Important Steps To Super-Charge Your Sales Copywriting

The vast majority of the money that flows through consumers’ hands each year is spent to meet their emotional needs. Other than purchases made justifiable physical survival, almost every dollar, pound or euro that flows through the economy is spent to address emotional needs in our lives. These include the craving and urges for comfort and security, personal status, ego gratification, love and sex, recreation and adventure, and many more…and not in any particular order.  The sales of products and services that address these cravings are what really drive our national economies.
We humans can physically survive if we have 4 basic things: air, water, a few calories of very basic raw food, and just enough shelter to keep us from freezing to death in winter. Air and water can be had for free. The food and shelter sufficient for survival can be had for pennies a day.
Everything else is spent to address the emotional needs in our lives. If most of our buying decisions are made to meet an emotional need and not made intellectually for simple survival, doesn’t it make sense to appeal to these emotional buying decision when attempting to sell a product?
New and inexperienced writers tend to focus their writing on ‘benefits-selling’ based on logical, “reason-why” copy. They attempt to justify their customer’s buying decision by appealing to the intellect. Experienced writers know better. These writers recognize and address powerful emotions the prospect already has about those benefits (or the lack thereof).
This approach works well when writing to either mature or skeptical markets. When the writer recognizes and validates feelings the prospect has about a particular type of product and addresses why their product is different, it works very well.
Top-earning writers understand the art of seduction – and that five careful steps must be taken before the affair with the prospect is consummated and marketing bliss is achieved:
Get the prospect’s attention. Speak to their desires, frustrations or fears.
Convince them to continue reading your copy. Offer value early if they’ll just spend a little more time reading
Persuade them that you will meet their specific needs and fulfill their desires, address their frustrations and eliminate any fears.
Show value by making a comparison that illustrates the value you’re offering in a gripping way.
Make your prospects take action NOW. Show them how easy it is to order and the downside of not doing so soon.
If you do these very simple and logical things consistently in all your sales copy promotion and your responses will skyrocket.
You MUST Add Credibility
Today, your prospect is likely a seasoned consumer who has bought thousands of products and services over a lifetime. Many products lived up to their promises…many did not.
Bottom line – your prospects are skeptics. The quickest route to lose him is to oversell and promise something you both know you can’t deliver. The second best way to lose them is to fail to illustrate that your product really does deliver what you state.
Great copywriters include credibility throughout their copy such as qualifications as an expert on the subject at hand; details, facts, figures, customer testimonials, credible media validation, and most importantly, a guarantee that demonstrates your product or service will deliver the specific benefits you’ve promised.