eBooks
|
Sell Your Product Benefits, Not Your Product Features
Successful copywriters promote the benefits customers get from their products, not just the
product alone. When asked why he was so adept at writing direct response copy for O.M. Grass
Seed, the copywriter Charles B. Scott replied:
“Because I like to talk about your lawn and not about my grass seed.”
Airlines sell vacations, not the air trip getting there. Designers sell fashions, not the practicality of
clothing. Insurance firms sell security and peace of mind, not the paper contract is written on.
Elmer Wheeler, a sales motivator and writer, summed it up when he said,
“Sell the sizzle, not the steak!”
People are only interested in how they benefit from your product, not your product features. This is
the ‘What’s In It For Me’ rule and translated, it means that you should always focus on benefits in
your copy, not features.
Benefits sell because they solve problems. So packing your copy full of benefits goes a long way
to making your copy more persuasive.
Features are still of course important. They explain why your benefits exist, which in turn build
credibility behind your benefit statements. This is important. I often read sales letters which go on
and on about benefits, but do not explain why these benefits exist. Consequently, the benefit
claims just sound like unjustified hype.
When you write your letter, pack it full of benefits. Then back up any major benefits with a little
‘reason why’ copy to explain how the product features make these benefits possible.
You should know every single feature and benefit your product has to offer if you’ve done your
homework right.
The Inverted Benefit Pyramid
Before you start putting the benefits into your sales letter, arrange them in order of most important
to your prospect down to least important. This is known as the inverted benefit pyramid in that all
the big benefits are at the top of the list and all the little ones are at the bottom.
This is the basic order in which you should speak about the benefits in your letter. It will be the
framework for your body copy. In fact, listing the benefits like this in order will make your job of
writing a lot clearer. Just expand upon each benefit, or combine them together, and your letter will
basically write itself.
The above is an extract from the book "Confessions of a Website Copywriter". It is one of the 47
closedly guarded secrets to creating turbo-charged webpage sales letters fouind in the book.
|
The following learning opportunities are found in the book "Confessions of a Website Copywritter":
To know the first thing your visitor judges on your site and how to manipulate it to
increase readership - see page 125
To get hold of 8 direct response offers that have proven to lift website conversions
through the roof - see page 84
To master 28 Unique Selling Propositions that can help you dominate any market - see
page 30
To learn 7 simple ways to attract your prospect's eye-path to the important parts of your
sales presentation - see page 158
And much more...
If you are serious about selling online, invite you to learn these important lessons:
Ugly websites hurt response - Forget any crap stories you may have heard about ugly websites
selling big mounts of merchandise. It's all rubbish. Studies by Stanford University (and my own
online testing) have proved that amateur looking sites make consumers feel nervous and will hurt
your response.
Sure, there have been the odd exception, but you'll find in these cases the visitors already knew
the business (eg. Dan Kennedy) well before they arrived so trust was never an issue. But the truth
is you'll never gain the trust of a NEW visitor with an ugly, amateurish site that looks untrustworthy.
Graphic heavy web design doesn't sell - You need a design that communicates trust, but not
one that's so over the top that it kills your download time and distracts away from your message.
Only use pictures that serve a purpose, such as a product picture so prospects can visualize your
picture or a professional logo to build trust. And don't listen to your web designer for conversion
advice... they know nothing!
Nothing increases conversions like your offer - John Caples could rise from the grave to write
your copy, but it will pale into significance against a powerful offer. It's true that words sell more
than pictures. But offers also sell more than copy. If you really want to increase your conversions,
then you need to master the direct response offers.
Time-tested copywriting lore still works online - Long copy sells, but not for free offers. Long
copy needs to be interrupted by headlines, bullet points, text highlights and Johnson boxes to hold
a reader's attention. Headlines make a huge difference so test them. People buy with emotions
then justify their decisions with logic, so both arguments increase conversion.
These are just some of the important lessons you will learn.
Confessions of a Website Copywriter contains all the research, all the experiences and all the
critical pieces of the puzzle that the other courses leave out!
In fact, the strategies in this course are so new and revolutionary, they are not being revealed or
taught as a whole by anyone else in the market!
That is an awfully big statement to make, but you don't have to take our word for it.
Just listen to what some of the biggest and most trusted names in Internet marketing are saying
about it:
|
|
|
 |
|
"Could Double Or Triple Sales Overnight"...
