If you think that’s interesting, wait ’til you read what I’ve discovered.
Normally creating a hyperlink to a pop up in the name of the author takes care of that
Because a big letter will draw the readers attention to this letter and then he will follow from there
This makes it easier to believe in them and to relate to them
Example:, "Earn 300 per hour as a web copywriter", Wrong!, "Can you really earn $85, $125 or even $300 an hour as a web copywriter?", Right, Include a sub headline saying: "The web price index says you can"
This increases the copy credibility
Good:, Give it a try, risk free
Bad:, Click here to order
Example, "Click here to find your million dollar domain name", Contains an embedded command, Conveys a benefit, Written in the imperative voice
Submit Your Online Reservation
Unlock the Cash Vault Now
Click Here to Get Your Name in the News
Become an Associate
Get [product] now
Attend the Boot Camp
Rule 1. Don’t Make Your Website Look Like an Ad
Rule 2. Stop Readers Dead in Their Tracks
Rule 3. Capture E-Mail Addresses
What is the most important element of a website? The first screen (or the first eyeful) is the prime selling space of your website, and what you put in it makes or breaks its success. Do not confuse the first screen with the first page, which is often referred to as the home page or the landing page of a website. The first screen is only the part of the page that appears on the screen when you land on a website; it’s the screen you see before your scroll down or sideways. In a print newspaper, its counterpart is the information above the fold, which draws maximum readership. Often, the first screen is the first, last, and only thing people see on a website before they click away. For this reason, don’t make the mistake many companies do of putting a large logo or your company name in gigantic letters on that screen. Some companies do this for branding purposes, but in most cases the company name and logo don’t have to take up half of the first screen. Your logo doesn’t need to be large—it’s not a selling feature. While it may stroke your ego, it won’t increase your sales. An oversized logo wastes valuable selling space. Conversely, a headline must be included in the first screen. It is the most important component of a webpage. Consider how pointless it would be for a newspaper to have no headline. A website without a headline is just as pointless, yet it’s remarkable how many websites fail to put a headline in this prime selling space. In my years of surfing the web, I’ve observed that the majority of commercial websites that do have headlines have weak, uninteresting headlines, and, as a result, they are missing a critical opportunity to attract and retain website visitors. (See Figure 1.4.) On my Web Copywriting University website, I used the headline, “So You Want a Website That Sells?” followed by the subheadline, “Here are surefire strategies no one is telling you about.” This headline calls out to a target audience: those who want a website that sells. A headline that calls out to a specific target audience is one way to capture the attention of the web visitor. Contrariwise, when you call out to everyone, you often call out to no one. I started the body copy with the following question: “Why do some online businesses make money so easily on the web— while you try everything possible and get barely enough customers, sales and profits?” I do this because when you ask a question, the brain is compelled to answer it. Readers are more likely to believe an idea that their brain seems to have come up with on its own than an idea that is presented from outside. Never underestimate the power of your reader’s imagination. Compare the impact of the following two examples (one a question and one a statement): 1. What if there were a way you could convert 15 percent, 25 percent—even 50 percent or more—of your website visitors into customers, how much more money would you earn as a result? 2. Your business can convert 15 percent, 25 percent—even 50 percent or more—of your website visitors into customers and earn a lot of money. Notice that the statement makes a claim that a reader may or may not believe. Contrast that with the question, which introduces the possibility of an ideal scenario and allows the brain to draw its own conclusions and paint its own pictures. I like to use “What if . . .” questions or “Imagine what would happen if . . .” or “Think back . . .” That way, you let your readers envision the scene for themselves. Robert Collier, publisher and author of several books, most notable of which is the Robert Collier Letter Book, which many consider the bible for writing sales letters, said, “The reader colors that mental picture with his own imagination, which is more potent than all the brushes of all the world’s artists.” The things that people imagine about your product or service often exceed reality. Notice that I featured a powerful testimonial very early on the web copy. Why? This puts a blanket of credibility on the rest of the copy. Therefore, everything the visitor reads from that point on is influenced by that glowing testimonial, which makes it more believable.
