Sales Letters - Making Your Customer Feel Secure…
May 4th, 2008 by Stuart
Hi there,
Here’s a short excerpt from a new book I’m busy with. It’s provisionally titled: ‘Writing With the Customer in Mind’
Whilst writing your sales letter you’ll agree that the customer’s thoughts and feelings are the most important thing to keep in mind as you write.
Your sales letter should address those feelings specifically, but what type of things concern the potential customer whilst they visit your website?
Look at this quote from a client…
“The three things that make me want to buy online are:
- Testimonials available about the product or the buying process
- Quality of the graphics/words used to highlight the product
- A good description of the product or service and not just a flashy picture
The three things that make me want to click-away are:
- Offers that seem to good to be true or that make too many promises
- Language or graphics that “talk-up” or “talk-down” to my intelligence
- Adverts that take me away from the information at hand
- Submitted by Luz Willis”
The number one reason Luz states for wanting to buy online are testimonials, and what’s interesting is that he states they SHOULD be about the buying process as well as the product.
You’ll probably agree that most marketers miss this when adding testimonials to their sales copy… they solely concentrate on the product testimonials.
Don’t make this mistake yourself.
If you don’t have any testimonials about the buying process create a small video walking the customer through it. Be sure to include info about the security of the site, pointing out the ‘padlock'’and https’ in the browser window.
Independent tests have shown that this one step alone can increase sales by as much as 7% so it’s worth the extra time and effort.
Hope you enjoyed this tip, and do leave me a comment if you’ve any tips you’d like to add yourself, I always like to hear from you.
Speak to you soon,
Stuart.
PS
If you don’t have time to write a sales letter drop me a line at {copy at kungfucopywriter.com} and let’s talk about how I can help you.
Tags: Sales Letters
Thats a great post.
What you are saying about product as well as buying process makes sense. However, “Language or graphics that “talk-up” or “talk-down” to my intelligence” is something that I am unable to understand quite clearly.
Hi Mukul,
Thanks for your reply.
To explain:
“Talk down to one intelligence” is talking to a person as if they were a child. I see this a lot in the real world. I live in China and see many foreigners talking to Chinese people as if they were children or stupid because English is not their first language.
This is highly insulting to the individual concerned.
You should rather explain in a clear, simple manner but treat the listener as an adult and talk to them on that level.
“Talking up to ones intelligence” is pretending that you understand something and talking at a higher level than you have knowledge of.
For instance, talking to a high level CEO as though you have experience in his field when your knowledge is limited to sweeping the streets.
Hope that explains things better - let me know if not.
Thanks for writing. The blog is great!