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  • - Seven powerful ways to write better sales copy.

  • Recently I've been teaching

  • and sharing with you more on copywriting.

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  • Otherwise I wouldn't make more of them.

  • Now today we're gonna talk about how

  • to write better sales copy.

  • I'm gonna give you seven powerful ways to do that.

  • You see, nowadays people are very, very skeptical,

  • every single day we are bombarded by thousands and thousands

  • of advertising messages, right,

  • wanting to sell us something.

  • So as a human being, as a person,

  • we are very much turn off and tune out

  • on a lot of these messages.

  • You see one of the biggest reasons why people

  • don't buy from you is lack of trust.

  • Not that they don't want what you sell,

  • not that they don't need what you sell,

  • but they don't believe you.

  • They don't believe the product would work,

  • they don't believe the service is any good.

  • So how do you overcome that?

  • Think about in your life, comment below,

  • share with me a moment that you've had in the past

  • that you wanted to buy something

  • that you were ready to buy but somehow in some way

  • that you just didn't feel comfortable.

  • You didn't trust the vendor or the brand or the company,

  • and you were sitting on the fence,

  • and at the end of the day you didn't take the action,

  • you didn't make the purchase.

  • Share that story with me, comment below.

  • So think about that, so what I'm gonna share with you,

  • these seven ways, they will apply to your emails,

  • they will apply to your videos,

  • they will apply to your landing page,

  • your website, your social media,

  • everything that you do, you got it?

  • Way number one to write better sales copy,

  • and that is use specific numbers,

  • especially in your headlines.

  • So you see it's one thing to say oh you know what,

  • I have a very popular podcast,

  • a lot of people listen to my podcast,

  • it's a whole other thing to say, you know what,

  • my podcast has been downloaded 1,735,221 times

  • from over 151 countries.

  • Do you see the difference?

  • When you're making claims you wanna be very specific

  • with numbers, instead of using round numbers.

  • Sometimes you can also use seven ways of, right?

  • Seven mistakes that people make

  • or three things you need to be aware of,

  • or the one thing you must know.

  • In fact, if you search on my channel,

  • and you look at some of the videos right now

  • you'll see the videos with numbers,

  • they tend to perform better.

  • They almost always perform better

  • than just a video with more generic title.

  • Why?

  • Because when you have a specific number

  • people know that there's a particular outcome.

  • There's some steps, there's some things,

  • concrete, that they're gonna get out of

  • by watching that video.

  • And this applies to copywriting,

  • this also applies to content writing.

  • Way number two, always prove your claim.

  • Meaning, including case studies, laboratory results,

  • some kind of proof, if you're gonna make some claims

  • within your sales copy you gotta back it up with something.

  • Otherwise, it will feel like an empty promise, right?

  • I'll give you a perfect example.

  • When I share with people that when I was getting started

  • that I was an introvert, people don't believe me.

  • You watch what I do now, I speak to millions

  • and millions of people on a monthly basis,

  • and they say oh no, Danny must be easy for you,

  • you're naturally talented or you're gifted,

  • or this comes easy for you.

  • Well it's simply not true.

  • But I could tell you many times that yo, no,

  • I was an introvert.

  • I had no confidence.

  • If you don't want to listen, don't believe me.

  • So what do I do?

  • Sometimes I would show them,

  • listen if I'm presenting I would show them a picture

  • of myself when I was 19 years old, 20 years old,

  • and you would see how much of an introvert

  • that I was, right, how shy I was,

  • how low confident I was, right?

  • And you would see that.

  • It's much more powerful when I can,

  • I share a story with you and I back it up

  • with boom, like that.

  • And I would show people the first car that I had

  • the Ford Escort, the white Ford Escort that I had,

  • that I bought for $2500.

  • People could see, oh wow, that's where Dan came from,

  • that's a very humble beginning.

  • So always prove your claim.

  • Everything that you say,

  • everything that you promise,

  • everything that you claim in your copy

  • you gotta back it up, you gotta prove it

  • so to demonstrate to the reader that this is real.

  • Way number three, use testimonials.