Do strive to write in a conversational style—one person talking to another person. The more friendly and approachable, the better. Do use contractions. When people talk, they use many contractions. Using contractions helps you sound like you are just one person talking to another. It’s intimate, and it increases readership. Use “I’ve” instead of “I have,” “it’s” instead of “it is,” “we’ll” instead of “we will.” Do use common colloquialisms. A colloquialism is an informal, often entertaining word or phrase used in everyday conversation. When you use colloquialisms, you draw your reader closer because you appear more familiar, more friendly, more up close and personal instead of distant and at arm’s length. Use colloquialisms that are understandable to most people with a reasonable familiarity with the English language. Some colloquialisms that have found their way to mainstream online communications include: dough money laid-back calm and relaxed make waves cause trouble bent out of shape become upset come up for air take a break cool great defect glitch twenty grand $20,000 keep your cool remain calm blown away greatly impressed megabucks a lot of money blow a fuse lose your temper bummed depressed con deceive has deep pockets has a good source of money glitzy fashionable honcho boss get a kick out of enjoy Avoid using colloquialisms that may cause misunderstandings. Because the Internet is international, some colloquialisms such as “table a proposal” (postpone the discussion) or “the presentation bombed” (the presentation was a complete failure), which are generally understood by Americans, may mean something that’s nearly the opposite to non- Americans. Don’t use corporatespeak. Corporatespeak is jargon commonly used in the business world that often communicates very little to anyone outside a particular industry. I call it corporate babble that businesspeople use to sound important. Consider the following two examples written for a fictitious online business called My Web Store: 1. My Web Store is an e-commerce solutions provider committed to helping people leverage the power of technology to create value-added, win-win cyberspaces that impact global retail markets. 2. My Web Store is a first-of-its-kind form of e-commerce that enables anyone to open a 24/7 online store in as little as 5 minutes—for just $1 a day. Which statement are web visitors more likely understand? The second, of course. The first employs highfalutin corporatespeak instead of clear, straightforward words and phrases that people can understand. Even if you read it several times, you’d still be wondering what it’s trying to say. Corporatespeak such as this is a blatant failure to communicate effectively. Contrast that with example 2, which immediately communicates a clear benefit, singularity, ease, and economy—everything a prospective customer wants to know. In direct-response marketing, lack of communication is death. If no one understands what you’re saying, no one will buy what you’re selling. Therefore, avoid corporatespeak and opt for clear, uncomplicated language. Do use strategically placed testimonials. Testimonials are a powerful sales tool, whether you’re selling online or offline. To apply testimonials successfully when selling online, they need to be positioned strategically throughout the website. An ideal place to position a powerful testimonial is very early on in the webpage, preferably in the first or second screen. In that posi-tion, the testimonial puts a blanket of credibility on the rest of the copy. (See Figure 1.5.) HowStuffWorks.com, one of the most frequently visited sites on the web, uses dynamically generated testimonials on its website header, actually displaying a different testimonial every few seconds. It’s also important to sprinkle testimonials strategically throughout your web copy, particularly in areas where they will reinforce your selling arguments. Testimonials are also particularly useful in your order form, right before you ask for the order (before your call to action), and in your order confirmation e-mail (to reinforce the sale). Don’t try to impress your readers with your fancy vocabulary. Effective copywriting isn’t about making grandiose, highfalutin claims. It is about communicating in a way that people can easily understand. Don’t be pompous (self-important or arrogant). Let the testimonials make you look good. People online don’t like marketese or bragging, boastful language.
