I Know What You’re Saying, But Do You Know What You’re Implying?

I’m a huge fan of commercials. While other people think commercials are the optimal place for conversations and snack replenishing, I shush the room and get more comfortable.

I watch, listen, analyze and make notes on quality or improvement.

When this commercial started, I just assumed it was another Toyota spot about their recent recall issues. I was right. But when I heard the entire script, something felt really, really wrong.

Just listen and tell me if you hear it too:

The line that caught my attention was: “Our comprehensive star safety system is NOW standard on every vehicle we make.”

So, my question is why wasn’t it before?

In an effort to communicate clearly with our customers, I think we often forget how our word choice can affect our sentiments. I get what they meant to say, but they’re really telling us that safety across the board only matters once you get caught doing something wrong.

Why not say, “We’ve implemented a new comprehensive safety system on every vehicle we make?” Or, “We’ve improved our car safety and testing systems?”

While the commercial is well done and taps into the emotions of their customers, I think they could have made that line more powerful and less distrustful.

What do you think? Am I making something out of nothing, or did you hear it too?

Losing Sales? Learn How to Test & Refine Your SEO Sales Copy

We all do it.

We get so hyped up about our products that we spend days or weeks creating the perfect sales page. Every word is carefully crafted. and the images complement each point with precision. It can’t miss. We publish it, let it sit and then leave it for too long before we realize we’re not getting the results we want.

So we get discouraged and pull it down before the bounce rate starts to weigh on our self-esteem.

But sometimes, its not the entire sales letter that’s missing the mark. It can be improved with just a little more attention.

One of the most often overlooked aspects of long-term Search Engine Optimized (SEO) sales copywriting success is testing. Successful copywriters and marketers are always be testing their copy by creating simple text, positioning and elemental variations.

By using analytics, you can track how long people stay on the page, which images catch their attention and the point at which they lose interest and wander off.

The only way to  know what will work for you is to use analytics to make simple changes and continue to test the results.

Start with your title and sub-title and work your way through the text.

Be sure to test only one or two elements at a time so you can track changes and responses.

• Will shorter or longer sentences work better in a sales letter?
• Do short paragraphs work better than long paragraphs?
• Should I use sub-headings before each call to action?
• How many bullet points or lists should I use?
• Where should I place the call-to-action?

If you don’t have a method to test new copywriting variations and measure the results, you won’t be able to maximize your copy’s potential. The sole reason for your SEO sales copy  to support your prospect’s buying decisions and generate sales.

Don’t come to any conclusions about your SEO sales copy unless it is supported by your testing results. It doesn’t matter which type of testing you use or how often you test, just test! Once you notice a difference in sales conversions, make note of the changes that were made to prompt new sales.

Don’t underestimate the effect of outside variables either. Out side variables can drastically affect your sales success. Do some quick research to find out if the search engines change something to make you more visible, or the news featured a story related to your product that might have prompted more keyword searches.

Once you’ve reached your optimum conversion rate, use the tested SEO copy as your control sample and use it to refine the rest of your pre-sales pieces.

By testing your copy, you’ll uncover your prospects visual and copy preferences. Use an analytic application such as Google Analytics, Woopra, or even Crazy Egg, to listen to your buyers and eliminate flaws in your copy. An increase or decrease in sales conversions is the only true way to determine if your SEO sales copy is performing the way it should.

If you want to be a successful marketer by using SEO copy to out-perform the competition, stop guessing and continuously test your copy.

The Power of Words

Our words are migrants, crossing and recrossing the boundaries of other people’s minds, influencing thoughts and encouraging actions a few, a hundred, or even a thousand miles away.

Our words can spark imagination, evolve into action and create change.

If I learned anything today, it’s that words can create unity. Words can cause people to forget about borders and differences, and create a unified battalion of human beings armed with hope and prepared to face their future together.

Most of all, words empower. Some of the greatest movements of all time were inspired by passionate people who believed in a message, believed in the strength of each individual person and believed in the incredible power of unity.

Great leaders come at a time when people most need inspiration and hope. They speak to our hearts, and our minds.

It’s that time again.

Whether people agree with your idea or not, they are moved by your words.

They can choose to listen. They can choose to stand up.

And, they can choose to join the movement.

Why Ignoring Sales Page Design Can Lead to Low Sales Conversions

Okay, your copy is perfect now. You’ve spent days finding the perfect order, toiling over the placement of bullet points, red text and yellow highlighting, but even you don’t like the final product.

Believe me, if the page itself is a jumbled eyesore, visitors will bounce before they read what you have to say.

Here are a few tips to make sure that your sales page design makes your words look even better:

1. Sales Page Template

First on the list is the web template of your sales page. If you know about about design, then no problem. If not, there are plenty of businesses out there that sell simple affordable sales page templates.

Surf around the internet a bit and take a look at some of the top selling products. Visit sales pages that you’ve bookmarked in the past. Look for products that continue to sell. You’ll notice that their copy is laid out in a way that complements their product. If your page looks cheap, that’s the impression your giving of your product.

When it comes to sales page design, you really have two choices. You can either get somebody to custom-design a template for you, or buy a ready made version. There are hundreds of them out there, and they don’t cost a fortune.

2. Sales Page Graphics

Once you have the sales page template ready to go, you want to concentrate on the graphics. If you’re selling digital information products, you’re going to need e-covers. If your info product requires a lot of colours, images, and extra elements, it can take hours to create something that looks professional. Packages that include DVDs and other pieces can be even more difficult.

If you’re not good at design, don’t try and create the images yourself. Many design businesses sell prepacked e-cover and product cover design packages that you can customize and reuse. Or, if you’d rather hire a designer instead of fussing with the software, there are many freelance designers that sell e-cover design services.

Just remember, once you have all the elements in place and you finally launch your sales page, you’re goal is to drive visitors to click the “but It Now” button. Opting for an unplanned, badly designed page in the beginning will prevent you from selling your product, no matter how great it is.

3. Customer Testimonials

Finally, there are testimonials. The best testimonials include photos, audio or video. So when you receive a rave review from one of your customers, don’t forget to ask for a photo, snippet of audio or short video. Some folks won’t provide any of those and that’s okay, but the more photos and media you add to your new sales page, the more professional it will look.

Create testimonial boxes that complement the colors of your page and don’t distract the reader. Don’t get me wrong, testimonials are an important selling tool, but boxes that are too large, un-centered and contain garish colors can take away from the sales page copy that you’ve carefully constructed.

So, even if you do only one or two of these simple things, you’ll be surprised how much better your sales page will look. In the process, you’ll get more potential customers spending more time on your page, which will result in more sales.

Don’t underestimate the power of a first impression. It may be the only chance you get.

Pamela Weir is a Content Copywriter. If you are looking for a sales writer with experience creating sales pages, squeeze pages, website content, and press releases, please visit her Copywriting Services page for information.

Copy Quickies: Your First 50 Words

50 words… That’s all you have to grab your reader’s attention, otherwise, it’s all over.

Honestly, it could be less than 50 words. Sometimes, our readers have a very little time or attention to invest.

If you want your blog post, squeeze page, sales page, press release etc., to be sticky, you need to tantalize, intrigue, educate, or surprise your reader. The first 50 words should make them think, “Hey, this sounds like the perfect thing for me.” Once you have their attention, use the rest of your copy to reinforce their first impression.

The best way to keep their attention is to be honest, friendly and informative, and avoid any hype-filled claims. Everyday, people are bombarded with ads and information, so create copy that is entertaining, educating and valuable.

Just remember, your first 50 words are as valuable as your call to action.