Home Based Online Marketing News How To Write Sales Copy
- From: Roger Schoenwald <rwspub@xxxxxxxxx>
- To: hbomn@xxxxxxxxxxxxx
- Date: Fri, 26 Apr 2002 19:46:36 -0700 (PDT)
HOME BASED ONLINE MARKETING NEWS
"Helping You To Be Successful Online"
A e-zine publication of
RWS Publishing
Onlinesuccessstrategies.com
April 27, 2002
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Hello Subscribers,
Today we have something new in internet marketing
that's worth taking a look at. It could make you money
today!
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Roger Schoenwald
In Today's Issue
1. KISS
2. Online Marketing Product Profile
3. E-Commerce Resources
4. Subscribers 2 Line Ads
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1. This Weeks Success Article
KISS - Keep It Short Scholar
by James D. Brausch
We've all heard the normal KISS principle (Keep It Simple
Scholar). When we talk about sales copy, it is important
to keep it simple. It is also important to keep it short.
Let's briefly take a different view of sales copy.
Perhaps you take the view that sales copy is meant to talk
people into purchasing your product/service. For a moment,
let's take a different view that it is actually there
to talk people OUT of purchasing your product/service. In
many ways, this latter view is more accurate.
Think about the prospect as they read your ad copy. They
read a sentence and like what it says. They feel good;
they feel hope that this will be the answer to one of
their problems. They read another sentence. It affirms
the first and they feel more excited. They are ready to
buy, but there is more ad copy. They read on. The third
sentence doesn't really apply to their specific problem.
Perhaps they start to lose a bit of that excitement. Then
the fourth sentence completely alienates them. They aren't
part of THAT group of people (perhaps you were selling a
fitness product and the fourth sentence was related to
weight-loss). They turn the page or click the BACK button
or close the browser. You've lost them.
If your ad copy stopped after the first two lines, you
would have made the sale. Start reading your ad copy in
this way. Normally, each sentence is viewed as the sentence
the potentially "sells" them. In reality, usually your
prospect is reading each sentence looking for a reason NOT
to buy. Start editing your ad copy to eliminate all of
those potential reasons. In general, strive to make your
ad copy as short as possible.
Not a believer yet? Let me give you some real-life examples
that lead me to this conclusion. In the early days, I
would test click-thru rates using a variety of sales copy.
I would try a paragraph against another paragraph. This is
where I fist noticed that shorter is better. The shorter
paragraphs almost always outperformed the longer paragraphs.
This is true for both the click-thru rate and the overall
amount of revenue generated over a period of time.
I finally tested this conclusion all the way to it's
logical extreme... Yep; a single word outperforms two
words almost every time. I now use this concept to build
traffic for others. I draw in the largest potential group
of customers by using a single word. I then show them a
full paragraph describing my customer's exact product/service
to narrow that group down to the perfectly targeted visitors
to send along to my customer. The others are given other
choices so that I can make some other use of them.
Need more proof? Try it yourself. Create a link on your
site that says something like: "For the least expensive
high quality widgets, click here". Obviously, change
the "widgets" to something you want to actually sell. Also
make sure you use some method to track click-thru rates and
sales. Expose that link to a test group of visitors and
record your results. Now repeat with the following
progressively shorter phrases:
Least Expensive/high quality widgets
Least Expensive Widgets
Cheap Widgets
Widgets
In almost all cases, you will find that your click-thru
rate will increase as the phrase becomes shorter. In most
cases, you'll also notice that the total revenue will
increase as well. Your revenue per click will level off at
some point. This is the point of most efficiency.
Try the same exercise with your one-page sales letter.
Start off with 10 paragraphs and slowly start to eliminate
the least useful paragraphs. You should notice the same
effect. Eventually, your revenue per visitor will level
off and tell you that the remaining paragraphs all say
essential things to sell your product. Then you can start
trimming out sentences. Finally individual phrases and
words.
The goal is to tell your prospects enough about your
product/service that they are ready to buy and NOTHING
MORE. Anything more than these essentials is just going
to convince them that your product/service isn't right
for them.
Of course, you must be sure to tell them the essentials so
that they make an informed decision. This isn't a call to
be dishonest by leaving out essential information. It is
actually a call to be more honest by leaving out extraneous
information that would confuse and drive away potential
customers.
------------
The author, James D. Brausch, is the Vice President of
Marketing for Target Blaster, Inc., an Internet Marketing
firm specializing in targeted traffic.
http://www.TargetBlaster.com
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2. Marketing Product Profile
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The compensation plan is a simple yet very lucrative
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3.This Weeks E-Commerce Resources
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