How do people read on the web? According to Jakob Nielsen, author of Homepage Usability: 50 Websites Deconstructed and holder of 71 patents relating to making the Internet easier to use, “They don’t.” Yes, you read that correctly. People don’t read online. They scan. Nielsen, together with John Morkes, director of the Human- Computer Interaction Group at Trilogy Software and, like Nielsen, a usability expert, conducted several scientific studies about reading and writing on the web. They discovered that people read web pages very differently than printed pages. The majority (79 percent) skim web pages quickly (stopping only when something interesting catches their eye); only 16 percent read everything word for word. This corroborates the tests conducted by the Poynter Institute for Media Studies, which, using eye-tracking equipment, found that most readers are indeed scanners. This is very important to those of us who write web copy or sell on the web. It means that writing successful web copy means writing scannable web copy. Five Ways to Write Scannable Copy 1. Use bulleted lists to summarize content. 2. Highlight (by using bold or italic fonts or by underlining) selected keywords to help scanners move through your web copy. 3. Write meaningful subheads (as opposed to amusing or clever ones). 4. Present one idea per paragraph. 5. Use the inverted pyramid style of writing; that is, present key points and conclusions first, followed by less important information and background material. Exercise: Using your scroll bar, scan through a website. Is the copy inviting to read? Does it incorporate elements that make it scannable and engaging—or does it have huge blocks of text that discourage you from reading further? How many times does something in your copy catch your eye and cause you to read something of interest? Make your copy more scannable by applying the five suggested techniques. Bonus idea: Use boxes to feature interesting anecdotes, stories, testimonials, case histories, and to further break up your web copy into readable, bite-size chunks. Think about how you read a sales letter that comes in the mail. It’s three-dimensional, and it exists in a spatial realm, whereas a webpage is two- dimensional—it’s in a flat realm. Whether you realize it or not, you write in a manner suitable for the printed page, not the web, because that’s the medium you are accustomed to. There are big differences. Imagine you have a multiple-page sales letter in your hands. You can view an entire page in one glance, you can shuffle through or skim through the pages quickly, you can go straight to the order form or the last page to read the P.S. (That’s why the P.S. is the second-most-read part of a sales letter, because people can get to it in a second.) Now look at a webpage—you see only one screen, which is just a fraction of a page, at a time. You don’t have the luxury of shuffling through the pages. The best you can do is use the scroll bar or a mouse click to go from page to page. Do you see why you can’t simply take offline copywriting principles and apply them to the web?
People don't read, they scan on the web
Five ways to write scannable copies, 1. Use bulleted lists to summarize content., 2. Highlight (by using bold or italic fonts or by underlining) selected keywords to help scanners move through your web copy., 3. Write meaningful subheads (as opposed to amusing or clever ones)., 4. Present one idea per paragraph., 5. Use the inverted pyramid style of writing; that is, present key points and conclusions first, followed by less important information and background material.
The book recommends handwritten copy of specific web sites that the user wants to emulate, so to "grasp" the concept of the writer subconsciously
Your product or service, Questions to ask about your product, What is the product or service? What is it made of?, Why was it invented or developed?, Where did it originate?, When was it discovered?, Who invented or discovered it?, How is it made?
Five questions to ask yourself, Question 1. What Is the Problem?, Sometimes the potential customer himself does not know what the problem is. Copywriter must be clear on what the problem is and create a pain point for the problem in question., Question 2. Why Hasn't the Problem Been Solved?, Give reasons why the problem persisted, Question 3. What Is Possible?, Paint a picture of the way things will be when your prospect s problems are solved., Question 4. What Is Different Now?, This is the step to present the USP (Unique selling proposition). This is where you should explain who you are and what you do., Question 5. What Should You Do Now?, Should answer what should be done to solve the problem
