Do you find yourself wondering why people don’t seem excited to buy your product? Yet your competition is making money hand over fist from sales? Even worse, why no one can’t even bother to opt-in to your form and subscribe to your free newsletter? At this point, you may think that people just aren’t interested in buying your product or you’ve priced it wrong.
Stop what you’re doing and think for a second because I have news, it’s likely not the product at fault here. Sometimes your own sales letter can be the thing that kills your business. You've got some words in there that mixes with people like oil and water. Obviously your target audience and context matters, but generally when people come across these words in a sales pitch they are compelled to do the opposite of what you want and I’d wager you don’t want that. So, what are these dreadful words you should shy away from in your sales letter? 1) “Learn” This will remind people back in the old days where they had to study in grade school. Nobody wants to squeeze their brain out and learn something new on the Internet and if they do, using “learn” is a boring descriptor. People are busy, information on the Internet is just too huge and half of it is crap in sheep’s clothing. Nowadays, people want fast, ACTIONABLE information. Instead of using the word ‘learn’, it is better to use the word ‘discover’. Doesn’t this sound a lot better, “Discover 10 Easy Tips To Improve Your Golf Swing.” 2) “Tell” You don’t have to use this word to explain the benefit of your product. People will not listen to you if they don’t recognize you and moreover, people will likely believe you’re blowing smoke. Study these two statements carefully, “Let me tell you the secrets of becoming a millionaire” or “Let me reveal to you the secrets of becoming a millionaire.” Which one do you think will make people opt-in to your newsletter? 3) “Things” Using this word will not make your sales letter sound astonishing. It makes the sales letter boring to read and non-descriptive. Instead of using the word ‘things’, consider revising it to ‘tips’, ‘tricks’ or ‘techniques’. “Get access to these 5 great tips right away” is far better than “Get access to these 5 great things right away.” Use quantifiable words that inspire action. 4) “Stuff” This word is what most marketers used to describe how great the product is. Just like “Things” it is to general, again you want to tell people what they’re going to get. If you change it to ‘Insider Secrets’, this will give people an urge to act right away. Consider these statements “Click here to download your 5 stuffs” or “Click here to download your 5 powerful insider secrets.” Which one are you more likely to click? If you can generally steer clear of these 4 words, while it won’t guarantee any sales explosion, it will definitely help your sales messages look a lot more attractive to your followers and target traffic. Don’t neglect the power of specifics and how it mixes with a good sales letter. If you have any additional words to avoid or tips to share, feel free to leave a comment. |
Frank Sheppard
NOTE: all opinions/views represented here are my own and do not reflect on any third party that I am affiliated with. Archives
May 2016
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