Sales and Marketing

The Idiot’s Guide to Writing Sales Copy That Will Get You Noticed – and Help You Sell, Sell, Sell

By | conversion optimization, copywriting, Sales and Marketing | No Comments

If you’re a salesperson with killer instincts, you know that your mantra is “close, close, close.” The trick is knowing how to chart a course from the second you have a prospect in your crosshairs. Here’s a style guide to take you through writing copy that will build trust, quell customer objections, and gather clients around your digital campfire.

Know Your Ideal Client

You may not have the in-house resources to do thorough research into who exactly your clients and ideal prospects are. But never fear—algorithmic data sets are here! Quantcast is a helpful service that offers demographic information about customers when you type in the name of a company, product, or service. Such online tools can help you find out all kinds of data about your customers, which may quickly become the starting point for your marketing efforts.

It’s Not About Me, It’s About You

We all want to be the centre of attention. If you write about the reader, you’ll capture their interest. Phrases like “How often do you find yourself…” can get your audience nodding in agreement, which is a great way to build relationships. Build sympathy by offering praise, such as, “You work hard and play hard, everyday. You are so ready for the next level.” Once you’ve got their attention, train your lens directly on them by showing them you understand where they are coming from as a customer or client. Now you can get on with exalting just how your product is going to meet their needs. It helps to actually picture a person—what they drive, where they live, what keeps them up at night. Picturing your ideal customer will help you write with them in mind.

Start with a list of problems or challenges that your ideal client needs to solve. Then, make a list of your products’ attributes that are going to meet those challenges head-on. Sounds dry, doesn’t it? Let’s think of it in different terms: everyone wants to be understood. You can learn about what bothers customers by searching online discussion forums on topics, companies, and products. For instance, Quora allows you to enter your product or field into a search field, and will return you results that highlight different conversations around issues your customers are concerned about. Knowing the objections of your potential customers, and hitting those nerves directly, helps show that you already know what is bothering them, and are offering a way forward.

A Pyramid of Attention

Think of a piece of sales copy as an hourglass, with the sand perpetually running out. This is the attention of your reader, seeping out letter by precious letter. Your headline is there as bait for them to chomp, but from then on, you need to fight against losing their interest. Search engines operate in a similar way—if you haven’t made your point in the first couple of sentences, you’ve squandered the moment. You want to open with a value proposition that contains your target phrase. Rephrase the questions your readers have come to you with, and then offer assurances that they will find answers with you.

Trust Us: We’re Human, Not Robots

Many readers are jaded from a lifetime of being advertised to. Most people can sense a formula in ad copy the same way they can predict the ending of a lousy TV show. Your customers don’t trust you—at least, leads that have yet to buy from you don’t. Doing something unexpected, witty, or personal can take readers by surprise and move them from their skepticism (oh, yawn, another pitch) to suspended disbelief. That momentary openness and curiosity is golden. It can be achieved by throwing in some quirky details. Use story to make statistics sing. Insert yourself into the copy when it works; if you are an app developer working in partnership with your wife, speak from “I” and “we” to build rapport and trust.

Your style is another hook that can keep readers engaged. Brevity is the soul of wit. Keep your sentences short, sharp, and snappy. Avoid using the passive voice; use “investors have been flocking to the table,” instead of the lukewarm, passive version, “the attention of investors has been attracted.” Don’t hedge—if you have a claim to make, come out trumpeting. Be bold but calm, clever but sincere, confident yet kind read the full info here.

Writing copy that turns heads is a delicate game. Wrapped up in those simple-sounding sentences are complex concepts, carefully researched keywords and phrases optimized for search engines, all executed with a conjuror’s flair. Knowing who your customers are and what they care about is key to letting them know just how right for them your product is. The trick, from then on, is to speak their language and sustain their interest.

At SEO Beaver, we excel at building upon your expertise, using sophisticated tools and analytics to drive your business to the next level. For a free online consultation, contact SEO Beaver today.

Know Your Customers Like a Stalker (without being creepy)

By | buyer objections, marketing, sales, Sales and Marketing, tools | No Comments

Knowing your audience inside and out is essential. It’s the key to knowing how to approach them, understanding their problems, and eventually closing the sale.