PUTTING THE BLUEPRINT TO WORK: FIVE EASY STEPS TO MAKING YOUR WEB COPY SELL, Step 1. Inject Emotion, Remember, people buy on emotion and justify with logic., Injecting emotion into the problem, Does it frustrate you that your business is making only a small fraction of its profit potential?, Doesn’t it make you furious that you could actually be making five times as much (or more) from your existing business—if only you knew how?, Don’t you just get hopping mad every time you give a kick-ass sales presentation and your prospect still won’t buy a thing from you?, Do you feel paralyzed by the fear of rejection every time you have to ask that “cruel” prospect for the sale?, Does your ego get clobbered whenever your prospect says no?, Injecting emotion into What's possible, Imagine what your life would be like if all your debts were paid and you had triple-A credit?, How would you like it if your business earned a fivefigure income every month—even while the economy is on a downswing?, What would it mean if you were the featured guest of popular radio and TV shows? Imagine thousands— potentially millions—of people hearing your story., An emotional scenario one accomplishes several things:, It connects your reader to your product or service on an emotional level. Emotion sells., It assumes that the sale is already made., It allows the reader to take ownership of the product and have a virtual experience of it with excellent results., Step 2. Add Bullet Points, Bonuses, Guarantee, and Close, Mouthwatering bullets, How to craft text links that are engaging—and highly clickable. Here, I reveal some of my jealously guarded devices, and I’m swearing you to secrecy on these., How a self-made millionaire invented this irresistible tactic. It virtually eliminates the need to close the sale because the sale will close itself for you—like a ripe apple dropping out of a tree into your hand., Bonuses, It is a widely accepted belief in direct marketing that significantly more sales are generated by an offer that includes a free bonus or gift., Free bonuses or gifts are particularly powerful when attached to a deadline for ordering, because the deadline injects urgency., Guarantee, Often, the sale is made with the promise of a money-back guarantee. This is where you eliminate the risk to the buyer and remove any remaining obstacles standing in the way of making a sale., Close, Before you ever ask for that order, it’s essential that the prospect be primed for the close. The sequence of presenting copy elements (and hot buttons) is crucial., Making the close as the last part of an page is another way to keep the editorial feel of your web copy and not reveal your “hidden selling” too soon., Some people might be put off by price and not measure the value properly if they see price before anything else, What Does It Take to Close a Sale?, If you haven’t given enough information, you haven’t closed the sale., Numerous test closes must be used until the final close, Normally these test closes are hyperlinks to pages or sections directly connected to ordering pages, This allows user to go straight to close if he feels ready., Step 3. Add Credibility-Building Elements, Testimonials, cases and studies are all excellent tools to create credibility, Copernic.com software is very useful for rapid research, Step 4. Add Psychological Devices, Will be studied in more details in chapter 3. But basically, A persuasion device that gets people to commit to the sale, Involvement devices to get readers to read every word of your copy, Hypnotic commands and how to embed them into your copy, Specific words you can plant in your web copy that make your readers believe what you say, Commands that bypass your readers’ conscious minds and overcome resistance, Step 5. Replace Rational Words with Emotional Words, List of right and left brain words that can be interchanged, Untitled, Tip: Replace the word if with when whenever you are describing what people will get from you. This is part of assuming that the sale is made., www.paulgalloway.com/cgi-bin/emotional_words.cgi, web site to check emotional and reason words in any given url, Summary
THE “REASON WHY” DEVICE ? In his book, Influence: The Psychology of Persuasion, Robert Cialdini, Ph.D., discussed an experiment conducted by Har- vard social psychologist Ellen Langer in which she demon- strated that people like to have a reason for doing something. Her experiment was simple. People were waiting in line to use a copy machine at a library. Langer’s colleague asked those wait- ing if she could go ahead of them, saying, “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” Interestingly, 94 percent of those asked, complied. Note the word because that introduced a reason for the request. The experiment was repeated with a new group. This time Langer’s colleague said, “Excuse me, I have five pages. May I use the Xerox machine?” Only 60 percent agreed, a significant decrease. When the requester did not offer a reason, signifi- cantly fewer people complied. They repeated the experiment a third time, saying, “Excuse me, I have five pages. May I use the Xerox machine, because I have to make some copies?” Although the reason was not a convincing one (everyone in line had to make copies), 93 per- cent of those asked said yes. Just the semblance of a reason introduced by the word becausewas enough to persuade people to comply. In selling a product or service, always tell your readers why they need to do what you’re asking them to do. Something as simple as “You must act now because this offer expires on December 31, after which we can no longer accept orders” is sufficient.
Sometimes just by explaining WHY someone needs to buy something it's already a strong influencer
Linear path with as few topics as possible is king.
Action: decrease numbers of buttons and links.
