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Writing Benefit Driven Sales Copy For Your READERS – Not YOU

Most anyone can write a sales letter. In fact you probably think you already know how to write killer content or a great sales letter. However, there is a difference between creating content, and creating content that works.

As you settle in to create some new content for a blog post or sales page, keep in mind one of the most important points; people often buy because of one single benefit. It’s the single grain of sand that helps tip the scale from “maybe” to “I’m buying!” when deciding to purchase.

The truth of the matter is, you need to stop, step back, and take a moment to think like your prospective customer. Instead of filling your blog, sales pages, and website with layers of “me, me, me” and a side order of “we’re so wonderful;” take a moment to put yourself in your ideal client’s shoes.

Not sure what that means? It means you need to hone your ability as a writer and to tap into that one thing, that one benefit that resonates most strongly with your target customers’ emotions. What do they worry about? What keeps them up at night? What is that life-changing desire they have? Then, share how you, your company, and your products have the answer to these issues.

As you create content, think of the old sales adage “don’t sell the steak, sell the sizzle.” Create content with a component that is aimed at tapping into the readers emotions. By identifying your ideal client’s needs, wants, dreams, you are not only piquing their interest but you could quite possibly be filling a “gap” that your competition has left for you.

Once you have your buyers attention, then it’s time to amp it up. Use these following tactics to help turn a cold prospect into a hot one:

  • Catch ’em, Hook ‘em, Reel ’em In: You have 3 seconds to catch your reader’s attention. Make your headline count!
  • Keep It Simple, Sam: Keep the pace of your content flowing, to the point, and keep it short!
  • Be Authentic: One essential part of great content these days is keeping the tone conversational. Buyers don’t want dry regurgitated marketing facts. They want to feel like they are talking to a friend.
  • Testimonials: Use testimonials from satisfied customers that pinpoint your products and how it has helped them. This adds a layer of trust and proof that what you say is true.
  • Guarantees: By offering a money back guarantee you are again offering a measure of trust that lets buyers know “Hey, I really am serious about this helping you.”
  • Calls-To-Action: No content would be complete without some sort of call to action. Many business professionals fall short at this point by being too intimidated to ask for the sale. Hopefully by now your customer is excited by what they are reading. Help them mentally push the “buy” button.

Of course, writing copy is another one of those things that can bog you down and always get pushed to the bottom of your priority list. Having a Virtual Assistant that is particularly skilled in copy writing and understands how to write benefit driven sales copy can be a great way to get that task taken care in a quick and professional manner.

 photo credit: followtheseinstructions

Posted on January 21st, 2013 by Rachel Braam, Office Manager

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