freelance copywriter, ghost writer, lawyer marketing, lawyer advertising, web content writer, white papers

Here is an excellent article by Elaine Berry that provides a different spin on why a copywriter must give customers a reason to act. Often we assume readers of our delightful prose will just fall into our laps by the sheer beauty of our writing. Not so. If we are in the business of getting people to take action, we must spell out a clear reason for them to do so.
Charles Brown

Have you ever had this experience?

You are selling what you believe is a very valuable product. You are marketing it for $97 and have written a brilliant sales letter. But sales aren’t what you hoped. So you step up your sales pitch: “Order by midnight tonight and this $97 product is yours for $47!”

You sit back and wait for the sales rush. But it doesn’t happen.

Why not? Almost certainly, because you haven’t given a REASON! If it cost $97 yesterday, how come I can get it for $47 today?

People are suspicious. And the more seductive the offer, the more suspicious they are. They want to know:
· WHY should I buy this product?
· WHY will it work for ME?
· WHY are you reducing the price?

There is one word above all that you need to include in your copy. This word alone has been shown to have a massive impact on sales. This word is “BECAUSE”.

· WHY should I buy this product? Remember BENEFITS sell products. Tell people that they need to buy this product BECAUSE this is what it will do for them or this is the problem it will solve for them. If you are marketing a hair-restorer, emphasize that the customer needs to buy it BECAUSE it will improve confidence, end embarrassment, help in attracting the opposite sex, lead to a happier life and so on.
· WHY will it work for ME? Give very specific reasons. If you have a scientific-sounding reason, so much the better – these are always very reassuring. For instance, you should buy this hair-restorer BECAUSE it contains the brand-new product “X” which has been scientifically proven to be effective in 99.9 percent of cases.
· WHY are you reducing the price? Remember that the most potent “reason why” is always the TRUTH! If you are reducing because you are experimenting with prices, say so! If you need to raise some cash in a hurry, say so! If you are aiming to build a relationship with your customers so that they will buy more of your products in the future, say so! People will respond.

There was a famous social psychology experiment in which the experimenter, standing in a line to use a copy machine, requested people ahead of her to allow her to get to the front. A much larger percentage of people agreed when she gave a reason, than when she did not. But, remarkably, in a third experiment, she simply asked, “Could I use the machine first BECAUSE I need to make some copies?” A full 93 percent agreed, yet this time there was no reason given – the effect was achieved just by the inclusion of the word “BECAUSE”!

If you haven’t been using this secret weapon, you’ve been missing out on what has been found time and time again to be one of the most powerful triggers for massively increasing sales. Try it – BECAUSE it works!

Elaine Berry is the owner of Bizwrite, the only one-stop-shop for help and tuition on all aspects of writing. Come and find out about our copywriting, ghostwriting and article-writing services and get a FREE 12-part e-course on copywriting!

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COPYRIGHT © 2007, Charles Brown


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