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Five Easy Steps To Making Your Web Copy Sell

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What else do you do to give emotion to your web copywriting?

Let’s suppose you’ve written down the five steps of the blueprint:  You’ve identified the problem; you’ve described what’s possible; you’ve established why the problem hasn’t been solved; you’ve established what’s changed; and you’ve suggested what action should be taken. 

What have you got?  Is this your web copy?  Obviously not, but it is the heart and soul–the framework–for writing web copy.

Some people will buy simply based on your answers to those five questions, but to get most people to buy, you must flesh out the blueprint until it becomes a virtual salesperson who sells for you day and night, 24/7, weekends and holidays, 365 days a year, without a vacation or sick leave.

You have created your blueprint.  How do you build your house?  There are steps you need to take to flesh it out and make readers respond.

Step 1.  Inject Emotion
I don’t care how wonderful your vocabulary or how excellent your grammar is, if your words lack emotion, you won’t sell a thing unless you can appeal to an emotion. 

Remember, people buy on emotion and justify with logic.
Injecting Emotion into the Problem.  There are many ways to inject emotion.  Here are few examples:

  Does it frustrate you that your business is making only a small fraction of its profit potential?

  Doesn’t it make you furious that you could actually be making five times as much (or more) from your existing business–if only you knew how?

  Don’t you just get hopping mad every time you give a kick-ass sales presentation and your prospect still won’t buy a thing from you?

  Do you feel paralyzed by the fear of rejection every time you have to ask that “cruel” prospect for the sale?

  Does your ego get clobbered whenever your prospect says no?
Injecting Emotion into What’s Possible

  Imagine what your life would be like if all your debts were paid and you had triple-A credit?

  How would you like it if your business earned a fivefigure income every month–even while the economy is on a downswing?

  What would it mean if you were the featured guest of popular radio and TV shows?  Imagine thousands–potentially millions–of people hearing your story.

It’s seven o’clock Monday morning.  You’re not really looking forward to another grueling week of selling, so you turn on your computer. 

While you sip your morning coffee, you watch Brian Tracy on Real Video giving you 24 Techniques for Closing the Sale in 63 minutes flat.

It’s now 8:03 A.M., and you’re feeling unstoppable and positively empowered because Brian Tracy has just given you a personal coaching session that got you charged up with everything you need to get those sales.

The next moment, you’re out the door.  You talk to your first prospect, and moments later you make your first sale with the greatest of ease. 

Feeling high on your victory, you go on to your next prospect, and, again within moments, you’ve got another sale in your pocket. 

No sweat!  This goes on all day long, and you surprisingly find yourself smiling all the time.  Gone are the stress and fear that you used to have–and in their place is a deep-seated confidence that you can win over any prospect you speak to.  It’s never been this easy!

Then, toward the end of the day, you pick up the phone to set up your future appointments.  Every single prospect you call says yes, they’d be happy to see you or talk to you this week.

You think to yourself, “If only every day could be like this . . . why, I might just earn a six-figure income this year.”

Could this really happen to you?  Don’t be surprised if it does. A device I call the emotional scenario.  It paints a vivid picture of what it would be like for the reader to experience your product or service.

An emotional scenario such as this one accomplishes several things:
  It connects your reader to your product or service on an emotional level.  Emotion sells.

  It assumes that the sale is already made.

  It allows the reader to take ownership of the product and have a virtual experience of it with excellent results.

Step 2. Add Bullet Points, Bonuses, Guarantee, and Close
The formula for writing bullets is first to state the benefit and then follow up by painting a picture of how your viewer’s life will change when he or she gets that benefit or by elevating the desirability of that benefit by injecting emotion, drama, or intrigue.  Bullets need to be powerful and tight.

Mouthwatering Bullets.  Here are examples of great bullets (the first is an example of injecting emotion, drama, or intrigue; the second paints a picture):

  How to craft text links that are engaging–and highly clickable.  Here, I reveal some of my jealously guarded devices, and I’m swearing you to secrecy on these.

  How a self-made millionaire invented this irresistible tactic.  It virtually eliminates the need to close the sale because the sale will close itself for you–like a ripe apple dropping out of a tree into your hand.

I learned how to write bullets by studying and writing out by hand the bullets of great copywriters.  You can do the same.

Bonuses.  It is a widely accepted belief in direct marketing that significantly more sales are generated by an offer that includes a free bonus or gift. 

Although there aren’t scientific studies that support this belief, it stands to reason that receiving attractive incentives creates a significantly greater desire to purchase the core product. 

It is not uncommon for people to buy a product primarily because of the freebies they get by buying the product. 

