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Here's Your Copy Writing Formula for Internet SalesOnce you have created an internet sales page that works, then you have a template you can use again and again, customizing the basic formula to any product in your line. The key is to be sure to include all the elements of an effective sales page, and use a 'formula' that has been tested and is known to work.If you are hiring a copy writer or writing the copy yourself, here is a checklist of the essential elements to help you organize and plan your next internet sales page. The Headline:Most headlines include three parts.One: the pre-head is to set up the main headline by letting your target market know you've got what they're looking for. Two: the main headline. Using the largest font you plan for any part of the page, describe the product's main benefit for the buyer. Three: the post-head. You don't have to have a post-head unless you want to elaborate or clarify the main headline. The story:This is an emotional grabber that pulls the visitor into the copy so you can present your product and make your offer. It should be benefit driven, showing the reader how they could feel or their life could be better if they owned the product.Credibility:On-line, this is especially important. Some ways to build your credibility include using specific and real numbers rather than approximations. Use results-based testimonials that include at least the full name of the testifier. Give your background and expertise, if it is related to the product. Explain product test results, if applicable, or quote favorable reviews. Always give your contact information and address - it proves that you're real. No one is going to show up on your doorstep, and if someone calls you, all the better; you learn from contact with your clients.The Benefits:Itemize the benefits of the product in a bullet-formatted list. Put them in some order of importance and include an overload. Often, it takes only one bullet to convince a visitor to make a purchase, but you don't know which benefit will be that visitor's hot button, so have plenty of possibilities. Use a bulleted list because it is easy to scan.Features and/or specifications:This is where you specifically tell the visitor exactly what they are getting. Here is where you give details about the product.Bonus:Include something valuable in addition to the main product. A bonus should be something that people might order the product just for the bonuses, but the bonus doesn't have to be costly for you. Quick start guides or tutorials are good. Or be creative and joint-venture, including a fr`ee sample of someone's introductory product. Give a specific value to the bonuses so you can use that during the value build-up.Build Value:Clearly describe the reason why the price is a good value by doing such things as comparisons to similar products and services that provide less but cost more. Anticipate objections and address them. Give a guarantee if possible. Create a sense of urgency by, for example, giving a deadline. Explain why they need to act now, "This is an introductory offer~" Keep your deadline if you give one. Or, if you only have a limited number of the item, tell that honestly. Help the visitor see exactly what won't get better in their life if they don't order now.Ordering:First, remember to ask for the order. Make an "Order Now" link. Then, make the ordering process and instructions absurdly clear. Imagine that this is your visitor's first ever on-line order. Give step-by-step directions. Also, give purchasing options: secure credit card pages and PayPal are most common, but include directions for ordering by check of phone if possible, even though it is rare that anyone does.Post Script:In a final paragraph or two, repeat and summarize the important parts of the sales page. Make a final request for the order.After reviewing this list, find good examples by doing a little online research. You wouldn't ever copy another sales page, of course. Simply look for inspiring examples, and then say it in your own way. Loren Beckert, Marketing Vice President for ClickTracs Advertising, is also an author and business consultant. For access to additional articles, visit www.ClickTracs.com , a leading resource on the subject of on-line marketing. |
