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by Karon Thackston ' 2002 http://www.copywritingcourse.com http://www.ktamarketing.com I was talking with a group of business associates the other day and one question popped up that was of particular interest. The challenge comes in determining what it takes to qualify. I've said it a thousand times: 'Before you write one word, get inside the mind of your customer.' You have to understand who the person/business is, what they need, what they want' and then give it to them. In a recession, the focus turns from 'trying' to 'getting results'. In a recession, your customers will not wonder ' but will demand to know ' what's in it for them. If ' for whatever reason ' your product/service does not perform as expected, your customer will want a safety net. Expect ' and plan for ' slower conversions. Give the customer what he/she needs to make a comfortable decision. Article: by Karon Thackston © 2002 http://www.copywritingcourse.com http://www.ktamarketing.com I was talking with a group of affair company the other day and one question popped up that was of particular interest. “Is everyone finding that sales come MUCH slower these days?” The speak for from all on the call was a resounding yes! The next question won’t surprise you… “What do we do close it?” There is no doubt that individuals and gadget people undistinguishable are tailored more and more slow as slow with their money. Rather than hire purchase aught and everything that peaks their interest, serious consideration is individual given to each and every expense. That’s natural in a recession. What that means is copy has to work harder and better. No longer will a simple quip like, “You’ll love it” or “Be the first to own one” work. You have to earn each purchase. You have to prove your worth. People who live and work in recession-laden times have specific criteria for making purchases. If your product or service “qualifies”, you get the sale. The requisition comes in determining what it takes to qualify. I’ve said it a thousand times: “Before you write one word, get inside the mind of your customer.” You have to understand who the person/business is, what they need, what they want… and then give it to them. In a recession, the focus turns from “trying” to “getting results”. Those who might, in an ordinary economy, try something just to see if it would work will now demand proof of results. Those who would normally take a risk will now ask for guarantees. In order to set trust and create an plan conducive to converting considerate visitors into customers, you’ll need to make three things obvious in your copy: 1) Benefits. Yes, even novice advertisers know in regard to features vs. benefits. But it is imperative that you fill your copy with as many of them as it will hold. In a recession, your customers will not wonder – but will demand to know – what’s in it for them. Let them know exactly what they will get for their dollar/pound/euro. 2) Results. In augmentation to benefits, your recession weary customers will want proof of results. This can be professional in a variety of ways. Testimonials are the easiest, provided they are verifiable. You can also use online demonstrations, case studies or a number of other effective methods of showing that your product/service works. 3) Guarantee. If – for whatever reason – your product/service does not perform as expected, your customer will want a safety net. Provide a guarantee or warranty to make them feel safe somewhere about spending their hard earned money. 4) Repetition. Lastly, don’t be surprised if it takes multiple exposures to your offer ere a purchase comes. Instead of the usual 7-9 exposures, it may very well take 10-14 sooner sales come in. There are several reasons for this. Customers may need to consider, and reconsider, your offer in preparation for buying. They might need time to raise the cash to pay for your product/service. Expect – and plan for – slower conversions. Give the customer what he/she needs to make a agreeable decision. By unequal the focus of your copy to meet the qualifications of those slow as slow buyers in a recession, you will be able to convert leads to sales more quickly. FINALLY! The 1st copywriting course that takes you step-by-step through the process of writing emotion stirring, profit generating copy AND gives you the LIVE feedback you need to succeed! Get it today – with THREE FREE bonuses! http://www.copywritingcourse.com or http://www.ktamarketing.com
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Five easy ways to add punch to your words Summary: Many thanks.**Summary: Writing is hard, even for writers. These five techniqueswill make your writing chores easier, and your writing livelier.Total words: 800Category: Small BusinessFive easy ways to add punch to your wordsCopyright (c) 2002 by Angela Booth Writing is hard, even for writers. These five techniques willmake your writing chores easier, and your writing livelier.It's time to write something important, and your palms sweat. Get conversational, and write fastWhen you're writ… 2. The Book of Ads - Be part of Internet History Summary:Luxembourg 9th Jan 2006 Today has been launched 'The Book of Ads' an original and innovative advertising site on the web [www.thebookofads.com]. Drawing upon the successful 'Million Dollar Homepage' and sister sites, Guillermo Vigil, a seventeen year old high-schooler based in Luxembourg, has created an advertisement site whose purported aim is to sell 10,000 ads in the form of pages of a book. 'My challenge was to create an innovative advertising site on the wake of the world-acclaimed… 3. Benefits of nitrogen generators Summary:The nitrogen generator can be used in a wide range of activities, from medical research, where it is useful in producing medicines or studying bacteria and viruses, to industry, where it is used to produce different kinds of beverages. In laboratory studies, the nitrogen generator requires no particular attention because it uses simple electromechanical components such as pressure vessels and valves with a history of reliability in laboratory applications. Article:The nitrogen generator … 4. Need MORE TRAFFIC to your website or affiliate links? Summary: Just thebasic list includes: ' Yellow page ads ' Newspaper and magazine ads ' Postcards, catalogs, and direct mail circulars in your 'snail mail' box ' Radio pitches interrupting the flow of your favorite songs' TV ads - about 20 minutes worth per hour now' Hundreds of storefronts, 'mega' malls, and strip malls ' Highway billboards by the thousands ' Circulars hung on your doorknob' Illegal signs on stop signs and telephone poles ' Legitimate email messages ' Spam email or UCE (unsolici… |
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