- Seven powerful ways to write better sales copy.
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Now today we're gonna talk about how
to write better sales copy.
I'm gonna give you seven powerful ways to do that.
You see, nowadays people are very, very skeptical,
every single day we are bombarded by thousands and thousands
of advertising messages, right,
wanting to sell us something.
So as a human being, as a person,
we are very much turn off and tune out
on a lot of these messages.
You see one of the biggest reasons why people
don't buy from you is lack of trust.
Not that they don't want what you sell,
not that they don't need what you sell,
but they don't believe you.
They don't believe the product would work,
they don't believe the service is any good.
So how do you overcome that?
Think about in your life, comment below,
share with me a moment that you've had in the past
that you wanted to buy something
that you were ready to buy but somehow in some way
that you just didn't feel comfortable.
You didn't trust the vendor or the brand or the company,
and you were sitting on the fence,
and at the end of the day you didn't take the action,
you didn't make the purchase.
Share that story with me, comment below.
So think about that, so what I'm gonna share with you,
these seven ways, they will apply to your emails,
they will apply to your videos,
they will apply to your landing page,
your website, your social media,
everything that you do, you got it?
Way number one to write better sales copy,
and that is use specific numbers,
especially in your headlines.
So you see it's one thing to say oh you know what,
I have a very popular podcast,
a lot of people listen to my podcast,
it's a whole other thing to say, you know what,
my podcast has been downloaded 1,735,221 times
from over 151 countries.
Do you see the difference?
When you're making claims you wanna be very specific
with numbers, instead of using round numbers.
Sometimes you can also use seven ways of, right?
Seven mistakes that people make
or three things you need to be aware of,
or the one thing you must know.
In fact, if you search on my channel,
and you look at some of the videos right now
you'll see the videos with numbers,
they tend to perform better.
They almost always perform better
than just a video with more generic title.
Why?
Because when you have a specific number
people know that there's a particular outcome.
There's some steps, there's some things,
concrete, that they're gonna get out of
by watching that video.
And this applies to copywriting,
this also applies to content writing.
Way number two, always prove your claim.
Meaning, including case studies, laboratory results,
some kind of proof, if you're gonna make some claims
within your sales copy you gotta back it up with something.
Otherwise, it will feel like an empty promise, right?
I'll give you a perfect example.
When I share with people that when I was getting started
that I was an introvert, people don't believe me.
You watch what I do now, I speak to millions
and millions of people on a monthly basis,
and they say oh no, Danny must be easy for you,
you're naturally talented or you're gifted,
or this comes easy for you.
Well it's simply not true.
But I could tell you many times that yo, no,
I was an introvert.
I had no confidence.
If you don't want to listen, don't believe me.
So what do I do?
Sometimes I would show them,
listen if I'm presenting I would show them a picture
of myself when I was 19 years old, 20 years old,
and you would see how much of an introvert
that I was, right, how shy I was,
how low confident I was, right?
And you would see that.
It's much more powerful when I can,
I share a story with you and I back it up
with boom, like that.
And I would show people the first car that I had
the Ford Escort, the white Ford Escort that I had,
that I bought for $2500.
People could see, oh wow, that's where Dan came from,
that's a very humble beginning.
So always prove your claim.
Everything that you say,
everything that you promise,
everything that you claim in your copy
you gotta back it up, you gotta prove it
so to demonstrate to the reader that this is real.
Way number three, use testimonials.
You see, what other people say about you
or your brand, your product, your company,
is infinitely more powerful
than what you could say about yourself.
Because if you say about yourself,
and you say oh I'm so great, I'm so awesome,
I'm so wonderful, well it comes across we are bragging,
but when other people say that about you,
now that's an endorsement, that's a recommendation.
So, as a business, doesn't matter what you sell,
you always, always want to be collecting testimonials
from your customers.
And the way that you collect testimonials,
sometimes you could collect what I call
character testimonial, meaning that your customers,
your clients, they're saying some nice things about you.
Let's say you sell weight loss, okay?
And you're a personal trainer,
and your customers might say,
yeah Sally is a very good personal trainer
and she is, you know, very much,
she has a lot of experience.
That's a character testimonial.
Those are good, you could use it here and there.
But the better kind of testimonials
are what are called results driven testimonials.
So here's an example.
You know, I've been struggling with weight loss
all my life, and I try a lot of different
diet programs, and weight loss programs,
and, the outcome is always very disappointing
until I met Sally.
When I met Sally, when I hired her as a personal trainer,
not only she has helped me to understand
why I struggle with weight loss,
and some of the deeper issues that I have,
but she also came up with a very realistic plan
that I could follow.
