3 Deadly Sales Copy Mistakes

Glazer-Kennedy Inner Circle Raleigh ChapterApril 2010

Tracy NeedhamCopywriter & Marketing

Coachwww.compellingcomm.com

Copy is what actually makes the sale. No one

buys based on pretty pictures or flashy graphics.

They buy because the words on the page (or

screen) convince them that you offer what they

want or need.

Copy Helps Make the Sale By…Building a rapport w/visitors –KLTSetting you apart from the packCommunicating the full value of what you

doZapping objections and answering

questionsPersuading them to buy ORMaking it easier to close one-on-one sales

Formulas for Successful Sales Copy

Attention

Interest

Desire

Action

Problem

Agitate

Solve

4 Web Pages that Help Make the Sale

•Home Page

•About Us Page

•Contact Us

•Sales Pages

A personable About Us page can boost

website conversions by 30%!

– Marketing Sherpa

Sales Copy = Long CopyLong copy nearly always gets better results – and

MUCHbetter results – especially when product or service…• Costs more than $500• Focuses on health or money• Includes a lot of technical details• Involves reading, such as a book, ebook or

newsletter• Targets consumers over 60 years old (but bump up

the font size)--Marketing Sherpa

The Exception…

The only time short copy outperforms is with

free offers.-- Marketing Sherpa

Sales Killer #1 -- Losing Them at Hello

Ways to Create a Captivating Headline…

Ask a questionMake it problem orientedAddress a specific audienceImply there’s a specific solution to pique

their curiosity These How to Numbers

Sales Killer #1 – Losing Them at Hello

•Keep ‘em reading for 500 words and they’re hooked

•Don’t dilly dally…jump right into the action

•Don’t be a copy narcissist

The number 1 mistake companies large and small make is assuming their customers care about what they care about and “speak the same language”

they do.

3 Reasons Why Speaking the Wrong Language Kills Sales…

1. A CONFUSED MIND ALWAYS SAYS NO!2. 68% of people said they'd be more likely

to trust a company if the message is coming from "a person like me“

3. Duh…people don’t buy what they don’t

“get”

Sales Killer #2– Speaking The Wrong Language

Translate what you want to say into the words

your prospect is looking to hear…

• The words THEY would use themselves

• The benefits and results that would motivate THEM to buy

Sales Killer # 3 – Forgetting to Add Emotion

•Emotions may play a bigger role than we think in EVERY decision we make.

•Group of people w/brain injuries just to areas responsible for emotions. Everything else normal. But could never make decision—even about something like what to eat.

Every Decision…Even B2B Buyers

16 Dominant Emotions to Trigger Powerful Copy!

1.Anger2.Betrayal3.Revenge4.Fear5.Frustration6.Greed7.Happiness8.Hope

9. Love/Caring10. Passion11. Relaxation12. Sadness13. Security14. Shame15. Powerlessness

16. UrgencySource: Clayton Makepeace

In Short…Avoid the 3 Deadly Sales Copy Mistakes By…

•Writing a killer headline and strong opening

•Translate the words you want to say into the words they’re looking to hear

•Choose words that evoke emotion instead of relying solely on logic

Questions? Contact Me…Tracy NeedhamCopywriter & Marketing CoachCompelling Communications, LLC919.829.1539tracy@compellingcomm.comwww.compellingcomm.comTwitter: @TracyNeedham

Want to know the 4 other deadly sales copy mistakes? Get The 7 Deadly Sins of Web copy at

www.compellingcomm.com