  • You see, what other people say about you

  • or your brand, your product, your company,

  • is infinitely more powerful

  • than what you could say about yourself.

  • Because if you say about yourself,

  • and you say oh I'm so great, I'm so awesome,

  • I'm so wonderful, well it comes across we are bragging,

  • but when other people say that about you,

  • now that's an endorsement, that's a recommendation.

  • So, as a business, doesn't matter what you sell,

  • you always, always want to be collecting testimonials

  • from your customers.

  • And the way that you collect testimonials,

  • sometimes you could collect what I call

  • character testimonial, meaning that your customers,

  • your clients, they're saying some nice things about you.

  • Let's say you sell weight loss, okay?

  • And you're a personal trainer,

  • and your customers might say,

  • yeah Sally is a very good personal trainer

  • and she is, you know, very much,

  • she has a lot of experience.

  • That's a character testimonial.

  • Those are good, you could use it here and there.

  • But the better kind of testimonials

  • are what are called results driven testimonials.

  • So here's an example.

  • You know, I've been struggling with weight loss

  • all my life, and I try a lot of different

  • diet programs, and weight loss programs,

  • and, the outcome is always very disappointing

  • until I met Sally.

  • When I met Sally, when I hired her as a personal trainer,

  • not only she has helped me to understand

  • why I struggle with weight loss,

  • and some of the deeper issues that I have,

  • but she also came up with a very realistic plan

  • that I could follow.

  • And she held me accountable,

  • and since training with Sally for six months

  • I've lost, you know, 21 pounds.

  • You see the difference?

  • That's a result driven, kind of a story based testimonial.

  • It's way more powerful than, oh Sally's nice.

  • She's a good personal trainer.

  • You wanna collect those testimonials.

  • And the way you do that is by asking deeper questions,

  • giving your customers some examples sometimes

  • what a good testimonial should sound like,

  • and you want to get those personal stories, right?

  • Because people resonate with stories.

  • Your buyer resonate with stories,

  • your prospects resonate with stories,

  • so share those stories, and be very careful

  • sometimes when you see these testimonials on the internet,

  • have you seen those testimonials that, it is like,

  • only the first letter like JT,

  • or John T., that doesn't give you any credibility.

  • The more specific the testimonial, who that person is,

  • John Smith, occupation, city, even sometimes maybe,

  • even like Instagram.

  • The more details you have the more credible

  • the testimonials, does that make sense?

  • When it comes to testimonials,

  • I believe video testimonials, they are the best,

  • they're more difficult to get,

  • but they are the best, why?

  • Because your prospects can see your customers,

  • you can see what they look like, what they sound like,

  • how they talk, and also their facial expressions.

  • They can communicate emotions so much better

  • through a video.

  • So ideally you wanna get video testimonials.

  • Because also when you get video testimonials

  • you can transcribe that and turn it into a text testimonial.

  • You could turn the audio, maybe use it for your podcast,

  • as also an audio testimonial.

  • But if you only get the written text you cannot

  • multipurpose, repurpose some of these testimonials.

  • So ideally get video.

  • If absolutely you cannot get video, I would say

  • see if you can get at least the audio version of it,

  • maybe on the phone, maybe through Zoom or Skype,

  • get an audio version of it,

  • get a photo, get a nice photo from them.

  • You would have a photo,

  • you would have the audio, and you would have the text,

  • a little transcript of what they say

  • about your company or your product or service,

  • that's okay too.

  • But ideally get the video testimonial.

  • Almost every single entrepreneur,

  • every single business owner that I've helped

  • and I have consulted with,

  • almost no one spends enough time collecting testimonials.

  • They might have some, two, three, four, five,

  • now they could have thousands and thousands of customers,

  • right, I sit down with them and say, okay,

  • what case studies do you have?

  • What testimonials do you have?

  • Oh we don't have a whole lot.

  • And I'm always shocked.

  • Like with Theme what we do within my company,

  • I'm constantly, constantly ongoing collecting testimonials.

