Client Magnets Official Blog

Posts Tagged ‘Sales Copy’

What first catches your eye when you pick up a newspaper or magazine or when you pull up a website? My guess is that the big, bold letters printed across the top of the page first get your attention.

That is the primary purpose and goal of a headline – to grab the reader’s attention.

Creating headlines may take time, but it’s well worth your while to spend time getting your headline right. People won’t read the rest of your web page if they aren’t drawn in right from the beginning.

One way to accomplish this is to create a headline that declares a big, bold promise. Headlines are at their best when they reveal the relevance and benefits to the reader up front.

Make your biggest promise and state your best benefit right away, in your headline.

Be thrifty with the number of words in your headline. The fewer and the catchier, the better. While it’s easier to describe your offering in hundreds of words, people don’t have time or the attention to read more than a handful.

If headlines prove to be daunting for you, Headline Generator Pro is a program that can generate a variety of suggested headlines for your promotion very quickly. Based on your answers to four simple questions, it creates headlines using tested and proven headline structures. You may not like some of them, but others are real gems.

Major companies pay big money to marketing experts for catch words and phrases that will make people stop and take notice. This program will cost you a lot less and save you valuable time.

When you construct your headline, include a pre-head and a subhead. The pre-head is the line right at the top of the page that flags those people you are targeting. This line needs to be really relevant to your target audience. For example, “Attention: Trainers, speakers, coaches, consultants, and therapists.”

You can also use terms that describe what your target market is currently experiencing in your prehead: “Attention: Frazzled, overworked working moms.” “Attention: 50-somethings who are going through a life change.”

The sub-head is a mini headline that comes after the main headline. It enables you to elaborate a bit more on the headline. Use the subhead to add in some extra information about your offering and establish your credibility

Your subhead should follow naturally from the headline, keep people reading, and lead them into the body of your squeeze page.

Take the time to create compelling headlines. Pay attention to what you say and how you say it in your headlines so that you will get your visitor’s attention. Once you have their attention, you can present the finer details of your offer. The more they read, the more they’ll want to be involved with you.

Bernadette Doyle created Client Magnets to help self-employed people solve one of their biggest business problems: attract a steady stream of clients www.clientmagnets.com.

Tweet

Writing a sales letter is a practice in anticipating what your prospects will think, and overcoming their objections. When you’re writing your sales copy, it’s invaluable to be able to put yourself in your prospects’ shoes and predict what they’ll think when they read your copy. It may be difficult to predict all of the objections that your prospects will have to your sales letter, but one thing you can easily manage is this: catch the catch. Explain why you’re offering such a great deal or such a great product to your prospects, or they won’t believe your pitch.

Prospects Look Out for Deals that are Too Good
From an early age, most of us are told “if something sounds too good to be true, it probably is.” By adulthood, most people feel that they can judge whether a deal is good or not, but that little doubt lurks in the back of most people’s minds. If you do a great job of establishing the value of your product, and justifying your price, people might have trouble trusting you or your sales copy. If you make your product sound “too good to be true,” you have to explain yourself to your prospects or risk loosing sales.

Reasons for Offering a Great Deal
A few key phrases can help diffuse worry over a deal being “too good” and convince your prospects that you’re on the up-and-up. With one technique, you explain to your prospects why a product like yours normally costs more, and how you’ve managed to change the production method to realize a cost savings. Then, you can say something like “I can pass along my cost savings to you.” This lets the prospect know that you know you’re offering a really good deal, and gives them a reason for you offering a good deal. If you don’t explain this to them, they’ll think that you’ve misrepresented the value of what you’re selling, and will turn away from your product.

Another technique involves presenting yourself as the “good guy” and responsible community member to your prospects. For example, you could tell your prospects that a colleague has recommended that you charge more for your product, but you’re “not greedy,” so you’ve chosen to offer it for less. One successful copywriter said “This is such a valuable skill set that I’m offering it at this price so as not to price it out of the hands of the people who need it most.”

In most cases, it doesn’t really matter how you overcome the “it’s too good to be true” objection – just that you address it somehow. When you re-read your sales letter, look at it from the eyes of a potential prospect. If you find yourself thinking “What’s the catch?” then you probably need to re-work your copy, or add in some language explaining why you’re offering such a great deal. With this technique, you can overcome the mental objections of the prospects, and you’re that much closer to making a sale!

