Tricks Of The Trade On How To Write An Effective Copy

By: Jo Han Mok

Everything about the copy that you place on your site is crucial to how many sales you generate. Take the time to make your sales letter as good as it can be with these amazing copywriting tips.

- Know what action you want visitors to take before you write any copy. Before you write a word of copy, take the time to plan out how you want visitors to move around your site. Maybe it doesn't make sense to try and sell them on their initial visit. This may be the case if you sell a product that is complicated to explain or that is a costly purchase. In this case you may want your sales copy to guide prospects to contact you to learn more or signup for a demo. Whatever action you want prospects to take, make sure your sales copy makes it very explicit. You will always see a better result from spelling out EXACTLY what you want prospects to do.

- Split test your copy to find what works best. The most profitable sites always split test their copy to make sure it's converting as many browsers into buyers as possible. Start with the elements of your copy that have the biggest impact - headline, subheadline and first paragraph. Once you've perfected them, move on to change other elements and see whether it makes a difference. A great split testing tool is Easy Split Test.

But remember, the key to effective split testing is to only change ONE element on the page at a time. If you change the headline, subheadline and opening paragraph, how will you know which change was responsible for the increased conversion rate?

- Use testimonials and case studies that show specific results. The best evidence you can provide to back up the claims in your sales copy is real results that are measurable and achievable. Choose testimonials that state actual results in detail such as dollars made or saved, number of customers acquired, time saved, etc. The more specific they are, the better job your testimonials will do of convincing new prospects that your product can help them too.

- Watch your refund rate to determine whether your copy is strong enough. Not everyone will
agree, but some of the best copywriters in the world claim that a good measure of how well your copy is written is how many refund requests you receive. Common sense would seem to suggest that if you have no refunds then your copy is doing well. But quite the opposite may be true. If your copy is so well written that people find themselves compelled to take out their credit cards and buy immediately then you'll be making more sales. And as a result you'll have a few people who buy and then later regret it. But the increase in sales far outweighs the few extra refunds. However, if more than 5% of purchases are refunded then you've probably gone too far and should consider revising your copy.

So, writing copy is actually not as hard as it seems. It is a skill, that once you've practised to be an expert at, it'll all come to you easily when you write your very own copy.

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