8 Simple Steps to Killer Sales Copy

Have you heard about the motivating sales sequence?

I haven't used that phrase so far in this book, but we did use the concept right at the beginning. We used it when we discussed your elevator pitch in Chapter 6. The motivating sales sequence is a basic sales process. It's a way of telling someone about something . . . but it's a convincing way! With your elevator pitch, you were telling people about you, but you can use the same process to tell them about your product or service. This chapter is about using the motivating sales sequence to write effective sales copy for your website. I'm talking about the product and service descriptions that are designed to convince readers to buy. Effective sales copy equals higher conversion rates. That means a higher percentage of your website visitors actually purchase your product or service. (That's a good thing.)

The motivating sales sequence has seven specific steps. Each step gives the reader different information, but they're all essential; the order of the steps is critically important as well. Follow along:

Step 1: Get Their Attention

Start with something amazing, shocking, or provocative. Reference an incredible statistic. Make a controversial statement. Ask a provocative question. The opening sentences need to jolt your readers to attention.

Step 2: Identify the Problem or Need

Once you have their attention, you need to identify the problem and the pain your product or service alleviates. People have lots of problems but they're only willing to spend money when the problem gives them some pain.

Step 3: Position Your Product as the Solution

Explain how your product solves the problem and alleviates the pain. Focus on the benefits, not the features. Better yet, describe the emotions—the emotions of the pain and the way your customers will feel when the pain is gone.

Step 4: Differentiate Yourself from the Competition

How are you different? What makes you better? This is where you present your value proposition (Chapter 5). Some people refer to this as your unique selling proposition (USP). It explains why your product or service is different and better than all the other options.

Step 5: Establish Credibility and Build Value

Explain why your product is worth more than the price you're charging. Describe your experience. Talk about your guarantees. Tell them how much more the competition's products cost. Describe all the bonuses your customers will get when they purchase your product.

Step 6: Provide Proof (Statistics and Testimonials)

Answer the instinctive question, “Why should I believe you?” Here's where you pull out the statistics. Have you won any awards? Do you have any special credentials? What about testimonials? Testimonials are extremely effective at building trust with your audience, especially if you include photos, audio, or video.

Step 7: Close with a Call to Action

This is the most important step. Ask for the sale. Be specific. Explain exactly what you want the reader to do. Missing this one step cuts your conversion in half. The people who are interested want to know how to take action. Don't deny them that opportunity.

And Finally, Give Them Something to Buy!

By now it should be clear what this process is designed to do. It's a way to walk people through a logical mental progression that offers your product as the best possible alternative for their situation. These seven steps will position your product as the no-brainer solution to the painful problem your audience is struggling with.

Set some time aside to write killer sales copy for all of your “advanced content” products or services (see Chapter 24). You'll need an online description page for each one. So do it. Do it now. Get it done. You'll be excited when you're done and you'll be one big step closer to making money online. Implementation Checklist

Focus on each of your products individually.

Take notes for each of the seven steps.

Write each section of the sales sequence.

Put it all together and work on the flow.

Spend extra time on the call to action.

Ask friends to read it and provide feedback.

Compare notes and ideas with a colleague.




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