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Step 1: Capture attention. The headline and the visuals are your magnet; if you do not attract your prospects immediately, the rest of the copy is immaterial because they will not read it.
Step 2: Concentrate on the customer. Describing how great your product is will not
sell it. Prospects want to know how a product can help them achieve their goals or solve
their problems.
Step 3: Emphasize the benefits. Relate each feature to a benefit in order to establish how the product will help prospective customers.
Step 4: Distinguish your product from the competition. Write copy that establishes a clear difference between your product and the competitor’s, and you are on your way to winning customers.
Step 5: Offer proof. Without proof, you will not win over your prospects. If your product is faster, provide statistics that establish speed. Or use customer testimonials and case histories to substantiate claims.
Step 6: Establish credibility. Why should prospects put their confidence in your product? A product’s credentials – or those of the
parent company – can boost your prospects’ confidence in the product. Use awards, endorsements, and independent testing results to help establish credibility. |
Step 7: Build value. Show your prospects how a product offers value over time –
through lower operating costs or increased productivity – particularly if the competition
sells at a lower price.
Step 8: Close with a call to action. Once you capture your prospects’ attention and convince them of the value of your product, you still need them to take that next step. Invite them to call, receive a success story, or register for a free trial to motivate them to make a move, now.
Keep these steps in mind as you write copy, and you will be well on your way to serving up successful copy, time after time. |
