Copy that Converts – 5 Tips to Get More Leads, Customers and Sales From Your Marketing Materials
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2. Write about benefits, not features. This one can be tricky to “get" but it’s one of the most critical. People buy benefits, not features. So what is the difference between a feature and a benefit? Features are a description of a product whereas benefits are the solutions the product provides.
For instance, if we're talking about a diet pill, a feature would that the pill is small but the benefit is that the small size makes it easy to swallow. The point is, no one enjoys taking pills but touting the benefits of an easy-to-swallow pill alleviates a pain point.
3. Work on that headline. David Ogilvy, famous ad man and author of “Confessions of an Advertising Man,” said that people make the decision to read your marketing materials based on your headline. Your headline should:
- Speak to your potential customers
- Contain a benefit
- Be so compelling that your target market reads more.
That's a lot to ask for from a handful of words. So don't rush the process -- take as much time as you need to create the very best headline for your particular piece.
4. Include a call-to-action. Make your call-to-action should be strong and clear (and don't assume that your readers know what you want them to do). Remember, the call-to-action doesn’t need to be drastic (like proposing on a first date) it should advance the buying cycle.
5. Use “P.S.” and captions. After the headline, the two most read items in a sales piece are postscripts (and captions under photos, diagrams or other illustrations. Think of the ways you can use these items in your pieces. Include a special offer in the “P.S.” line or highlight a particularly compelling benefit. Whatever you do, don't waste that space.
By implementing just a few of these steps, you will start seeing better results. If you’d like to learn more secrets and make more money through better copy, download my Copywriting Rescue Kit below, which includes:
- A free 13-page white paper on how to get more leads, customers and sales through powerful copywriting tools and techniques. You’ll learn my secrets on how I get fantastic results for my clients, like Ali Brown, Alex Mandossian and Mark Victor Hanson.
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“Working with Michele PW was such a relief because she GETS direct response copywriting. She knew what I was looking for and was able to deliver. With her help, we had record-breaking numbers for one of our campaigns. I highly recommend Michele if you’re looking for copywriting that gets you results.”
Ali Brown
Founder of Alexandria Brown International
www.alexandriabrown.com
"As an entrepreneur who studies marketing, I know how much time and energy it takes to write copy that sells. Finding Michele PW was like finding the missing link in my bottom line. In just one 2-day campaign I made $4,567 from two emails she wrote. Michele also helped me position my live event in a way that I never could have done alone – and new people came because of what they read about. That event alone generated over $50k in revenue. Michele is an essential part of my team and I recommend her to my clients regularly. If you want to have more clients and sales, I suggest you hire a great copywriter – Michele PW!"
Melanie Benson Strick
www.SuccessConnections.com
"Thanks to your eagle eye and copywriting changes to ONE simple email I increased registrations for my "Give Your Pricing a Kick-in-the-Pants" Virtual Workshop Intensive by 20%! That's money that went straight into my bank account!"
Kendall SummerHawk
The "Horse Whisperer for Business"
Author, "How to Charge What You're Worth and Get It!"
www.KendallSummerHawk.com
"Two months ago I was running out of money and totally frustrated with the lack of response my marketing materials were pulling in. I hired Michele PW after working with a business coach who helped us develop a promotional campaign that Michele PW wrote the copy for. I can honestly say that I was totally unprepared for the avalanche of customer response I received from the materials Michele did for me! As a result of her expert writing and the marketing materials she helped develop for us, I have tripled my client base in just 8 weeks!! Thank you so much Michele! You were truly the gift I needed!"
Michelle Van Otten
Principal and Lead Trainer
Ultimate Outdoor Fitness, LLC
“With Michele’s expert copywriting and marketing help, we’re averaging an 8% conversion rate! Considering that 1% is typically considered really good by industry standards, we were blown away by the results.”
Linda H. Hunt
Owner
www.sumsolutions.com
About Michele
Considered one of the hottest direct response copywriters and marketing consultants in the industry today, Michele PW (Michele Pariza Wacek) Your $Ka-Ching!$ Marketing Strategist, has a reputation for crafting copy and creating online and offline marketing campaigns that get results.
Michele started writing professionally in 1992, working at agencies and on staff as a marketing/communication/writing specialist. She started Creative Concepts and Copywriting LLC in 1998 and has never looked back.
Going into business for herself was the best thing she ever did. She discovered a passion for combining her creativity with her writing ability to solve marketing problems for her clients. She's also developed a specialty for online marketing campaigns: from using Web 2.0 traffic strategies to bring a flood of hungry visitors to Web sites, to turning those visitors into actual paying customers.
Now a national speaker and author, her client list reads like a "who's who" of Internet Marketing:
* Mark Victor Hansen (author of Chicken Soup for the Soul series)
* Suzanne Sommers (actress and entrepreneur)
* Alex Mandossian (Teleseminar Secrets, Virtual Booktour and Podcasting Secrets)
* Ali Brown (formerly the Ezine Queen, founder of Alexandria Brown International)
* John Assaraf (One Coach and star of the "The Secret")
* Melanie Benson Strick (Success Connections)
* Kendall SummerHawk (The Horse Whisperer for Business)
She regularly works with national and internationally known consultants, speakers, authors and companies.
Michele has completed two novels and a copywriting home study course called "Sales Letter Secrets: Rev Up Your Business With Copy That Sells!" She holds a double major in English and Communications from the University of Wisconsin-Madison. Currently she lives in the mountains of Prescott, Arizona with her husband Paul and her three border collies, Nick, Maddie and Roxie.
To your success,
Michele PW
Your $Ka-Ching!$ Marketing Strategist
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