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Utilise KISS (Keep It Simple, Stupid) principle when you are preparing your copy. Also, write your copy as if you are speaking with a friend. Nothing kills sale faster than a dry and run-of-the-mill sales pitch.
Use "you" and "your" words liberally and "I", "me" and "us" words infrequently. Everyone likes to hear, or read about themselves. They like to feel like they are centre of attention.
Using "you" and "your" will help them feel that product may address their needs. Always remember, focus of copy should be prospective customer, and not person selling product.
9. Write a list of five to ten benefits of your service.
Forget about lengthy descriptions of you and your mission. Nobody reads them, so shift your focus to more important aspects of your website.
Concentrate more on benefits you can give your visitors. They came to learn about how they can benefit from your service, so make sure they will be convinced enough to say, "This is amazing. I want this!"
Tell reader how product or service will benefit them. Throw technical details aside. They don't belong in your sales copy, they belong in an appendix on a linked page for those who are interested.
Sales are made by appealing to reader's basic needs of comfort, security and acceptance. Your copy should explain how your product can address one or more of these needs.
So try using benefit-focused statements such as "Reduce your monthly bills by $200 with our product" or "Be able to function in dark" to market your product or service, and you should start to see an immediate increase in interest!
10. Get rid of hype.
Your visitors are intelligent people and they are not going to believe in hype. On contrary, hyped up copy will just turn them away. Don't make ridiculous claims and while your offer may be really too good to true, don't state it that way.
11. Publish customer testimonials.
If you don't have any, you should solicit some immediately. Your current customers will be more than happy to support you if you provide good service and a solid product. Ask them for their opinions and comments regarding your product. Get permission to use their words and publish them on your web site. Testimonials are a very powerful selling tool that you can not afford to ignore.
12. Offer a solid, no questions asked, money back guarantee.
Go on, offer such a money back guarantee, and stick by it. Why? Because what better way to get someone to buy your product than knowing that they can do so risk-free?
Besides, you will be surprised at how few people will be unsatisfied enough to make use of your guarantee. Sure, some customers may take advantage of it, but I think increase in your sales should be more than enough to offset few unscrupulous characters you may meet.
12. Ask for sale!
You've got killer benefits stated down, and you've got a solid money back guarantee. Now don't stop there. Many web sites neglect to ask customer to buy. So lead your customer through purchase process. Be sure to thank customers for their purchase and inform them how and when they will be receiving product that they have just purchased.
Alvin Poh has been specialising in web development, content distribution, advertising and marketing strategies since 1995. More of his articles can be found at http://www.xodes.com/.