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3 Deadly Sales Copy Mistakes<br />Glazer-Kennedy Inner Circle Raleigh Chapter<br />April 2010<br />Tracy Needham<br />Copy...
Copy is what actually makes the sale. No one <br />buys based on pretty pictures or flashy graphics.<br /> They buy becaus...
Copy Helps Make the Sale By…<br /><ul><li>Building a rapport w/visitors –KLT
Setting you apart from the pack
Communicating the full value of what you do
Zapping objections and answering questions
Persuading them to buy OR
Making it easier to close one-on-one sales</li></li></ul><li>Formulas for Successful Sales Copy<br />
4 Web Pages that Help Make the Sale<br />Home Page <br />About Us Page <br />Contact Us<br />Sales Pages<br />A personable...
Sales Copy = Long Copy<br />Long copy nearly always gets better results – and MUCH<br />better results – especially when p...
The Exception…<br />The only time short copy outperforms is with<br />free offers.<br />-- Marketing Sherpa<br />
Sales Killer #1 -- Losing Them at Hello<br />Ways to Create a Captivating Headline…<br /><ul><li> Ask a question
Make it problem oriented
Address a specific audience
Imply there’s a specific solution to pique their curiosity </li></ul>These<br />How to <br />Numbers<br />
Sales Killer #1 – Losing Them at Hello<br />Keep ‘em reading for 500 words and they’re hooked <br />Don’t dilly dally…jump...
The number 1 mistake companies large and small make is assuming their customers care about what they care about and “speak...
3 Reasons Why Speaking the Wrong Language Kills Sales…<br />A CONFUSED MIND ALWAYS SAYS NO!<br />68% of people said they'd...
Sales Killer #2– Speaking The Wrong Language<br />Translate what you want to say into the words<br />your prospect is look...
The benefits and results that would motivate THEM to buy</li></li></ul><li>
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3 Deadly Mistakes of Sales Copy

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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.

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3 Deadly Mistakes of Sales Copy

  1. 1. 3 Deadly Sales Copy Mistakes<br />Glazer-Kennedy Inner Circle Raleigh Chapter<br />April 2010<br />Tracy Needham<br />Copywriter & Marketing Coach<br />www.compellingcomm.com<br />
  2. 2. Copy is what actually makes the sale. No one <br />buys based on pretty pictures or flashy graphics.<br /> They buy because the words on the page (or <br />screen) convince them that you offer what they<br />want or need. <br />
  3. 3. Copy Helps Make the Sale By…<br /><ul><li>Building a rapport w/visitors –KLT
  4. 4. Setting you apart from the pack
  5. 5. Communicating the full value of what you do
  6. 6. Zapping objections and answering questions
  7. 7. Persuading them to buy OR
  8. 8. Making it easier to close one-on-one sales</li></li></ul><li>Formulas for Successful Sales Copy<br />
  9. 9. 4 Web Pages that Help Make the Sale<br />Home Page <br />About Us Page <br />Contact Us<br />Sales Pages<br />A personable About Us page can boost website conversions by 30%!<br />– Marketing Sherpa<br />
  10. 10. Sales Copy = Long Copy<br />Long copy nearly always gets better results – and MUCH<br />better results – especially when product or service…<br />Costs more than $500<br />Focuses on health or money<br />Includes a lot of technical details<br />Involves reading, such as a book, ebook or newsletter<br />Targets consumers over 60 years old (but bump up the font size)<br />--Marketing Sherpa<br />
  11. 11. The Exception…<br />The only time short copy outperforms is with<br />free offers.<br />-- Marketing Sherpa<br />
  12. 12. Sales Killer #1 -- Losing Them at Hello<br />Ways to Create a Captivating Headline…<br /><ul><li> Ask a question
  13. 13. Make it problem oriented
  14. 14. Address a specific audience
  15. 15. Imply there’s a specific solution to pique their curiosity </li></ul>These<br />How to <br />Numbers<br />
  16. 16.
  17. 17. Sales Killer #1 – Losing Them at Hello<br />Keep ‘em reading for 500 words and they’re hooked <br />Don’t dilly dally…jump right into the action<br />Don’t be a copy narcissist <br />
  18. 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.<br />
  19. 19. 3 Reasons Why Speaking the Wrong Language Kills Sales…<br />A CONFUSED MIND ALWAYS SAYS NO!<br />68% of people said they'd be more likely to trust a company if the message is coming from "a person like me“ <br />Duh…people don’t buy what they don’t “get” <br />
  20. 20. Sales Killer #2– Speaking The Wrong Language<br />Translate what you want to say into the words<br />your prospect is looking to hear…<br /><ul><li>The words THEY would use themselves
  21. 21. The benefits and results that would motivate THEM to buy</li></li></ul><li>
  22. 22.
  23. 23. Sales Killer # 3 – Forgetting to Add Emotion<br />Emotions may play a bigger role than we think in EVERY decision we make. <br />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. <br />
  24. 24. Every Decision…Even B2B Buyers<br />
  25. 25.
  26. 26. 16 Dominant Emotions to Trigger Powerful Copy!<br />Source: Clayton Makepeace<br />
  27. 27. In Short…Avoid the 3 Deadly Sales Copy Mistakes By…<br />Writing a killer headline and strong opening <br />Translate the words you want to say into the words they’re looking to hear<br />Choose words that evoke emotion instead of relying solely on logic<br />
  28. 28. Questions? Contact Me…<br />Tracy Needham<br />Copywriter & Marketing Coach<br />Compelling Communications, LLC<br />919.829.1539<br />tracy@compellingcomm.com<br />www.compellingcomm.com<br />Twitter: @TracyNeedham<br />Want to know the 4 other deadly sales copy mistakes? <br />Get The 7 Deadly Sins of Web copy at<br />www.compellingcomm.com<br />

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