Here is a foolproof 8 step format that will give you the ability to write copy more persuasively than 95% of all the copywriters working today.
Follow this format and you will easily create a World-Class, Competition-Crushing Marketing Message with a Compelling Offer.
STEP 1: ALWAYS OPEN WITH AN ATTENTION-GRABBING, INTERRUPTING HEADLINE OR OPENING PARAGRAPH FOCUSED ON A PROBLEM, FEAR, FRUSTRATION OR CONCERN.
If you fail to grab your prospects attention in Brevard County, at the opening of your message, they will never read, see, or listen to the rest of it. Be sure your opening statement hits your prospects directly on their hot button issues. And keep in mind that prospects will do MUCH more to avoid pain then to gain pleasure.
STEP 2: ENGAGE THEM BY PROMISING A SOLUTION TO THE PROBLEM YOU STATED IN YOUR OPENER.
Think of steps one and two like this. Step one focuses on the problem that has intruded into your prospect’s lives, and step two promises them that there is a solution to that problem. You do not GIVE them the solution in step two. You only PROMISE them there IS a solution. That is what gets them engaged and all but forced them to keep reading or listening to your message. They want to find out what that solution is.
STEP 3: GIVE THEM A REASON TO PURCHASE.
There’s one main point to always keep in mind when selling anything with your Brevard County Florida business. All human beings are looking for the best deal. And it does not matter if you are buying a stick of gum or a new car; everyone wants to feel as though they are getting the best deal. Now that does not mean the lowest price. It simply means they feel they are getting the most VALUE for the price they do pay. That is why prospects will pay twice the price a competitor charges if they feel they are receiving four times more value. So, in step three, inform them specifically of the additional value you provide.
If you discover you do not offer additional value, then it is time you innovate your business and add that value. And it does not have to be expensive either. If you own a Hair Salon for men, you might inform your male customers that beginning immediately, they can stop by the salon any weekday between 2pm and 4pm for a free neck trim and clean up.
Guys can begin to look a little shaggy around the neck area after just 2 weeks from having their haircut. Although they are not ready for another trim yet, they could definitely use some intermediate touch up around their neck and ears to keep them looking their best until their next scheduled appointment.
By performing this free service only during the week between 2pm and 4pm, you limit this free service to your slowest periods when most of your staff is not working anyway. This provides your current clients with added value that separates your salon from all others. And it does not cost you a dime to implement this additional service. In fact, you should use this free service to play upon the natural reciprocity factor most human beings feel after receiving a free service.
For example, once the stylist completes the trim, they might ask the customer if they know any other guys that could use their services, and then provide them with a special VIP voucher good for several free services during their first visit. Or the stylist might implement a Cross-Sell Strategy where they ask the customer about purchasing additional products or services that fits their lifestyle and helps to further enhance their appearance. That free service could wind up increasing the Salon’s overall revenue by 15 to 30 percent.
STEP 4: CREATE A COMPELLING MESSAGE THAT TELLS THEM WHAT YOU WILL DO TO HELP THEM GAIN THE BENEFITS THEY WILL EXPERIENCE WHEN USING YOUR PRODUCT OR SERVICE.
Will you help them implement a process, guide them in performing a service, provide training on a new procedure, install a product, guarantee your services and so on? Again, the more additional value you can provide that your competition cannot match, the better.
STEP 5: BE VERY SPECIFIC ABOUT THE ACTIONS THEY WILL TAKE.
If you fail to specifically direct your prospect in taking the next step, they will not act. And when you do direct them to act, make sure that action is simple and easy to follow. We have all been subjected to confusing and irritating check out procedures where we tried to order something and then discovered something was amiss in the process. Bottom line: make it super easy for your prospects to become your customers.
STEP 6: OFFER THEM A COMPELLING BONUS, OR SOME FORM OF ADDITIONAL INCENTIVE WHENEVER PRACTICAL.
This again is referencing added value. Remember, we all like to feel as though we are getting a good deal. A bonus that compliments the sale makes the purchase that much easier to make. It helps to overcome the fear of purchasing and can increase your conversion rates dramatically. The key here is to make sure it offers value to the prospect and not just to you as the Business Owner.
STEP 7: REVERSE THEIR POTENTIAL RISK USING POWERFUL GUARANTEES.
We previously discussed the fact that people do not purchase due to fear. Those fears are often varied. Some prospects fear they will pay too much. Others fear they will be taken advantage of, while others are worried the purchase will make them look foolish to their family, friends, or associates. A well thought out guarantee can eliminate all these fears and make your product or service the logical choice for your prospects to make when buying what you sell.
STEP 8: END WITH A “PS”.
Many Business Owners do not realize this, but the P.S. is the second most read area when sending direct mail. Only the headline is read more often. So be sure to always include a P.S. and use it to restate the benefits or solution to the problem that the headline first referenced.
Follow these eight steps when delivering any form of message, and that message will compel your prospects to take immediate action.