Good sales copy is what sells the product or service that you want to sell. During small business website development it is critical to focus on this aspect, as well as attending to all the other aspects of development.
This page comes under the section E-Commerce and Small Business.
We will start with a general look at the website development process. Instead of jumping into the development process straightaway, you should answer certain key questions. These include:
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We have discussed some of these aspects in Definition of Ecommerce, Small Business Website and Web Site Promotion articles. Let us focus on Web sales copy in this article.
The typical Web surfer is a fast surfer, with plenty to surf. If your website is unable to tell in five seconds why that person should remain at the site, the person is quite likely to click away to another site. So how do you get the reader to remain with you?
To do that, you have to do some background work. What is the most compelling benefit that your product or service offers to the customer? How does it help save money or avoid trouble for the person? Take time to work at it till you have answered these. Then present it in the most compelling manner in a few words (that takes less than five seconds to read). Put it in the headline (and a sub headline if it needs reinforcement).
Go on to substantiate the claim made in the headline. Substantiation involves two key issues. Firstly, you must present facts that go to prove the claim. Secondly, you must gain the trust of the reader that you are a competent person who can deliver on the claims.
So work on these issues. List the objective facts that can show how the product or service can deliver on the promise. Select the most convincing ones from the list and present these in a clear and crisp manner (preferably with no hyperbole).
Now review your credentials. How can you convince a stranger that you do have what it takes to deliver on the promise? Present these in specific terms (instead of vague generalities). Do keep it brief, however. The reader doesn't want your life history.
Having quickly indicated that the reader will indeed benefit from what you offer, and that you are the best seller, go on to elaborate on the benefits. The aim is to create a compelling desire for the product or service. Add some flesh to the benefits. Work on what the reader would lose if this offer is passed up. While doing these things, take care not to enter the incredibility zone, i.e., make the reader feel doubts about your claims. Continue to be authentic and specific.
Verifiable or otherwise credible testimonials can add weight to your claims. So include them if you have got any. Back it up with a strong and credible guarantee. The reader should begin to feel that you are indeed a seller who stands by your offer.
Desire can be enhanced if you can make the prospect feel that he is getting some additional (and real) value along with your product or service. Best make it something that goes with your main offer. And if the value of the bonus is more than the price the customer pays for the product, all the better. (How to do this in a manner that benefits you too is the key question here!)
Don't forget to conclude with a clear call to action. The prospect must understand in very specific terms what the person is to do next. At this stage, you can reinstate the key benefits in a succinct summary (but not the whole rigmarole again).
What we have outlined above is only a look at the key elements. You would be better off understanding the details with examples and illustrations. A good training course (or even a good book, if you are good reader) should give you specific insights. Remember that it is sales copy that sells. So take some trouble to master the approach before you get into your small business web site development exercise.
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In order for a Web site to sell effectively, it must appeal to the unique culture, mindset, and psychology of the Web. Simply put, what works in the brick-and-mortar world does not necessarily grab Web shoppers. Companies selling products and services online need to promote their wares with engaging copy that grabs attention and compels Web site visitors to buy.
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