Do you ever wonder why more people aren’t enquiring or buying from you? What you might not know is that it doesn’t mean that your offer is no good, or that no-one’s interested, it could just be you’re confusing your customer so much they don’t know what to do!
If you find yourself writing a lot of promotional copy for your business (such as web copy, leaflets, brochures or sales pages) you need to make sure your offer is coming across loud and clear so your customers are compelled to take action and get in touch or buy from you.
But quite often, when you run a business AND you write your own sales copy, it’s very easy to make the following mistakes that put customers off, even if what you have is perfect for your target market. Next time you’re writing sales copy, make sure you’re not making these (costly) mistakes.
Taking the “little” details for granted
You know your product or service inside out. You live, breathe, eat and sleep your business. But what can happen is that you start to take little pieces of information for granted, such as your opening hours, or the different ways customers can contact you, or what happens when as soon as a customer buys or places an order. These details might seem tiny, but to a customer who is reading about your company for the first time, these can make the difference between a customer choosing your company, or choosing a competitor who has taken the time to outline these “little” details.
Making your customer a child in a sweet shop
You want to please your customers and show them that you are flexible, and offer plenty of choice. But that can be a sales-killer. Like a child in a sweet shop your customer can be overwhelmed and rather than plough through different products, he or she might just get tired from having to make a decision and simply look somewhere else. This doesn’t mean you can’t offer lots of different products or services, but for your home page, or a specific sales page, just focus on one particular offer, or show your “3 Most Popular Packages.” You’d be surprised at how this simple change can drastically increase conversions and enquiries.
Not answering your customer’s questions
You know your product or service is perfect for your customer, so it’s easy to forget that your customer will have objections, that if go unanswered, can put her off buying from you. This is a real shame, especially when what you have to offer is a perfect fit for your customer! When you are writing sales copy, you’ve got to make sure you provide answers to the most common objections your customer is likely to have.
If you’d like to make sure your sales message is easy to understand (as well as being persuasive) I’m giving away a free resource to Women Unlimited readers. “Your Simple Sales Page Structure – What Your Customers REALLY Want to Know” includes some of the most common questions customers have that often go unanswered on sales pages and marketing materials. Simply answer the questions as they relate to your business and you’ll be able to piece together a clear, simple and compelling sales message.
To access your exclusive (and free) copy, simply click on this link.
About the Author: Amy Harrison runs Harrisonamy Copywriting for Entrepreneurs. She can help you if you want to learn how to write your own copy, you need sales copy or web copy written, or you want to know what content marketing materials will help get your message out to the people who need to hear it.