The most valuable skill an entrepreneur or marketer should have is basic copywriting skills. This is what makes a company profit. This is also why the sales and marketing department earn the most money and respect in a company.
Here are 7 basic copywriting tips which can help you increase sales:
1. The Headline
The headline is what your prospect sees to determine if they should read more about what you have to offer. Whether you’re writing an online sales letter, a brochure or a flyer, you need to write a good header so that you capture your prospects’ attention.
A good header is the most important part of your copywriting. Make sure your header is interesting, intriguing and tells the prospect the benefit of what you have to offer.
Readers are easily bored when reading a lot of text. This is why you need to have sub-headlines throughout your copy so that it’s more interesting to read.
Readers will generally scan a long sales letter and they will often read the sub-headlines only, to get an idea of what your sales copy is about. Therefore, make sure your sub-headlines are attractive and explain the benefits of your product.
3. The story
If possible, include a story within your marketing material. People love to read stories and will let their defenses down with your sales letter. Once they are drawn in to your story, tie it with your offer. This technique has been proven many times to increase sales.
4. Pain and empathy
A common approach to copywriting is to explain the pain the reader is going through because of the problem they currently have such as fat legs. Then show empathy by explaining how you understand the agony and embarrassment because you used to be the same.
This will push the prospect’s emotion buttons and will make them like you since you have been where they are now.
5. The solution
Once the prospects feel the pain that you are describing and they start to like you, it is the best time to tell them about your solution. The feeling of the pain will decrease as soon as the solution is hinted in your sales copy. This will often push the reader on the verge of buying your product right away.
6. The benefits
When describing your product, always focus on the benefits and not the features. The benefits of a product are things that affect the customer and it is things that they want.
For example, the benefits of a muscular body is getting respect from peers and attracting girls on the beach. People buy because of the benefits and not because of features.
Here’s an example of a feature:
“a 56 page ebook written over a 2 month period”.
7. Asking for the sale
A copywriting skill which many people have difficulty with, is asking for the sale – which is what matters at the end of the day. Never assume that the reader knows how to place an order or know what to do next.
You need to tell him specifically. You give clear instructions such as “fax your order form now”, “Click here to download your eBook”, “Call us now”. etc…
Copywriting is an art that requires consistent practice. By applying the basic copywriting tips above, you’re well ahead of people who don’t understand copywriting.