Your prospect needs to take a specific action for you to get the result you want. Define that action, then tailoring your copy towards it.
What actions am I talking about? Well, in the context of a webpage, your headline should inspire the visitor to read the rest of your page… your page should create a desire for your offer… your offer could be to sign up for your free list, join your members’ site, buy your ebook product or your $997 physical course.
Alternatively, your copy could be within an email you send to your free list or customer list. The initial action you’d like them to take is to read the email. The next action, in response to your copy is to click the link to your site. Then the salescopy on the site needs to invoke a desire in them to take the action you’d like…
… so you see, copy is all-pervasive. It’s everywhere. If you can think of an easier way to improve your online results than to increase the number of people who take the action you desire by tweaking your salescopy, I’d like to hear about it!
Everything you do has ONE and only ONE response you really really want. Let’s call it the Action. If your target takes the Action, you win. Anything else, you lose.
It may be as simple as clicking on an ad, submitting a form, clicking on a link. Whatever it is, orientate everything around that one decision and one ACTION.
Buy. Don’t buy.
Click. Don’t click.
Opt-in. Don’t opt-in.
Now, this is a point that really winds me up. If you get nothing else from this report, get this… There’s ONE ACTION you want your target to take based on ONE DECISION. They can’t click on four things, they can’t fill out four forms, they can’t become a customer and an affiliate from the same page.
Have you ever seen sites like that? When people first start out online they have a page of about 20 banners running down the center of the page, with no explanatory text or anything. Which banner am I supposed to click and why? Would they get more clicks if it were just ONE banner with some explanatory text telling me why I should click? You bet!
What about so-called gurus who have sales pages for their products with a big “click here to become an affiliate” link at either the top or the bottom of the page. What are they thinking? Do they want people to BUY their product, OR join their affiliate program? If it’s the latter, then the WHOLE page should be about joining the program.
(Some of these gurus know full well what they’re doing… siphoning off traffic that their affiliates are sending to the sales page to get more affiliates and boost the numbers in their affiliate program, at the expense of some sales. Other gurus are simply don’t realize that they’re losing sales by presenting other options to the visitor).
Bottom line: If it’s clicking an ad, signing up for a newsletter, making a sale or anything else, get the target to do the ONE thing you want most based on ONE decision.
Sidebar: A lot of marketers have popups to get people to opt-in to their newsletter or announcement lists. This blurs the line of the ONE ACTION because the response to the popup becomes a new action… so the one decision becomes two decisions…
1: Respond to popup positively or negatively
2: Original page… purchase or not purchase.
The same goes for popunder-on-exit… the visitor has already decided to leave, but the site owner presents them with an extra decision to make based on the popup content.
It’s not another OPTION to an existing decision, it’s a separate DECISION.
Next Page - Testing And Tracking
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