Automated “traffic machines” that promise colossal amounts of web traffic through the use of email, opt-in lists and a whole host of other so-called “laser-targetted” methods have flooded the web recently. It”s all part of the get-someone-else-to-do-it culture that sadly nuzzles its way in as the limited number of hours in the day begin to put huge
pressures on the self-employed business person. But while dishwashers and mobile phones are excellent at saving us time on menial tasks, marketing just doesn”t fall into the same category. However easy it seems to get half a million hits by spending $49.99 on some traffic software, without
the basic art of writing persuasive advertising text, those numbers will mean nothing.
Persuasive writing changes the belief and behavior of the people who read it. In sales terms, this means that people will believe your product will improve their lives and will be worth the cost. It will also change their behavior from Internet browsing to Internet buying. The “scatter-gun” approach of hoping that, with enough traffic, some people will be bound to buy from you just can”t compete with properly thought out and well written advertising copy Learning the art of persuasive writing can take a long time; marketing professionals train for years. However, it doesn”t have to take much time at all if you focus on the most important tools of persuasion. Through my own experience of teaching communication and marketing and with the help of half a dozen other experts in Internet advertising and
effective, persuasive copy writing, the following information hits right at the heart of writing sales- generating text for your adverts, articles and websites.
Remember this key word: ETHOS – Sounding honest and impressive. This is the way to convince people to buy from you now AND in the future. How do you achieve this?
Expertise – Show yourself to be knowledgeable about your subject area, and not just about your product. Make it clear
that your company has experience in the area, and that every product is backed up with extensive research. If you”re just selling other people”s products on, you can claim that you research the markets and choose the best products to offer.
Dynamism – A fancy word for being enthusiastic, energetic and interesting all at the same time. Believe that your product will make people happier and it will come through in your writing. A good trick, especially for smaller businesses, is to make it personal: you love this type of product and this is what you would want. This helps your company seem friendly and honest.
Trustworthiness – Don”t hide the fact that you”re selling something, don”t pretend that something”s free when there are charges of any kind and don”t use confusing language to
avoid saying something!
Ethics – It”s well known that most people are more likely to buy from a company that they feel have good morals. On the Internet, in the age of paperless, tree friendly shopping, the best way to show your good ethics is to state a firm anti-spam policy. Assuring your customers that you will never sell their email address to other companies is a simple way to seem kind and honorable.
Newness – The fact that something is new and unfamiliar generates excitement. You can use it to counter the logical feeling of “Oh, I don”t really *need* that.” Stress that the
customer could have your product easily and quickly. Describe how your product can benefit them personally (i.e. “With our home business course YOU will be making money
within 7 DAYS!”). Use customer feedback and testimonials to show how your product has changed the lives of other people like your potential customer (“I didn”t believe it at first, but it REALLY WORKS!”)
These basics are a great way to start adding power to your writing, which will in turn boost your sales. If you want to greatly and permanently increase your sales on the Internet or offline, do yourself a favour: before you shell out for yet another piece of automatic marketing software, take some
time to re-learn the basics of how to write words that sell. That way, you can dramatically boost your sales from traffic
you already have.
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