|Practically every webmaster I come across could easily
increase his web sales.
In fact, some could generate ten times the sales with only a few hours work. Yet, most seem oblivious to what they *need* to do to make this happen. They just plod along without implementing this one simple change, and expecting to miraculously start making a lot more sales from their website.
What is this one thing that practically any webmaster can do - today - to dramatically increase the conversions he gets from his website?
They Need to Learn
|Anything I don't
cover in this short article, I am going to refer you later to a
system that I recommend to all of my private coaching
clients. It breaks things down for you into a simple, easy-
to- follow, 32-step, time-tested system.
One of the things you must remember in all of your copywriting is to focus on the benefits to your buyer rather than product features.
Make a list of every feature that you can think of, and then take every item on that list and turn it into a benefit.
So, for example, "available for download in PDF format" could be changed for much greater impact to "instant delivery so that you can use these killer techniques within minutes."
Do that with every feature.
Turn it into a benefit that the customer *cares* about.
Many copywriters teach that people respond better to moving away from pain than they do to moving towards pleasure. So your copy should make the prospect acutely aware of the pain he is in. For example, point out that without website visitors, nobody sees his website, and he ends up just sitting and waiting, with absolutely no sales. Then go on to point out how your product solves that problem for him.
Notice I said "to him."
What I mean there is that your copy needs to read as if you are speaking directly to the reader. You are not writing for an audience of many. It's individuals that make decisions and consequently you must communicate with the individual if you intend to make sales.
It may help to imagine that individual sitting across from you. Some copywriters actually have a photo of their ideal prospect hanging on the wall across from them as they works. This keeps them focused on "who" they are "talking" to.
Another important universal: Have a guarantee that embodies complete risk reversal. All of the risk of the transaction should be on you. Your prospect should feel that there is no way he can lose.
I do this with a full, one year,
A big pet peeve of mine is the hidden price. I believe
that you should put the price right on the front page.
My testing indicates that hiding the price or making customers click through to the order form to locate the price decreases conversions.
Tell the customer exactly how to order. For example, if you want him to click on the link and use your secure order form tell him that.
If you want him to print out the order form, fill it in, sign it, and fax it to you, tell him that.
People like to be told/reassured that they are doing it correctly.
The other thing you seldom see discussed is "the offer."
You literally want to make the customer an offer that he would be crazy to refuse. This requires a delicate balance though.
If you make the offer too good, then the customer wonders why it's so good.
For example, if you offer too many bonuses, that conveys to many customers that the basic product must not have much merit on its own. If you offer too many bonuses, it also sometimes conveys that the bonuses must be junk. Otherwise, why would you be "giving away" so many valuable items?
So, use good judgment in crafting your offer.
We've just touched upon a few things that you need to consider in revising your web copy. If you are pumping out copy every week but nobody is buying, then obviously your copy needs some more work. If you don't have the ambition to work on your copy, your results aren't ever going to improve.
Yes, practicing is work, but it is not hard work. Keep going and keep testing. After while it even becomes fun to see if you can improve on your "control."
Practicing your writing is undoubtedly the greatest investment you can make in your writing career. Spend some quality time this week, practicing your writing. That is exactly what I will be doing.
Willie Crawford has been teaching others
how to build an on-line business since late
1996. Frequently featured in radio, magazine
and newspaper articles and interviews, Willie
teaches the average guy what the top marketers
are doing but seldom talking about. For example,
Willie demonstrates the power of automated
residual income through his system at:
http://ProfitAutomation.Com Test drive this system now.