Posted on: 28 November, 2001
Author: Jennifer Stewart
You know what its like, you're reading the sales material abouta product you're ... buying, but, as you read, all ... seem to pop into your mind, but there's no-one thereto answer t You know what its like, you're reading the sales material abouta product you're considering buying, but, as you read, all thesequestions seem to pop into your mind, but there's no-one thereto answer them, so you shelve your plans to purchase.If it happens to you, you can guarantee it also happens to yourcustomers when they read your sales copy. So, what's theanswer?You don't have to practise mind-reading, just good-oldfashioned common sense - here's a four-step format to help youreassure your customers by answering those unaskedquestions:1. "What's in it for me?"Paint a pictureYou already know it's important to promote the major benefitsof using your product in your opening copy, but don't just listthe benefits. Paint a picture so your readers can visualisethemselves enjoying these benefits.Not: "Save time and money with Acme widgets," but, "Free! Fourhours a week to read a book, walk along the beach and followyour dream when you use Acme widgets the quickest Widgeton the market today."2. "How can you give me this?"Explain whyPeople aren't silly, they're not going to believe something justbecause you say it's true. You must offer credible, logicalreasons to support your claims."Acme widgets achieve faster results because we incorporatenot one, but two gizmos. In controlled tests conducted byXYZ, our widgets consistently out-performed the competition inspeed, accuracy and endurance."3. "Why should I believe you?"Give reassuranceThis is the time to give some details about you and yourCompany, provide information about your credentials,qualifications and experience in the field. Now you can alsoinclude brief testimonials from satisfied customers (provide asmuch information to identify the customers as they're willing toallow anonymous testimonials are almost worthless).4. "What if I don't like it?"Eliminate the riskThe final stumbling block is usually the fear of losing theirmoney if they don't like the product or find its not what theyexpected, so offer your customers an iron-clad guarantee.It can be a full refund, a double riple money back or whateveryou feel you can afford. Always include a time factor - thelonger the better - people like to know you'll be around for thelong-haul.Incorporate these answers in your sales copy to help turn yourreaders into buyers. Article Tags: Sales Copy Source: Free Articles from ArticlesFactory.com