The first impression your website makes on its visitors is crucial. This impression is shaped by two key elements: the visual design, including color schemes, and the written content, or copy. Even if your website incorporates audio or video elements, the written copy remains a vital component. Let's explore how to enhance your website's appeal and boost your sales.
In the world of sales, it's a well-known fact that people are drawn to benefits, not just features. If you're unsure about the distinction between the two, here's a brief explanation:
The key to effective salesmanship is to combine the features and benefits of your product in a compelling way. However, it's crucial to avoid overselling your product. Never claim that your product can do something it can't. For instance, if your website sells basic computers, don't claim they can run complex programs like NASA's. Trust is a valuable commodity in the online marketplace, and it's essential to maintain it.
To make your copy truly compelling, you need to tie a feature and benefit to a need. A useful framework for this is Abraham Maslow's Hierarchy of Needs, which identifies five fundamental human needs: Physiological (survival), Safety and Security, Social, Esteem and Status, and Self-Actualization.
Here are some words and phrases associated with each category that you can use in your copy:
In addition to using Maslow's hierarchy, your copy should include descriptive and action-oriented words. Here are some examples:
Let's combine a feature, a benefit, a need, and action words to create a compelling sales pitch. Here's an example:
"Learn how to explode your traffic and profits automatically. This step-by-step internet marketing and promotion book will teach you the secrets used by the best internet marketers. I'm so confident your traffic and income will increase, I offer a full one-year, money-back guarantee if you're not happy for any reason. Order today and receive a free bonus."
Compare this to a plain, feature-only sales script, and it's clear which one is more likely to prompt a visitor to click the "Order Now" button.
Now it's your turn. Review your website and sales pages, jot down action words, and use Maslow's Hierarchy of Needs to rewrite your copy. By following these strategies, you can increase your sales without needing to increase your traffic. Guaranteed!
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