Continued from page 1
Don't follow your headline with a diatribe on how good your product is. Instead, talk about
thing readers care about most. Make your copy describe a problem
reader has. Tell how
problem affects
reader's life. Show
reader how
problem will get worse, much worse, over time if it is not fixed.
Now Dole Out The Medicine. Present your product or service as
solution to
customer's problem. Describe its most important features, then connect them with
benefits they will bring.
Most of your customers don't automatically understand how your product's great features can help them. You have to describe
benefits. It helps to give real life examples of how
feature helps people.
Try not to bury your reader in features. If you have more than three, list them in bulleted form. Bullets help readers digest a batch of related points.
Trot Out The Raves. Next is a good time to add several enthusiastic testimonials from satisfied customers. Have
customer talk about how she got
results you promised in your benefits section.
If your product will save
customer time and hassles, have a real life customer talk about how he now has time to go to his son's baseball games...now that he can get work finished faster.
If your product or service is new, have several people try it, then give you their comments. Most people are delighted to help, especially if they know you will be publishing their opinions.
Tell Them HOW TO BUY. This is
one thing so many sites miss. Give people a big order button they can't miss. Make it easy for them to buy.
Easy ordering should include information on how customers can contact you. Include your email address (which you check often), your phone number, and your physical location. Also include your guarantee if you have one.
Let customers know how long it will take for you to deliver
product or service. And be sure to tell them how much extra shipping and handling will cost. Stating these things right up front helps customers make a decision to buy, NOW.
Make these changes to your opening web page today. This improvement is
one thing that can turn your sales around immediately. I've seen sites double and triple their sales after we put this changes in place. One man called to say his sales went up "ten fold" within a couple of days.
