10 TIPS FOR WRITING GOOD SALES
by Tim North http://www.BetterWritingSkills.com
Writing an ad? The tips below -- and the important
warning that follows -- will help you to get the
very best response.
1. Start by choosing a single benefit
of your product or service that you wish to highlight
above everything else. This is your "principal
selling position". To choose this, ask yourself
what specific benefit makes your product or service
different, better, or special. Is it the price?,
the convenience? the reliability? How are you
different from your competitors?
2. Write attention-grabbing headlines.
This is very important. People are overloaded
with information, so they skim read -- particularly
on the Internet. If your headline doesn't get
their attention everything else may go unread.
Your headline will often highlight your principal
3. Write a list of all the features of
your product or service then translate each of
these into a benefit for the customer. One way
to do this is to look at each feature in turn
then ask yourself "So what?" Imagine you're a
customer; why should you care about this feature?
Ask yourself, "What will it do for me?" For example,
don't just say that you product is fast (a feature)
tell the customer that it will give them more
free time (a benefit). Better still, paint a picture
of them using their free time to go to the beach,
read a book, or relax.
4. Write copy that emphasises the benefits
in a way that makes an emotional connection. For
example, let's say you're selling toothpaste.
A feature might be that it contains fluoride.
Sure, but that's boring. Rather, say it "Lessens
Tooth Decay!" or even better: "Brush with Boffo
and Avoid the Dentist's Drill!" See? You've turned
a dull feature into a strong emotional benefit
linked to people's fear of dental procedures.
Isn't that more effective than "Contains fluoride"?
5. Start with your strongest selling
points. The first few paragraphs are particularly
important. Use them to create a desire for your
product or service by briefly touching on the
major benefits it will bring the customer. You
don't have to go into too much detail up front
as you can expand on these benefits later. Do
try to get your big guns in early, though.
6. Testimonials sell. Good, believable
testimonials from real people will help sales,
particularly on the web where establishing credibility
is a tough job. For even better credibility, ask
your testimonial writers if you can include their
contact details along with their testimonial.
7. Write with a natural style. Don't try to
be pretentious or over friendly. Just write it
the way you'd say it.
8. Decide who you're writing for and
why. What tone are you trying to convey: light
hearted or serious? What level of jargon are you
going to employ? Suit your language to your intended
9. The final sales pitch can be strengthened
with some or all of the following techniques:
* A good deal; e.g. "20% off". * Urgency; e.g.
"This week only". * Risk free; e.g. "Comes with
a money-back guarantee!"
10. End by telling the reader what to
do; e.g. "Ring now" or "Click here to order now
for immediate delivery". Needless to say, ordering
details must be clearly visible and simple to
Looking at these tips, it may seem that good
advertising involves manipulating the emotions
of your customers. Yes, it does. Selling is a
blatant form of emotional manipulation that involves
convincing your customer that they want to buy
your product or service, and they want to do it
Is this unethical? Well, it can be. It depends
where you draw the line. In point 9 I said that
your sales message could include a sense of urgency.
A common ploy on the web is to include a claim
like "Offer closes this Saturday". If you go back
to the site the following week, though, the offer
is still available. If you were tricked by such
a claim, would you order from that company again?
So, by all means, use the tips above to write
as persuasively as you can, but remember that
if you attract sales by deceiving your customers
you risk legal action, poor word of mouth, no
repeat business and refund requests.
So, be as persuasive as you can possibly be,
but avoid the temptation to be "too" persuasive.
About the Author:
You'll find many more helpful tips like this in
Tim North's much applauded range of e-books. All
come with a money-back guarantee. http://www.BetterWritingSkills.com