How to structure your sales material is just as important as the content in it. If it doesn’t look appealing to read – they won’t read it.
And the things that make it appealing can be disturbing to many who are unfamiliar with direct response marketing.
1) Use a headline on everything you use for marketing your business. And not the form of headline you see all over the web… “Welcome To Our Home Page”. One like that will get your prospect more turned off than turned on. It says nothing about why they should keep reading. And online – you have 5 seconds to state your case and get them reading before they click away to the next site.
Strong compelling headlines on why they should keep reading…
Discover 5 Easy Ways to Turn Your Website Visitors into Buyers
Learn How to Turn Your Words into Wealth
Warning: If You Are About To Hire a Website Designer – Read This First
Are You Using Illegal Means To Capture New Clients? The Answer Will Surprise You! Read This First Before You Hear From A Lawyer.
And so on.
Headlines will make or break your success online or off… make sure you use them
2) After the headline start with a short, snappy lead that feeds off the headline. The headline is designed to get them to read the lead line – the lead line designed to get them to read the next line – and so on – and so on.
It’s true. Your website visitors are being wasted and there is a simple way to make them stay and get them buying.
Believe it or not… a single 3 word change on your web page can increase your sales by up to 470%.
You web designer and copywriters have put your company in a very dangerous legal situation.
Make it intriguing and promising a solution and they will keep reading.
A few other tips keep them reading…
Indent the first line of each paragraph
Double space between paragraphs
Use short paragraphs (even one sentence paragraphs)
Use spaces or gaps in the paragraph. When we talk – we pause. And it should be the same while reading. So use pauses in your writing as well to flow like we speak. You can use the – or… to indicate a pause. Use them as you would while speaking.
Read it out loud – if you stumble over certain words or structure – redo it until it flows.
Try changing your sales and marketing pieces using these techniques and test to see the results for yourself. You’ll be pleasantly surprised.
To your success,
Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His FREE Cash Flow Surges newsletter shares tons of great strategies at http://www.smallbusinesscopywriter.com
He also publishes the incredibly powerful Cash Flow Calendar system that gives you daily, weekly and monthly marketing ideas to promote your business and stand out from the crowd. To get your free tips for growing your business, you can register at http://www.cashflowcalendars.com
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