Posts tagged sales copy
[Website] 5 Reasons Why People Won't Buy From You Online

 

You’ve launched your new website….

 

It’s great, it’s shiny and you’ve even got a FREE offer on there to help get your first enquiries.

You pay for some online ad traffic to get a heap of the right people seeing your offer… and….  Nothing.

 

In a pit of despair, you begin asking yourself:

“What’s wrong with these people?”

“It’s FREE! Why aren’t they taking it?”

“Is there something wrong with my site?”

 

All of these questions and more go flooding through your mind as your $100 ad budget for the day disappears with nothing to show for it.

The right thing to do, is to stop your ads and start looking at some of the basics.

It’s likely you’ve missed something simple - that's now turning people away without them feeling compelled to engage with you.

Let’s look at your brand, your copy and your offer.

 

#1. Your website doesn’t tell them it’ll solve their problems

If you think that writing one gimmicky headline and putting a whole heap of text below it on a page will get people signing up to your offer, you’re just going to waste your money and a lot of time.

In conversion copywriting (direct marketing) you learn that the #1 thing on every page of your website should be your headline. It needs to instantly capture the reader’s attention, otherwise they’ll click away.

Your headline needs to do 3 things:

1.      It needs to say what you ACTUALLY DO – if you stop toilets from leaking, you need to actually say that, in the headline.

2.     It needs to add a benefit (if you can) – like “We stop toilets leaking, fast” or “We’ll stop your toilet leaking, anytime day or night”.

3.     It needs to give the reader a reason to keep reading… 

Writing this all in 8 words or less is difficult, that’s why we spend so much of our time writing and rewriting the headline until we ‘nail it’.

Try writing 20, 30, even 50 headline variants until you find one that’s absolutely perfect and does all three things.

 

#2. Your copy isn’t short, sharp and straight to the point

In this day and age of distracted minds and a flood of offers each day, it can be hard to capture people’s attention for any length of time.

Which is why your copy needs to get to the point…. FAST.

You need to say what problem is you solve, how you solve it, why you’re special and then make an offer for them to get it solved by you.

This has to happen in as FEW WORDS AS POSSIBLE.

Here’s how to do it:

1.      Write your full page, including all of the good things about your product / service and how it solves the customer’s problem.

2.     Walk away from it for half a day, longer if possible.

3.     Read through your copy and remove as many ‘extra’ words as you can. If you can say something in 9 words instead of 12, make it 9 words. If you can do better and still get the point across, then do better.

4.     Make sure the page still ‘flows’ and makes sense. You’re taking your prospect on a conversational journey, so make it a journey without bumps or hold-ups.

Whatever you do, just get to the point quickly.

 

#3. Your FREE offer isn’t really worth it

This is a BIG ONE. Often people put up offers on their site for a ‘Free ebook’ and expect hundreds of conversions (sign-ups or actions taken). Only to be gravely disappointed after hundreds of visitors and not a single sign-up.

If you’re offering something that’s not of tremendous or helpful value, people aren’t going to care. Especially when they’re handing over their contact details to an ‘unknown’ like yourself.

So make your offer special. And valuable. And fully worth their signup.

If it’s a free ebook, then make the ebook so damn good that people would happily pay $20 for it. If you’re offering something free to get more bookings at your mechanic’s workshop, then offer a free car wash and vacuum. It’s something that’s actually valuable that people would want.

 

#4. Your business name is….  ['cough'] terrible

This is a hidden trap.

It’s not hidden to the people who see your site however – it’s hidden to you.

Unfortunately, it’s all too common that people get emotionally attached to a name and then fulfil ‘all of their business dreams’ by using it.

Let me make up some names for you here to show you what I mean:

Kwik Kuts (a hairdresser)

Tregado Flow (a plumber)

Jane’s Twinky Toes (a nail salon)

Use a name that incorporates what you do. And for goodness’ sake, spell it correctly using normal English.

If you’re starting a consulting firm that charges $500 per hour, you’re going to lose customers before they even speak with you if your business name is hard to pronounce or hard to spell.

Make it easy for people (boring and simple is ACTUALLY a good thing).

 

#5. You don’t tell them what happens after they subscribe / enquire

This is a critical one. When you put your details into a website contact box, you want to know what happens next right? So do your prospects.

When are they going to call me?

Are they going to call or email me?

What will they do next?

Are they going to email me the report or do I need to download it?

Etc. Etc.