And she held me accountable,
and since training with Sally for six months
I've lost, you know, 21 pounds.
You see the difference?
That's a result driven, kind of a story based testimonial.
It's way more powerful than, oh Sally's nice.
She's a good personal trainer.
You wanna collect those testimonials.
And the way you do that is by asking deeper questions,
giving your customers some examples sometimes
what a good testimonial should sound like,
and you want to get those personal stories, right?
Because people resonate with stories.
Your buyer resonate with stories,
your prospects resonate with stories,
so share those stories, and be very careful
sometimes when you see these testimonials on the internet,
have you seen those testimonials that, it is like,
only the first letter like JT,
or John T., that doesn't give you any credibility.
The more specific the testimonial, who that person is,
John Smith, occupation, city, even sometimes maybe,
even like Instagram.
The more details you have the more credible
the testimonials, does that make sense?
When it comes to testimonials,
I believe video testimonials, they are the best,
they're more difficult to get,
but they are the best, why?
Because your prospects can see your customers,
you can see what they look like, what they sound like,
how they talk, and also their facial expressions.
They can communicate emotions so much better
through a video.
So ideally you wanna get video testimonials.
Because also when you get video testimonials
you can transcribe that and turn it into a text testimonial.
You could turn the audio, maybe use it for your podcast,
as also an audio testimonial.
But if you only get the written text you cannot
multipurpose, repurpose some of these testimonials.
So ideally get video.
If absolutely you cannot get video, I would say
see if you can get at least the audio version of it,
maybe on the phone, maybe through Zoom or Skype,
get an audio version of it,
get a photo, get a nice photo from them.
You would have a photo,
you would have the audio, and you would have the text,
a little transcript of what they say
about your company or your product or service,
that's okay too.
But ideally get the video testimonial.
Almost every single entrepreneur,
every single business owner that I've helped
and I have consulted with,
almost no one spends enough time collecting testimonials.
They might have some, two, three, four, five,
now they could have thousands and thousands of customers,
right, I sit down with them and say, okay,
what case studies do you have?
What testimonials do you have?
Oh we don't have a whole lot.
And I'm always shocked.
Like with Theme what we do within my company,
I'm constantly, constantly ongoing collecting testimonials.
We have thousands,
thousands, and thousands, and thousands
of success stories and testimonials
because you want to go into the marketplace,
not just the what you say, the words,
but when you can prove your claim,
and when you can overwhelm the skeptical prospects
with just an unbelievable, undeniable amount of proof,
that gives you a lot of credibility.
One testimonial, oh you can make that up,
how about two, three, four, five?
Six, 10, 20, 50, 100,
200, 1000?
I mean one person could be a fluke, 1000?
2000, 5000?
Now it's like, okay, this is powerful.
There's something about this product,
there's something about this service,
there's something about this company.
I could give it a try.
That's how you need to think
cause people don't believe you, they do not trust you.
Way number four, a picture is worth 1000 words.
So words are very powerful,
we as a copywriter, we're using words
to persuade and influence other people.
But picture is also a very important element,
especially nowadays.
You look at Instagram, they're all photos.
It's a photo driven platform.
So, in your email, or in your video,
on your landing page,
if there are photos, if there are graphic elements,
that you could use to help you tell a better story,
you wanna use those.
So it's one thing, again, to say, oh we have a,
we've had a great event,
let's say you're selling an event.
Right, you could say, you could write all of that,
and the experience that people have,
but it's way more powerful when you can show a picture,
or multiple photos of people having fun at your event.
Right, people are having a good time,
people are dancing, people are celebrating,
and you show those photos.
Think about when you hang out with friends,
when you show them, hey, you know, I was,
go on this trip, lemme show you this photo, right?
You're excited and they're excited to see the photo.
A photo is worth 1000 words.
So used properly, done properly, a picture
could be a very powerful tool when it comes to
enhances the selling power of your sales copy.
Way number five to write better sales copy,
credentialize yourself.
It's very interesting, most people,
they're not very comfortable talking about themselves,
they're not very comfortable kind of tooting their own horn,
why?
Because of low self esteem.
So the way you want to stand out in the market place,
not from a braggadocios kind of way,
but if there are things that we could use,
your degrees or your accomplishments,
awards that you've won,
who you have worked with.
If you have a lot of, if you are selling to a certain group
and those credentials are important, use those.
You know, the letters, you know, after your name,
use those if you have those.
You wanna think about all these things,
all the things that you've done,
all the credentials you have,
they are marketing assets.
Just because you know
doesn't mean the marketplace knows, right?
