Three key ingredients that convince your customer to

Three Key Ingredients that Convince Your Customers to Buy
Part 1: Mastering the First Key

Today’s Menu
Introductions
Three Key Ingredients
Real Life examples
Q & A
Additional Resources
?

Tea Silvestre, Word Chef
20 years in marketing
Last 7 as a small biz consultant
45 years as a bookworm
Passionate about food
Wholehogmarvels.com

Today’s Guest Chef: Alyse Hart
Founder and Chief Sales Muse of Sell it Like a Woman

Assumptions…
You have an awesome product that we want/need
You’ve done the requisite homework to understand
Target customers
The marketplace
Your competitors
Magic Bullets DON’T exist!

Ingredient #1: Eye Balls!
We now generate as much information every two days as was generated from the beginning of recorded time to 2003.
Eric Schmidt, Google CEO (2009)

First Impressions: The Headline
You have 5 seconds to gain your reader’s attention
5 times as many people will read the headline as will read the body copy
You must do some selling in your headline
The best headlines appeal to people’s self-interest, or give news – they promise a reward
Headlines:
Get attention
Select the audience
Deliver a complete message
Draw the reader into the body copy

Getting Attention
Legitimately use the word “free” in your headline
Other powerful attention getting words :
How to
Why
Sale
New
You/Your
Last Chance
Guarantee
Results
Proven
Save
Your Prospect’s Name

Selecting the Dinner Guests
Phrases that work:
We’re looking for people to…(write children’s books)
Is your electric bill too high?
Are you over 50?
Do you live in Southern California?

The Complete Message
Examples:
Caught soon enough, early tooth decay can actually be repaired by Colgate!
Include the selling promise and the brand name in the headline.
Structured like a news headline

Draw the Reader In
Arouse curiosity using…
Humor
Intrigue/Mystery
Promise a reward, news, information
Example:
What do Japanese Restaurateurs have that American Restaurateurs sometimes lack?

8 Basic Headlines
Direct – no wordplay or hidden meanings
Pure silk blouses – 30% Off
Indirect – Arouses curiosity
What every banker doesn’t want you to know
News – announces what’s new
Introducing the New Citation II
How to – Offers a promise of solid information
How to stop smoking in 30 days or your money back
Question – What the reader wants to know
Do you close the bathroom door even when nobody else is home?

Basic Headlines cont…
Command – tell your prospects what to do
Put a tiger in your tank
Reason Why – Listing benefits
Seven Reasons why you should join the American Institute of Aeronautics and Astronautics
Testimonial – your customers sell for you
“My business has grown 60% over the last 3 months with help from Word Chef.” (picture of the customer and their name included)

The Four U’s Formula
Urgent. A reason to act now instead of later.
Unique. Say something new or in a different way.
Ultra-specific. (Bills it’s okay to pay late)
Useful. Offers the reader a benefit.
How strong is each category on a scale of 1 to 4?
Should rate 3 or 4 on at least 3 U’s

Does this subject line deliver?
“Free Special Report”
Urgency? None
Unique? Maybe a 2
Ultra Specific? 2
Useful? 2
OR
“Free Special Report reveals how to cut training costs up to 90% with e-learning”

Real Life Examples
www.solhausdesign.com
www.optimaldevelopmentcoaching.com
www.lodiarts.org
http://www.xergames.com/

Ingredient #2: Communication!
Does your customer UNDERSTAND you?
Is your message clear?
Can your reader scan the copy?
Is the language simple?
Are you being specific enough?
Is your tone friendly?
Part 2 will cover tricks of the trade

Ingredient #3: Persuasion!
Reach your customer on all levels (BFD):
Beliefs
Feelings
Desires
We always buy for emotional reasons
Don’t ignore the logical
Part 3 will cover persuasion
What product was this ad promoting?

Questions?
What is the one thing you want to implement immediately?
What did you find unclear or want more examples of?
Other burning questions?

Additional Resources
Copy Blogger
Remarkable Communication
Sell it Like a Woman
Power Words Coaching (begins May 23!)

Three key ingredients that convince your customer to

by Word Chef

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