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

Tweet

IMAGINE THIS: You need to transfer water from one location to another. So, you set about filling a bucket with water from the hose…but straight away, you notice that the bucket isn’t holding water. A series of holes are allowing the water to quickly drain out.

Now you have two choices: you can continue on with the Swiss-cheese bucket, running as quickly as you can to get from point A to point B, while retaining as much water as possible; or you can take the time to plug each hole, one at a time, until you have an implement that saves you trips, time, and wet feet.

Your business is that bucket. If you pour money into finding the one big thing that will draw in a stampede of people, you will waste much of your investment.

But, if you take the time to give attention to each detail of your business, find flaws, and plug those flaws (one at a time), you will arrive at an effective system for making product sales and booking reservations for your next live event.

Maybe you’re carrying out many of the necessary points, but they need to be tweaked for effectiveness. Or, maybe there are areas that you haven’t even thought about. No matter your booking saboteurs, here’s a list of strategies for plugging your bucket’s biggest holes:

• Follow up: Following up with every website visitor (specific to their buying or non-buying activity) can be indispensable in establishing connections that result in future bookings.

• Ask for feedback: When you know why someone didn’t book a seat for your workshop or buy your product, you can apply that information to future marketing efforts. People aren’t going to offer feedback unless they’re prompted to do so.

• Make yourself available by phone: Use an open phone line to quell fears, answer questions, and to make yourself available to the portion of the public that doesn’t feel comfortable booking or purchasing online.

• Simplify your sales page: Everyone that considers opting in (via the web) isn’t going to have a PhD. Make it easy to sign up, and keep the language simple enough for a 10-year-old to understand.

• Use a stick strategy: When taking reservations for seminars that are weeks or months into the future, stay in regular contact with your customers, to avoid buyer’s remorse (which may result in cancellations).

Those are the biggest plugs for buckets leaks, but here are some smaller, yet still important, remedies for common leaks:

• Establish a database: If you operate on the assumption that you simply need to put the information out there, and people will buy, you will lose bookings and sales. Know who you’ve marketed to, and use that information to implement the five major bucket leak fixes.

• Use a case study: Your first successful event or launch might be the hardest to accomplish, but once you do it, be sure to showcase it. Use it as example of what your future clients and attendees will experience.

• Plug holes before working on visuals: Too often, business owners spend money on having logos designed, images uploaded, and catchy headlines written – all before they have a solid marketing plan in place. It’s always more cost effective (and generally effective) to find a plan that works, and then wrap your public image around that.

• Make special offers that are specific: Discounts offered to the general public don’t make anyone feel special, but when you offer free items, or discounts, to an exclusive group, they’ll feel like parts of the club (and more inclined to be parts of your workshop).

Often, entrepreneurs are so busy with attraction methods, that they forget how to treat prospects once they’ve attracted them. Work on your bucket list. Tackle one hole at a time, repair it, and then move on to the next. Before you know what happened, you’ll be carrying bucket loads of clients and bucket loads of money!

Tweet

The sales letter is your most important marketing tool for building an audience and gaining attendance at your event. It forms the core for your entire marketing campaign, be it online or offline. As the single most important piece of marketing material you’ll develop for your event, the sales letter is worth an investment, either in terms of time or finances.

Writing a Sales Letter Yourself
As the most important marketing material you’ll have for your event, it’s vital that you produce a good sales letter. If you’ve got a low budget or you simply prefer to maintain control of your event materials, you might want to try writing the sales letter yourself. If you do decide to go this route, make sure you understand what you’re doing before you start your draft.

Because the sales letter is such an important marketing piece, it’s worth investing in training that teaches you how to write a sales letter. Don’t assume that writing a sales letter must be easy. Copywriters use tried-and-true techniques to lead into a sales pitch, list benefits, overcome objections and inspire readers to action. If you don’t utilize these techniques in your sales letter, you could be missing out on potential audience members. Training that teaches you how to write sales letters may cost you both financially and in time spent, but it’s an investment well worth the cost.

