Writing a Profit Pulling Copy You have to be able to do more than write if you want to convert with your copy. It involves understanding your target market and showing them why you can give them the solution to their problems. We will look at some proven copywriting techniques to help you do this. A sales copy about your product is written to convince your target market. But you also need to show that your product also delivers. Sharing testimonials from past customers is a good way to provide proof to your readers. Testimonials can be an excellent way to persuade a doubtful customer to buy. It is the design of our minds to be reassured when reading something said by a third person. It will also serve as a first hand view of how the product works for other customers. There are numerous scams about the place so it is only natural that customers be careful before invest in a product online. If you want to make your testimonials more realistic, then include the contact details or the website address of the person who is giving it to you. You could also add video testimonials for a more realistic approach. Where possible, try to spread your testimonials throughout your copy and not center them in one place. Bring them up from time to time. Make sure all the testimonials stress on different points and talk about various benefits of your product. You should never, ever forget to test your copy. Every aspect of your sales copy, from the wording to the fonts should be tested. You should try different words and headlines and move things around to see if this improves your results. Sometimes changing a few words here and there can make a big difference. If you ask any top copywriter, they’ll tell you that they always split test their copy. If you split test two copies, it’s easy to find out which one is converting better. Remember when you’re testing your copy that you want to test various parts of it. You can test one headline against another, then change a sub headline, then another part of the copy and so on. You want to know how every element in your copy is performing, so you have to test everything. Of course, your copy has to be written with a specific audience in mind if it going to work for you. And the only way to do that is to test it out in the open. For an increase in sales the third tips should be followed, use the post script when ending your sales letter. A few simple lines can actually boost your sales if you do it the right way. The P.S is read by almost everyone according to various studies. Not only does it reinforce the beneficial qualities of the product but it also prevents some users from leaving the page. Write a summary of what customers are getting from your offer and give a call to action. Good copy can help you capture more sales more effectively. By writing a good copy you can increase your profits. Hence the reason why you are in this business.
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Tips for a Profit Pulling Copy There is more to creating effective copy than simply writing well. You also have to be familiar with your audience and make them believe you have something they need. The following tips on copywriting will help you do just that. The first tip you need to learn is that your copy needs to be legible. If your copy is confusing, nobody is going to stay around to read it. Your copy should be effective and make strong points but at the same time you need to highlight these by using a lot of bullet points and sub headings. When you write your copy using bullets, you will be able to give the required information to your reader in the most digestible manner possible. It would then be possible to lightly read over the copy so that the most important aspects are gleaned. Copywriters who use subheadings are able to create copy that is more flowing. Imagine it as a main copy divided into many small copies. When you give a lot of white space in your copy, it tends to send positive signals to anyone who is reading it and makes it easy for them to understand. You should always set the goal of offering copy that doesn’t confuse and instead educates your reader about the product. You should also talk about the advantages of your product, not simply list its features. The features your product has, no matter how impressive, will not be of interest to your customers until you explain how these features will benefit them. Your customers are more interested in hearing about what your product will do to help them than in how you created it. You can handle this by making sure that for every feature you list you also mention a benefit. Besides that, when your prospect talks about your product to his friends and family (word of mouth) he/she won’t talk about the features but will only talk about how beneficial the product is. Even though your features make your product original, what people really care about are the advantages. The benefits will stand out in your copy if you list them with bullet points. Another copywriting principle is that you should be as specific as possible. This is true for your entire page, including the headline and sub headlines as well as the body. Your readers are looking for helpful information about a product, not general remarks that could mean anything. If you are offering people a solution, you have to provide them with a detailed explanation that they can understand. If you want people to trust you and believe your copy, this is the way to do it. There are exceptions, but in most cases your best approach is to be generous with targeted facts and details. To be a good copywriter you have to learn several different skills. You have to be willing to invest some time into learning all of this. So work on your copywriting as much as you can, and as you improve you’ll make some sales along the way.