Action: to decrease confusion of new terms, create pop ups for terms not normally known
Zeigarnik effect: we get stressed and disturbed by unfinished tasks, after scanning a page and seeing all options and then following with text, users will feel stressed by all the excess of options and not knowing everything about them
we get disturbed by uncompleted thoughts. they demand our attention
pages and headlines should create expectation that hooks the visitor
Embedded Commands, are commands inside a sentence such as, I wonder how quickly are you going to buy this product?, Format the command with different type face, how to write them, few words in the imperative (must use the word you), surround them by other text, change typeface of the command
Presuppositions, Once brain is asked a question it tends to try to answer it, In this process the brain might need to pressupose some conditions, These conditions might be drivers of decision making, Examples:, What will you do with the extra 2500 dollars you will earn next month?, your brain implies you will earn the extra money in order to answer the question, Not all pressupositions are questions, Example:, As you know..., Everybody knows..., Clearly, Obviuoslly
Linguistic Binds, It's a form of syntax that bundles the obvious with a command you want your user to think, say or do., "Now that you read this report, Im sure you realize that you need to beat your competitors by attending this seminar now", There is nothing to do between reading the report and attending the seminar., This is a subtle command, "The more you A the more you B" syntax, The more you read, the more you want to buy this product, The more you understand the power of this product, the more you will realize you need it, "Cause and effect" syntax, "Taking advantage of this free trial of our water purifier in the comfort of your own home we will cause you to fully understand why buying bottle water is not the way to go"
Reframing, The process of altering one's perception of a person place or thing by changing the context in which it is viewed
People tend to want to be consistent with choices they made previously
This, combined with commands can be very powerful.
Trick is to make question that user cannot answer as no, and then make them accountable for it.
How to use it in web copy
What it is: a mental state in which people find themselves doing things that don't fit with what they know, or having opinions that conflict with other opinions they hold
Involvement Devices and the Recovery Principle, Involvement devices are devices that make the user interact with a page, People are more likely to stay on a page if they need to interact with it
The Unique Selling Proposition
The AIDA Principle, A, capture attention, I, get the audience's Interest, D, build desire, A, induce action
Benefits and Features, Features are attributes, characteristics, properties of product/service, Benefits is what you can do, what you can have or be because of a product, People buy BENEFITS, not features. And that's where we should focus, Example of writing about benefits;, <State benefit and then follow it with:, "What this means to you is", "Which means that you can"
The USP (Unique Selling Proposition), This is what set you apart from your competitor in a favorable way, Gives a compelling and specific reason to buy from you, Example of highlighting USPs:, "Unlike most of its competitors..."
1st paragraph is crucial since users decide to go on or not based on this and only this paragraph.
Should mention in this paragraph the rewards of reading it
Good way to ask a powerful 1st paragraph:, ask questions to the reader
Offers need to be, Clear, Concise, Irresistible, The offer must be aligned with target audience's desires
According to Steven Reiss in "Who am I? The 16 basic desires that motivate our actions and define our personality", power, independence, curiosity, acceptance, order, saving, honor, idealism, social contact, family, status, vengeance, romance, eating, physical exercise, tranquility
According to other studies, Desire to belong, security, integrity, consistency, ownership, exclusivity, safety, admiration, acknowledgment
All this can be summarized as:, Gain pleasure, Avoid pain
add them in separated, easy to read bulleted lists.
Testimonials are powerful convincing evidence
Should be normally signed and stored safely
Are best if specific and preferably quantifiable
Be subtle. Never introduce the price before you have stated the offer
Minor-Purchase Technique, Compare the price of the product with the price of something ordinary and customary, like a movie ticket, "By the mere price of two movie tickets you can get this product..."
Daily-Cost Technique, Compares the cost of the product to the estimated cost per time of owning/using it, "For just XX$ per day"
Order form should feature the following components, Check box: an involvement device that compels prospects to agree to the sale on the moment they click on the check box, Summary of the offer, bonuses and guarantee, Price, Assurance of secure ordering, How the product will be delivered and when, Testimonial as reinforcement of the purchase
This is where you ELIMINATE buyer risk
Template, Do this [whatever you’re asking them to do], and if you don’t [achieve the result you’re claiming they’ll get], then simply give us a call, and we will cheerfully refund your entire purchase price.
Examples, "Take the ABC system for a test drive. If you don’t triple your sales in 60 days, then return it for a full refund."
Injecting urgency to buy is fundamental. How?, A free gift/bonus or a discount or reduced price ifthe reader responds on or before a certain date in the near future. Sweeten the deal, and whet the appetite. Sometimes the bonus can be so compelling that, like the guarantee, it can even be the headline., A time limit on an offer., A limited supply., A notification that prices are going up soon.