Hiring a Copywriter to Write Your Sales Letter
If you don’t have the time or inclination to write a sales letter yourself, you might choose to hire a copywriter to write your sales letter. In some ways, this is an extremely beneficial way to approach the sales process. When you hire a copywriter, you’re getting the benefit of that copywriter’s experience writing sales materials. A good copywriter knows the techniques to motivate attendees to register, and can use that knowledge to help make your event a success.

When selecting a copywriter for your sales letter, ask for samples of prior sales letter writing. Additionally, request conversion information. A copywriter who writes a high-conversion sales letter wants to brag about it, while copywriters who can’t provide conversion information may not have written any high-converting sales materials.

How to Turn a Sales Letter Into Other Marketing Materials
A sales letter is just the starting point for your marketing campaign. You can also turn a sales letter into other marketing materials by taking some of the bullet points or takeaway points and creating new materials. You could create postcards, a landing page, brochures, flyers or other sales materials simply by rearranging and nicely formatting your sales letter. The sales letter contains all the information you need for your marketing; all you need to do is convert it to whatever end format you want to present to potential attendees.

Whether you choose to write it yourself or hire a copywriter, I recommend you invest in a good sales letter. Your sales letter is going to be your point of contact with potential attendees, and it can single-handedly create a successful event.

Want to learn more about how to make money with your own events? Visit our Event Money Machine Blog. You’ll learn about an amazing Telesummit being held later this month. Tickets to this event are FREE – so join our priority notification list to be the first to know when they become available.

Tweet

Your sales letter is one of the key documents of planning your event. A sales letter is the basis for all of your marketing materials for your event. A good sales letter can be a stand-alone point of contact with your clients, or a sales letter can serve as the basis for an entire marketing campaign. Before you ever set pen to paper in creating your sales letter, you must prepare this vital document.

What is a Sales Letter?
A sales letter is the core of your marketing campaign for your event. The sales letter is like a sales presentation in print form. It tells your prospective clients why they should attend your event, as well as overcoming the anticipated objections to attending your event. When crafting a sales letter, you must give your clients a reason to attend your event, and overcome apathy and objections to your event.

Detail the Benefits of Your Event
One of the most important things you must do when preparing a sales letter is to detail the benefits of your event. One common mistake that new marketers make is to assume that attendees will automatically realize the benefits of attending an event. Many event organizers will state one or two benefits to the event, and then fail to list other relevant details. In reality, though, you should make a detailed, comprehensive list of all of the benefits that attendees get from coming to your event, and find a way to work all of these details into your sales letter.

Never assume that attendees will reach the same conclusions as you about the benefits of your event. Spell out the benefits to ensure attendees reach the appropriate conclusions and are more motivated to attend your event.

Overcome Objections to Attending Your Event
In addition to listing all of the benefits of your event, a good sales letter will anticipate and overcome all of attendees’ potential objections to attending your event. Do you think the price might be a sticking point for some of your attendees? Rationalize it. Is the location a problem for attendees? Point out the benefits of the location, and why your attendees should come anyway.

If you provide information to overcome all of your attendees’ objections to your event right in the sales letter, attendees will have less of an excuse not to register. Before you can draft the sales letter, though, you need to anticipate all of these objections based on your target audience. Create a list of potential objections, and why attendees should come to your event anyway.

Remember, having an effective sales letter is vital to your event being a success.
Whether you’re writing the sales letter yourself or hiring a copywriter to do it for you, prepare your sales letter before you ever write a single word. Be sure to make a comprehensive list of benefits and potential objections that attendees might make to coming to your event. If you draft the sales letter yourself, these lists will serve as the basis for your sales letter. If you hire a copywriter for your sales letter, you can pass this information on to your copywriter, who will then have a good basis from which to begin drafting your marketing materials.

Spend the time upfront planning out your sales letter, and you will reap tremendous rewards as your sales letter sells out your event for you.  Enjoy the planning and enjoy the success!

Want to learn more about how to make money with your own events? Visit our Event Money Machine Blog. You’ll learn about an amazing Telesummit being held later this month. Tickets to this event are FREE – so join our priority notification list to be the first to know when they become available.

Tweet

What is the purpose of a sales page?

Too often, we misunderstand the purpose of the sales page itself, and consider it to be a simple finish line.  We concentrate on getting prospects to the sales page, but forget about the importance of getting them through the sales page.

