Does Your Sales Pitch Answer These 4 Key Questions?
Fact: Consumers allow their emotions to lead the way when considering a purchase. Later, they justify their decisions in ways that seem logical to them.
You have a great headline, now what? You need more than just a pretty picture, a good headline and an attractive price. You’ve got to get your potential customer interested beyond the first five seconds. If not, click and there gone. The best sales pages are written to evoke emotional responses. Shopping is almost entirely, an emotional response to a stimulus.
For instance, “Oh what a pretty little lamp for the baby’s room!” She envisions it sitting on the dresser against the window where a set of new curtains are hanging. She looks at it admiringly and smiles at the thought. “But I don’t really need it, it is kind of small. Oh, but look it has the same color scheme and the pretty bunny in the front would fit perfectly with the Beatrix Potter theme too! ” She clicks on the picture to get a larger view. Justifying her decision she thinks, “It’s perfect and a good choice, after all, who knows when I’m going to come across something like this again.” Satisfied, she clicks the item into the shopping cart.
When marketing your wares online make sure you focus your efforts to motivate your buyer emotionally first. All good advertising campaigns in print or not, immediately address four emotionally driven questions:
1. Will this product make more attractive?
2. Will it make me healthier?
3. Will it make me wealthier?
4. Will it save me time?
Focus your lead pages and marketing content on answering these four questions and you’ll see an improvement in response to your efforts and consequently in your sales.
Remember Benefits vs. Features
In my previous blog, “ The Art of Effective Sales Copy “ I spoke about the difference in benefits vs. features. To recap briefly, benefits answer the big four, features do not. Features solely identify product qualities, color, size, technical features, extras, etc. Although features are important, they should not be in the spotlight because they only help address the logical aspect of the thought process after the decision to purchase has been made.
Not For the Faint Hearted
Copywriters can demand high prices because they study all the ins and outs of writing effective sales copy. There is definitely a science to using just the right combination of words that will lead your potential customers one step at a time towards making that final purchase. Most entrepreneurs just starting out do not have the funds to high an expert. Thankfully, there is a very affordable solution, templates. Sales templates are well written and easily customizable to your product or service. Find out more about them in the Home Business Resource section of my website listed in the resource box.
