Many small business owners believe all that is needed for good website design is to hire a graphic artist to produce an "online brochure" for the company. That's fine, if you have no intention of using your website to generate actual sales. If your purpose is to make a direct sale through your website, it is crucial that you understand what good website design really is.
In Internet Marketing: Profits That Lie Hidden in Your Website, you'll discover how to design a direct sales website, how to write profitable sales copy, how to optimize your website for the major search engines-such as Yahoo, Google, MSN, and AOL Search-and how to use Google Adwords to your advantage.
You don't need flash animations or fancy graphics to have a good website. Good design is all about focusing your marketing message exactly as you want it, and presenting it in such a way that when your customers do arrive, they'll be ready to buy.
Internet Marketing: Profits That Lie Hidden in Your Website
Internet Marketing and Storytelling
Are You Using Clichés In Your Marketing?
Internet Marketing The Guarantee
Online Marketing: Secret of Successful Affiliate Marketing
Days 2 and 3 Copywriting
"You can have brilliant ideas, but if you can not get them across, your ideas will not get you anywhere."
- Lee Iacocca
This is not creative writing. Big words are not rewarded. Your one and only purpose for writing is to sell.
Your sales copy must get someone to send their credit card information off into cyberspace to a complete and total stranger. It sounds tough but when you learn the laws of marketing it is very easy.
The laws of marketing never change. They are the same today as they were yesterday. They will be the same tomorrow. These laws of marketing will never change because they are based on human nature, and human nature never changes.
Almost everything around us changes over time, but basic human nature stays the same. The sales letter writer’s job is to learn what psychological triggers cause people to buy, by learning the laws of human nature.
Writing A Billion Dollar Headline
The most important element of your sales copy is the headline. Your headline should have one purpose and one purpose only, to grab the attention of your prospect. A well crafted headline will make your prospect dive deeper into your sales copy.
Here is what the father of marketing, Claude Hopkins, has to say about headlines:
The purpose of headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "Hey there, Bill Jones" to get the right persons attention.
So in an advertisement. What you have will interest certain people only, and for certain reasons. You care only for those people. Then create a headline which will hail those people only.
A property management company had trouble renting $1,400 per month apartments in an area where the average rent was $650. Worse, the apartments were located in a somewhat remote part of town.
I identified the USP of the apartments which was the large size.
In a print ad I wrote for the local apartment guide I used this headline: "Tired Of Paying Too Much Rent For Too Small A Home?"
The headline was a breath taking success contributing to a 900% increase in call volume and ultimately all the vacant units rented.
Notice the headline follows Claude Hopkins' principle that a headline is created to call only those people who feel their current apartment is too small out of the huge crowd of readers.
The headline writers at the National Inquirer are master marketers. People buy the National Inquirer entirely because of the headlines. People read the articles because they want to know the details that justify such amazing headlines.
You do not have to reinvent the wheel. Simply take the headlines created by the world's greatest marketers and change them to fit your needs and your sales will explode.
The key elements of a great headline are:
1) Grabs Attention
2) Creates Curiosity
3) Uses Specificity
4) Makes A Promise
5) Makes An Offer
51 Billion Dollar Headlines
The Secret Of Making People Like You
Eleven Secrets Of Successful Investing
Six Closely Guarded Secrets Of The Diamond Industry... Revealed At Last
Profits That Lie Hidden In Your Farm
Save Money By Knowing How Supermarkets Trick You Into Buying Higher Priced Items
What They Don't Want You To Know
What Everybody Ought To Know About This Stock And Bond Business
How To Win Friends And Influence People
5 Ways Even Good Lawyers Steal From Clients
How A New Discovery Made A Plain Girl Beautiful
How To Avoid A Speeding Ticket Without Slowing Down
The Twelve Secrets Of Better Lawn Care
Why Suffer With Acne?
Are You Ever Tongue-Tied At A Party?
How to Stop Your Divorce
How to Survive An IRS Audit If You’ve Been A Sloppy Record-Keeper
Thousands Have This Priceless Gift --- But Never Discover It!