The fact is, that about fifty percent of sales are lost at the ordering stage.  If prospects still have misgivings or unanswered questions after reading through your opt-in page, they’re likely to bail out.  Or, if your sales page is too complicated, they’re not likely to invest the energy into deciphering it.

Consider what improving your sales page can mean for your business plan – you can increase your conversion rate by fifty percent without sinking more money into marketing, and without working to drive more traffic to your site.

People could be turning away from your sales page right now.  That means that your best course of action would be to improve your sales-in page immediately – before you adjust marketing, revamp a homepage scroll, or optimize your site for the search engines.  Really…stop the presses and analyze your sale page.

Here are the major points you’ll need to get started:

• Make it possible for people to purchase your product any time of the day, any day of the year. Don’t complicate the system with preliminary phone calls or e-mails.  Make it easy for prospects to pay with PayPal or their credit cards, without the need for making contact with you.  Making purchasing possible while a prospect’s motivation is high is important for strengthening your sales page conversion rate.  You can give your visitors the option of placing an order by phone (some people still feel uneasy about using credit cards online), but don’t make that their primary option.

• Keep it super-simple. You can’t take anything for granted – including your prospects’ levels of literacy.  Maybe English is their second language, or maybe extensive vocabulary and complex sentences scare them away.  Ask a ten-year-old child to read and comprehend your sales page.  If the child can’t grasp it, then simplify it.

• A testimonial will go a long way toward that final click. Including the words (and maybe a photo) of someone who experienced great success or satisfaction with your product or service can help to seal other deals.

• Title your order form/page in a non-threatening way. Acceptance Form, Registration Form, and No Risk Acceptance Form are some good examples of headlines that reassure.

• The text on your order page should be written in your prospect’s voice. For example, “Yes, Dr. White, I’m ready to start enjoying the benefits of XYZ Fiber today.”

• When you involve your prospect in the ordering process, they take ownership, they feel responsible and in control, and they’re less likely to jump overboard.  Utilize things like check boxes and drop-down menus to make them feel that they have invested in the process, and you’ll contribute to higher conversion.

• If you’re offering any kind of a guarantee or return policy, the order form is the perfect place to reinstate that offer. It’s a good idea to write this part in the prospect’s words also.  For example, “I understand that if I am not completely satisfied, I can return…”

• Set up an autoresponder to send out an e-mail immediately following a customer’s order. In the e-mail, reinforce the wonderful decision that they’ve made.  Include an additional testimonial, and convey the confidence that you feel in their ability to experience the same success and/or satisfaction.

When designing your sales page and order form, put yourself in your prospects’ shoes.  Try to understand that money-spending is a fragile decision for a major portion of the population, and that it’s your job to instill buying confidence, erase misgivings, and answer questions.  You can’t be there…but you can take the action that gets the transaction…with a first-rate sales page!

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Tweet

If there’s one challenge new entrepreneurs share, it’s the need to close more sales. They work very hard, but never seem to meet with enough people to reach their desired goals. There’s a better way to meet your goals and it’s called “sales automation.” Once you learn to automate some or all of the sales process, your closing ratio, and your income, will increase dramatically.

Getting Past Your Objections to Automation

When we’re talking about “sales automation,” it simply means putting your sales process into a format that doesn’t require your physical presence. That may mean writing a great letter that causes prospects to want to buy without needing to meet with you. It could also mean setting up a website and email system that reaches out to prospects and makes your offer in a compelling way that leads them to buy.

Right now, you might be saying, “Oh, no, selling my product requires face-to-face interaction!” Here’s the thing— there are only so many hours in a day and so many prospects you can meet with personally. If your company’s success remains tied to your ability to shake hands with every prospect, you’re severely limiting your future income.

Instead of being the bottleneck to your company’s success, find a way to package what you’re offering so that the sales process can be automated. When you do, you’ll be on the path to a big jump in income. Learning to use automation tools like sales letters, webpages and brochures as your sales force will increase your closing percentage exponentially.

Packaging Your Offer for Automatic Sales

The first step, is packaging your product so it fits in an automated process. Even if you’re the product, as coaches, consultants and other professionals often are, what you’re offering the client can still be packaged.