Some of the greatest products are created by people who had a problem themselves, and worked out a solution. They share so many characteristics with their audience, it’s easy for them to connect with potential buyers, and they go on to sell millions. But we don’t always get to market products and services that we’re intimately familiar with or passionate about.

When I was contracted to rework a landing page targeted towards people in need of international and cross-country vehicle transportation, I knew NOTHING about the market. If I was going to successfully sell this service, I was going to have to get to understand what made people who are in search of such a service tick.

If you are unable to understand and connect with your audience, and if they won’t listen, well, you’re screwed.

Below are a 3 tools that can help you understand your audience, which will help you excel in all areas of your business.

  • Quora – Quora is a social questions and answers that brings people together with similar interests, and covers just about every niche you can think of, and more. Plug your niche, product, company name, or competitor into the search field (registration required), and in most cases it will return a string of different conversations, all with deep insights into what your customers are thinking. Particularly, what concerns and fears they have. Yahoo! Answers is a similar service, but not as well organized.
  • Quantcast Quantcast is my favorite tool out of all these, and although I have no idea how accurate it is, it has yet to steer me wrong. Quantcast won’t provide you with your audience’s deepest most secrets, but it will give you a general idea of who they are. Simply type in the URL of one of the leaders in your industry, and you’ll be presented all kinds of interesting demographic info (age, gender, ethnicity, education, etc), some of which is sampled here:
  • BoardReader – It’s amazing what people will reveal when they’re in their comfort zone. Niche forums are a hotbed for niche product discussion and general banter, both of which can be very useful. The general banter will help you define your tone when talking with your audience, and the benefits of observing product discussion should be pretty obvious (I hope). BoardReader aggregates discussion board content into an easily searched, regularly updated database.

These few online tools will make researching your audience easier than ever before. Don’t be afraid to get involved in the discussion. Can’t find the answer to your question in what’s already being discussed among your customers? Just ask!

Get involved as a peer, not as someone selling something or a creep, and they’ll give you everything you need.

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Your Customers Don’t Trust You

By | buyer objections, marketing, sales, Sales and Marketing, trust | No Comments

The headline of this blog post isn’t exactly accurate. If they’re already your customers, then you have, in fact, gained their trust. And earning your potentials customers’ trust is half the battle. The other half being that your customers have a problem, and your ability to properly convey that you have their solution.

After all, you are a salesman (or you should at least be thinking like one), and salesman are notorious for being scoundrels. A lot of us are actually pretty good guys and gals, even if the average person doesn’t tend to agree. So you’re going to really have to work for it.

Trust Must Be Earned.

Even well-established brands like McDonalds and Wal-Mart spend millions each year on marketing campaigns that aim to build trust with masses of consumers. Your brand and/or product is not different. You too must build rapport with visitors to your landing page or website if you expect them to hand over their credit card information, or even something as commonplace as an email.

You may not have a multimillion dollar ad budget to spend on TV spots and billboards, but you too can build trust and sell like the best of ‘em. Not only can you, but you must be able to effectively build trust with prospective customers if you hope to succeed in any kind of business.

Identifying and Overcoming Buyer Objections

In order to gain trust, you must be successful in overcoming all objections, either by addressing them directly or increasing the perceived value of your offer so dramatically that some of their objections suddenly become insignificant. Though I will say you’ll have much more success with the former.

Before you can figure out how to gain their trust, you must first identify what reasons they have to mistrust you or what you’re offering. These are what we call “buyer objections” and they’ll vary dramatically from product to product and customer to customer abapentin medicine. This is where it really helps to get into the head of your customers, which is an art in and of itself.

Tip: If you segment your traffic into distinct demographics, you’re going to have a much easier job overcoming specific objections as opposed to attempting to tackle ALL objections ANY of your customers may have.

Some buyer objections will be universal, like “can I trust this individual with my information?” While others are going to be specific to your offer, such as “is this product really capable of delivering X?”

Do you know what specific buyer objections are preventing you from making the sale? You better find out.

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