“When you start with what’s at stake for the buyer, you earn the right to their attention.” — Jake Sorofman
There really is a plethora of information, techniques, and “how-to” instructions we try to keep in mind when putting together a promotion: The 4 U’s© of strong headline building, how to differentiate between features and benefits and work them into a strong lead, offering strong proof, a strong close, a compelling call-to-action, and so forth. Indeed, it gets overwhelming at times.
So as one year ends and another begins, I thought we could all benefit by taking a step back from the nuts and bolts of writing compelling copy and examine some basic marketing concepts we need to keep in mind. Even if you focus only on these six tips and nothing else, you’ll be ahead of most other copywriters struggling to assimilate everything they’ve learned about the craft of writing good copy. So in no particular order, here we go:
#1) People want to be taught — Higher conversions begin with educated customers. Think about your own buying experiences. When you set out to purchase something, you usually don’t know as much about it as you would like to. And if your questions aren’t sufficiently answered, you’ll be less likely to spend your hard-earned money on the product.
But if you’re fortunate enough to hook up with a salesperson who takes the time and initiative to educate you about all the products or services in the field you’re considering making a purchase in, that person gains your trust and favor immediately. Never forget that education is a powerful marketing technique. By truthfully educating your prospect about the good — and sometimes bad — aspects of a particular product or service, you will significantly ramp up your conversion rates and gain a dramatic advantage over your competition.
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