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Writing a Profit Pulling Copy Copywriting is a unique skill that can be very useful when working as an Internet marketer. It helps increase you sales greatly. There are multiple factors that go into good copy that truly converts well. Let us discuss a few tips which you can use to improve your copywriting technique. Your copywrite will serve as a statement to convince possible customers about a specific product. At the same time you want to express that your product really does what you claim. Sharing testimonials from past customers is a good way to provide proof to your readers. Testimonials can be an excellent way to persuade a doubtful customer to buy. When hearing something from a third person our minds naturally believe. They will also get a first hand view about how your product fairs and works out for everyone else. It is very common for people to want sufficient proof before investing in a product due to the number of scams out there, especially on the internet. For your testimonials to have a stronger effect it is recommended that you also provide the website or details of the person giving the testimonial. You could also add video testimonials for a more realistic approach. Having your testimonials sprinkled throughout your write will also be more effective rather than having it in one place. Show them in every other paragraph. Check that your testimonials point out different benefits and advantages that your product can help address. When you’re writing a sales copy, you don’t write like an English professor. You are simply trying to tell your prospects that your products are something they need. It’s not the time to impress them with your language but rather talk to them through words. Just communicate like you would with someone you knew. The more easy-going and comfortable you look to your prospect, the more confident you’ll come out. The prospect will then be much more comfortable with you. The more clear you can make the product seem, the better people will respond to your copy. If you create effective copy, it will be just like a person who goes out and vends for you. If you make it too dry, and write like you’re writing an essay, it would become too daunting for anyone to read it, let alone act on it. Having a long or short copy has always been a debatable subject. The decision for either a long or short copy is up to you but studies have shown that a long copy gets better results. This is mainly because people want a lot of information before they buy a product. But you can give away a short version of your copy for all those people who won’t want to go through the whole thing. While copywriting may look difficult, you will soon find it a necessary component of everything done online.
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The idea of using printed labels for the product branding is not new, the world has been using these printed labels in various forms, some are known and some are still unknown. A label attached to the product is the identity, an identity by which the product makes it mark in market and among customers. Labels are of different types, depending upon the need of the product and the targeted audience, the size, color and the design is being modulated. It is very important to understand the primary use of product; it will help in the modulation of the label. You may wonder that how a label can affect the branding of the product, well, consider a scenario, you go to the supermarket, you look for the particular product, what if the product you looking has no label attached, no expiry date, no price tag, it would be dam hard to choose that product for your particular need.
The printed labels are of various types, as I already mentioned, simple paper printed labels, bar code labels, metal labels and various others in the list. Today, everything has gone to extreme levels of sophistications, with the advancement of information technology, the printed labels are also being digitalized, and this certainly has made the utility of printed labels far wider. . Generally, Printed Labels are used for all kind of products widespread in different industries. It can fit all types of commercial and business needs. Innovation, creativeness and competence gives labels the exact importance with its right use. A printed label may comprise of a single name, product id or can contain more information like, batch no, manufacturing date, bar code etc.
It should be noted that the printed labels are the sole of a product, if you have a good and captivating printed labels for your product; the chances are high that your product will get its place in the market. Sometimes, we often ended up in a mess, while not sure about the quality and the correct blend of the label; we choose the wrong one for our product, which shows the adverse effect on the product. A good and optimized technique should be used in order to facilitate your printed labels, which may include the color combinations, size and other useful information which you want to use on the printed labels.
With this, I’ll end u writing and wish that this post will help you in selecting meaning full printed labels for you product, happy marketing.
Author has been writing articles from last three years on various topics, with this post, he wants to show the importance of printed labels for your product.
Imagine for a moment that you need to write a PPC search ad for an event your company is running. It’s an event so you’re on a tight timeline. In fact, you have a week to run the ads. At the end of the week, your early discount of 5% ends.
Long story, short, you need to build a text-based PPC campaign that gets a lot of people to buy tickets, and you don’t really have time to figure out what strategy works through a/b testing or historical data mining.
What do you do?
An organization that [full disclosure] partners with MECLABS (MarketingExperiments’ parent company) to help optimize its event messaging was faced with a similar situation recently.
The strategies, while simple in wording are fairly radical in nature.
For the control ad, the primary message sold the actual value of the event.
“2 Days and 13 World Class Speakers”
For the treatment ad, the primary message sold the page on the other side of the click.
It was a fundamental shift in the process-level value proposition of the ad. One was aimed at the ultimate objective of purchasing event tickets. One was aimed at the shorter term objective of clicking through to the video mentioned in the ad.
The result of that shift was a 102% increase in thank-you page impressions. One important thing to note is that the average thank-you page impression generated more than one ticket sale. So this ad treatment hit the bottom line dramatically.
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Staying at par with the competition is no longer an acceptable notion in the business parlance. These days, you should be able to stay on top of the game; in any way you can and for as long as you can. It is very important to be creative in marketing your products and services in order to keep up with the growing demand for innovative information from consumers.
