7 Characteristics of Great Sales Copy

Most great gross gross sales transcript have seven characteristics that really separate it from run-of-the-mill copy.

Feature #1: Great sales transcript comes in a conversation that your prospect is already having with himself.

It gets with newspaper headline and gap transcript that computer addresses something that he's already thinking about or disquieted about or afraid of or excited about.

It's not about you. It's not about your product. It's not about what you think. It's about what he's interested in and what's waking him up in the center of the night.

We have got something around here we name "The Forehead-Slap Test." If I see a newspaper newspaper headline and I can't conceive of my prospect waking up in the center of the nighttime in a cold perspiration and slapping himself on the brow and saying, "Oh, my gosh --" and then saying that headline, I cognize there may be a better manner in.

So this conversation he's having with himself is everything. If you can demo him how to make something in his life work faster or easier to make or cheaper to do or better or healthier or whatever, now this is something that he's thinking about because he covers with these things every day. Or if you can get rid of negative emotions that are linked to jobs or challenges or obstructions or even just exasperations in his life, you've got it.

Feature #2: Strong transcript works out a current job – it doesn't merely forestall a hereafter one.

I make a batch of publicities for wellness products. One of my most exciting merchandises an unwritten chelation capsule. It incorporates EDTA that takes plaque from your arteries.

We have got got like 1,500 testimonies from people who have lowered their ain blood pressure, had docs call off unfastened bosom surgery, less their cholesterin and even recovered their sexual activity lives because they improved circulation throughout their organic structures with this product.

So what's our large promise with that product? Should it be, "Never have got got a bosom attack," or, "How to never have a stroke?" Or would it be stronger to take with lowering high blood pressure level level and cholesterin -- things that people are dealing with right now that are limiting their life?

If you're eliminating my high blood pressure right now, today, this is a current problem, I acquire the benefit immediately. I don't have got got to maintain taking those blood pressure level pills, don't have to maintain paying for the prescriptions. But if, instead, you state me 20 old age from now I won't have got a bosom onslaught if I take this merchandise every twenty-four hours for 20 years, that's not nearly as strong a motivator.

Feature #3: Strong transcript travels beyond just talking about the benefits that a merchandise supplies to recognizing the dominant occupant emotions that the prospect has, either about those benefits or the deficiency of those benefits in his life.

This is something that we've done an atrocious batch of work with. And we've establish consistently that when we turn to those emotions, we acquire much higher response rates than if we just simply advert a benefit in our copy.

Feature #4: Great transcript fully researches all the benefits the merchandise presents to the prospect. It go forths nil out.

When I work with immature copywriters, one of the first inquiries they inquire me is, "How long make you desire this to be?" My reply is, "As long as it takes to research and dimensionalize every benefit your merchandise presents and to turn out that it presents those benefits with testimonies and other credibleness devices."

See, what we make is a game of percentages. If one client in 100 bargains our product, typically we can all be very successful. That's 10 in 1,000. But if by leaving out one benefit, you lose one client or two clients who otherwise would have got bought, you've just cut your response charge per unit to nine-tenths of a percent.

If you're a copywriter, that tin acquire you killed if another copywriter explored those benefits and got the sale.

Feature #5: Great transcript fully dimensionalizes the value of the product.

It's really of import to compare the value of the benefit you present to what the job is costing your prospect.

Take my unwritten chelation product, for example: A batch of people are paying two or three hundred dollars a calendar month for bosom drugs and then they're getting side personal personal effects that cost them another couple of hundred dollars in drugs to handle those side effects. Plus, they're having to chill their heels in a doctor's business office two or three modern times a month.

Well, you know, there's a existent nest egg there if you can work out this job for 23 cents a twenty-four hours with a simple nutritionary supplement. So that comparing was really of import in our copy.

Feature #6: Great gross sales transcript minimizes the price.

Last month, for example, I sold a $25,000.00 merchandise online. I was very careful to minimise that $25,000.00 price. I broke it down by the figure of calendar months that they'll be receiving the service, the amount of money that the service have made other investors.

By the clip you finished reading that copy, it was sort of a no-brainer. You'd have got to be a sap not to purchase the merchandise because the value of what it delivered was so much greater than the price.

Feature #7: Great gross sales transcript makes an urgency to buy.

It doesn't make you any good to you absolutely convert the prospect that they necessitate to purchase this merchandise if you don't acquire the order right now. If you don't acquire the order immediately, you're probably never gonna acquire it.

So including an urgency factor in the gross sales transcript and in your offering is extremely important. And by urgency factor, I mean, for example, something other they acquire if they order immediately.

For one client, we added a clip clock to their web page and gave prospects 10 proceedings to do their decision. When the clock attains zero, that's it. The offering is over for them.

For another client, we created urgency by giving new clients the top-rated tech stock right now when they order by phone. They can hang up, phone call their broker, and within minutes, they can have that stock.

Think about ways that you can add urgency. Deadlines are great, especially on the web because you can make a countdown series, counting the years and finally the hours until the offering ends.

Limiting the figure of merchandises available under this offering is another manner to make it. We make that a batch in the investing market, especially with higher priced products. And, you know, just offering a premium, an other fillip if they order now.

I trust this helps!