What do you say when sitting face-to-face with a prospect? Pull that together into a package that can be presented over and over without your actual involvement, and you’ve got the key to automated sales.

Get started by creating a sales letter that focuses on your product and the need it meets in your target audience.

There’s a lot of discussion about how long online sales letters can be, but it’s important to remember you must answer every question when you aren’t physically in front of the prospect. Otherwise, they’ll simply move on to the next offer.

So, practice writing your prospects a letter that answers every possible objection and points them toward a sale. Open that letter on your website, and make sure the sales process is completely automated. A well-written online sales letter can become a powerful “sales force,” automatically selling your product without any involvement on your part.

There are other ways to make sales more automatic. A carefully written brochure that moves the prospect from initial interest to “I’m ready to buy!” can eliminate the need for personal sales call.

Moving the people toward a sale really doesn’t require being eyeball-to-eyeball with them. It simply takes packaging what you do in a compelling message. Move past your own objections to sales automation and let it help you grow your business.

By putting your products in front of more people, without requiring your own time and effort, a good automated sales process can increase your sales dramatically. Find a way to package your product and increase your exposure dramatically through sales automation.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Tweet

There aren’t many of us who enjoy admitting to our weaknesses. Recognizing our own vulnerabilities makes us feel, well vulnerable.

Here’s the thing, though. If you want to emotionally connect with your audience – and you do want to do that – you have to find the strength and the courage to be vulnerable. I personally think one of the most powerful ways to really take your marketing to a whole new level is to find within yourself that courage to be vulnerable.

I’ll give you the perfect example. At a two-day intensive workshop, I met a gentleman who was really intense about studying direct marketing, copywriting and Internet marketing.

He had really been going for it. But he was very frustrated and shared that he was spending as much on his advertising as he was making. So he was basically at zero.

When I looked at his website, I observed what I call “copywriting by numbers.” If you looked at it, on the surface, you could find absolutely nothing wrong with what he was doing.

If you looked at it with this kind of copywriting, direct response mindset, everything he was doing was ticking all the boxes. On the surface nothing was wrong.

But the fact was, there was something missing.

He had a very personal, very vulnerable reason for creating his business, but he wasn’t sharing it. He had no real emotional connection with his audience.

The story is basically that he had a dog who was his lifelong companion. The dog became sick, was diagnosed with cancer and given a very short amount of time to live.

And he obviously wanted to do everything he could to save his dog, and ended up finding some different techniques for really assisting dogs in this situation.

He packaged the information he found into an e-book which he sells to other dog owners in the same situation. But when you visited his web site, you didn’t feel the emotional connection to him as a dog owner.  He didn’t relay anything about his own personal situation.

He could have been selling anything from his website from the way that he was – or actually, wasn’t – emotionally engaging his audience.

As we talked about it, he shared that he was finding it difficult to be that vulnerable and open up about his experiences. It was such a soft spot for him. It was easier to just play it safe and try to keep the copywriting at an intellectual level.

He was actually frightened that people would laugh at him.

And that couldn’t be more untrue. In fact, quite the opposite. People can sense when there’s real truth in marketing. And it was obvious as he talked about his dog that there was genuine true feeling there. His motive for setting up his business wasn’t just about making money.

His purpose was really to help other dog owners in a similar situation get through what had been a very traumatic time for him. But because he wasn’t allowing himself to be vulnerable, this message wasn’t coming across in his marketing.

And yes, he is selling information on saving a dog’s life, but the same could be true if you’re selling products or information to business leaders.

That feeling that you have the courage to share is actually what’s going to inspire your customers and turn them onto your message. That is what’s going to make them feel that you’re the person they want to learn from.

Tweet

No matter how good you are at what you do, if not enough people know about you and your product or services, your business won’t be as successful as it can be. Word-of-mouth recommendations will certainly help promote your business, but the best way to let prospective clients know you exist is through one-to-many advertising.

This means paying to get your company information on lists, on web pages, in publications and anywhere else that your market may be. There are several important things to keep in mind regarding how and where you should advertise.

1.  When it comes to buying NEW advertising, you must treat it as a risk.
Essentially, you are gambling on the results you hope to achieve when you try any NEW method of advertising. When you do buy advertising from a new source for the first time, view the money you are spending like chips you would plunk down on a roulette table. You won’t know for sure whether you’ve laid your marker in the right place until you give the wheel a spin – until you test the source and track the results.

