Now that you’ve established the groundwork for solid copywriting, you’ve got to look into human behavior to really understand your audience.
There are three immutable laws of human behavior when it comes to reading copy:
First, people never read, they skim, scan and scroll. It’s your responsibility to stop them from scanning, and show them something of worth in a split-second. And what’s the first thing they’re scanning for? Price. So you’d better either have an amazing price for your product, or better yet, avoid listing prices altogether to eliminate looky-loos.
The world of the Web is truly amazing, but let’s not forget about the offline world.
It’s easy to get sucked into Web traffic solutions and search engine optimization, but there’s still a massive audience, if not bigger, who’s not on the Web, with deep pockets, who might want your product. Don’t cut yourself off from that offline world, because it holds opportunities to enlarge your power and extend your reach.
Direct mail is still possibly the most powerful and persuasive way of doing business no matter who you are. The most obvious obstacle with direct mail is the cost. But if you implement a piece that really penetrates your market, then the results can be very lucrative. In order to create that stellar piece, you’ve got to conduct testing to find out which one of your sales letters is actually going to work. Because of the potential high cost for such a campaign, you must test before you dive in.
Zig Ziglar said it best: “Wimpy sales people have skinny kids.”
The same idea applies to copywriters: Wimpy copy will get you nowhere. This does not mean you have to be extraordinarily hyper, and the tone really does depend on your audience. Ultimately, what you’re trying to do is not necessarily induce action but to prevent procrastination.
People procrastinate because they have fears:
fear of paying for your product
fear of making a bad decision
fear of finding a better offer after they’ve enlisted your service
Your job in your copy is to make them feel so good and so secure that they can’t do without your offer.
Have you had enough already with all the “it’s the worst of times” talk?
Here’s the truth: It could be the best of times!
And here’s why: A study by McGraw-Hill Research found that companies that maintained (or increased) their marketing throughout the 1981-82 recession saw an average sales growth of 275 percent over the next five years! But those companies who cut their marketing saw paltry sales growth of 19 percent over the next five years.
Now is not the time to retreat. It’s time to move forward with more confidence and certainty than ever, and that’s why we’ve decided to assemble a new .
Read these, from real members of the OneCoach Business Growth Network™:
“My first quarter net income in 2008 is 347% of my first quarter income in 2007 — that’s right, over three times the income in the same time period last year. I had initially set a goal to double my net income, and now I plan to quadruple my net income this year compared to last.” –Milan Shannon Moore, MD, MPH Orthopedic Surgeon and Clinic Owner
“My business revenue last year was triple what I thought it would be. I can directly attribute that to OneCoach… I am working fewer hours, having more fun — more life.” –Guy Sohie Valeo, LLC
“My annual income was $30,000 and with OneCoach’s great program, I now earn well over $30,000 in a single month. I have taken more than 2 months off in the last 12 months and have vacationed all over the Americas.” –Jean-Guy M. Francoeur FCA Capital
Want results like these – regardless of the economy?
These are not isolated stories. In fact, hundreds of members of the OneCoach Business Growth Network are getting phenomenal results like this – in the middle of a recession!
It’s not rocket science – they are growing their businesses by leaps and bounds (while others struggle and fail) by taking the right steps, in the right order. And you can too!
Listen, we know the recession is a challenge, so we have created a special program for those who are seriously committed to growing their businesses in 2009. There’s limited room in this program and it’s going to fill up fast, .
Seriously, do not lower your expectations for 2009. This is not time to settle for less, it’s time to go out and get more – more clients, more sales and more profits. .
