Top 10 Magnetic Sales Copy Tips to Entice Clients Judy Cullins
© 2006, All Rights Reserved
Your web site sales copy matters. Did you know that 95% of small
businesses fail because their owners don't pay enough attention
to giving their web visitors enough information about their
service through magnetic sales copy?
Whether you are a professional coach, consultant, small business
person, or professional, every business wants more new and
return clients. Maybe you don't have a clear message. Or, you
don't give enough information for a buying decision. These big
web mistakes prevent you from attracting all the clients you can
dream of.
When you give yourself more time to really look at who you are,
who your audience is, and how you can attract others, you will
naturally correct your mistakes.
Ask Yourself These 10 Check and Correct Questions
1. "What does my web site say about me? Is it just another
pretty face or does its messages take my readers by the collar
and convince them to read more?"
Tip: If this is your first web site it probably hasn't attracted
enough clients. If you are serious about using your site to
attract more clients you probably need to give it a face lift.
2. Does my home page inspire new vitiators to act?
If you tell your potential clients about yourself without
engaging them where they are now, you've missed a chance to get
them interested. Most new sites make the mistake of featuring a
long company mission and bio about the consultant. But, your
visitors want to know you care specifically about their concern,
and they will only stay if you show them you do.
Tip: Keep your bio short. In fact, put the longer version on
the "About Us" link. Put your mission statement there too.
Remember to be "you" oriented, not "I." on your home page.
Tip: Engage your home page visitors with questions that ask them
where are they now? Examples include: Do you want more clients
in your business, but don't know how to get them? Do you want a
special relationship with someone, but don't do much about it?
Would you like to know what's the number one thing that makes
one book outsell another?
3. Do I give my web site visitors enough reasons to want my
service? When coaching small businesses about their service over
the past five years, I discovered that most do not have a sales
letter for their service. They may think their personal or life
coaching needs a softer approach. That may be true--that's why I
developed a soft-sales letter that can be used over the phone,
via email, and also on the web site.
Tip: In your service soft sales letter include benefits that
answer your client's specific, include features that let your
visitor know what to expect--a sample session format, for
instance. Keep your message focused on your perspective client.
4. Will my readers know what they need to know to arrive at an
educated decision?
Tip: Within your soft sales letter, address your audience's
resistances to using your service. These serve to make them more
comfortable and want to know more from you. To prepare for this,
create a list of common resistances to include: not enough time,
money, or overwhelm with life's demands.
5. Have I included benefit-driven headlines to take my visitor
from my home page to my service sales message?
Tip: Good web copy starts with a short, powerful, headline.
Visitors who skim pay great attention to these, so make them
count. Examples include: Ready to quadruple your present sales
in just three months? Want to discover the three secrets to a
successful relationship?
6.Does my sales letter or message about my service develop
rapport and entice my visitor to contact you and buy?
Tip: First, develop rapport by asking questions and engaging
your audience here they are now. Then, be sure to give them a
call to action within the soft sales message. Examples include:
Have you been feeling overwhelmed lately? Do you have trouble
attracting new clients?
Tip: To get a huge email list of potential clients, you can
offer your visitor a special free report. Or, offer a free
question and answer button where they can ask a specific
question about your service or about their challenge.
7. Do my service pages offer different packages and ways to
serve individual tastes and budgets?
Tip: Marketing gurus say that most people want the middle
package when offered a higher and lower-priced package. Make
sure you set this up to get clients to participate. For
instance, "Click here now to find out more about the
Introductory Session, the Busy-Person's Package, or the
Committed Person's Package."
8. Do I make it easy for my clients to contact me about my
service? Tip: You'll want to offer a local and toll-free
telephone number, and hyperlinks to your order page that
contains your shopping cart or other service that make it easy
for your client to buy. This one big mistake can cost you a lot
of potential clients.
9. Have I offered an organized section of my site where my
targeted visitors can get free content such as articles on my
expertise? Without content, you web site won't reach the top 20
in the Google search engine positions. Without content, your
visitor may just price shop and leave you fast. Always give your
visitor a reason to return.
Tip: To keep your visitors coming back again and again, you
need to offer new content each few weeks. They keep coming back
because they recognize you as the savvy expert in your field.
Write short articles and tips and post them in your "Free
Resources" section. After 5-7 visits, your visitor may say yes
because she likes your site's benefits.
10. Do I have a way to soft-promote and attract more visitors
through my own ezine?
You may resist this step because you think it takes too much
time, but it's a really important one to establish yourself as
the savvy expert and develop rapport with your audience. You
build your list little by little, but when you use other
Internet promotion such as writing and submitting articles, your
subscribers grow exponentially--viral marketing at its best.
Tip: Write a short article or tip to be the main part of your
ezine. Make it short and distribute it free once a month. A lot
less work for you. Your coach writes her ezines ahead and takes
a month's vacation while she's still promoting by email. When
you keep your archived ezines on your site, you boost your
search engine placements. Double results!
Finally, if you aren't attracting all the clients you want,
your web copy needs attention. Invest in this most important
project before you lose any more.
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