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Please consider this free-reprint article written by:
By Chris Malta & Robin Cowie
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Article Title: Sales Copy That Sells: When Words Can Hurt You
Author: By Chris Malta & Robin Cowie
Word Count: 590
Article URL: http://www.isnare.com/?aid=79013&ca=Marketing
Format: 64cpl
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Does your website send the right message to potential
customers? If you have a lot of traffic, but relatively few
conversions, you may need to take a second look. Do your
descriptions, tone, and listings generate buyer confidence?
Your sales copy can have a big impact on your business�it�s
important it be written in a way that adds to your credibility
and tells visitors they�re in the right place.
Is Your Sales Copy Doing Its Job?
There are certain things your copy should do for your
customers:
1. It should present a problem and solve it. Don�t just state
What Your Product Is and What It Does. Put forth a problem your
customers can identify with, that your product solves, or create
a situation where using it would be to their benefit. Recommends
Phil Dunn, president of http://QualityWriter.com, �Lead with
questions that deal with customer needs�talk about the end
result they�re getting from that product.�
2. It's language should reflect your target market. Analyze
your customer base, and talk to them in a way they�ll respond
to. You wouldn�t market office supplies with terms like �cool�
or �groovy,� nor would you try to sell iPods using phrases like
�prestigious� or �renowned.� Know the demographic you expect to
sell to, and write your ads and listings to appeal to them.
3. It should be consistent. Your style and demeanor should
carry through your entire site, and across all your selling
venues. Part of branding is creating a recognizable image, and
your copy�s voice contributes greatly to that image.
4. It should be friendly. Many sellers have been burned, and as
a result have rewritten their Terms of Service in an aggressive,
negative manner. That kind of writing can scare off customers
that were ready to transact. Rather than saying �We don�t ship
internationally,� you might instead say, �We�re pleased to ship
to our customers in the continental U.S.� The way you phrase
something makes a big difference�so always be positive!
5. It should be easy to read and understand. As comprehension
drops, so do Customer Retention and Sales Conversion. Avoid
anything that makes your copy more difficult to read:
� reverse type (light type on a dark background)
� strange fonts
� right-justified or centered type
� excessive use of caps
� large text without breaks
Headings and subheadings go a long way towards increasing
readability. Says Dunn, �A lot of people don�t use [them] in
their descriptions, and they�re so important.� Many visitors
won�t take the time to read the body of your text. They�ll only
glance at the headings and subheadings, so make sure yours
contain your main sales message. If they like what they see,
they may consider reading the rest.
What Does Your Website Say to Visitors?
Good sales copy tells your customers you know what you�re
doing. It gives them a sense of security that you�re the best
vendor to buy from. Sometimes, just rewording a listing or a
description can make you seem more knowledgeable or more
competent. Objectively evaluate your sales copy and see if the
signals you�re sending your customers are the ones you intend
or if a few simple rewrites might boost your sales and increase
your revenue.
About The Author: Chris Malta and Robin Cowie of
WorldwideBrands.com are the Writers and Hosts of The
Entrepreneur Magazine EBiz and Product Sourcing Radio Shows.
http://www.worldwidebrands.com/EMRinfo for more FREE eBiz info
from Entrepreneur Magazine Radio!
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