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Discover the secrets professional copywriters use to make sales

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Stop losing customers on your website because of weak copywriting. You can use these copywriting secrets immediately to improve your copywriting and turn more leads into sales, whether it's on your website or your emails or any other marketing material.

Published in: Marketing
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Discover the secrets professional copywriters use to make sales

  1. 1. TURN WORDS INTO SALES SECRETS FROM 20 YEARS IN COPYWRITING
  2. 2. JOURNALIST AND COPYWRITER I’ve been helping clients large (Intel, Microsoft, Rolex, Coca-Cola) and small with telling their stories in print, online and in the media for over 20 years. 20 years as a professional writer STEVEN LEWIS Director, Taleist
  3. 3. 1. SHOW DON’T TELL
  4. 4. SHOW BEATS TELL You can tell anyone anything, so it’s less believable than what you can show I’m a great soccer player
  5. 5. SHOW DON’T TELL You can tell anyone anything, so it’s less believable than what you can show Sparky Electrical is a leading electrical company specialising in the delivery of quality electrical projects and professional service. Sparky is trusted by companies like Madam Tussauds, Macquarie Bank and Ramsay Healthcare because of our professionalism and high standards.
  6. 6. TURN WORDS INTO SALES 6
  7. 7. 2. CUT THE JARGON
  8. 8. We work with the right people regardless of where they are. DITCH THE JARGON Big words confuse, they don’t impress We work with teams of subject matter experts across multi- geographies.
  9. 9. We harness displacement of global banking and finance models to deliver investors high income with a strong focus on capital preservation. We take what has been one the most profitable parts of banking and make it available to investors. DITCH THE JARGON Big words confuse, they don’t impress
  10. 10. 3. WRITE ABOUT BENEFITS NOT FEATURES
  11. 11. TURN WORDS INTO SALES FEATURES VS BENEFITS Closely related but benefits are much more persuasive 11
  12. 12. TURN WORDS INTO SALES WHY LOSE WEIGHT 12 THINNER HAVE MORE ENERGY LOWER RISK OF STROKE YOU’LL LOOK SEXIER YOU’LL GET MORE DONE (Quite yet) YOU WON’T DIE FEATURES BENEFITS
  13. 13. 4. SPEAK THEIR LANGUAGE
  14. 14. TURN WORDS INTO SALES WHAT WORDS DO THEY USE? Why make things harder for yourself by trying to teach your customers when you could mirror their language? 14 SICK LEAVE BONUS PERSONAL LEAVE STI
  15. 15. TURN WORDS INTO SALES WHAT WORDS DO THEY USE? 15
  16. 16. 5. AVOID THE CURSE OF KNOWLEDGE
  17. 17. This cognitive bias causes you to believe that people understand you a lot better than they really do. THE CURSE OF KNOWLEDGE When you know things the other person doesn’t and you’ve forgotten what it’s like to not have this knowledge.
  18. 18. ARE YOU A SOFTWARE COMPANY? Are you 100% sure people know what you do? SOFT CO.
  19. 19. 6. DON’T BE AFRAID TO GET EMOTIONAL
  20. 20. TURN WORDS INTO SALES EMOTION SELLS Why do I want a photo of my children? I see them every day. 20
  21. 21. GET THESE TIPS AS VIDEOS TALEIST.COM

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