A “gifts with purchase” has become a staple in cosmetic counters everywhere because they significantly encourage impulse buying. 

Obviously, the bonus or gift must be desirable to the target audience and must relate in some way to the product or service being offered.  If it has a dollar value worth noting, you should also mention that.

Free bonuses or gifts are particularly powerful when attached to a deadline for ordering, because the deadline injects urgency. 

You need to set a deadline to compel the reader to respond immediately instead of putting off the buying decision. 

That’s where a dynamic date script is helpful.  This is a small script that advances the deadline date displayed on your webpage every day. 

When people read your web copy, it looks something like this:
When you order the Memory Foam mattress pad by Sunday, April 11, 2004, you will also receive two (2) Memory Foam pillows absolutely free. 

These pillows are sold separately for $89.00 apiece, but they’re yours free when you purchase a Memory Foam mattress.

The day and date advance by one day every day, automatically updating your deadline.  Dynamic date scripts are widely available for free from various script sources on the web. 

You Simply decide how many days into the future you’d like your prospect to act on your offer, and any web developer or programmer (or anyone who’s familiar with html) can simply insert that into the script, and install the code into your webpage.

Guarantees.  Often, the sale is made with the promise of a money-back guarantee.  This is where you eliminate the risk to the buyer and remove any remaining obstacles standing in the way of making a sale.

TheClose.  Just because you have presented your offer doesn’t mean your prospect will buy what you’ve offered.  You have to close the sale. 

It’s no different from visiting a store and looking at a product you are interested in buying; even after all your questions have been answered, until a salesperson closes the sale with a question like, “How would you like to pay for that?” the sale isn’t made (unless you happen to be a highly motivated buyer, determined to buy that item then and there).

Before you ever ask for that order, it’s essential that the prospect be primed for the close.  The sequence of presenting copy elements (and hot buttons) is crucial. 

Unlike a store, where the price is out there for the buyer to see, in your web copy, you must wait until the end to reveal the price and ordering instructions. 

This puts your reader in the proper frame of mind to buy, because by the time you present the price, you would have laid out all the benefits and information your prospect needs.

This is another way to keep the editorial feel of your web copy and not reveal your “hidden selling” too soon.

This is one of the reasons I do not put an order button on the left navigation bar of websites over which I have total control. 

If I’ve gone to a lot of trouble to make my web copy look like an editorial, I don’t want to ruin that by putting an order button on the first screen, thereby removing all doubt that the editorial is actually an ad in disguise.

Another reason is that many web visitors click on the order button even before reading the web copy because they want to know what they are getting themselves into and whether or not they want what you’re offering. 

If they click before they read, the order page then determines whether visitors read your web copy or not. 

It defeats the purpose of your copy, which is to use the power of your copy to get readers happily involved with your product or service.

In addition, an order button allows people to make a judgment about the price before knowing the details of your offer. 

If I had an order button on my Web Copywriting University website, for instance, and you clicked on it and found that my course costs $997, would you read my web copy? 

The bottom line is, few people are inclined to spend that much money until they understand the value of what they are getting for that investment.

One of the major mistakes website owners make is that they fail to close the sale. They go to great lengths to get people to visit their websites, and they do everything possible to make a compelling selling argument about their product or service, but at the last moment, when the prospect is just about ready to buy, they drop the ball and fail to ask for the order. 

Unsuccessful marketers are reluctant to ask for the order. For any offer to be successful, you must be clear and explicit when you ask for the order. 

Include every detail, even those that seem obvious to you.  Make it easy for the prospect to buy.

What Does It Take to Close a Sale?  Online or offline, simply asking for the order does not close the sale.  “Click here to order” or similar phrases do not constitute a close.  As a rule, web visitors click on the order button only after you have done the necessary steps to close the sale.  If you haven’t given enough information, you haven’t closed the sale.  Period.

Closing the sale starts on the home page–usually as early as the first or second screen.  Those of you who have sold offline know that clinching the sale often takes several trial closes leading up to the final close. 

Just like a real-life salesperson, your cyberspace salesperson (i.e., your website) should contain trial closes.  If you look at the website you see that I used eight closes to sell the software program.

You must always remember that people’s buying decision times vary.  Some people are ready to buy after they have found a benefit or two, and some aren’t ready to buy until they’ve read every word on the website.  For this reason, you have to catch them at every point at which they likely to buy.

Step 3. Add Credibility – Building Elements
If you’ve immersed yourself in your product or service, you have probably uncovered testimonials, interesting stories or case studies, significant facts, quotes or statistics related to your product or service. 

