freelance copywriter, writing web content, copywriting tips, ghost writer

There is one, simple copywriting technique that if you are not using, you are throwing away at least 50% of your potential sales.

Not only are you blowing half of your potential sales, but if even one of your competitors is using this copywriting technique, he is robbing you blind. He is using this method to take money right out of your pocket, steal some of your best customers and could be putting you out of business before you wake up and correct what you are doing wrong.

What copywriting technique could be this important? Go back and re-read the previous two paragraphs, because I was justing using this tactic it on you. It is the fear of loss, which is easily 100 times more persuasive than the opportunity for gain as a selling tool.

Tell your readers what it will cost them, what they will lose, what they already have been losing and what the future cost will be if they turn down your offer.

Everything you sell has consequences if you say "no." Look at what it costs people NOT to have what you offer, and shout it from the rooftops.

If you sell a car safety device such as tires that get extra traction in bad weather or a child’s car seat, sell death, injury and tragedy. You can do this without resorting to "hard sell" tactics, look at how Mercedes and Volvo show crash test dummies getting smashed to bits in auto accidents involving their competitors' vehicles. Their ads come across as informative and as a public service message, rather than hard sell.

How can you craft a message based upon the losses people will incur if they turn your offer down?

If you sell a water filter, you might say, "Every time you drink out of your tap, you are filling your body with dirt, toxins and deadly chemicals that, over time, build up in your system, weaken your immune system and cause your organs to breakdown."

If you are a bankruptcy attorney, your copy might read, "stop creditors from seizing your house, your car and your assets!"

If you sell financial planning services, your message might be along these lines, "Failure to plan for your own future will leave you dependent on the government and family, will rob you of the travel and fun you had hoped for, will prevent you from receiving the best medical care available and will leave you with nothing to do in your retirement but watch Oprah every afternoon."

If you sell a weight loss system, you could say, "Every diet you have ever been on has left you fatter, demoralized and convinced you will never look attractive again. Each diet does nothing but make you miserable and convinced you lack the willpower to be fit and healthy. But there is a better way."

Clearly you might not want to be this negative all the way through your copy. It will come across as hard sell. But a negative message should be a part of every copy you write. If you sell something worthwhile, it will offer a benefit if someone buys it, but it will also have a cost if they don't. If you leave out the negative consequences of not accepting your offer, you have failed both your customers, and yourself.

freelance copywriter, writing web content, copywriting tips, ghost writer
COPYRIGHT(C)2006, Charles Brown. All rights reserved.


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