At some point, you’re going to need to build interest and desire for your product. How do you do that? How can you make someone want what you have?
These days, everyone is in a rush, everyone is always busy and it’s increasingly rare to get a chance to just sit down and read a long piece of text.
So your first objective is to get people to stop and pay attention.
That means you need to write in a manner that is efficient and to the point. Avoid long winded sentences or flamboyant language – aim to get your point across in as few words as possible.
Try writing with a narrative structure. In other words, make your sales pitch into a story.
One of the most common and popular ways to do this is to write the story of how your product helped you – this works wonders because people find it hard to turn off from stories – we always want to know how they end.
You can also grab attention right away by using a controversial or shocking opening sentence that will increase interest and engagement and make it hard for people to just turn off.
To make sure people don’t just leave without reading everything write in a way that makes it easy to skim through quickly.
Most people will skim through your content anyway – so you need to ensure that they can do so and still get the whole story.
Even just the headlines alone should give enough information that someone might be interested to buy, while the bold and underlined words will also jump out and grab attention.
This way even if people are in a hurry, they’re still going to be ENGAGED and hopefully buy your product.
So now they’re reading. You need to get people dreaming about your product and truly wishing they owned it. You need to sell the dream.
They need to understand how your product can make their lives better and why they really need it.
Essentially, it means understanding how your product really makes lives better. What is the real value in your product? Why will people buy it?
People don’t buy a fitness ebook for a good read.
They don’t even buy a fitness book to get fitter. They buy fitness books to feel good about themselves, to impress women or men and to have confidence and good health. That’s the ‘dream’ and that’s the emotion you need to tap into.
If your product is - say - about making money, then the dream is power, influence and the resources to avoid the stress of debt, to go on big holidays and to own a big beautiful house.
Finally, you need to remove those barriers to sale. One way to do this is by combating the dreaded ‘buyers remorse’.
This is the sense of guilt that people can feel after they’ve bought something. You need to remove this by demonstrating that what you’re selling is a good deal, or by convincing them that they might even be making some kind of investment.
People buy based on their emotions and not logic. If you try and sell based on logic alone then people will often realize they don’t really need what you’re offering and talk themselves out of it.
But if you convince them based on emotion, then they’ll feel strongly compelled to buy and will find it hard to resist that temptation.
The difference is huge and ultimately leads to A LOT more sales...