Call to Action, This is where you must tell the user EXACTLY what to do. You must DIRECT the user to do it. Using action verbs is fundamental, Examples, Click on the Download button to start your 30-day free trial., Check the box to select your preference, and then click on secure online form to proceed with your order., Simply type your name and e-mail address in the form below, and the free report will be in your e-mail box within minutes., Click on the link below to start generating eBay profits now., Type in your e-mail address, then click on Go to lock in your position.
Odds are AGAINST people buying in the first time they visit a website
This means that a mechanism to make people come back is paramount to increase sales, This mechanism is the opt-in e-mail newslewtter
Remember: five times more people read the headline than the rest of the article
Plan to create great headlines, Write 30 to 50 headlines before deciding, Step back from the headline for a day and read it again with a fresh perspective, Ask yourself: how can this headline be better? Or "is this the best headline for my objective, my target audience and my product or service?"
Remember: in print ads 75 percent of the buying decisions are made at the headline alone
What’s in a Headline?, Headline should convey a benefit of interest to your target audience, Headline should convey an answer for the readers "What's in it for me?", Headlines focused on "Gaining pleasure", The Secret to Making People Like You, How I Sold $200 Million Worth of Products and Services, Make Anyone Do Anything You Mentally Command—With Your Mind Alone!, How to Win Friends and Influence People, Why Some Consultants Earn $100,000 to $250,000 per, Year While Most Struggle Just to Get By, Play Guitar in Seven Days or Your Money Back, Headlines focused on "Avoiding pain", Do You Make These Mistakes in English?, Are You Ever Tongue-Tied at a Party?, You Can Laugh at Money Worries—If You Follow This Simple Plan, When Doctors Feel “Rotten,” This Is What They Do, Do You Have These Symptoms of Nerve Exhaustion?, Do You Do Any of These 10 Embarrassing Things?, A successful headline engages or involves the reader by, . Offering a strong, compelling promise, Open Your Own Personally Branded, Fully Stocked, Online Store in 15 Minutes, . Highlighting benefits to the reader, The World’s Richest Source of Cash—And How You Can Tap into It to Start or Grow Your Business”, . Explaining exactly what the offer is;, Earn Your Master’s Degree Online in 18 Months or less, . Appealing to the emotions, Will These Internet Trends Kill Your Online Business?, . Using specifics, How Adam Ginsberg Made $15 Million on eBay in 2003, . Arousing curiosity, Words That Command People to Do Your Bidding, . Calling out to a specific target audience, The Sales-Closing Techniques of a Self-Made Billionaire, . Making an announcement, $2 Million Scientific Project Unlocks the Secret of Aging: How You Can Become Biologically Younger, . Asking a question, Does Coral Calcium Really Reverse Aging, Extend Your Life Span, and Cure Degenerative Diseases Like Cancer?, . Beginning with the words how to, How to Control the Mind of Your Prospects—And Influence Them to Buy What You’re Selling
The Building Blocks of Winning Web Headlines, Building Block 1, Web headlines are more editorial than ads. They must incorporate wording that does not translated into "I am an ad!", Building Block 2, Benefits would be better stated in a less obvious way, Obvious, Save 20 Percent on All Your Purchases, Non obvious, Discover How to Give Yourself a 20 Percent Pay Raise—Without Having to Squeeze a Single Cent from Your Boss, Building Block 3, The text being written in quotation marks attracts more users according to expert Ted Nicholas, Building Block 4, Use imperative voice, Users can be more influenced if headline is in the imperative form
Microsoft word has a tool to grade the readability of your copy. Scores of 70+s should in general be sufficient
Words to Avoid in Your Web Copy, Avoid being too intellectual rational or right brained, Avoid cheap euphemisms (such as calling fat people "methabolic challenged" or poor people "economic underachievers", Don't use buzzwords to impress people, don't use corporatespeak, objective is to win sales, not literary awards, and corporatespeak does not drive sales up, Don't use cliches, Don't use tentative words such as "pretty" as in "pretty good", very as in "very impressive" and quite as in "quite wonderful", These words decrease the conviction of your copy
Words to Use in Your Web Copy
AS long as it needs to be
Compared to the offline world there are no sales person in the online world: the copy must sell it
Some items will require multiple pages. Some will require fewer pages
Interesting concept: SQ (selling quotient), What is the selling quotient of our websites?
