2. What you’ll get from this talk
1 Proven strategies for increasing sales
2 Templates for ensuring your writing is effective
3 How to get someone else to do it for you
23. Consider how it will affect your existing customers, your prospective
customers, your competitors, existing and future staff, and anyone else who
matters.
Put a real person’s face to each group of people you should be considering.
24.
25. Mental shopping list
This site looks relevant—like it will provide what I’m looking for (i.e. will
satisfy my visitor intention).
I believe that this is the best site of its type, so I won’t be considering the
competitors, (which include doing nothing and ordering offline).
I can easily find what I’m looking for
I understand which product is best for me, because the site makes clear
recommendations.
I believe that this type of product is what I need.
I believe that this particular product is what I need.
I believe the claims that the site is making, about the company and about
the products, because they’re supported with proof.
All of my miscellaneous product-specific objections have been
overcome
I found the whole experience pleasurable, and I’d happily do it again.
26. Don’t start writing until..
You know everything about the product
You have bought and used the product with your own money
You can understand why people buy it
You could sell it to yourself or friends
You know all the objections and have great counter-objections
You have gathered proof to support all your claims (your “legal
dossier”)
43. Four important aspects
The “angle”
The bits that get looked at first
The offer(s) (M&M trail) and call to action
The weakest aspects
The proof
44. An angle for selling fertiliser to home owners
With your permission, I am going to make
an analysis of the soil of your lawn to
determine—at my own risk and expense—
what elements are lacking in it, what you
need for stronger, healthier, more closely
grown turf.
45. Four important aspects
The “angle”
The bits that get looked at first
The offer(s) (M&M trail) and call to action
The weakest aspects
The proof
46. Headlines
The product’s main benefits—explaining specifically how they’ll be
reached with certainty and with ease
For inevitable, high-risk sales: The perils of making a mistake
Entering the conversation that’s already going on in the prospect’s mind
How to buy X
How to choose between vendors
The guarantee
The offer
The proof
The urgency
Anything else from the mental shopping list
47.
48. Four important aspects
The “angle”
The bits that get looked at first
The offer(s) (M&M trail) and call to action
The weakest aspects
The proof
49. The offer(s) (M&M trail) and call to action
Long-term strategy for pricing
Penetration pricing?
Price high, then lower prices?
Luxury pricing?
Communicate that prices will keep increasing?
Versioning: different price points for different customers?
50. The offer(s) (M&M trail) and call to action
Winning offers
Make the initial purchase a “no-brainer”, then make money on the
subsequent payments.
Make the “headline offer” irresistibly appealing. This often involves
understanding what main criterion your prospects are using to determine value.
Have low prices for the things people use to judge value, then make your money
from the other stuff.
Consider stripping down the features of your service, then charging for
extras. Budget airlines do this.
51. The offer(s) (M&M trail) and call to action
If you can’t make it free, make it seem cheaper
Offer a “free trial”
Which may be a no-strings completely free sample, perhaps with a discount voucher if
they decide to continue. (e.g. shareware). This works if your service is fantastic, and the
best way to persuade them is to get them using it.
Consider offering something small and irresistible for an amazing price, just to get
something into their shopping cart. Once they have accepted they’ll be going through
the checkout, they are more likely to buy other things. (DIY stores do this.)
or a free trial with an ongoing monthly charge if they don’t cancel
or a “we won’t bill you until x-days after your purchase
or it may be a “return it within x-days for your money back”
Upsell/cross-sell
Add premiums and incentives
Bundle/unbundle
52. Four important aspects
The “angle”
The bits that get looked at first
The offer(s) (M&M trail) and call to action
The weakest aspects
The proof
53.
54. Four important aspects
The “angle”
The bits that get looked at first
The offer(s) (M&M trail) and call to action
The weakest aspects
The proof
55.
56. Types of proof
Social proof
Testimonials
From customers, particularly those who are famous (e.g. celebrities) or have authority
(e.g. the Queen on Weetabix)
From the media (online and offline)
Data that shows how large you are or how fast you’re growing
Self-evident proof (logic)
Displays of credibility
Demonstrations (e.g. Bose headphones)
Description of how the product is made
Materials (e.g. used in helicopter blades)
Process (e.g. Apple’s unibody Mac)
People involved (e.g. Hiscox guitar cases)
Reason why the product was created (e.g. 37Signals’ Basecamp)
Demonstrations (e.g. Bose)
Association with influential bodies
57. Outsourcing or delegating your copywriting
Someone with a track record of getting wins
Ensure each change is split tested
Ensure the person follows this process
Need someone who can
sell (would you buy from them?)
write (can you understand what they write?)