Buyers nowadays are looking for information on the internet and they tend to get more than just one source. They are becoming more aware of the fact that they have a wide choice in products and services in the market and that they should get all pertinent information before they make a purchase in order to get their money’s worth.
Content Marketing is rather unconventional yet clever way of advertising products and services, in a way that it is disguised as an informative piece of writing.
The first step in Content Marketing is to choose a particular topic that is useful to as many readers as possible. It is important that the topic should come across as informative as well as fresh to the eyes of the prospective or targeted buyers.
The next step is to hire a writer or writers to do the piece. The best choice will be to hire a freelance writer who will surely do the appropriate amount of research and write the piece with as much objectivity as possible. Hiring a freelance writer is also a money saving technique as opposed to retaining a staff to do this one time work.
The key to successful Content Marketing Strategy is that the articles written are backed up by sufficient and reliable data such as statistics, etc. The writer should be able to relate the data to the products and services, and make a great build up that will solicit an inevitable conclusion from the readers: that they need to purchase these products and services.
Nizzura is a full time internet marketer who earns more than 0,000 a year from his online business.
As a MarketingExperiments blog reader, I can already assume a few things about you. You’re an evidence-based marketer. You are an effective communicator. You have an exceptional understanding of marketing. You are skilled at analyzing campaign effectiveness. And you have experience in a wide range of marketing disciplines.
But if you were pitching yourself at a job fair, and could emphasize only one of these elements about yourself, which would it be?
Savvy marketer that you are, I’m guessing you would first size up the company you’re applying to — ask questions of the recruiter, take a look at the booth and read some of the literature — before deciding what value to highlight when presenting yourself.
The way you approach marketing your products and services should be no different.
Don’t bury the lead
Almost every product or service has several ways it benefits customers. Your challenge is to determine the value focus — which element of value will you lead with in your marketing.
You may highlight more than one element of value as secondary benefits on your website, in your print ads and in your email marketing. However, there likely is a place within your marketing where you have to choose what the primary value focus should be — the headline of your print ad, the hero space on your homepage or, perhaps, the entirety of an email.
Let me give you an example from my own customer journey.
Connect with customer motivation
I recently purchased a Nissan LEAF. In looking at other cars compared to the LEAF, the car I chose offered many elements of value that Nissan highlights on its website:
These are just a few of the possible value elements that popped into my head. I’m sure there are many more.
When I was at the car lot, the salesman was able to size me up, ask me a few questions and determine my motivation. This meant he could easily pivot from one value focus to the other based on my responses.
Nissan has a bigger challenge on its microsite for the LEAF. Which points should it emphasize most prominently?
The path Nissan has taken at the top of its microsite is not to include a value focus at all. In fact, there isn’t even really a headline.
The closest thing to a headline is “2016 Nissan LEAF®.” This does serve to orient the visitor that they are on the right page, but it doesn’t present any value.
The other two major emphasized elements do not focus on the value either. Rather, before presenting value, the LEAF microsite communicates the cost (in this case, the starting price of its base S model) and an anxiety reducer (in this case, range anxiety, by highlighting how far the car can drive).
Below the fold, the microsite starts communicating value with a rotating animation of six banners (what used to be known as a Flash banner) listing different elements of value.
Simply put, Nissan has not chosen a value focus for the LEAF on this microsite. (This is not unique to the LEAF for Nissan; this microsite is a template it uses for all of its car models.)
Now, one could make the argument that visitors to this microsite are already so motivated that they don’t need any value communication and their bigger concerns are price and range anxiety.
However, even if they are already motivated, you should reinforce that value once they hit the site. After all, a car purchase is a major decision, and you want to keep driving them up the funnel. It’s also a way to let them know the LEAF is the car for them. “Hey, we understand you. You’re among friends.”
Also, there are likely many less motivated car buyers who are just kicking the tires on several cars, and thus visiting many car sites. By leading with value (and the right value focus), you have the opportunity to turn those few moments of interest into deeper research about the vehicle you’re selling.
If we take a look at the nearest competitor to the Nissan LEAF — the Tesla Model S — we can see that its landing page does lead with value. (It might be a stretch to consider these two models competitors due to the huge price discrepancy — and therefore, possibly differing motivations of its buyers — but they are the two best-selling all-electric cars in the U.S. and comprise 58% of all pure electric cars sold in the United States in 2015.)
Like the LEAF’s page, the headline is pure orientation — “Model S” — however, the copy below focuses on value such as “Highest Safety Rating in America” and “Autopilot with Autosteer and Summon.”
