Are you an e-trader? Web entrepreneur? Are you living off your online business? In this case, do you know that selling on the Internet is not always easy? Especially if your activity is done exclusively from a distance, without ever seeing your client …
Because in your case:
• You cannot bounce back on what the client will tell you;
• You cannot adapt to his needs live;
• You also can’t guide him through your site so he can find what he needs directly;
• You can’t catch up if the person misinterprets your message …
And that’s normal.
Your prospect is alone behind his screen.
He has to manage.
Understand for himself, with no salesperson to guide him.
If he does not immediately see what interest he has in reading your NEWSLETTER?
If your sales page is not interesting enough from his point of view?
Yes, why would your prospect read a sales page (often long) that does not talk about his real needs?
But I imagine that all of this, you already know …
So how do you create texts that will truly captivate him?
How do you stop him, touch him, and then convince him to stay?
Thanks to the secret weapon you have: words.
And more specifically, the words that sell.
For example :
• Impactful hooks;
• Bulleted lists that offer clear and tangible benefits;
• Evidence that you provide irrevocably;
• Irrefutable customer testimonials;
• The costed demonstrations;
• Magic words, those that have an immediate effect on the brain;
• The turn of sentences that calls a YES every time;
• The tone that you establish to create a real empathy that brings you closer.
Yes, the words you use are the only “weapon” you have to entice people to stay on your page.
Read your entire offer. Until the last crumb.
And finally, to buy you what you offer.
With the right words, you can get anyone interested.
Provided you do it right.
Copywriting, that’s it.
It’s the art of writing to update your prospect’s most pressing needs, to convince that your solution is THE solution.
With a perfectly copywrite text, your prospects will be attracted by your offer.
They will only want one thing: that you tell them where to click to buy.
It is commonly accepted that you can get an average of 30% more sales if you do it right.
It’s worth it to apply a little bit anyway, don’t you think?
But for that, there is no miracle.
You must use words that resonate most with them, in order to pique their curiosity. To make them want to know more.
By making them think that you are speaking only and specifically to them.
They must feel concerned. Personally targeted, even.
As if you were writing, not to hundreds of people, but to Madame MICHU in person.
To successfully write a text that will have the desired impact on your prospects, there are three golden rules to keep in mind:
- Call the reader at first glance and above all hang him (he has a thousand things to do and reading you is probably the last of his worries);
- Intrigue him with an original speech (remember that he is solicited from all sides);
- Seduce him with the words he wants to read (and not use a vocabulary that seems obscene to him).
But how do you go about vibrating complete strangers without knowing them personally? And to address a crowd, while touching the heart of each of its members?
Don’t panic, I’m coming …
1. Define a customer avatar
To be impactful in terms of communication, it is important to find your niche. Find the type of clientele you will bring the most value to.
Where your offer will be most effective. Will bring the most tangible transformation.
Of course, you won’t be able to reach everyone.
If you want to reach everyone, you actually risk reaching … anyone.
And that, you especially do not wish it.
So think “customer avatar” and “precise niche”.
Yes, if you focus on the needs of one type of clientele, then you bring them a real (almost) tailor-made solution.
Who perfectly meets his needs.
Once you have defined your customer avatar and found the product that can match it, you need to develop your “battle plan”.
Study the behavior of this new, newly established audience.
By his behavior, I mean:
- What do they WANT more than anything?
- What are they afraid of?
- What are they most worried about?
- What keeps them from sleeping?
- What is causing them PAIN?
- What makes them angry?
- Who makes them FURIOUS?
- What are their VALUES?
- What is their MOST URGENT problem right now?
- Who are their ENEMIES?
- What FRUSTRIES them the most?
- … And many other points that I have put together in a file that I use on a daily basis.
Everything you need to make your prospects feel concerned by what you write to them.
Yes it takes time, I agree.
It’s actually the biggest job of copywriting: knowing by heart who you’re talking to.
The proof: a person who knows nothing about copywriting, but who knows everything about his target will systematically obtain (much) better results than a “pro” who would not have taken the trouble to study his market.
Guaranteed on account!
