How To Write Your Products Off The Shelf

The whole reason behind either writing your own sales copy, or hiring a copywriting to do it for you, is to sell. Your writing will be designed to make someone want to buy from you – pure and simple. But, say you had loads of visitors to your website every day, how could you make sure they bought from you rather than navigate away? Let’s look at this from the readers point of view. After entering their search term in Google, they’ve arrived at your website. It looks nice, there are some cool graphics, the writing is quite persuasive but there’s something missing. So what do you do?
Probably head back to your original search results and have a look at another website. But would you remember what the first site was if you’d looked at several? I’m guessing not. If your reader navigates away from your website you have most probably lost them. They’re not coming back. Therefore if you want to grab them straightaway, you have to give them a reason to make their buying decision there and then. You have to create a sense of urgency.
Make them buy – NOW
That’s all well and good, but how do you make someone take their credit card out of their wallet and buy? You’ve got to make them believe they only get one shot at buying your product – you create urgency by using an offer limited by time. No one likes to think they’re missing out on something so give them a discount, free bonus or prior warning of a forthcoming price increase – but they only get a certain amount of time to respond to qualify.
It’s human nature to think if something has to limited by time or availability, it must be popular, it’s going to sell out fast, if I don’t act now I’ll miss out – I MUST HAVE IT NOW! This is a technique used by many copywriters and can take several different forms:
Buy now! Beat the price hike on 29th May
Order before midnight tonight to qualify for your 40% discount
Order now and get your free bonus – only available until 2nd August
Order now! We can only guarantee stock until 1st December
If your reader is interested in your product and they see one of the above, they are going to think twice about navigating away from you website. If they do, they’ll miss out. All their friends will have your product and they won’t or they would have paid extra for it.
Try it out – it can also work for direct mail and email campaigns too.