To create persuasive copy, you can give yourself a big leg up by making sure you are using words that have been proven effective in attracting new clients.
There are some that have a larger impact with your client's decision making process than others.
Funnily enough, at first glance, they don't seem all that powerful.
But their ability to get your prospects to take the next step in your selling process is undeniable.
Here are 5 words that will help you create more compelling online marketing copy:
1. YOU This is the next best thing to actually using your prospect's name. No question about it, people love the spotlight shining on them. Always have. Always will.
Why? Because we crave attention. The more personal you can
make your message, the better. (so many marketers completely miss the mark here)
You can, and should, leverage this powerful word in your web copy, email messaging, sales letters and blog posts as often as possible.
Just for fun, count the numbers of times you use the words "we", "our" and "us" in your web copy. Then, count the number of times you use the words "you".
This will give you immediate feedback if you should consider reworking your copy so it's focused on your prospect - NOT you and your stuff!
2. FREE Who doesn't love free? In fact, it's almost a pre-requisite in marketing today. Free reports, free chapters, free trial memberships.
People are pre-disposed to gravitate to
free stuff. So much so, they'll actually be influenced to make certain choices - especially when the perceived value of the free item is high.
A word of caution: Although offering something for free will attract more people, you still must to "sell" them on why it offers value for them.
Stuff like "Get my FREE REPORT" or "Sign up for our newsletter" falls on deaf ears in today's noisy marketplace.
The fight for your prospect's attention has never been more fierce. You have to EARN attention and you do it by letting prospects
know how you will make their lives better.
3. BECAUSE I've written about this one before. In Robert Cialdini's classic, Influence: The Psychology of Persuasion, he cited an example where tests were conducted regarding a person in a hurry to use a photocopier in a busy office environment.
The tests examined how different requests might affect someone's willingness to allow a person to "cut" in line.
In the first test, the participant simply stated: "Excuse me, I have 5 pages. May I use the Xerox machine?" In this
scenario, around 60% of people allowed him to cut in line and use the machine first.
But, when the request was slightly tweaked, it made a HUGE difference. This time the participant said: "I have 5 pages. May I use the Xerox machine, because I am in a rush?" Around 94% of people allowed him to cut in line when he provided a reason.
Cialdini's explanation: A well-known principle of human behaviour says that when we ask someone to do us a favour, we will be more successful if we provide a reason.
People simply like to have reasons
for what they do.
As a marketer, you can use the word "because" to explain why key selling features of a product or service will benefit your prospect.
For example, "You'll really benefit from
our new such-and-such because it will cut your costs by as much 37%."
4. INSTANTLY When it comes to stuff we want, we all want things to happen fast! Or, in the case of my daughter, as soon as she thinks of it!
As marketers, we can use this to our advantage.
"We THINK in pictures and images.' And words like "instant," "immediately," or even"fast" are triggers for flipping the switch in our brains that allows us to visualize a quick transformation.
Just think about how this comes into play in the world of web-based information products.
If the sales page does its job and stimulates emotion, the reader knows he can get access to the product's benefits - INSTANTLY.
5. NEW Funny, this one can cut both ways. On one hand, we respond more favourably to recognized brands, and can have a hefty amount of skepticism for newcomers or new offerings in the marketplace.
On the other,
something new activates our brain's reward centre and sparks interest.
"Newness" is particularly important to products, especially because research has shown that they age far more quickly than "experiential" purchases.
Example: That sweater you bought two years ago to take with you on your first trip to Whistler has probably been long stuffed away in the back of your closet but the trip itself will live in your memory forever.
Your core brand elements like your unique selling proposition, your superior customer service
and your quality offering in the marketplace should be left untouched if things are going well.
But there's absolutely nothing wrong with presenting new solutions to old problems, along with new features and improvements to keep your customers "interested" without losing the trust that has cemented you as an awesome brand in their mind.
It might be enlightening - and profitable - to go through your web copy, emails and sales letters and see how and where you're using the words listed above.
ESPECIALLY if your online marketing isn't
delivering the results you want!
**********
Frustrated by poor marketing results?
My "Online Marketing “Leaks” Audit is the solution.
This service focuses on fixing the typical causes of poor marketing
results.
Often, this can be traced to:
- Weak or non-existent value proposition
- One-size fits all messaging
- A poorly organized on non-existent selling story
- Incomplete
information
- No call-to action
- Lack of readability
- No marketing "system" in place.
With your audit, you'll get a detailed, written analysis of your online
marketing.
I’ll tell you what’s good about it and what works, what doesn’t work, what should be changed…and how.
My audit covers copy, design, strategy, and your offer (call-to-action) and along with specific directions for improving your online marketing – although I do not write copy or make any changes for you under this arrangement.
CLICK HERE to learn more.