  • We have thousands,

  • thousands, and thousands, and thousands

  • of success stories and testimonials

  • because you want to go into the marketplace,

  • not just the what you say, the words,

  • but when you can prove your claim,

  • and when you can overwhelm the skeptical prospects

  • with just an unbelievable, undeniable amount of proof,

  • that gives you a lot of credibility.

  • One testimonial, oh you can make that up,

  • how about two, three, four, five?

  • Six, 10, 20, 50, 100,

  • 200, 1000?

  • I mean one person could be a fluke, 1000?

  • 2000, 5000?

  • Now it's like, okay, this is powerful.

  • There's something about this product,

  • there's something about this service,

  • there's something about this company.

  • I could give it a try.

  • That's how you need to think

  • cause people don't believe you, they do not trust you.

  • Way number four, a picture is worth 1000 words.

  • So words are very powerful,

  • we as a copywriter, we're using words

  • to persuade and influence other people.

  • But picture is also a very important element,

  • especially nowadays.

  • You look at Instagram, they're all photos.

  • It's a photo driven platform.

  • So, in your email, or in your video,

  • on your landing page,

  • if there are photos, if there are graphic elements,

  • that you could use to help you tell a better story,

  • you wanna use those.

  • So it's one thing, again, to say, oh we have a,

  • we've had a great event,

  • let's say you're selling an event.

  • Right, you could say, you could write all of that,

  • and the experience that people have,

  • but it's way more powerful when you can show a picture,

  • or multiple photos of people having fun at your event.

  • Right, people are having a good time,

  • people are dancing, people are celebrating,

  • and you show those photos.

  • Think about when you hang out with friends,

  • when you show them, hey, you know, I was,

  • go on this trip, lemme show you this photo, right?

  • You're excited and they're excited to see the photo.

  • A photo is worth 1000 words.

  • So used properly, done properly, a picture

  • could be a very powerful tool when it comes to

  • enhances the selling power of your sales copy.

  • Way number five to write better sales copy,

  • credentialize yourself.

  • It's very interesting, most people,

  • they're not very comfortable talking about themselves,

  • they're not very comfortable kind of tooting their own horn,

  • why?

  • Because of low self esteem.

  • So the way you want to stand out in the market place,

  • not from a braggadocios kind of way,

  • but if there are things that we could use,

  • your degrees or your accomplishments,

  • awards that you've won,

  • who you have worked with.

  • If you have a lot of, if you are selling to a certain group

  • and those credentials are important, use those.

  • You know, the letters, you know, after your name,

  • use those if you have those.

  • You wanna think about all these things,

  • all the things that you've done,

  • all the credentials you have,

  • they are marketing assets.

  • Just because you know

  • doesn't mean the marketplace knows, right?

  • If you've done certain things,

  • you have spoken to certain groups.

  • Example, I have been an opening speaker twice

  • for TEDx, and you see that I'll use TEDx

  • throughout my marketing on my website.

  • Because if I don't tell other people

  • they won't know, right?

  • If I've written a number of books, use those.

  • If you're a best selling author, use those.

  • You belong to a certain association, use those.

  • Credentialize yourself.

  • Way number six to write better sales copy.

  • Now we've talked about testimonials.

  • This is very powerful, I love this one.

  • Especially if you are selling B2B,

  • you're selling the business to business.

  • Include a list of your famous clients.

  • So let's say you are providing

  • some kind of services to companies

  • and you work with some well known companies,

  • make sure you include their logos, get permission,

  • but make sure you include their logos on your websites.

  • Your brand is trusted by, partnered with,

  • so and so have done business with you.

  • Example, if you're B2B and you've done business

  • with Microsoft, you've done business with Amazon,

  • you've done business with certain big companies,

  • put that right on your home page.

  • That gives you tremendous credibility

  • because your prospect will see that

  • and they could see, wow, you know,

  • even these big companies have done business with it,

  • they are using your service, they're using this program,

  • they're using your software, instant credibility

  • that everything you say carries more weight.

  • And the more you have, like if you have a whole

  • bunch of them, put a whole bunch of them, like whoa,

  • you've got 20, 30, 40, 50, of these companies.

  • If it's good enough for Amazon,

  • it's good enough for me, right?