"If you've ever wondered what makes websites sell thousands of dollars
worth of product and services, while yours is lucky to make a cent ... this
course will finally reveal WHAT you're doing wrong, and WHY you're throwing
good money after bad. Plus you'll get some tips that could literally double or
triple your sales OVERNIGHT - and that's what makes it so valuable."
Brett McFall
Australia's "Results Guaranteed" Copywriter Of Over 7,800 Ads & Sales
Letters
http://www.adsecretsrevealed.com/
"Top 5 Marketing Manuals I've Read"...
"I have been reading around 2,000 pages of Internet marketing material a
week over the last few years… and this is one of the top 5 marketing
manuals I've read period!
It's better than many of the $400 copywriting courses being sold online today.
You should really sell this as a high ticket item Lenny."
Chris Bloor - "The Walking Idea Machine"
Author, Internet Marketing Consultant, Speaker And Highly Sought Business
Coach,
http://www.qualitybusinessinstitute.com/
"Will Save You Countless Hours Finding What Works"...
"A must read for anyone who has been looking for a way to write effective
sales copy. Here is a step by step approach that will save you countless
hours in trying, testing and finding what works. Great value and highly
recommended."
Mal Emery
Australia's Million Dollar Direct Marketer, Author, Business Coach, Sales &
Marketing Seminars & Renowned Speaker
http://www.malemery.com/
"Create Kick Ass Money Making Copy"...
"This is excellent. It's full of great stuff anyone can use to dramatically use to
improve their ability to write kick ass, money making copy.
Probably the best value for money manual I've seen on website copywriting
since 'Make Your Words Sell'! I'd honestly recommend this to everyone!"
Alexi Neocleous
Professional Copywriter, Speaker, Business Coach & Creator of The Kaizen
Marketing System!
http://www.multiplyyourprofits.com/
"Reveals More Than MYWS"...
"I've got MYWS! (Make Your Words Sell!), which I enjoyed, but I discovered
far more from 'Confessions of a Website Copywriter'! Like the technique for
removing resistance to your statements.
After reading this, I went over a very effective sales letter with a hi-liter, and in
a couple minutes found 2 statements that needed to be reworded.
This is especially important in triggering the emotional response that gets
readers involved in the sales argument, but I can show you some pretty
expensive books that make no mention of this.
Not just "copywriting" nuances, but lots of important stuff like how to position
your images on the web page, etc.
This is great stuff, the "pros" all know to do this stuff (as your examples
demonstrate), but it's very hard to find anyone who's been able to write it all
down."
Dan Thies
World Renowned SEO Expert, Author & Moderator at Several Top Search
Engine Forums
http://www.seoresearchlabs.com/
|
|
 |
|
|
 |
|
|
 |
|
|
 |
|
|
|
|
|
|
|
|
It is no wonder that "Confessions of a Website Copywriter" is the most popular among the
hundreds of ebooks that I sell.
If you have read thus far, it is likely that succeeding in internet business is of paramount interest
to you. I will make you a very special offer.
In addition to getting this book
|
|
|
 |
|
|
|
"Confessions of a Website Copywriter"
for only $17, I will give you the following 8 book, adsolutely free as bonuses.
|
|
|
|
|
|
Yes, you get all the following 9 books for only $17.
Confessions of a Website Copywriter
+
Forbidden Psychological Tactics
+
Internet Promotion for Beginners
+
How to be a Top Salesperson
+
Auction Strategies
+
Consumer Buying Secret Revealed
+
Search Engine Traffic Secrets
+
Internet Copycatting
+
Web Marketing Explained
|
|
|
|
|
|
immediate download
|
|
|
|
|
|
$17 only
|
|
|
|
|
|
|
|
|
|
 |
|
|
|
8 weeks Money Back Guarantee!
|
|
|
|
Your purchase through PayPal is secure.
You purchase is also fully guaranteed - if for any reason, you are not satisfied with your purchase,
you can ask for full refund of your purchase. You can even keep the books.
With this iron-clad guarantee, what have you got to lose.
Go ahead and cllcik on the PayPal buy button below.
|
|
|
|
|
|
immediate download
All the 9 books
|
|
|
|
|
|
$17 only
|
|
|
|
|
|
|
|
|
| |
|
|
|
