Are you making any mistakes with your sales copy that are turning new clients and customers away? In this short presentation to the Glazer-Kennedy Raleigh Chapter, I tackle three of the most common copywriting mistakes and how to fix them.

1. 3 Deadly Sales Copy Mistakes Glazer-Kennedy Inner Circle Raleigh Chapter April 2010 Tracy Needham Copywriter & Marketing Coach www.compellingcomm.com

2. Copy is what actually makes the sale. No one buys based on pretty pictures or flashy graphics. They buy because the words on the page (or screen) convince them that you offer what they want or need.

4. Setting you apart from the pack

5. Communicating the full value of what you do

6. Zapping objections and answering questions

7. Persuading them to buy OR

9. 4 Web Pages that Help Make the Sale Home Page About Us Page Contact Us Sales Pages A personable About Us page can boost website conversions by 30%! – Marketing Sherpa

10. Sales Copy = Long Copy Long copy nearly always gets better results – and MUCH better results – especially when product or service… Costs more than $500 Focuses on health or money Includes a lot of technical details Involves reading, such as a book, ebook or newsletter Targets consumers over 60 years old (but bump up the font size) --Marketing Sherpa

11. The Exception… The only time short copy outperforms is with free offers. -- Marketing Sherpa

13. Make it problem oriented

14. Address a specific audience

15. Imply there’s a specific solution to pique their curiosity These How to Numbers

17. Sales Killer #1 – Losing Them at Hello Keep ‘em reading for 500 words and they’re hooked Don’t dilly dally…jump right into the action Don’t be a copy narcissist

18. The number 1 mistake companies large and small make is assuming their customers care about what they care about and “speak the same language” they do.

19. 3 Reasons Why Speaking the Wrong Language Kills Sales… A CONFUSED MIND ALWAYS SAYS NO! 68% of people said they'd be more likely to trust a company if the message is coming from "a person like me“ Duh…people don’t buy what they don’t “get”

23. Sales Killer # 3 – Forgetting to Add Emotion Emotions may play a bigger role than we think in EVERY decision we make. Group of people w/brain injuries just to areas responsible for emotions. Everything else normal. But could never make decision—even about something like what to eat.

24. Every Decision…Even B2B Buyers

26. 16 Dominant Emotions to Trigger Powerful Copy! Source: Clayton Makepeace

27. In Short…Avoid the 3 Deadly Sales Copy Mistakes By… Writing a killer headline and strong opening Translate the words you want to say into the words they’re looking to hear Choose words that evoke emotion instead of relying solely on logic

28. Questions? Contact Me… Tracy Needham Copywriter & Marketing Coach Compelling Communications, LLC 919.829.1539 tracy@compellingcomm.com www.compellingcomm.com Twitter: @TracyNeedham Want to know the 4 other deadly sales copy mistakes? Get The 7 Deadly Sins of Web copy at www.compellingcomm.com