How to determine your product’s value focus for your marketing
We’ve discussed how it’s important to communicate value in your marketing. But how do you determine what the value focus should be? Here is a simple process to get you started:
Step #1. Understand the product
Effective marketing merely clarifies the value inherent in the product, so begin with the product itself. What elements of value does it provide to customers? If you weren’t involved with the product creation, talk to product developers, business analysts or business leaders who were. Then read professional ratings and customer reviews of your product to get an outside perspective on how well the product delivers on that intended value.
Step #2. Determine the persona
As I said above, there are many reasons to love a LEAF. If I were running a print ad about the car in “Organic Life” magazine, I would focus on the zero emissions and environmental/sustainability aspect. However, if I were writing an ad for “WIRED” magazine, I would focus on the techie/early adopter aspect. Your products likely has more than one customer segment. Before creating the messaging for a specific customer touchpoint, determine which segment or segments you will be communicating with.
Step #3. Ask the customer
Interview current and previous customers. Those who didn’t buy. And those who are just in the segment you’re targeting who may not even know about your product. Participate in forums and LinkedIn Groups that are popular with different customer segments. Talk to customer service, sales and other customer-facing positions in your organization. Read the magazines, blogs and Tumblrs that your ideal customers read, listen to their podcasts, and monitor their communication on social networks. Conduct focus groups. These are just some examples of ways you can ask customers what element of value most resonate with them.
Step #4. Test
The customer is always right. But the customer doesn’t always know what he wants. So it’s not enough to just ask your customers about value. This data simply helps you create hypotheses to test with real-world customers to see which value focuses generate the best response. Test value focus in your email. Test in your PPC ads. Identify elements of value that could be the most compelling value focus, and then run follow-up tests throughout the customer journey to discover how to best message that value focus.
You can follow Daniel Burstein, Director of Editorial Content, MECLABS Institute, @DanielBurstein.
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Startups can reveal some pretty enlightening information about what makes a successful value proposition. After all, unlike established companies with divisions and brands and patents and factories and distribution networks, the main asset many startups have is their value proposition (often communicated as an “elevator pitch”).
CB Insights recently conducted a post-mortem of more than 100 failed startups to try to figure out what went wrong.
The top reason they failed — “No market need,” cited by 42%.
To put that into marketing terms, their value proposition had no appeal.
Appeal is one of the sub-elements of the patented value proposition heuristic developed by MECLABS Institute, parent research organization of MarketingExperiments. This thought tool has been created to help companies understand what elements are necessary for a forceful value proposition, and how to optimize those factors.
But what is appeal exactly? It is the unspoken desire of the customer — “I want this.”
It is not, however, marketing. Or advertising. Or incentive. And here’s where the confusion often comes in.
You can’t advertise your way out of having no appeal
Well, I guess it is possible. If you have enough money. If you can flood the market with your ads, and work sweetheart distribution deals with key stores and resellers, sure, you could be successful.
But for most companies, advertising and marketing is not where appeal should originate. An incentive should not drive the appeal.
The appeal should be intrinsic to the product, service, experience or offer presented to the customer.
Then, marketing’s role is to tap into the discovered appeal with messaging that clearly and credibly communicates that appeal.
And you can’t dictate appeal
I’m sure you’ve been in meetings where this has happened. The highest-paid person comes up with an idea for a new feature or product that they are interested in, and pushes the idea through creation and marketing because he thinks customers will want it as well.
Except the elephant in the room is this: Everyone knows that most customers won’t care.
Product development must emanate from what is appealing to customers, not thrust upon them.
Sure, there is the occasional golden gut like Henry “If I had asked my customers what they wanted they would have said a faster horse” Ford.
But what would have been so bad about asking? That customer knowledge — customers want faster transportation — could be combined with key decision makers’ business wisdom to create a product that is an alternative to a horse, but yet still delivers the main element that would be appealing: increased speed.
Appeal is a core truth
Appeal is a deep, core truth to why customers want your product and respond to your offers.
It is the delivery of a value they either want or need, and a powerful enough delivery of that value that they will overcome the cost, both monetary and non-monetary (time, friction, etc.), to obtain it.
How to leverage appeal to improve marketing performance
You can follow Daniel Burstein, Director of Editorial Content, MECLABS Institute, @DanielBurstein.
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Value Proposition Development online course [From MECLABS, parent research organization of MarketingExperiments]