Jonathan Jay presented these great tips during his SuccessTrack weekend
- In promotional literature, you need social proof from other people who were like your target customers
- Collect testimonials, case studies, and endorsements – and keep them safe!
- Use before and after stories – e.g. weight watcher pictures to convey ability to secure desired outcome ("I looked like this, now I look like this, thanks to Weight Watchers")
- Your copy needs to be benefit driven, focussing on WIIFM
- Provide an absolute guarantee – e.g. pay afterwards, try before you buy, profit before purchase
- Make it easy for people to buy – e.g. try before you buy
- Provide multiple ordering options – phone, email, website, post – consider niche-specific purchasing vehicles
- Demonstrate the value of the outcome of their purchase – especially in pounds and pence
- You can best address the concerns of your potential customers by deeply understanding your niche market
- Raise your credibility – your letter / website / message needs to be from the highest authority e.g. CEO or a borrowed third party known and respected by your target market
- People concentrate first on the headlines – and the captions under photos – so you have to capture the reader’s eye to get them to want to read the rest, like writing a thriller, paragraph by paragraph
- Give them a powerful call to action – tell people exactly what to do – never just leave it for them to figure out
- Create scarcity related to what you are selling – you must have scarcity so people don’t want to miss out. This can be time-bound, quality-bound….
- Create confidence in your product – this can come from image, brand, the way a phone is answered – all the little things add up
- Imply confidence that the customer can do it, can benefit from their purchase – show them how easy it is for them to do so
- Ensure you have the AIDA elements in your copy – attention, interest, desire, action
- Show how your customers can be achieving expert status fast (if appropriate to the market you are targeting)
- Provide explicit price justification – e.g. why so little, why so much, "because it’s….."
- Make sure your offer is easy to understand and easy to use (the instruction manual). Paint a picture – show how easily using the service or product will create a better life
- Go through your copy and highlight the “I” and “we” words and change most of them to “you”
- Use photos to show what your offer does in action
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