Formula for Mathematically Measuring the Selling, www.webCopyWritingUniversity.com/formula.htm
Quotient of Web Copy, Check out the attached file
Generate traffic to the website, traffic generation
Convert website visitors into customers, traffic conversion
Reasons why e-mail is important as a traffic conversion and generation tool, Everybody writes and receives emails but not everybody surfs the web. By not using e-mail as a marketing tool you will never reach these users, Relationship marketing is fundamental for e-commerce. E-mail is a great tool to develop a relationship., The real selling starts after the first sale is made. E-mail increases the LIFETIME VALUE of the customer: not only the first sale, Lifetimevalue of a customer is: Customer Lifetime x Sales per Customer x Number of Referrals x Percentage of Referrals that become customers, E-mail helps to keep the customers you have, It costs much less to keep a customer than to acquire a new one., Also, existing customers normally by more per sale than first time customers
Why Your E-Mail May Be More Important Than Your Website
Breaking the Sales Barrier
The e-mail copy must take into consideration the frame of mind of who is reading e-mail.
People reading e-mail normally behave the following way, 1-They verify who sent them the e-mail, 2-They separate personal, important business e-mail and other things that they have time to read, IN THAT ORDER, 3-They then delete junk so not to clutter up the mail box., 4-The mailbocx is a private, personal space. People's perception towards their mailbox is that strangers and sales people shouldn't invade it, That's why emails shouldn't sound like ads, That's why opt-ins are so important
More and more people are spamming
Average user is increasing the filtering criteria of their software to receive less and less unsolicited e-mail
E-mail must be written properly in order to continue to deliver value to both users and websites
How to Avoid the Spam Blockers, List of normally blocked words, Also: "Unsubscribe to", "Click here", ... also trigger spam killers
Does Your E-Mail Test Positive as Spam?, www.lyris.com/contentchecker.
Seven Elements of E-Mails That Sell, 1-Compelling subject line, Studies show that the subject is the first thing people look at. After that, comes the sender. This means the subject and the sender must agree with each other., Subject line must be compelling, Must not be corporateish or commercial, Should be personal, short if possible, Crafting the subject line, Use the word "this", Or "here" and "about your", Use ellipsis points in the subject, giving a sense of incompleteness, Use incomplete thoughts, that will arouse the user to see what else will be in the e-mail, Words to avoid in the subject line, 2-The first sentence, This is the place where you establish a relationship, Being personal but not too long is key, Don't waste the audience time, 3-Stay on point, The inverted pyramid: insert the most crucial information at the top of the mail and the rest in decreasing order of importance, 4-Just one message, Don't put too many ideas out at the same time, This diverts the attention of the user to what is crucial to be communicated, Emails will normally be scanned instead of read so separating ideas clearly is key, 5-Provide value, Provide value in exchange for their time. This could be in there form of useful information, a special offer or something for free, 6-The benefit, Include a clear description of how your offer benefits them., Usually this is demonstrated by the statement "...so that you can <benefit delivered by the service>", 7-A call to action, The call to action is the next step or what is required from the user., It is common place to have communications NOT requesting a call to action, which is a crucial mistake
Adapt as Your Audience’s Frame of Mind Changes
Steps to write effective emails, 1-Write down the three words that best describe the message you are trying to convey, Focus on the frame of mind of your audience, and write in a way that appeals to that frame of mind, Write the way you speak, Don't try to be creative or formal, Write the letter as though you are writing it to one person only, 2-Write the letter in five minutes, do not edit it while you write it., E-mail it to yourself and see how it feels to receive the e-mail, For each sentence you must answer the question: would i say that to a friend?