WARNING: 138,000 middle managers just like you will lose their jobs by 2008
WARNING: The company you work for has already spent your retirement
WARNING: You probably will be sued for everything you’re worth
within the next 36 months
WARNING: The Stock Market will drop 30%
Doctors: Put An Easy $341,450 In Your Pocket Every 12 Months...Without Doing Anything More Than You're Doing Right Now
Why Some People Almost Always Make Money In The Stock Market
The Biggest Mistake Made By Parents
The 13 Biggest Mistakes You Could Make As The Parent Of A Teen
You’ve Got The Ugliest Kids I’ve Ever Seen In My Life (That’s What They’ll Say If You Get Caught Using The Wrong Photographer)
A Little Mistake That Cost A Farmer $3,000 A Year
I Lost 10 pounds In 10 Days
Seven Predictions For 2010 That Can Change Your Life
Why I’ll Never Let My Kids Sit In A Classroom
Own A Gold Mastercard? A Premier Visa? Not After You Read This, You Won't!
How I Beat Cancer By Knowing What Questions To Ask My Doctor
Never Accept A Real Estate Contract That Contains These 5 Words
The 10 Habits That Keep People Poor And The 12 That Can Make You Rich
I Was Shocked And Embarrassed When I Found Out That Home Remodeling Was Labeled America's #1 Most Complained-About Industry
Nobody Should Be Allowed To Have Anything To Do With Advertising Until They’ve Read This Book At Least 7 Times
A Dozen Dirty Tricks Of New Car Dealers. Some Are Totally Undetectable Unless You Know What To Look For
How I Made A Fortune With A 'Fool Idea'
Little Leaks That Keep Men Poor
Is The Life Of A Child Worth $1 To You?
Whose Fault Is It When Children Disobey?
What To Do For Aging Parents: 4 Options That Beat The Socks Off A Nursing Home ... Or Having Them Move In With You
It's A Shame For You Not To Make Good Money When These Men Do It So Easily
How To Do Your Christmas Shopping In 5 Minutes
Do You Do Any Of These Ten Embarrassing Things?
Play Guitar In 7 Days Or Your Money Back
Hands That Look Lovelier In 24 Hours - Or Your Money Back
Thousands Now Play Who Never Thought They Could
Former Barber Earns $8,000 In Four Months As Real Estate Specialist
When Doctors 'Feel Rotten' This Is What They Do
If You Like To Write, I Can Teach You How To Make $30,000 A Month From Home
These headlines are aimed at hooking your reader.
Notice that nearly every one of these headlines taps into a fear or an anxiety people have.
The headlines create curiosity, telling the prospect what the big benefit is without giving away any answers.
The word “secret” gets people's attention. People want to discover secrets that will make their life better. Secret implies almost no one knows about it.
The word "WARNING:" makes your prospects take notice.
Notice the principle of specificity is often used in these headlines. Numbering the ways or items in your headline is very effective. A number implies that the solution to their problem is easy and achievable.
The Blueprint For Billion Dollar Sales Copy
Now that you have chosen a headline, let us examine what your body copy should be about.
The key elements of a great sales letter are:
1) Defines A Problem
Identify the problem of your prospects and how it can be solved with your product or service.
2) Explains Why The Problem Has Not Been Solved Yet
Why has the problem not been solved? If the problem has been solved, you really have no point in selling your product or service online. Your copy must show why the problem still exists.
Think about why this problem is still a concern for your prospect. Maybe existing solutions were not comprehensive enough, or too expensive.
3) Explains What Life Will Be Like Without The Problem
Paint a picture of what life will be without your prospects problem. Will solving the problem make your prospects happier? Can they spend more time with their family? Will they be able to afford a house or quit their day job? Create a dream of what is possible once the problem is solved.
4) Tells How Your Product/Service Achieves The Solution
Describe how your product or service makes the picture you previously painted possible.
This is often called your product’s USP (unique selling proposition). What is a USP? A USP answers the question, “Why should I do business with you instead of your competitors?”
The USP clearly defines your competitive advantage and states what makes you better than your competitors.
5) Call To Action
Finally you need to clearly state what you want your customers to do. Should they sign up to receive more information? Make a purchase?
The First Sentence Is The Most Important
The first line, immediately under your headline, is the most important line in your sales copy. The purpose of your first sentence is to...
About Lance Jepsen
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