How to Get the Click Without (Really) Asking for It
We’ve all seen those old-style sales pages filled with yellow highlights and screaming red text and lots of “BUY NOW” buttons, and when we think of copywriting, that’s often what comes to mind. While that style of sales page can be effective, it’s not the only way to make sales.
But here’s the thing, there is a flip side to this. I have purchased from providers whose websites have been screaming yellow highlights and old-style sales pages, but not often. I’ve done this when they have been recommended by a provider that I respect, and when their product matches my needs EXACTLY, and they show or give a preview of the product. You see, there are a lot of criteria for that kind of sale.
But back to you, by taking a more subtle approach, you might even find that you generate more interest—and potentially more sales.
Stories Sell
One effective way to entice readers to click through to your sales page is with stories. These can be your stories or those of other people, with the goal of helping your readers to see themselves in the same situation.
Did you help a client turn her chaotic household into a calm oasis with better organizational skills? Her story on your sales page will get more clicks than all the yellow highlight you can buy.
What about that time you trashed your entire business plan and started over because you simply weren’t passionate about your work? Your potential business coaching clients will be anxious to learn more and will click through without you even asking.
That’s the power of stories, and you can use them everywhere: in your blog posts, in your emails, on your sales pages, and even in videos and on social media.
Be Genuinely Helpful
Want to build a reputation as the go-to person in your niche? All it takes is to help people. Answer questions on social media, volunteer to speak to groups who need your advice, write blog posts that address the most common issues your readers face.
By volunteering your time and knowledge, you’ll attract a wide audience of potential customers who may need your services in the future. Who will they turn to? That very helpful person who went out of her way to offer assistance in the past.
Now we’re not saying you have to give away all your time, but if you really want to show off your expertise, you can’t do better than a little volunteer work. Not only will you make an impression with the person you help. But chances are good she’ll share with her friends as well, further expanding your audience.
Of course, this doesn’t mean that there is no place in your business for a strong call to action. “Click here to buy” and “Learn more right now” are still useful (and even necessary) on sales and opt-in pages. The key is to know when to make a subtle offer, and when to offer a bit more hand-holding.
Email Subject Lines That Increase Your Open Rates
It’s one metric we consistently watch and try to improve: email open rates. There’s good reason for it, too. If your subscribers aren’t opening your email, then they can’t read about:
· Your newest coaching program or service package
· Your latest must-have tool discovery
· That epic blog post you just wrote
The trouble is, you only have about two seconds to entice a reader to open your email. Even worse, you have to do it in ten words or less.
Yikes! That’s a pretty tall order, even for seasoned copywriters. But there are some tricks you can use.
Be Ambiguous
If you’ve been on Facebook lately you’ve no doubt seen those “clickbait” headlines that say things like, “She adds this to a box of Wheat Thins and I’m drooling!” The reason headlines like that work is because we can’t help but want to know what “this” is that she’s adding to her Wheat Thins. Is it sugar? Salt? Peanut butter? We imagine the possibilities, but in the end, we have to find out, so we click.
You can employ the same technique in your email subject lines. Just substitute the word “this” for the actual thing you’re writing about, and you’ve got instant enticement.
Use Numbers
Here’s another strategy for creating must-read content: numbers.
“7 Hidden Benefits of Waking Up at 5 am”
“3 Unlikely Ways to Close the Sale”
“5 Social Media Platforms You Shouldn’t Be Ignoring”
The reason numbers work so well in subject lines is because we are ego-centric and curious. We simply must know if we already use those three ways to close the sale. We will either walk away feeling good for being a marketing maven, or we will have learned something. Both are compelling reasons to open an email.
Use Power Words
Just as with all writing, choosing power words is far more effective than settling for their weaker counterparts. Imagine these two subject lines appear in your inbox. Which are you more likely to open:
“WordPress Makes Better Looking Websites for Non-Designers”
or
“Create a Gorgeous Website—Even if You’re Not a Designer”
While both subjects offer the same information, the first is weak, while the second is far more compelling.
When it comes to email subjects, there are a few more tips to keep in mind if you want to up your open rates:
· Keep it short – no more than 10 words at the very most, and fewer if you can.
· Test everything. Use your autoresponder’s split-testing functionality to see which subject line styles perform best in your market.
· Use personalization, but sparingly. Occasional use of your reader’s first name can be a powerful technique.
Here’s the bottom line: If your subscribers aren’t opening your email, they’re not buying. Paying closer attention to your subject lines is the single most important thing you can do for your email marketing campaigns.
Copywriting 101: Features vs. Benefits (And How to Know the Difference)
If there’s one thing that confuses and frustrates new (and even seasoned) copywriters, it’s the not-always-obvious features and benefits.