Using E-Mail to Get Attention, Write it trying to produce the right stimuli and create focus on what you want to sell, Tips, 1-ask readers to write something down. This activates the "reticular activating system" RAS in the brain, "write down the promotional products that you think would be great to buy, 2-Create a small but entertaining or interesting activity, The activity should be something different from the ordinary sales letter., Should be something very small and easy to say "yes" to, The successive number of yes facilitate the sales process, 3-Invite recipient to participate on poll or one question survey, Powerful involvement device, There should be a reward for that, Reward should be "view results of the poll", 4-Please forward, Including the word "Please forward" is a device that creates results
Opt-ins are key to keep the customer hooked and always returning to your website. They also tremendously increase the conversion rate
Five Keys to an Opt-In Offer That’s Impossible to Refuse, Compelling title that speaks to the needs of the target audience, Appetizing benefits, Ease and speed (instant gratification), Assurance of privacy, Form of obtaining e-mail address and, at least, a first name
Presenting the Offer, Doenst need to be a pop up window. Can be a small block on a website, imbedded in a signature file, announced in discussion boards
Quick Primer on Autoresponders, Once e-mail address have been captured, auto responders are effective to follow up succession of messages, Autoresponders can be configured to be sent in succession every X days
Crafting Autoresponses to Your Opt-In Offer, Step 1: get users to consume what you gave them, and not only download it., This includes wording the mail in such a way that trying to product / reading the info is important, Step 2: in every successive e-mail, highlight a different feature of the product/service.
Crafting Autoresponses to Customers, Objective is to increase business from the same customer, promote referrals and decrease returns., If the customer gets more benefit from the product then he is more likely to buy it again or recommend it., Fixed interval auto responders could deliver that
How to Format Your E-Mails for Optimum Readability, Set line length for 60 characters., www.ezineassistant.com
1-Must provide useful, bona fide content related to the product or service you are offering
2-Be written in a way that positions you as an expert in your field
3-Include a byline or resource that points to your website
Should be from 500 to 800 words in length
DON'T use superlatives such as amazing, incredible, world's best, ...
Should NOT have any commercial intent
Reasons why ezine and newsletter is one of the best and most economical ways to build traffic and sales, 1-It's free, 2-It's profitable, 3-You have a captive audience: people spend more time checking e-mail than visiting websites they've never been to, 4-It keeps you in touch, Tip: include right after opening remarks a "Estimated reading time: XX minutes"
Three Tips for Writing Online Ads, 1-Make it look different from the rest, 2-Inject element that will spark curiosity to get audience to click, 3-Get prospects to opt-in, if possible, instead of trying to sell in the ad., Examples, www.WebCopywritingUniversity.com/sig
Good example to collect feedback: send mail with some of these questions., What are the reasons you bought this product or service? What motivated you to buy?, Can you list the top benefits of the product or service that convinced you to act?, Alternatively: this is a list of the main benefits, can you rank them from most important to least important?, Great resource at freeonlinesurveys.com, freeonlinesurveys.com
For those who left contact information but didn't buy, Why didn't you buy?, What, if anything, was confuse about the offer?, Why did you return the product?
1-Understand exactly what you want web copy to accomplish, Be very specific here, down to figures level
2-Take action to fulfill your objective, Take action to fulfill your objective. This includes writng the best possible web copy and marketing communications and getting traffic to your website (using linking strategies, search engine optimization, a revenue-sharing [affiliate] program, pay-per-click search engine advertising, or any other traffic-generating methods).
3-Observe what's working and what isn't, Track your results, Track what works and what doesn't. The net is a great platform to measure efficiency, Tracking services allow you to:, Know what trail buyers take and hence help you to streamline site to get all visitors to follow that proven linear path, See what path non buyers take and eliminate bottle necks and roadblocks, See what visitors who subscribe to optin or newsletter do on your site, See traffic sources that create the most sales so you know where to focus your efforts, E-mail services that track results:, www.emaillabs.com, www.email-marketing-central.com, www.gotmarketing.com, www.constantcontact.com
4-Keep adjusting your actions, Once you know what works and what does not, do more of the former and less of the latter
Search Engine Positioning
Pay-per-Click Search Engines
Linking Strategies, have a look at www.wilsonweb.com, www.ferretsoft.com, list all websites that are linked to your competitors website, www.2bpop.com, send emails to a bunch of websites at the same time
E-Zines and Newsletters