Sales Copy Basics

One of the most effective techniques in marketing your services is the use of a sales copy, whether in print for direct mail or on your actual website.

Fancy graphics don’t sell. Effective sales copy does.

A sales copy is basically salesmanship in print.

Here are some guidelines in creating a powerful copy.

-Know and effectively communicate your USP (Unique Selling Proposition). It is your basic offer. It should be unique and compelling. This is what differentiates you from your competition.

-Creative an attention grabbing headline. A headline is the most important part of your copy. It’s what gets prospects to read the rest of your offer.

You want go from Annoying Pest to unwelcome guest.

“They Didn’t Think I Could ____________ But I Did”
“Are You ___________”
“How __________ Made Me ___________”
“Who Else Wants To____________”
“How I ___________”
“How To _________________”
“Secrets Of _________”
“If You Are __________, You Can__________”
“Give Me ___________”
“ ________ Ways To ____________”
“Warning: ________________”

-Write like you talk. Your copy should flow like a conversation. Throw out all the laws of proper grammar here and create a copy that reads like a passionate child trying to sell his parents on what he wants for Christmas. Simple and Passionate.

-Focus your copy on benefits instead of features. A feature is the componants of your program. For example – core conditioning, functional training, etc. A benefit is what your clients will get out of the workouts. For example – Fat Loss, Improved Health, sense of well being.

-Talk to your prospects emotions. Remember – people buy for emotional reasons and justify with logical reasons.

-Overcome basic objections. Not enough money, not enough time, it won’t work, they believe you, they don’t believe they need what you are offering.

-Use action oriented present tense language

-Fascinate your readers with information they don’t know

-Tease the prospect with questions and open ended sentences/paragraphs so that they are curious enough to continue reading.

-Be specific

-Give a risk free guarantee

-Direct the prospect to take action. Call you, email you, leave their contact information in exchange for your free report, free ebook, or free online newsletter.

-Use emotionally charged words. For example Fat Loss is going to talk to their emotions more so than say “Decrease in Adipose Tissue”

-Get your prospect pumped up. Sell with enthusiasm. If you’re not enthusiastic about your services how can you expect your prospect to be.

-Be Honest and sincere. Your reader will be able to feel which direction you’re coming from. Any hint of dishonesty will send your prospect running.

-Limited supply/Limited time offer. Create a sense of urgency

-Design your message on 3 x 5 cards. Build a list of every feature and benefit your product offers and put each one on a separate 3 x 5 card

-Tell your story

-Avoid Perfectionism

-Understand your customer

-Admit the flaws of your service openly. These kinds of damaging admissions will increase your credibility dramatically

-Attention, Interest, Desire, Action “AIDA”

-Avoid gimmicks

-Show proof. One of the most the most effective ways of doing this is through the use of testimonials. I would gather as many testimonials as possible.

One very quick way is get yourself a voice recorder which you can buy at Radioshack for $25 to $100 ( these are also great to capture ideas with and note quick to do’s anytime or place ) and a digital camera. Simple ask all of you clients if they would mind give you an honest testimonial regarding any positive benefits or thoughts they have about your training. When they say “Yes” which if you’re doing your job right most all certainly will just snap their picture (a head shot will work fine unless they’re in awesome shape you might want to take a picture showing some of their body) and ask them to give their testimonial right into the voice recorder which you can later transcribe yourself.

Of course another even more effective way is to take before and after photos and stats which you can use right there beside their testimonial.

-Be provocative. Use sizzle, questions, and interesting ideas.

-Edit, edit, edit

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