A sales copy is the information on the sales page which is provided with the sole aim to convince the visitors to buy a product or a service. It is very important to have an effective sales copy. Readers have done their share of task by visiting your landing page. It is your turn to convince them into becoming a paying customer. Readers land in your sales page with the basic question of “What’s in it for me?”. The task of a sales copy is to give the answer of this question. Believe me, it’s very tough if you do it on your own. This post tells you the different elements of a sales copy and how you can optimize each one of them to increase your conversion rate.
A. The Basic Concept:
Let’s start off by learning a basic concept in sales copy writing strategies. It is the rule of A.I.D.A. While writing the sales copy, you need to take care of them.
- A – Attention: First things first, a good sales copy should quickly grab the attention of visitors.
- I – Interest: Generating interest in the minds of visitors by focusing and displaying your advantages and benefits.
- D – Desire: Creating a desire for the product in visitors’ mind by demonstrating on how your product can help them to solve their problems. This is the beginning of conversion.
- A – Action: Encourage or lead visitors’ into taking some kind of action.
A headline is a very important part of a sales copy. Readers don’t have much time. They will quickly bounce off the site if you don’t catch their attention. A headline must be compelling enough to force them to read the entire page. No matter how excellent is the body of your page, if you fail to give an attractive headline, the reader will bounce off. It briefly gives the answer of “What’s in it for me?”. Writing a good sales copy headline is crucial for any sales page.
C. Bullet Points:
Bullets points are very powerful and very easy to use as you don’t required continuity. Bullet points are easier to scan as opposed to long chunks of texts in paragraphs. In here, you explain your readers about the product. Many websites use bullet points to demonstrate their product features. Well, this results in creating a technical jargon. People do not understand a thing and they leave the website. One should, instead focus on displaying the benefits of the product and how it can help the readers. Wanting them to buy the product is the task of bullet points. One can also skillfully craft the features along with the benefits.
Testimonials have a very convincing power. It can really affect readers’ mind. Put as much testimonials as you can. Readers’ will always believe their peers, instead of website owner who will obviously praise his/her product. Do not hide your testimonials in your web page. They act as proof for your product claims. Do not fake testimonials in sales copy writing. You may face some legal complications if one calls for it.
E. Quality Images and Graphics:
Sales copy writing strategies must include high quality images or graphics. A visual impact is more effective than textual display. Be sure that your images and graphics used are relevant. Maintain professionalism in your images. Be selective. You can even ask a company to create images and graphics for you.
F. P.S (Post Script):
Many readers, as soon as they land on the page, quickly scroll down the page to see the cost of the product and get a succinct of the offer. This is where they run into your Postscript. Briefly summarize the entire page in your P.S. It causes the readers to go back and read the entire page. A superb P.S can convince a reader then and there. A P.S should include your guarantee, price and a précis of the page.
G. Call To Action:
I have seen people who have sales copy with excellent headlines, quality images and attractive content, but still fail in improving conversion. Why? Because, they have a poor call to action. It’s very painful when a reader bounces off from here. The closing part of your sales copy is the immediate call to action. These are mainly buttons which tells the readers what you want them to do. Designing an excellent call to action is very crucial stage in sales process.
Incorporating these elements in your sales page can really boost up your online sales. Be sure to implement them in your site
If you are looking for a step by step process to optimize the conversion rate of your website, you can visit our Conversion Rate Optimization Guide to turn your visitors into customers. Please feel free to leave any comment you have in your mind.