Because here, this “neophyte” will seek above all to touch his prospect. To speak to him directly. Whereas a copywriter who does not have sufficient knowledge of the target will use words which will not speak, and which will have no effect.
Or downright off topic.
Take my case as a copywriter: when I mention this term to some people, they don’t understand. They don’t know what copywriting means when they need it. Sometimes they even use it every day.
For some of my clients, such as marketing agencies, I am not a copywriter but a “copywriter”.
But in reality it is the same job!
Some people, like entrepreneurs, will react to the term copywriting. While others will be more sensitive to terms of copywriting design, direct marketing, etc. Depending on their activity.
It’s up to me to adapt.
If I focus on web entrepreneurs, I use “copywriting”.
I know that so I’m sure I understand them.
And I rule out another potential target.
The bottom line: if you want to reach your target effectively, you have to speak HIS language.
Once you have identified the terms used by the people you target, like me, you can start writing your product pitch.
But not before.
2. From the point of arrival
I know, it may sound weird to you.
The opposite of what you learned in school.
We know all the classic diagrams of a writing:
we set milestones chronologically to reach our conclusion.
From a very young age, we have been taught to run our course arguments to meet the school standard:
Thesis> antithesis> synthesis.
In copywriting, we reverse things:
We start from the point of arrival. From the conclusion.
Since the conclusion is the thing that interests your prospects the most: it is the goal they are trying to achieve (let’s talk about MAIN PROMISE to put it simply).
We also speak of “POINT B”.
And that’s good since your offer allows you to reach this point B!
So you have to start with customer benefits.
What benefits will they get from your solution?
What will it bring them?
How will she take them to point B?
Once you’ve put them in the mouth, you can go into the details of your product, or your offer. Explain to your customers how they will achieve this result thanks to you.
It’s the famous TRANSFORMATION.
Why do it this way?
To immediately grab your prospect’s attention.
Not in a sentence or two.
Because he, unlike your former French teacher, is not paid to read your copy again.
So nothing forces him to go through your prose to the end.
On the contrary, he has no time.
The only thing that matters to him is what he has to gain there, right now.
Without losing a moment.
And he then decides, yes or no, to continue reading.
If not, it’s lost to you.
On the other hand, if you managed to get his attention, congratulations.
You can take the next step!
3. Unroll your pitch
Once you’ve managed to keep your prospect reading your text, you should now detail your offer.
Sell your product in the best possible way.
Using the right terms, those that hit your target.
The ones you determined during your market research.
Never forget that you need to think about and focus on what your customer is interested in. Hammer it relentlessly.
Don’t get lost in overly complex explanations.
In a technical jargon that nobody understands.
Be an educator, and remain understandable to the greatest number.
Otherwise, you risk losing people on the way.
After all, why would they call on you if they knew how to fend for themselves?
What if they were as rigged as you? They wouldn’t have the use of it.
If they read the details of your offer, then they need it.
Because they don’t know how to do it themselves.
And so, that they don’t necessarily understand all the technique or all the complex terms that you can use.
Your goal is not to make your prospect believe that he doesn’t understand anything and doesn’t know how to do it.
On the contrary.
You have to put yourself on his side.
Make him feel guilty.
Your goal ?
Accompany him, and show him kindly how you can help him.
And how far you can take it.
He will feel all the more confident that he will feel that you are the right choice for him.
You will not pass for the bad guy who wants to “put your pockets in it”.
On the contrary.
You will seem like someone who is willing to give a piece of themselves to help others.
You see the thing?
We are always more comfortable with someone who will explain things to us in detail, without judgment.
Rather than facing someone who belittles us.
Who is superior.
Nobody likes to be judged, do they?
So be that kind person for your (future) client.
Support your prospects until their biggest dreams and help them realize them.
To the maximum.
Because never forget Zig Ziglar’s phrase “You can get everything you want in your life, if you help enough people to get what they want in theirs. “
Do you want to know in detail my methodology for developing a sales pitch that collects REAL results?
Do you want to get these 17 specific steps that I use 90% of the time? In this case, I invite you to download my FREE guide on the structure of an effective sales page.
See you soon !