Don’t leave people guessing – it’ll halve your conversion rate. Here’s an example of what to do:

“To get a FREE [insert offer] today, simply leave your details below and one of our friendly staff will call you ASAP”

or

“To download your FREE guide, enter your details below and we’ll send it to you via email straight away”

See? Both tell them what to do (enter details) and what happens next. No guessing, and a better conversion rate.

 

Get your conversion rate UP and learn how to write for better sales results

Just implementing these 5 things today will help you increase your enquiry rate and potentially keep your business trading (rather than losing money wondering what's wrong).

For more information on writing concisely to get more sales, check out my article on Marketing Magazine Australia. It’s been shared more than 100 times… 

 

 

Why it's a bad idea to write the way you think you should...

Keep it conversational... 

If you're sitting down to write a promotional piece, a new page for your website or simply an autoresponder email, there's only one thing you need to remember: to keep it conversational.

Because writing 'sales copy' isn't about selling in the way you might think it should be.

Selling in print (whether it's online or offline) is all about having a conversation - simply telling people about what you have to offer and why they should get it from you.

Nothing fancy, no 'special sauce' required.

And if you think that just because you're a big corporate, a law firm or even a technical company, that you need to use heavy technical jargon to look like you know what you're talking about - you're sadly wrong.

- Every publicly facing piece of copy needs to be written in a simple, easy-to-understand, conversational style or you'll risk losing engagement with your audience.

For instance:

WRONG 

"Our technical specialists will analyse your spectrometer results using algebraic computations on our cloud server infrastructure while instituting the highest degree of compilation skills".

RIGHT 

"Our experienced technical staff will analyse your spectrometer results using a combination of cloud servers and software to provide you with a high degree of accuracy and a better overall result"

- It's still technical, but a fifth grader could understand it (which is the level that sales copy should always be written for).

The other reason for conversational copy? 

Conversational copy is so much more enjoyable to read... When you're on a page where you can easily follow what's being said, it relates to you and gets your mind thinking about how this could solve your problem / fulfil you desire - then it's good copy.

If it's using lots of exclamation marks and sounds like it's either too boring (technical and not engaging) or too 'in your face' (like that used car salesman cliché), then it's not going to win.

How do you write conversationally then?

It's actually a lot easier than you think.

So many people 'struggle' to write conversational sales copy but it's simply like talking. Just like I am with you right now - it's no different.

When you overcompensate, try to be tricky and write as if you're an 'expert', that's when no one will care for what you're offering (or worse, even finish reading what you've written).

Here's a simple formula for sales copy - 

1. Uncover a problem they have like this "We understand that for some spectrometer users, getting good quality results can be tough"

2. Confirm it for them like this: "And for some researchers, even finding a provider that can compile their results using good quality software and hardware is challenging"

3. Tell them what you can do, like this: "We're here to change the way researchers get their results compiled. Our comprehensive software runs on cloud servers with huge capacity, so no matter how big or small your project is, we can help you for an affordable price"

4. Tell them how to get it (easily), like this: "Getting started is really simple - just get in touch with our analysis team (here) about the challenges you've faced with your spectrometer results and we'll contact you shortly. We look forward to getting you the quality data you're hoping for."

Maybe a little fictitious - but even for a highly technical business, the copy can be very simple yet still get the point across professionally.

My main tip - don't overthink it, just write like you're having a conversation with someone. 

Write well, 

Rob.

PS: For more info on how you can write more fluidly, check out our copywriting blog here.

Don't bother with a big story...

It's a mistake that so many copywriters make (myself included when I first started out).  

Building up a huge story about a product before actually getting into the sale is a recipe for disaster when it comes to search-based product copywriting.  When your prospect can click away and look at another website that's got less to read or gets to the point faster, they will.

If your web page or landing page is primarily for customers to land on after clicking on a Google search for a product, there's no need to 'build the dream' for them.  

They just need three things:

1. Is this the right page I'm looking for?  (Headline needs to say what the page is about and add a benefit if you can too).

2. Will this product / service solve my problem?  

3. How do I get this product / service? 

That's all.  

You don't need to convince them that they need a mop when they're already looking for a mop.  

They just want to know if you sell mops, how your mop solves their (cleaning) issue and how to order / how fast will it get to them etc.  That's it.

Make your big story about how amazing you are or the extended run-down of the technology behind your incredible mop for the About Us page.

The faster and more succinctly you can 'get to the point' in your sales copy, the better.

Here's to more sales,

 

Rob.

PS:  If my team and I can help you with a copywriting project for your website, landing page or email autoresponder series, just let us know.