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To Quadruple Your Website Sales In Under 10 Hours
To Quadruple Your Website Sales In
Under 10 Hours
2003 By Willie Crawford
Practically every webmaster I come across could easily increase his web
Some could generate ten times the sales with only a few hours work.
oblivious to what they *need* to do to make this happen. They just plod
without implementing this one simple change, and expecting to
making a lot more sales from their website.
What is this one thing that practically any webmaster can do - today -
dramatically increase the conversions he gets from his
website? Learn to
write better copy!
I know, you're saying, 'I knew that Willie, but writing copy is hard.'
I've talked to some very high paid copywriters, and I've read what many
to say. I own complete copywriting workshops on audio and videotape.
say the same thing. To learn to write good copy, you merely practice
Some actually teach that you take a winning sales letter or ad, and you
out over and over. In the process of writing good copy over and over -
hundreds of times, you begin to get a feel for the flow. Soon
you see the
patterns. Soon the things that the high-priced copywriters are doing
jump out at you.
This is the secret to doing a lot of things by the way.
Repetition is the
mother of mastery. So you develop or copy a system, and then
you do it the
same way, over and over again. Soon it becomes a part of you. That's
how I have
practiced karate for over 20 years, and that's how you master
Let someone who is doing what you want to learn to do - show you, and
practice over and over again until their system is your.
There are some basics that are universals in good copywriting though
cover here. For what I don't over in this short article, I am going to
system that I recommend to all of my private coaching
clients. It breaks
things down for you into a simple, easy to follow, 32-step,
One of the things you must remember in all of your copywriting is to
benefits to your buyer rather than product features. Make a
list of every
feature that you can think of, and then take every item on that list
and turn it
into a benefit. So, for
example, 'available for download in PDF format' becomes 'instant
that you can use these killer techniques within minutes.' Do
every feature. Turn it into a benefit that the customer *cares* about.
Many copywriters teach that people respond better to moving
away from pain
than they do to moving towards pleasure. So your copy should make the
aware of the pain he is in. For example, point out that without website
visitors, nobody sees his website, and he just sits and waits, with
no sales. Then
go on to point out how your product solves that problem for him.
Notice I said 'to him.' What I mean there is that your copy
needs to read
as if you are speaking directly to the reader. You are not
writing for an
audience of many. It's individuals that make decisions and you must
with the individual. It may help to imagine that individual sitting
you. Some copywriters actually have a photo of their ideal
hanging on the wall across from them as they works. This keeps them
'who' they are 'talking' to.
Have a guarantee that embodies complete risk reversal. All of the risk
transaction should be on you. Your prospect should feel that there is
no way he
can loose. I do this with a full, one year, no-questions-asked,
guarantee. That conveys that you know your product is good enough that
deliver tremendous value. You should convey that if you don't deliver,
demand that the customer ask for his money back, and he gets to keep
or gets something extra for his trouble.
With guarantees, also avoid time-frames that are too short. If you only
your customer 2 weeks to decide whether or not he likes your software,
quickly decide that he probably doesn't. If he's like me, he
downloads it into a folder on his computer and may not even get to look
at it in
those two weeks. Give you customer time to feel ownership of the
product and to
see the benefit of using it.
Alex Mandossian teaches that you should also 'teach your prospect to
product.' You can do this with follow-up emails that point out how to
most out of the software, or some type of training. If the customer is
benefiting from your product, he is going to keep it!
Use testimonials. Having someone else say how great your product is
tremendous credibility. Having someone 'just like your prospect' saying
great your product is shows your prospect that he too can benefit from
Use testimonials from someone your prospect can relate to as well as
testimonials from recognized experts or authorities.
Make it incredibly easy for your prospect to place his order. This
them as many options as practical. Don't force them to jump
to place an order, because they want. Instead, accept as many forms of
as possible, and give them as many different ways of submitting the
A big pet peeve of mine is the hidden price. I believe that you should
price right on the front page. My testing indicates that hiding the
making customers click through to the order form to locate the price
Issue a clear call to action. Tell the customer exactly how to order.
example, if you want him to click on the link and use your secure order
tell him that. If you want him to print out the order form, fill it in,
and fax it to you, tell him that. Don't make them guess what
they need to
do. People like to be told/reassured that they are doing it correctly.
The other thing you seldom see discussed is 'the offer.' You literally
make the customer an offer that he would be crazy to refuse. This is a
balance though. If you make the offer too good, then the customer
it's so good. For example, if you offer too many bonuses, that conveys
customers that the
basic product must not have much merit on its own. If you offer too
bonuses, it also sometimes conveys that the bonuses must be
Otherwise, why would you be 'giving away' so many valuable items? So,
judgment in crafting your offer.
We've just touched upon a few things that you need to consider in
web copy. If your website is getting traffic every day but nobody is
then obviously the copy needs some work. If you don't work on your
results aren't going to improve. Yes, it is work, but not it
It's just practice and testing. After while it even becomes
fun to see if
you can improve on your 'control.'
Bob Serling, one of the greatest copywriters I have studied has an
course on web copywriting. It's one of the few that I have studied that
devoted exclusively to web copywriting. Most copywriting
course I have
taken are written for people in the offline, direct marketing industry.
book focuses on what works on the web. I use it in writing the copy for
the new sites I create and for sites I revise. Get Bob Serling's Book,
Copywriting For The Internet' at: http://PowerCopywritingForTheInternetByBobSerling.Com
Practicing your copywriting is undoubtedly the greatest investment you
in your web business. Until your site is set up to convert
buyers, it's somewhat futile to spend a lot of time driving traffic to
some time this week practicing your copywriting. It's what I will be
Willie Crawford has been teaching others how to build an on-line
late 1996. Frequently featured in radio, magazine and
and interviews, Willie teaches the average guy what the top marketers
but seldom talking about. For example, Willie demonstrates
the power of
automated residual income through his system at: http://ProfitAutomation.Com
Test drive this system now.