If you've done certain things,
you have spoken to certain groups.
Example, I have been an opening speaker twice
for TEDx, and you see that I'll use TEDx
throughout my marketing on my website.
Because if I don't tell other people
they won't know, right?
If I've written a number of books, use those.
If you're a best selling author, use those.
You belong to a certain association, use those.
Credentialize yourself.
Way number six to write better sales copy.
Now we've talked about testimonials.
This is very powerful, I love this one.
Especially if you are selling B2B,
you're selling the business to business.
Include a list of your famous clients.
So let's say you are providing
some kind of services to companies
and you work with some well known companies,
make sure you include their logos, get permission,
but make sure you include their logos on your websites.
Your brand is trusted by, partnered with,
so and so have done business with you.
Example, if you're B2B and you've done business
with Microsoft, you've done business with Amazon,
you've done business with certain big companies,
put that right on your home page.
That gives you tremendous credibility
because your prospect will see that
and they could see, wow, you know,
even these big companies have done business with it,
they are using your service, they're using this program,
they're using your software, instant credibility
that everything you say carries more weight.
And the more you have, like if you have a whole
bunch of them, put a whole bunch of them, like whoa,
you've got 20, 30, 40, 50, of these companies.
If it's good enough for Amazon,
it's good enough for me, right?
It's good enough for Toyota, it's good enough for me.
Very, very, very powerful.
So include a directory, include the logos,
include a list of customers, brands, on your website.
Way number seven, risk reversal.
Now remember what I said, people are very skeptical.
So is there a way that you could reverse the risk?
How could you not put all the risk on the consumers,
on your customers,
but how could you put that on your shoulder?
Can you offer them a compelling, strong guarantee
that would make them feel more comfortable
taking a chance with you.
So it's one thing to say, hey, you know what,
buy my product,
good luck, if you don't like it, that's too bad, right?
Versus, hey, you know what, buy my product,
try it, take it home with you.
And if you don't like it in 30 days send it back
I'll give you all your money back.
That's a very typical,
you see this on infomercial a lot.
30 day money back guarantee, a 60 day money back guarantee,
or even in certain retail, right?
Where they have satisfaction guarantee.
Oh you don't like the size, just bring it back
within X amount of days,
we'll exchange, we'll give you refund,
things like that.
It's very, very powerful.
See most people, and you have some people that are like,
they are just bad people,
they like to refund and they don't like to pay for stuff.
But most people are good.
Generally speaking, most people are good.
And that's not what they wanna do,
they just want to know that hey, in case this doesn't work
what is my risk, right?
Am I the one that's bearing all the risk?
So as an entrepreneur, as a business owner,
as a marketer, as a copywriter,
think about the guarantee.
Sometimes I would spend a lot of time
thinking about the guarantee.
What are some of the things that you could offer.
Now you don't always have sale and leap with a guarantee,
but if you spend some time
and you could be very, very creative about it,
it's not just a typical, oh, I guess I
would just do a 30 day money back guarantee,
it's very, very typical.
I remember years ago I was writing copy
for my mentor Alan, and we were working on a marketing piece
and the marketing piece was promoting the event,
kind of like a high ticket, high event,
three or four thousand dollars, pretty expensive.
And we were thinking how can we
get people to come to this event, right,
we need something very, very compelling.
So we came up with this guarantee,
and here's the guarantee,
we say that it's a three day event,
and most events they might do something where,
you know, well, if, well first of all,
most events don't have any guarantee.
Some events they might say, it's a three day event,
come the first day if you don't like it, right,
you can return all your materials to the back of the room
and then we'll refund your money.
No harm is done.
But we thought we want them to get something
more compelling, something more powerful.
So here's the guarantee we came up with.
We say come to the event, not first day,
not second day, go through the entire three days,
learn as much as you could, learn all the strategies, right?
Get as much as you could out of it.
By the end of day three if you don't think this event
is worth at least 10 times what you paid for it,
I want you to talk to us,
we're gonna refund all your money,
plus we're gonna give you $250 for your trouble,
because we wasted your time.
Do you see the difference, right?
And remember we did that, and guess what,
not one person took up the offer.
Not one person.
Think about that,
but how many people we sold as a result of that guarantee.
Now people are much more comfortable.
Just remember that more people trust you
the more they feel comfortable with you,
the more likely they're gonna buy.
And these are just like very basic fundamentals.
If you want to know more advanced copywriting techniques
that are not shared on social media.
I'm talking about techniques and strategies
that are used by some of the highest paid
and most successful copywriters in the world today.
Click the link here and check out my upcoming master class.
I think you'll love it.