Anyone who has worked with me over the past 25 years knows my mantra has always been: “Benefits, benefits, benefits.” Benefit headlines … benefit copy … benefit subheads … benefit captions … anything to hammer home the customer benefits.
Benefits still are a vital key, but today, copywriting needs much more than just benefits. To sell the most, copywriting needs to connect at a much deeper and more dramatic level than ever before. Here are six ways to do exactly that.
1. Take advantage of the “Yahoogle” effect.
Thanks to mega search engines like Yahoo! and Google, tons of information on just about any topic, product or service is literally at your fingertips for free.
To take advantage of the “Yahoogle” effect:
* Use search engine optimization (SEO) to get your Web site ranked high.
* Use pay-per-click advertising for the best keywords and phrases.
* Structure your copywriting to uncover and feature the unique advantages and superiority of whatever is being sold.
* Differentiate your offer from the competition—or else you’ll end up having to compete on low prices alone.
* Make it clear—very quickly—you are providing something they can’t find elsewhere online for free.
2. Avoid the advertising overload filter.
In today’s hectic, media-frenzied world, people are bombarded by hundreds, even thousands, of advertising messages every single day. Therefore, to maintain their sanity, most people have become more immune to advertising.
They can’t possibly devote their full attention to every message they receive, so they’ve learned to “scan” and “filter” the messages they receive in a matter of a split-second or two.
To overcome the overload:
* Don’t send out “advertising.” Instead, send out valuable helpful information. Make it something that obviously will benefit your prospect just by reading it. Weave your sales pitch into this helpful information.
* Use specific numbers.
* Make a great offer. You can “buy” new customers this way and profit from their lifetime value.
* Consider a free offer to get prospects/customers into your marketing funnel.
3. Counter superskepticism.
You may be the most honest person in the world. Your company may be the most honest in the world. But your potential customers know there are many dishonest people out there.
Stories of Internet scams, ID theft, company bankruptcy and credit card fraud are in the headlines almost daily. And many people simply disregard claims that sound “too good to be true.”
To succeed, you need to add heavy credibility to your marketing messages. This will reduce the risk or fear people may have about doing business with you. Here’s how to do that:
* Show the number of years you’ve been in business, membership in trade organizations, awards won, etc.
* Offer a free sample or free trial.
* Offer a risk-free, money-back guarantee.
* Sign your name to the ad or sales letter.
* Use a photo of the person writing, a product photo, a business photo or an employee photo.
* Use customer testimonials extensively.
* Include case studies.
* List your physical address, phone, fax, e-mail and business hours.
* Have an industry expert be your spokesperson.
* Acknowledge any doubts or “sneaking suspicions” your prospects may already have and give them valuable, factual information to support your product/service.
4. Join the customer service and satisfaction society.
Today, more than ever before, no business will succeed long-term without excellent customer service and customer satisfaction.
People want it and demand it. If they don’t get it, they will buy from another person or company. It’s as simple as that. The most successful new businesses are customer satisfaction fanatics.
To meet this demand:
* Use testimonials and stories of people who had a problem with your products or company—and how you solved it for them quickly and easily.
* Focus heavily on your no-questions-asked return policy and whatever else makes your customer service superior.
Mike Pavlish is president of Profit Boosters Copywriting. Visit his Web site at www.ProfitBoostersCopy.com