2. Like gambling or buying stock, don’t invest what you can’t afford to lose.

3. Trying to predetermine how many leads the money you’re spending on advertising will bring you is pointless. You can’t know for sure because there are many variables. Some of the variables are under your control.  Some are not.

4. The copy you send out should be one of the variables under your control.
Your content should say what you want it to say, in the way you want it said. Make sure you are consistent and clear with your message.

5. Research your advertising options.
When you hand over money for an ad, it’s guaranteed that the ad will go out and that a certain percentage of people will see it. So, you do have some ability to determine how many people you can potentially reach through certain means of advertising. Typically, look for publications online and offline that are targeting the audience you want to target.

6. Consider list advertising.
In addition to traditional advertising, you can pay companies to send a mailing to their list, both online and offline. Sometimes they have a collection of advertisements and send them all in one go. You can also do a “solo mailing,” where they will mail their whole list one email about your product or service. This is a great value in that you are not vying for attention with other advertisers, but it will cost you more money to stand out.

7. When you’re making a decision to advertise on a list, look not only at the size of the list, but at the owner’s relationship with the list.
Here’s what I mean by that. When you’re buying this kind of advertising, it’s easy to be swayed by the size of the list. The list owner may have a list of 100,000. You could argue the point that if only 10% of them open their emails, you’ll get 5,000 leads from that.

But, what influences the result more is the relationship that the list owner has with the list. Those really big lists may seem tempting and even look like a shortcut to you. “I’ll just advertise in these and sit back. This will produce all the leads I need.”

But, if the list owners send mailings to those lists every single day, they are not going to get the same attention as the list owners who only send mail once a month.

Some list owners might send out 100,000 emails, but have only an 8% open rate. It could be that only 8,000 people are even opening that email.

Ask questions like, “How often does your list hear from you?” “What are the types of things they hear from you?” “Can you give me any statistics on the percentage of opened emails you get?”

Look for Part II tomorrow …

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

Tweet

Whenever you are putting together a piece of copy, it is a good idea to follow the advice of Steven Covey and “start with the end in mind.” This is true whether you are writing an email or a long sales letter, a brochure or a page on your web site. The surest way to arrive at your desired destination is to know where you are going before you take your first step.

It follows quite naturally that the initial question you need to ask is “What are you hoping your reader will do at the end of this piece of communication?” How you answer this will determine not only everything you write, but also how successful your communications are in achieving results.

Always Go For The Goal

On a web site, for example, you may be writing copy for your opt-in page. What is your ultimate objective? Most likely, you are hoping visitors will identify themselves by giving you their e-mail addresses along with permission to send them mail. Everything you write on the page should be directed toward that end.

Or perhaps you are planning a seminar or workshop and creating invitations to send out by post. Obviously you want each recipient to book a place the event, but you can be even more specific than that. Ask yourself, “How exactly to I want people to respond?”

Do you want them to pick up the phone? Should they send back a pre-printed form? Or would you rather have everyone visit your web site and register there? Being able to visualize the desired outcome will help you direct your readers to that action.

Whatever you are writing, keep the end firmly in sight and limit your writing to the shortest course that will take the reader there. If you are putting together a lead generation advertisement, just stayed focused on generating the lead. You don’t have to do more than that.

Unfortunately, sometimes people put too much material into their copywriting – more than they need to get the job done. This can actually be counterproductive, distracting readers from taking the desired action. Avoid this, by all means. Edit out any copy that is off the mark.

A Caution About Copywriting

Having said all of that, it is also important to let you know what copywriting can’t do. All the best copy in the world cannot compensate for the wrong product or service being offered to the wrong market.

Whatever you are planning to sell or promote, be absolutely sure you’ve done your homework before you start writing about it. You need to be able to say with confidence, “I know that I’ve got something which is targeted to the right group of people, and I know there is some demand for it.”

That’s a critical first step. If for any reason you haven’t done it, no matter how much thought and effort you put into your copy, it will be wasted. On the other hand, for the right product being offered to the right target, copy written with the end in mind will really help things take off.

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

Tweet