3 Deadly Mistakes of Sales Copy
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3 Deadly Sales Copy Mistakes Glazer-Kennedy Inner Circle Raleigh Chapter April 2010 Tracy Needham Copywriter & Marketing Coach www.compellingcomm.com
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Are you making any mistakes with your sales copy that are turning new clients and customers away? In this short presentation to the Glazer-Kennedy Raleigh Chapter, I tackle three of the most common copywriting mistakes and how to fix them.
Transcript of 3 Deadly Mistakes of Sales Copy
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