We want to share all the great things about our new program, so we say things like:
· 6-week self-study course
· Includes workbooks and live training
· Members’ only discounts
While these are all good points, they’re pretty bland. That’s because they’re features, not benefits. They tell us about the program but not why we should buy it.
Benefits, on the other hand, tell us the “so what” of features.
“6-week self-study course.”
So what? Why should your reader care?
· Because she’s busy and needs to work on her own schedule, not yours.
· Because she’s already studied shorter, less comprehensive courses and needs more in-depth information.
· Because she prefers to learn on her own, not in a group.
“Includes workbooks and live training.”
So what? What are the benefits of workbooks and live training?
· Your student can put what she learns into action with workbooks.
· She can get her specific questions answered during live training.
· She can work through complex issues with the help of the group.
As you can see, benefits go much further than simple attributes, such as length and format. They show your prospective client not only what’s in the program, but why the product is exactly right for her, at this specific moment in her life and career.
Features and benefits work together in sales copy as two halves of a statement, like this:
“6-week self-study course so you can learn at your own pace when it’s convenient for you.”
In fact, this powerful feature/benefit combo is often the basis for the bullet points you see in sales copy, and the format of them makes them easy to write, too.
Simply list all the features of your product, then for each one, ask yourself “Why?” Why should the reader care?
But don’t stop there.
Dig deeper to uncover “the why behind the why” and you’ll soon be crafting truly irresistible sales pages that convert far better than you expect.
In the above example, the why behind the why might be, “so you don’t have to spend family time on webinars that have been scheduled to benefit someone else.”
Now not only is your prospective client working at her own pace, but she’s also freeing up time to spend with her family. That’s a great benefit she won’t find with most courses.
It’s easy to list all the features of your product or coaching program, but far more difficult to uncover the benefits that will drive sales. When you truly understand the difference though, it will become easier, and your sales will reflect the change in your copy.
Pain Points: What You Must Know About Your Potential Clients
How well do you know your potential clients?
Chances are you’ve developed at least a simple client avatar. You know her business, her age, her income and education levels. You know where she lives and how many kids she has and what her biggest dreams are.
But do you really know what drives her?
We’re not talking about just what she wants (we all want more money and free time) but more importantly, you need to know what her biggest pain points are. Figure this out, and you’ll not only be able to better create programs to help her, but your sales copy will dramatically improve as well.
Think about it—if you’re uncomfortable with technology, and once in a DIY mood you destroyed your website during a simple update, then website management becomes a huge pain point for you.
Now imagine you find a VA who not only works with WordPress but who calmly shares examples of how she’s rescued client websites after such disasters.
She’s clearly addressed your biggest pain point, and you've sold!
The same is true for your potential clients. Show them you can help them avoid those pain points—or better yet, eliminate them completely—and you’ll forge an instant bond.
Once you’ve uncovered your ideal clients’ biggest pain points, you’ll have a powerful tool that you can use not only in your sales copy, but it will also help define your programs and service offerings. If you can help your clients overcome the most painful issues they face—whether it’s a lack of self-confidence or a fear of public speaking—you’ll instantly become a more valuable resource in your niche.
And when you incorporate those same pain points in your sales copy, your conversions will dramatically increase as well.
Your Resources
So, I know that was a lot to take it, but making small changes is worth it.
My team has put together a full template and a swipe file full of copy and paste sales pages and power words to help you. The files include a whole host of sales goodness including:
Thank You Page Template
Many people don’t realize the importance of a good thank you page. You want to include a special offer for them since they just made a purchase from you. This thank you page template will help you get more sales on the back end.
Upsell Page Template
If you aren’t offering your customers a chance to upsell for even more great content from you, then you’re missing out! This one-time-offer template will help you get an upsell in place to help boost your revenue and provide even more value to your customers.
Call-to-Action Swipe File
The sole purpose of the call-to-action is to get readers to make a decision to take action now. It tells them exactly what to do next. This swipe file gives you a ton of ideas to ensure your customers know what action to take next.
Closings Swipe File
The closing phrase allows you one last chance to convince your readers that your product will help them overcome their fears, solve their problems and give them hope. This swipe file gives you plenty of ideas to include in your closing and postscripts.
Headlines Swipe Files
Coming up with eye-catching headlines can be a real challenge. This swipe file is packed with fill-in-the-blank ideas you can run with. We wanted to make it easy for you.
Power Words Swipe File
To motivate readers to take action, you need to ensure your sales copy includes power words and phrases that will encourage them to keep going. This swipe file includes 3 pages of power words for you to incorporate into your sales pages.
Transitions Swipe File
Transitions in your sales copy smoothly connect paragraphs and ideas that encourage readers to continue along with the page and keep learning more about your offer. Use this swipe file for pages of ideas to connect your copy flawlessly.
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