The first paragraph of an article is a brief summary of the content, designed to capture the reader's attention. In this case, the article discusses the common experience of reading sales material for a product and having unanswered questions that deter you from making a purchase. It then provides a four-step guide to improving your sales copy to address these questions and convert readers into buyers.
We've all been there. You're perusing the sales material for a product you're contemplating buying. As you read, numerous questions arise in your mind, but there's no one available to answer them. Consequently, you postpone your plans to buy. If this scenario sounds familiar, rest assured that your customers likely experience the same thing when they read your sales copy. So, how can you address this issue?
You don't need to be a mind reader to address your customers' unasked questions. All it takes is a bit of common sense. Here's a four-step guide to help you reassure your customers and improve your sales copy:
Create a vivid image
It's crucial to highlight the main benefits of your product in your opening copy. However, don't just enumerate the benefits. Instead, paint a picture that allows your readers to envision themselves enjoying these benefits.
For instance, instead of saying, "Save time and money with Acme widgets," you could say, "Imagine having an extra four hours a week to read a book, walk along the beach, or pursue your dream, all thanks to Acme widgets, the fastest widgets on the market today."
Provide a logical explanation
Customers are savvy. They won't believe your claims just because you say they're true. You need to provide credible, logical reasons to back up your assertions.
For example, "Acme widgets deliver faster results because they incorporate not one, but two gizmos. In controlled tests conducted by XYZ, our widgets consistently outperformed the competition in speed, accuracy, and endurance."
Offer reassurance
Now is the time to share some details about you and your company. Provide information about your credentials, qualifications, and experience in the field. You can also include brief testimonials from satisfied customers (ensure you provide as much information to identify the customers as they're willing to allow, as anonymous testimonials are almost worthless).
Eliminate the risk
The final hurdle is usually the fear of losing money if the product doesn't meet expectations. To address this, offer your customers a solid guarantee.
This could be a full refund, double or triple money back, or whatever you feel you can afford. Always include a time factor - the longer, the better. Customers like to know you'll be around for the long haul.
By incorporating these answers into your sales copy, you can help convert your readers into buyers.
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