Qualify Your Prospects And Win More Sales

You might think it’s marketing suicide to tell your prospect that “this product might not be for you”.

But more often than not, this little trick can increase response dramatically!

Have you ever seen on a sales letter phrases that go “for serious marketers only” or “don’t buy this product if…”?

This is what copywriters call “qualifying your prospect”

And it works because it’s a type of reverse psychology. It throws the reader off…it makes them think “huh? now I’m not allowed to get this? oh yes I am!” and it ups their urge to want the product that much more.

On the other hand, this idea is also related to the 80-20 rule.

The 80-20 rule is a universal rule…it can be related to anything in life, time management, and business.

For this example, we’ll say that 80% of our sales will come from only 20% of those targeted to our offer. The remaining 20% of our sales will come from the remaining and bigger 80% of our audience.

We know that a 100% conversion rate is not going to happen..ever. Not everyone that sees your sales letter will buy. So what’s the point of trying to target everyone? You only really want the 20% who are suitable for your offer.

Narrowing down your suitable customers and talking to that 20% qualifies them. Stating that this product may not be for everyone qualifies them.

For example….

“this product is not for lazy people…it takes some work to get the results”…

“this product is not you you if you’re looking for a quick fix… you must understand that it takes time to see the results, but the results are well worth the wait…blah blah..”

This is the way to really pin point your prospects situation and talk to them directly. It quickly gets rid of the chaff..which doesn’t matter because the other 80% isn’t as significant.

You’ll get much better response from the 20% if you can get into them and target them with accuracy. And you can do that by qualifying them.

Stuart Stirling

Applying The KISS Factor To Your Copy

It’s a problem a lot of marketers and copywriters face…

Or maybe it’s just a habit of us humans – but we have a tendency to presume that everyone already knows what we’re talking about.

In marketing, presumption is a huge killer!

Just because you may be an expert, does NOT mean that everyone else is…not even those who you think are your perfect target market.

So instead of presumingit’s better to assume that people know much less than you think they know…and the reality is it’s even less than that!

The best way to get your message across without going over your prospects heads is to apply the K.I.S.S. factor in all of your marketing messages…

K.I.S.S. stands for….

  • Keep
  • It
  • Simple
  • Stupid

The KISS factor applies to all things educational….because when something is simply explained, we can understand it better.

Copywriting essentially is this…to educate people about an offer that will make their lives better.

People are lazy…so if something is too complicated for them, it’s easier to just skip it and move on to the next thing.

It’s the same thing with your copywriting…when your prospect sees your offer….your words…they have to be able to understand it quickly or else it’s out with your ad and in with the next.

– Here are some tips to keep your copywriting simple…

  • Use simple vocabulary…one rule I and other copywriters live by is to make sure the vocabulary is simple enough for a junior high school student. Especially when you’re writing about a topic with a lot of specialized terminology, you still need to choose words that a complete beginner to that topic can understand.
  • Use short sentences…and space out your lines. I mentioned white space and other design tips in my last post..but again, people would much prefer to read short sentences than long ones. The less they have to think, the more chance you have of keeping their interest.
  • Present the offer clearly…for what it is. Call apples, apples…oranges, oranges. If you’re trying to twist words around to make it sound more appealing…or hid something to create mystery…it can have the opposite affect. Your prospects just want to know what it is they’re getting and how it’s going to help them. They don’t care about how fancy you can string your words together.
  • Keep it precise. Stay on topic. The moment you go off on an unrelated topic, you’ve lost them. This includes writing too much as well. One great copywriter once said something like “each line of copy is there only to urge people to read the next line” so be careful of writing anything that will throw your prospect because you miss the mark with just one off-target line of copy!

KISS is important to remember in copywriting and all aspects of marketing.

There may be times when you feel stupid writing such basic copy but the copy is not there to entertain you or feed your ego….instead it’s to educate your reader about the benefits and to urge them to take action as simply as you can.

To your success,

Stuart Stirling

Swipe File: When You Need Inspiration From Above

A swipe file can be a lifesaver to copywriters.

Some days we just don’t feel ‘it’. Yes, even copywriters are human.

I don’t want to call it “copywriter’s block”, but sometimes our senses are dull and we can’t come up with that snappy headline phrase, or strong closing ‘call to action’.

As with many other types of writing jobs, copywriters need inspiration to make our words magically dance on the page which is where swipe files can provide us with the inspiration we need.

What is a swipe file?

A swipe file is a collection of appealing copywriting or advertising pieces that you keep ion file for reference at a later time.

Your swipe file can be made up of online ads you see (sales letters/emails) and offline (direct mail pieces like letters/postcards).

starOnline, I have a folder in my bookmarks (favorites) called “Copywriting Swipefile“) where I save each sales letter that catches my attention and one I feel I could use later for inspiration.

I can access my swipe file from the top of my browser so it really is ‘inspiration from above’.

writing-webcopy-that-sells_1235654623573So when I’m having one of those days where my brain activity is as low as the tide at dusk, I take a look at my collection of sample copywriting pieces for some ideas in my own work.

After all, if the copy in your swipe file intrigues you, it will most likely intrigue other readers, so not using it and borrowing some of it’s strength would be foolish.

*NOTE: Copying an ad word-for-word is a copyright offense. You must not use the exact wording for your copywriting but it is perfectly fine to use it for ideas. Mix the words around, copy the layout, capture the tone of wording.

Your swipefile can be a goldmine so start building it and treasure it like it is gold.

Stuart Stirling