Another day, another post! I’m off to the airport soon to fly back to San Diego from Chicago. Boy, I cannot wait to get back to some warmer weather! Before I leave though, I wanted to write about a great sales copy tactic that works all the time.
Effective copywriting is a great skill to have when running an Internet business. Good copywriters inject lines of text in their sales copy that appeal to different emotional triggers, sub-consciously convincing prospects that they need or should really want to buy a particular product or service.
One great question to include in your sales page pitch is what I refer to as the “Big Question”. This one question talks directly to your prospect’s emotions and is sales copy that will increase your profits.
The idea is to compare two situations. The first situation is the one where your prospect is at, with all their existing frustrations. The second situation is one where your prospect has more freedom, less stress, and possibly makes more money. In other words, the second situation highlights all of the ‘good stuff’ that your prospect really desires.
For example, if you’re trying to sell a product or service to graphic designers that would make their jobs much easier, then your “Big Question” might sound like this, “Would you rather be frustrated and bored, spending all day slicing up numerous Photoshop files or would you like to have the freedom to devote that time to thinking of new, creative graphic designs to build your portfolio and business? Well, [XYZ] does just that…”
You’ll see in the example above, that the first part of the question, focuses on the pain points that graphic designers might have. (Now, you’ll need to really do research on this. This is a hypothetical example to demonstrate a point.) The second part paints a much nicer picture of what the world would be like if they used your product or service–they would have more freedom to let their creativity flow so that they could make more money by building their portfolio and attracting more clients. At the end of the question, I simply added what could be the initial pitch of your offer.
Would you rather be frustrated and bored, spending all day slicing up numerous Photoshop files or would you like to have the freedom to devote that time to thinking of new, creative graphic designs to build your portfolio and business?
Including this tactic in your sales copy will really increase your profits, especially when combined with other copywriting techniques that appeal to buyers’ emotions.
Try it out by using the example above and tweaking it to match your industry and target audience. Measure the difference, and let me know how it works for you!