Category: Sales Writing

Converting Readers to ‘Yes’ – Rule #1

Converting Readers to ‘Yes’ – Rule #1

In the last issue of Jigsaw, I introduced you to the concept of psychological triggers in human behavior that lead to predictable outcomes – remember my Mama Turkey example?

There are what we call the 6 Pillars of Persuasion (behavioral triggers) that bring people to ‘yes’ – a huge benefit when trying to convert prospects to try your product.

I use them in my copywriting business all the time and the results are startling.

Over the next 6 weeks, I am going to be sharing them with you.

The first trigger is “Take and Give.”

When we take something offered to us by somebody, most people feel obliged to give something back. A holiday card elicits a return greeting. Somebody opens an outside door, we open the inside door. A dinner invitation precipitates a return invite.

How does this help when you are writing your own “Words That Sell?”

One of the best ways to kick the “Take and Give” law into action is through free samples.

If you’re selling your new book, offer a free sample. If you want to help people understand your services, offer a free webinar. They take something and when you do a follow-up call, a large number will feel obligated to talk.

Now here’s where it gets interesting. This rule only works if you are asking for “fair exchange.” A couple of paragraphs usually won’t sell a complete book. A webinar won’t sell a $2,000 program. But it will get people feeling obligated enough to take the next step and listen to what you have to say.

Why not schedule a 15-minute CLAIREty CALL with me?
Get a free estimate on your copywriting project
No obligation, of course.

Turkey Triggers

Turkey Triggers

Why can some people sell anything, and others fail? Why, if sales copy is written one way, it converts – and another, it dies?

The answer to both questions is – TRIGGERS.

There are psychological triggers of human behavior – that, in most cases, result in predictable outcomes.

Here’s an example:

Mother Turkey

Turns out turkeys are very good mothers. They tend, warm, clean, and huddle their young beneath them.

But there is something odd about their method. Virtually all of this mothering is triggered by one thing: the “cheep-cheep” sound of young turkey chicks.

Smell, touch, or appearance play minor roles. If a chick makes the “cheep-cheep” noise, its mother will care for it. If not, the mother will ignore or sometimes kill it.

The Important Point is – Humans Have Parallel Trigger Points

Important to marketers, those trigger points can lead to increased purchases.

For instance, you might be surprised to learn that higher pricing can be more tempting than a discounted price.

Why?

Because a higher price triggers an expectation of higher quality. Buyers who want a better quality item will often go for the higher price because they think they are getting a better product – even when the two items are virtually the same.

While your inclination might be to highlight low prices … discounts … and close-out sales, consider if your customer is more interested in quality than in price. If so, you may want to add a higher-priced premium item to your list of services.

Over the next few weeks, I’ll be sending you more information on Trigger Techniques that you can use in your marketing.

In the meantime …

When you’re looking to take the sales performance of your landing pages … emails … sales letters … ads … websites … videos … content marketing … and other online and offline promotions to the next level …

Why not schedule a 15-minute CLAIREty CALL with me?
Get a free estimate on your copywriting project
No obligation, of course.

The One Sentence Everybody Reads

The One Sentence Everybody Reads

Do you know why most professional copywriters always add P.S. to the bottom of their sales letters?

Historically (back in the day when letters were handwritten), the P.S. was used when writers remembered there was something they wanted to say, and didn’t want to re-write the entire letter.

Logically, we don’t need to worry about that anymore – if an edit is needed, the computer does it for us.

But advertising is not about logic. It’s about persuasion. And since people tend to glance at the end of a letter even before reading the body copy – the P.S. is seen as one of the most frequently read – and remembered – portions of any written sales message.  

So What Should the P.S. Contain?

There are two basic approaches to writing copy for the P.S. – both of which are good:

  1. A recap or summary of the most important and compelling argument in the letter
  2. Something new, not mentioned before, that you want to highlight, like money-back guarantee … offer ends this weekend, etc.

And here are a couple of techniques you might want to try for even more punch.

  • Keep the P.S. to a maximum of 2 or 3 lines
  • Use a cursive font, à la a handwritten note
  • Use multiple post scripts (P.S., P.P.S., etc.)
  • Instead of P.S., sometimes use NOTE or BY THE WAY or ONE LAST THING

The Clarity Commandment

The Clarity Commandment

Clarity is as important as a persuasive message.

When writing sales copy, I write the complete piece and then go back and edit, edit, edit. I constantly challenge myself to read it through the perspective of someone who may not know the product, the premise, or the promise, and needs to be carefully led from point A to Point B, C, D, or E.

And then I apply the #1, final test – a test that I recently learned from a friend who is one of the world’s leading copywriters. And I can’t believe I never thought of it myself.

I read it out loud. That way both my eyes and my ears are alert for lapses in clarity.

Try it — it works! You will never break the Clarity Commandment again.

Do You Close the Deal Every Time? If Not, You Need This!

Do You Close the Deal Every Time? If Not, You Need This!

Writing an irresistible call to action is as much an art form as a science. In my 30 years of writing and critiquing sales copy, I’ve noticed 3 deadly mistakes marketers make when creating calls to action.

  1. No urgency
    Too many marketers make an offer and leave it up to me, the reader, when to respond. What happens? I put it off and forget the offer three minutes after reading it. Solution? Add immediacy to your request – such as, seating is limited, sale ends Friday, prices go back up next week.
  2. Too Many Contact Options
    Don’t tell me that I can visit Facebook, call your telephone, text, or visit your website. I just get confused – and don’t respond. You as a marketer need to give me one specific thing to do – for instance respond to this email. Otherwise, I might drift away, never to contact you.
  3. Too Much Corporate Gobbledygook
    What is gobbledygook? You might not be able to define it, but I’m betting you know it when you see it.
    Basically it’s words like:
  • Next Generation
  • Robust
  • Cutting Edge
  • Ground Breaking
  • Best of Breed

Over-used and abused, these terms plant you squarely among the undistinguished masses.