How To Write A Compelling And High Converting Sales Copy

Your sales copy is by far the most important element of your sales page because it is the principal device for convincing people to buy your product or service on the internet. If you get it wrong your sales will slump, no matter how much you invest in advertising and promotion, however if you can get it right, your online sales will skyrocket.
If your sales copy is not up to scratch your prospect will lose interest in your product or service and not realize how it could help them, or merely have a lack of interest in your dull, lifeless and un-engaging sales copy. Basically what I am trying to say is, if your sales copy is not up to scratch, most of your website readers will leave your site without buying your product or service.
This can have a negative effect on your conversion rate. It is therefore imperative that you get your sales copy right so this doesn’t happen. What I am about to teach you is how you can include the most superior copywriting principles in your sales copy that have been proven to increase conversion rates significantly and compel readers in to taking the desired action, which in your case will probably be to either be to buy your product or service or subscribe to your newsletter.
However, I want to clarify one thing before we get started.
That is, if you don’t research your target market before you begin to write your sales copy, you are destined to produce a low converting sales copy. I cannot stress how imperative it is that you fully understand the needs, desires and motivations of your target market before you start writing your sales copy. If you do not complete this critical step then you will fail to put across to them the fundamental motives that compel them to buy your product or service.
I would also like to eliminate the common belief that good sales copy can sell anything, because it can’t. You must warrant that your product offers an actual value to your prospective customer before you progress. If your product does have a real value, that’s great! Let’s continue. If it doesn’t, you need to go back to the drawing board. There is no point in try trying to sell a product with no real value.
Market Research
When conducting your market research, you should think about the following questions:
* What sex is your prospect?
* How old are they?
* How do they see themselves?
* How do others see them?
* What stage are they at in life?
* What would they like to change?
* What are their morals?
In order to answer these questions you could use the following sources:
* Online discussion forums
* Online articles
* Survey results
* Focus group results
* Other secondary research sources
For more accurate results, you could conduct some of your own primary research.
If you are selling a digital information product online, such as an eBook on how to burn fat or build muscle, you might consider visiting your local gym or health club to ask people what inspires them and motivates them to lose weight or become more muscular? Is it to attract people of the opposite sex? Is it to make them feel healthy? Is it to gain the feeling of supremacy or build up self esteem levels?
If you are able to identify the right motivations of the individual and put them across in your sales copy, you are more likely to draw their attention.
For example, if you discover that the major motive for men when trying to build a muscular physique is to attract women, you can base your sales copy around the fact that your eBook will help them to attain this goal.
If this is the case, you would sell them the ability to attract women, not the ability to build a muscular physique. It is important to keep your target customer in your mind at all times whilst forming your sales copy.
Now that you have discovered the wants and needs of your target market, it’s time to recognise the features and benefits of your product or service.
Product Research
Let’s look at how you can use your product to discover the true benefits that will be of real interest to your target market.
Ask yourself the following question:
* What are your products major features and benefits?
* What it your products unique selling point?
* Who is my competition?
* How is my product used?
* Who uses my product?
* What problems does my product solve?
* How does my product operate?
* Do you have any feedback about my product?
* How is your product delivered to the customer?
* What after-sales service do you offer?
* What guarantees do you offer with my product?
* What are you trying to get the prospect to do?
You should start to look at how the seven capital sins of human nature could help you to sell your product or service. These are:
1. Vanity – One of the most simple and most powerful ways of convincing your reader into making a purchase is to flatter them and butter them up. You should make them feel important and praise their intelligence. Then you should imply that someone of their nature should really buy your product or service.
2. Sloth – Humans are naturally an indolent species, generally speaking, and you can use this characteristic to your advantage. If you offer your prospect something that will save them time or effort when performing a task, they are more likely to get out their credit cards.
3. Envy -If you inform your reader on how other people are benefiting from your product, they will soon follow suit. Testimonials and product reviews are a powerful way of adding credibility and establishing trust with your prospect as they help to demonstrate how other people are already benefiting from your product.