A copywriter has been called a salesperson behind a typewriter – today that would be a PC but the idea holds true. Ultimately copywriting has to be about sales. You can have all kinds of interesting blog posts, cutting-edge tweets, Facebook ads, etc. and still have zero sales. I see it happen and here are two of the biggest reasons why…
Mistake #1 Forgetting to include a clear call-to-action.
This is something that should be integrated into all of your copy. You want your clients to take the next logical step in building a relationship with you. If they’re reading your tweets, you want them to visit your website. If they’re reading your blog, you want them to sign up for your ezine. If they downloaded your free report you want them to buy your product.
In all of these instances you need a call-to-action. You need to make sure you’re consistently communicating to your prospects what they should do and when they should do it. This doesn’t mean you have to be pushy about it, but it does mean you have to have to be clear so your prospect knows exactly what to do next.
Confusion is the enemy. The minute your prospect is unsure about what to do next, the easiest thing for them to do is retreat. So rather than giving them a bunch of options, which can create stress, just give them one easy thing to do. This means that you need to be clear on what the next step is for your prospect. If they’re reading your blog, do you want them to sign up for your free webinar or call for a free consultation? Obviously either option is great, but only choose one option to share with them if you want to enhance your conversion rate.
Mistake #2 Weak sales copy.
When it comes to writing sales copy many entrepreneurs get stuck. The whole idea of selling is intimidating and since you don’t want to come off as a pushy used car salesman you tend to back off. The problem is customers won’t know how great your product or service is if you don’t tell them.
There is a lot involved in creating sales copy that works. Here are a few things sales copy should include:
- Focus on benefits not features.
- Connect with the customer’s pain.
- Use stories to illustrate the solution.
- Hook interest with a great headline.
- Highlight strong testimonials.
- Include a reassuring guarantee.
Do you need help creating a call to action or sales page that works? Contact me today for an initial free consultation.