Copywriting Techniques -- Create Your Own Virtual Salesperson on the Job 24/7!
Summary: Compelling online salescopy does the job of a salesperson. Learn copywriting techniques that have been tested over time and create a virtual salesperson on your web site.
The huge advantage of having an online business is that you have the chance to connect with millions of people -- and a ton of potential customers -- on the Web.
On the other hand, you don't have the opportunity to meet these potential customers face-to-face to tell them why your product or service is exactly what they're looking for.
Like a good salesperson, well-written salescopy captures your potential customers' attention and walks them through the sales process. In other words, your salescopy IS your top salesperson.
There are seven ESSENTIAL elements to money-making salescopy. Any one of them can boost your conversion rate, but use all these copywriting techniques together and you'll create an unstoppable online salesperson that will sell your product or service 24/7!
1. Write to a targeted audience:
Know EXACTLY who your niche market is and write in a voice that appeals to them. For instance, Elvis impersonators and Elvis fans are both interested in Elvis, but you'd speak to impersonators at a more technical level.
If you've researched your market well, you'll also be able to anticipate any questions or objections they might have so that you can address these in your copy.
2. Create an attention-grabbing headline:
The most effective headlines get straight to the point and address the reason your visitor has come to your site by promising a solution to the problem they're looking to solve. They arouse curiosity with the beginnings of a great story or statements that seem far-fetched.
Here's a benefits-packed headline for a fictional Elvis impersonator custom jumpsuit costume business:
"Look JUST like the King -- only cooler -- no matter how hot the stage lights get in your authentic-design custom jumpsuit with patented coolflo fabric!"
3. Establish your credibility:
Early in your salescopy, demonstrate to the visitor why you can help them better than those competitors that are just a couple of clicks away.
Talk about your expertise, or how you developed your solution to their problem, and include results-packed testimonials from happy customers. Adding a strong, no-questions-asked guarantee also shows that you back up your product.
4. Talk about benefits, not just features:
A feature is a particular highlight of a product or service, while a benefit is what the buyer actually gets from using the feature. A benefit answers your visitor's question: "What's in it for me?"
Compare these two:
Feature: Our custom-made Elvis jump suits are made using the latest breathable fabrics and materials.
Benefit: Your jumpsuit will fit like a glove and keep you cool from your first song to your last.
5. Add a sense of urgency for immediate sales:
Give your visitors a good reason to buy NOW rather than later by offering a coupon, discount, or a limited quantity of products for a limited time. "Order this week and receive two dozen matching scarves... FREE!" should get all those Elvis impersonators reaching for their wallets.
6. Format for easy scanning:
Use short, chunky paragraphs, bulleted lists, subheads, bolding, highlighting, or italics. Make your text font Arial or Verdana and put your text on an unpatterned, white or light background for easy visibility.
7. Ask for the order:
Spell out the action you want your web site visitor to take. For example: "To order now and receive your highly-sought after custom jumpsuit within seven days, click here!"
If you're intimidated at the thought of writing salescopy, or simply don't have the time to learn copywriting techniques, consider hiring a professional to do it for you. Or, try it yourself using these seven essential elements... and test to see how it's working by making small changes, one at a time, and monitoring your results.
About the Author: Derek Gehl is the author of the best-selling Insider Secrets to Marketing Your Business on the Internet course and CEO of the Internet Marketing Center, which has been teaching real people how to make real money on the Internet since 1996. Sign up for IMC's free, informative newsletter at