Practically every webmaster I come across could easily increase his web sales. Some could generate ten times
sales with only a few hours work. Yet, most seem oblivious to what they *need* to do to make this happen. They just plod along without implementing this one simple change, and expecting to miraculously start making a lot more sales from their website.What is this one thing that practically any webmaster can do - today - to dramatically increase conversions he gets from his website? Learn to write better copy!
I know, you're saying, "I knew that Willie, but writing copy is hard."
I've talked to some very high paid copywriters, and I've read what many more had to say. I own complete copywriting workshops on audio and videotape. They all say same thing. To learn to write good copy, you merely practice writing it. Some actually teach that you take a winning sales letter or ad, and you write it out over and over. In process of writing good copy over and over - perhaps hundreds of times, you begin to get a feel for flow. Soon you see patterns. Soon things that high-priced copywriters are doing begin to jump out at you.
This is secret to doing a lot of things by way. Repetition is mother of mastery. So you develop or copy a system, and then you do it same way, over and over again. Soon it becomes a part of you. That's how I have practiced karate for over 20 years, and that's how you master copywriting. Let someone who is doing what you want to learn to do - show you, and then practice over and over again until their system is your.
There are some basics that are universals in good copywriting though that I'll cover here. For what I don't over in this short article, I am going to refer you to a system that I recommend to all of my private coaching clients. It breaks things down for you into a simple, easy to follow, 32-step, time-tested system.
One of things you must remember in all of your copywriting is to focus on benefits to your buyer rather than product features. Make a list of every feature that you can think of, and then take every item on that list and turn it into a benefit. So, for example, "available for download in PDF format" becomes "instant delivery so that you can use these killer techniques within minutes." Do that with every feature. Turn it into a benefit that customer *cares* about.
Many copywriters teach that people respond better to moving away from pain than they do to moving towards pleasure. So your copy should make prospect acutely aware of pain he is in. For example, point out that without website visitors, nobody sees his website, and he just sits and waits, with absolutely no sales. Then go on to point out how your product solves that problem for him.
Notice I said "to him." What I mean there is that your copy needs to read as if you are speaking directly to reader. You are not writing for an audience of many. It's individuals that make decisions and you must communicate with individual. It may help to imagine that individual sitting across from you. Some copywriters actually have a photo of their ideal prospect hanging on wall across from them as they works. This keeps them focused on "who" they are "talking" to.
Have a guarantee that embodies complete risk reversal. All of risk of transaction should be on you. Your prospect should feel that there is no way he can loose. I do this with a full, one year, no-questions-asked, money-back guarantee. That conveys that you know your product is good enough that it will deliver tremendous value. You should convey that if you don't deliver, you demand that customer ask for his money back, and he gets to keep bonuses or gets something extra for his trouble.
With guarantees, also avoid time-frames that are too short. If you only give your customer 2 weeks to decide whether or not he likes your software, he will quickly decide that he probably doesn't. If he's like me, he probably downloads it into a folder on his computer and may not even get to look at it in those two weeks. Give you customer time to feel ownership of product and to see benefit of using it.
