One of the common questions of those who use the Internet to promote their sales is how to write content that helps achieve the conversion of prospects or potential customers (website visitors) to real customers. In this article we give some fundamental elements to achieve this goal.
It is important to highlight that the techniques that I explain in this article are applicable not only in Internet sales but also in traditional sales outside the network.
First of all, we recommend to our selling friends that before going out to sell they know very well the products and services they offer. For this, three important things must be written: First, create a list with 10 characteristics of the products and services offered. Second, create a list with 10 benefits of your products and services. And third, create a list with 10 advantages of your products and services.
A Characteristic is a property of the product or service (usually technical aspects). A Benefit is the positive change that occurs when using the product or service in favor of the user or consumer (in terms of their needs and desires) and an Advantage is what is achieved by using the product or service that could not be obtained with another competing product or service.
To give an example of what has been explained, let's take the case of a last generation smartphone. We could say that a characteristic may be the fact that the device works in multiple frequency bands (eg, Four Bands), which will allow it to work with various telephone operators in multiple geographical locations. A benefit can be described as the pleasure that the user will have when he can watch his favorite videos on the internet with a simple touch of the screen and from wherever he is, while an advantage may be the lower price of basic income in comparison with other operators.
When writing the Features, Benefits or Advantages in the promotional material and / or on your website, the texts and images must be very well focused to differentiate these three aspects.
In Direct Marketing traditionally there is a writing formula that today is widely used in Landing Pages on the Internet and is a good example of writing methods to sell. This formula is based on what is known as the Sales Letter Method.
The first thing to write is the Title of what you want to say or sell. This Title must be chosen based on the main Benefit of our products and services, according to the list made, ordering it from the point of view of our potential clients and not from the point of view of us as suppliers or manufacturers. This Benefit must be emphasized when writing the Title and must be placed in a large font at the beginning of the page to be displayed. In turn, it must be presented as a promise to fulfill when the product or service is purchased.
The Title and in general the content of the proposal must appeal to emotions. For this it is very important to apply the AIDA sales technique (Attention, Interest, Desire and Action). In particular, the Title must capture the attention of the prospect (visitor).
In the writing of the title it is very useful to handle some words such as "Free" or "How to achieve / obtain" (since it shows the benefit immediately). An example of this could be: "How to increase your online sales by 50%". In this case, we note that although we have not yet explained the method or means by which this benefit will be achieved, it is already known upon entry that such benefit can be achieved if the proposed product or service is purchased. Another example is "Get a Free Electronic Book with the 10 keys to your personal success."
After the title we must place a brief introduction of what our products and services are, writing it based on the rest of the benefits that we have determined, indicating the measurable results that will be obtained when acquiring the product or service, as well as highlighting the advantages they will achieve, using words that generate emotions. People buy what they want justifying it with what they need, that is, they buy with the emotions justifying it with the reasons.
Our Unique Value Proposition must be presented in the newsroom, highlighting our Differentiating Elements of the Market, based on the benefits and advantages raised and indicating the tangible results that the client will achieve. A brief example would be: "Thanks to our services you will be able to know the 10 most frequent causes of sales failure and you will be able to start applying the 3 most influential techniques that will help you in the success of your sales".
After having captured the attention of the prospects we must maintain the interest, for this we must then put in the proposal the characteristics of the products and services, written as benefits for the client.
Now comes the time when we must present the specific Offer that we are proposing. It is then when we emphasize the fact that we are suppliers of those products and services, highlighting the advantages that the client will obtain when buying or contracting with us and not with others. Explain aspects such as our best price, the best delivery time, the greatest savings, the best promotion (eg 2 × 1), among others, as well as exposing the guarantees that the customer will obtain (eg "100% satisfaction guaranteed or we will refund your money ”).
To achieve greater confidence and desire, it is important to publish the testimonials of influential people who have used the products and services before, and / or the evidence of what we propose.
Finally, we must make the call to Action very clearly and simply. For this we can use phrases such as: "Buy Now", "Contact Us Now", "Call us immediately", managing to close the sale setting time limits to obtain the offer presented.
Please remember that if you or your company want to achieve business success through the Internet, you must rely on specialists who will guide you on the way forward and provide you with the best existing tools.
Success for all…