If for some reason you haven’t, you can do speedy research on the web to fill in the gaps.
For specific examples, go to www.PsychologicalTriggers.com, www.BreakthroughsJour-nal.  com, www.FreeStuffForEntrepreneursOnTheInternet.com.

How to Use a Search Engine to Do Rapid Research.  Advertising Age’s website (www.adage.com) named David Ogilvy as one of the Top 100 players in advertising history, in part because of the way Ogilvy “created clean, powerful ads marked by graceful, sensible copy and a palpable respect for the consumer’s intelligence.” 

In his book, Confessions of an Advertising Man, Ogilvy wrote:  “In my first Rolls-Royce advertisement I used 719 words–piling one fascinating fact on another.”  This technique is also perfect for the web. 

Long copy, particularly when used on a webpage, needs interesting facts, figures, stories, or anecdotes that keep your visitors glued to your webpage until they read your offer and act on it.

Finding interesting anecdotes, stories, case studies, significant facts, quotes, and statistics is easy with this powerful search engine tool. 

Fascinating facts I’ve could also be drown from web searches done on Copernic Agent Basic. 

When you type in thc key words or key phrases of topic you’re looking for, Copernic generates the top ten search engines, and it even removes duplicate entires. 

So your search results are a lot more relevant than if you had used only one search engin at a time.

There is so much on the web that you’ll never run out of interesting angles or writing ideas, but do be careful; some information on the web is not reliable. 

Be sure you know your sources.  You can download Copernic Agent Basic for free at Copernic.com.

Step 4.  Replace Rational Words with Emotional Words
You probably have heard the concept of right-brain and leftbrain functions: 

The left hemisphere of the brain is the rational, logical, organized, analytic, linear, critical side; the right hemisphere is the creative, emotional, intuitive side, the realm of the imagination. 

Since people buy on emotion, the more you appeal to the right side of the brain, the more you’ll sell.  You do this by using emotional words, not intellectual, rational, bland, and boring words. 

Here are a few examples:
Use the words speed up instead of accelerate.
Instead of saying accolade use applause.
Use rich instead of wealthy.
Say worried instead of concerned.
Instead of saying The following are . . . , say Here are – - -

Try this.  Take a look at the list of left-brain and right-brain words in.  Next, look at the web copy you’ve written, identify any left-brain (or rational) words, and replace those left-brain words with the right-brain (or emotional) words. 

How can I make it simpler than that?
Paul Galloway, an Internet programmer, created a neat little Common Gateway Interface (CGI) script to automatically replace all instances of left-brain (rational) words on any website with right-brain (emotional) words. 

A GGI script is a small program that takes data from a web server and does something with it; in this case, it replaces certain words from one database your website with all the rational words displayed in red, followed by the suggested emotional word you might want to replace them with.

Left-Brain (Rational) Right-Brain (Emotional)
Words/Phrases Words/Phrases
accelerate  speed up
accolade  applause
additionally  here’s more/there’s more
aid   help
allow   let
anticipate  expect
astute   smart
at an end  over
attractive  good looking
avid   eager
beneficial  good for
challenge  dare
circular  round
combat   fight
completed  finished
concerned  worried
concerning  about
construct  build
courageous  brave
demise   death
difficult  tough/hard
diminutive  small
disclose  reveal/explain
donate   give
elderly   old
facilitate  ease
famished  hungry
fatigued  tired
fearful   afraid
following is/are here’s/here are
for   because
fortunate  lucky
futile   hopeless
gratification  enjoyment
hasten   hurry
huge   giant
humorous  funny
in   sick
irnmcdiatt:ly  right now
inform   tell
Words/ Phrases  Words/Phrases
intelligent  bright
I regret  I’m sorry
jesting   joking
large   big
learn   find out
manufacture  make
notion   idea
nude   naked
observed  seen
obstinate  stubborn
omit   leave out
perceive  see
perhaps   maybe
peril   danger
perspiration  sweat
pleased   happy
preserve  save
prevent   stop
purchase  buy
propitious  favorable
receive   get
requested  ask for
reply   answer
select   pick/choose
soiled   dirty
stomach   belly
strike   hit
subsequent to  since
sufficient  enough
superior  better
tardy   late
terminate  end
tidings   news
utilize   use
wealthy   rich
youthful  young

Take a look, too, at the list of web words and phrases that sell in Figure 2.6.
Tip:  Replace the word if with when whenever you are describing what people will get from you.  This is part of assuming that the sale is made.

What do you do to inform and whet your reader’s appetite for what you have to offer? 


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