicity Heaven and founder member of the National Association of Business Owners
Nothing happens… nothing matters… until you get people to buy your products. You can have a great product and the perfect market but if no one buys, you’ll be out of business fast. To avoid failure, your sales message must communicate a persuasive reason and enough benefits to the buyer to persuade them to buy.
The more you tell, the more you’ll sell. Your copy needs to describe the benefits clearly, and overcome objections persuasively. After a headline has been successful in attracting a reader’s attention, the copy must be written in a way that keeps the reader interested and takes them through the sales process.
Here, using the same tone and staying with the spirit of the headline, you begin to give details of your unique selling point. You continue talking about the benefits and offer proof of the claim you made early on. You share the details of the benefits. You prove your case or claim.
The body of the letter generates interest and motivates the reader to take action. This is often accomplished by addressing the reader in a direct, personal manner and spelling out additional benefits that match the reader’s known interests and needs. Remember, the goal is to create an emotional response that will cause the reader to do what you are now going to tell him to do.
Your opening paragraph should be an extension of the headline. Use the active “you” copy instead of the passive “we” copy. The consumer wants to know WIIFM (what’s in it for me.)? Tell them what they will get. Let them know how they will benefit from this and that.
The body of your sales message:
• Shows or demonstrates the benefits (not merely features)
• Makes claims and proves those claims with facts and figures (and their source), testimonials and success stories
• Presents research that’s been done and who did it
• Offers comparisons
• Presents what makes your particular product or service unique (USP)
• States the offer (or restates it) in no uncertain terms
• Uses subheads to break the copy up and introduces the product
If you are going to use testimonials or referral names, place them close to the beginning of your message to establish credibility. Then refer to them again throughout the copy of your ad or sales letter.
Using a photograph of a previous customer can be effective in the promotion part of your copy. Case histories that support the claim of your product can also be effective. Product use information will increase the response of your offer.
Describe your products as problem solvers as much as possible throughout the copy. Show how specific use of your product will solve problems or enhance the individual’s status in life. If your product carries a higher price, justify it in the copy of your ad or sales letter. Spell out any savings clearly and as quantifiably as possible.
The more you tell, the more you’ll sell.