The marketing copy on your website is one of the greatest selling tools you have at your fingertips. Oftentimes it’s the first encounter customers have with you and your business and more often than not, it’s the last thing they see before making the decision to purchase. So why is it that we spend so little time honing the copy we post on our website?
The truth is that we are all guilty of it at one point or another. You have a brand new product or you’re launching your new website and you’re in a hurry to get it online and start generating leads… so you just throw some content on your site and move on. Fortunately for us, it’s never too late to go back and update that content. Use these 3 steps to write compelling sales copy that will actually help you close the sale.
Step 1: The Bar Conversation
Imagine that you’re sitting at a bar and you hear someone a couple seats down from you complaining to the bartender about a problem he is having…a problem that you can help him to solve! Maybe he’s frustrated because he works long hours on his own business and doesn’t have the time to focus on his health or spend with his family. Or maybe he’s been suffering from some aches and pains and doesn’t know the proper stretching techniques to alleviate that pain.
Whatever the problem is, you have the solution! But how would you tell him? What could you say to him to let him know, in laymen’s terms, how you could solve his problems and help him to lead a happier, healthier life?
I will tell you, you probably wouldn’t start throwing around flowery language like what so many people have on their websites. You would tell him something more like, “I’m sorry, I didn’t mean to eavesdrop, but I heard you say that you’re having trouble finding time to focus on your health and family because you’re working long hours. I’m actually a health coach and I help people to make small changes in their lifestyles that allow them to lose weight and have more time for the things they love.”
Step 2: The Elevator Chat
Everyone talks about the elevator speech, but if you find yourself in an elevator with someone, you’re not going to give them some formal, one-liner about what you do. You’re having a conversation, a chat, if you will, and you’re going to say something to them that is conversational… but you still want it to be compelling! For the elevator chat, I recommend filling in the blanks in this sentence: I help ________ do ________. Even in the case of [worst case scenario].
So if you’re a multi-level marketer and you sell a weight loss product, you could say, “I help overweight people to lose weight, without feeling like they’re starving themselves. Even if they work 60 hours a week and have no time to exercise.”
In the first sentence you’re telling the person you’re talking to what you do and in the second sentence you’re naming the worst case scenario and overcoming that objection.
Step 3: Close the Sale
This is where most of us fall off the wagon. Closing the sale can be tough, I won’t lie. However, there are things you can do to help yourself!
1. Reverse the risk.
Offer a money back guarantee. I know it’s scary to think about doing this; what if they ask for their money back? However, if you offer to give their money back after a period of time, you’ll completely reverse the risk and eliminate all other objections. Tell your customers: You don’t risk a penny by trying it out. If you aren’t happy, you’ll get your money back, no questions asked.
How powerful would that be??? What other objections could they have if they knew that they could get their money back if they weren’t happy with the service?
Now, I recognize that this isn’t going to work in all situations. If you’re a multi-level marketer and they take your product for 6 months you aren’t going to be able to refund their money. However, if you offer other services in addition that they are paying for (weight loss coaching, personal training, fitness programming, etc.) you can absolutely offer to refund their money!
2. Make it Easy.
Go through your sales process and make sure that it’s an easy process with minimal work. Trust me, you don’t want someone reaching for your credit card and having something – creating an account, filling our survey questions, or anything else – get in the way of the sale.
3. Sweeten the Deal.
Wouldn’t it be great if every time you bought something, you got some additional value? Think of what loyal customers we would be! It’s the reason more companies are offering “free gifts” with every purchase over a certain dollar amount. Those companies are trying to sweeten the deal, give customers an added reason to buy FROM THEM and give them a reason to come back again.
You can do that!
If someone purchases your product, offer them a free consultation, free entrance to a paid membership group for a period of time, or a free video series that teaches them something related to the item or service they just bought. Encourage them to buy by sweetening the deal!
4. Eliminate All Conscious and Subconscious Arguments.
You’ve offered to give them their money back, you’ve offered a free consult when they sign up, but they still have some reservations. Instead of ignoring them, address them directly! Is the money spent on a weight loss product the big issue? Talk about the lifelong cost of being unhealthy – not just economical, but emotional!
Whatever you are selling, whether it is a product or service, your potential customers are going to have reservations of some kind. Identify what all of their objections are and address them directly within your copy! Think of it as heading them off at the pass.