Want your sales copy to compel action? Then you must build, agitate and inspire. Read on for the how, what and why.
Build Credibility
Customers have been bombarded with spam, hype, over-inflated claims and broken promises and, understandably, are skeptical of the marketing materials they read these days. To win them over you must
build credibility into your copy.
Here are a few tried and trusted methods you can use
- Show before and after pictures
- Use testimonials from satisfied customers. Include contact details where possible.
- Feature any press or news articles on your service
- Feature a profile of recent work you’ve done
- Include an endorsement from a renowned person or publication
- Include a statistic e.g. “Fast, overnight delivery of your packages throughout the United States. Proof: “99.2% of our deliveries arrive by 10.30 a.m. the next business day.”
Agitate the problem, then position your product to solve it
A great place to do this is in your headline. For example:
“So you have to pick up the kids, make dinner, help with homework and get your presentation done by
tomorrow morning…”
“The Old Rules of Marketing Don’t Work In Social Media Marketing. Find out what does in this Free Special
Report…”
Use a motivating sequence
This one, made popular by top Copywriter Bob Bly is the one I often use when writing copy.
- Get attention
- Identify the problem
- Position your product as the solution/answer
- Prove your product is the best solution/answer
- Invite the reader to take action with a strong call to action
Inspire Action
It’s amazing how many marketing pieces and websites contain no clear instruction on how to buy the
product or even learn more about it. When you’ve engaged your prospect in reading your letter or web site
or blog, why leave your them in doubt as to what they need to do? A call to action is simply telling the
your prospect (or your reader) what you want them to do next. Don’t leave them to figure it out and don’t assume they will understand your process. Tell them – clearly. Break the
steps down if there are several, and keep everything simple.
Here are some examples of calls to action:
- “Call today for a no-obligation consultation…”
- “Order now and get free delivery…”
- “Order today and save 15%…”
- “To learn more about how our Business Receivables Saving Program works click here to request a case study featuring a company in your industry…”
- “Click here for your free report on The 19 “New” Rules of Social Media Copywriting…”
- “Reply today and we’ll extend the 15 day free trial to 60 days…”
Inspiring action is the most important goal of any marketing or sales piece. Ensure your call to action achieves your goals
{ 2 comments… read them below or add one }
I’ve just discovered your series of posts Nicky and I’m so impressed by them. They show you definitely know what you’re talking about and I’ll be sure to refer others to them!
Thanks Michelle. Glad you like them, and by all means spread the word to anyone who may find them useful.