Chapter 25
Killer Sales Copy
Have you heard about the motivating sales sequence?
I haven't used that phrase so far in this book, but we did use the concept right at the beginning. We used it when we discussed your elevator pitch in Chapter 6. The motivating sales sequence is a basic sales process. It's a way of telling someone about something . . . but it's a convincing way! With your elevator pitch, you were telling people about you, but you can use the same process to tell them about your product or service. This chapter is about using the motivating sales sequence to write effective sales copy for your website. I'm talking about the product and service descriptions that are designed to convince readers to buy. Effective sales copy equals higher conversion rates. That means a higher percentage of your website visitors actually purchase your product or service. (That's a good thing.)
The motivating sales sequence has seven specific steps. Each step gives the reader different information, but they're all essential; the order of the steps is critically important as well. Follow along:
Step 1: Get Their Attention
Start with something amazing, shocking, or provocative. Reference an incredible statistic. Make a controversial statement. Ask a provocative question. The opening sentences need to jolt your readers to attention.
Step 2: Identify the Problem or Need
Once you have their attention, you need to identify the problem and the pain your product or service alleviates. People have ...