  • It's good enough for Toyota, it's good enough for me.

  • Very, very, very powerful.

  • So include a directory, include the logos,

  • include a list of customers, brands, on your website.

  • Way number seven, risk reversal.

  • Now remember what I said, people are very skeptical.

  • So is there a way that you could reverse the risk?

  • How could you not put all the risk on the consumers,

  • on your customers,

  • but how could you put that on your shoulder?

  • Can you offer them a compelling, strong guarantee

  • that would make them feel more comfortable

  • taking a chance with you.

  • So it's one thing to say, hey, you know what,

  • buy my product,

  • good luck, if you don't like it, that's too bad, right?

  • Versus, hey, you know what, buy my product,

  • try it, take it home with you.

  • And if you don't like it in 30 days send it back

  • I'll give you all your money back.

  • That's a very typical,

  • you see this on infomercial a lot.

  • 30 day money back guarantee, a 60 day money back guarantee,

  • or even in certain retail, right?

  • Where they have satisfaction guarantee.

  • Oh you don't like the size, just bring it back

  • within X amount of days,

  • we'll exchange, we'll give you refund,

  • things like that.

  • It's very, very powerful.

  • See most people, and you have some people that are like,

  • they are just bad people,

  • they like to refund and they don't like to pay for stuff.

  • But most people are good.

  • Generally speaking, most people are good.

  • And that's not what they wanna do,

  • they just want to know that hey, in case this doesn't work

  • what is my risk, right?

  • Am I the one that's bearing all the risk?

  • So as an entrepreneur, as a business owner,

  • as a marketer, as a copywriter,

  • think about the guarantee.

  • Sometimes I would spend a lot of time

  • thinking about the guarantee.

  • What are some of the things that you could offer.

  • Now you don't always have sale and leap with a guarantee,

  • but if you spend some time

  • and you could be very, very creative about it,

  • it's not just a typical, oh, I guess I

  • would just do a 30 day money back guarantee,

  • it's very, very typical.

  • I remember years ago I was writing copy

  • for my mentor Alan, and we were working on a marketing piece

  • and the marketing piece was promoting the event,

  • kind of like a high ticket, high event,

  • three or four thousand dollars, pretty expensive.

  • And we were thinking how can we

  • get people to come to this event, right,

  • we need something very, very compelling.

  • So we came up with this guarantee,

  • and here's the guarantee,

  • we say that it's a three day event,

  • and most events they might do something where,

  • you know, well, if, well first of all,

  • most events don't have any guarantee.

  • Some events they might say, it's a three day event,

  • come the first day if you don't like it, right,

  • you can return all your materials to the back of the room

  • and then we'll refund your money.

  • No harm is done.

  • But we thought we want them to get something

  • more compelling, something more powerful.

  • So here's the guarantee we came up with.

  • We say come to the event, not first day,

  • not second day, go through the entire three days,

  • learn as much as you could, learn all the strategies, right?

  • Get as much as you could out of it.

  • By the end of day three if you don't think this event

  • is worth at least 10 times what you paid for it,

  • I want you to talk to us,

  • we're gonna refund all your money,

  • plus we're gonna give you $250 for your trouble,

  • because we wasted your time.

  • Do you see the difference, right?

  • And remember we did that, and guess what,

  • not one person took up the offer.

  • Not one person.

  • Think about that,

  • but how many people we sold as a result of that guarantee.

  • Now people are much more comfortable.

  • Just remember that more people trust you

  • the more they feel comfortable with you,

  • the more likely they're gonna buy.

  • And these are just like very basic fundamentals.

  • If you want to know more advanced copywriting techniques

  • that are not shared on social media.

  • I'm talking about techniques and strategies

  • that are used by some of the highest paid

  • and most successful copywriters in the world today.

  • Click the link here and check out my upcoming master class.

  • I think you'll love it.

- Seven powerful ways to write better sales copy.

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寫出更好的銷售文案的7個有力方法 (7 Powerful Ways To Write Better Sales Copy)

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    林宜悉 發佈於 2021 年 01 月 14 日
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