The Secret Formula For Writng Compelling Sales Pages

The Secret Formula For Writing Compelling Sales Pages

Whether you're a business owner or entrepreneur, or a wanna-be copywriter, this article is going to be extremely valuable to you. So much is written today about the technical, nuts-and bolts aspects of writing great sales copy...but do you understand it all.

How to structure a headline. How to use power words. How to find the right tone. How to write a fascination. How to close with conviction. These are all important aspects of writing compelling sales pages.

However....

Not much, in my opinion, is written about how to be persuasive. It is through the "power of persuasion" that you get the reader to... ACT ...on your offer. It is crucial to your bottom line...as in profits.

Down through the ages, all great copywriters have used this critical technique - to produce millions of dollars for their clients...and themselves. You should to. It is imperative that you do. It is the difference between being in business or folding shop.

Persuasion is nothing more than the art and science of steering someone else towards accepting and embracing an idea and taking a specific action through appeals to his intellect and emotions.

There are lots of ways to be persuasive - let's call them Persuasion Strategies - and I'd like to look at six of them with you.

And they are....

The Scientific Demonstration
The Power of Seduction
The Logical Argument
The Presentation of Proof Elements
The Brain Bypass Alternative
The Appeal To Your Prospect's Core Beliefs

Whoa...What's that you say? No, you don't need a PHD...to figure this out. It just takes a little effort , practice, and dedication on your part.


Let's crack open the book...so that you will see just what is the magic of persuasion and how it works for you, using the six strategies above.

Starting with...

The Scientific Demonstration...when your prospects are unfamiliar with the mechanics of how or why a thing works or why your thing works better than your competition's thing - and the explanation would be technical and boring - a scientific demonstration is your best explanation.

If you can cite a study in which Harvard scientists or other well known experts have proven a thing has done a thing...you could have concrete evidence to prove your point.

But a picture, as they say, is worth a thousand words. And if you can figure out a way to quickly and easily demonstrate how your product does its thing - or better yet, how it does its thing better than the competition's product does its thing - the impact can be obvious and the urge to try it irresistible.

The Power Of Seduction...is the ability to use curiosity and intrigue to get your prospect to take certain action. Curiosity is one of mankind's strongest urges to resist.

For the most part, you and I, as marketers have a tendency to hit our prospect over the head with in-your-face benefit-oriented headlines and copy, which is absolutely the wrong thing to do. We approach them with trumpets blaring and cannonballs exploding. We should've learned a l-o-n-g time ago, that the road to profits is paved with curiosity and intrigue.

Instead of barraging prospects with blatant benefits in your headlines and body copy, we should be using copy that will tease, titillate and tempt prospects - intensifying their curiosity to almost unbearable levels - and then inviting them to satisfy their curiosity for free.

The Logical Argument...is drawing our prospect to one final decision or conclusion to purchase generally started from one agreed upon fact or statement.

For us as copywriters and marketers, winning logical arguments typically begin from a mutually agreed-upon fact or belief - and progress, one rational step after another, until only one final conclusion is reasonably possible.

The logical steps you take must be small enough to bring your prospect along with you...yet large enough so he feels the momentum towards the final conclusion and the mind-blowing benefits he will realize by following the only "rational" course of action based upon your desire for your prospect to order.

The Presentation Of Proof Elements...is simply providing the evidence that your sales copy will do what you say it does. It is about you presenting good solid proof...that will not deny the power of your sales copy.

You may use scientific studies, quotes from experts, even data from a credible third party (Consumer Reports, Wall Street Journal, the FDA, etc.) to prove the credibility of a forecast, or a prediction of the reasons why the prospect needs your product.

You can also use testimonials, biographical sidebars, your spokesperson's media appearances and press clippings to persuade prospects of your credibility.

When it comes to persuading prospects of the effectiveness of your product, few things are more effective than testimonials.

The Brain Bypass Alternative...When a prospect's beliefs are fervently held, it's only natural that he would have strong feelings about those who agree with him - and even stronger ones about those who don't.

Invoking those beliefs can be enough to spur a prospect to action without long chains of logic or ticking off all the "reasons why" your selling premises are valid.

A well-crafted emotional argument can allow you to bypass the brain altogether! Put your prospect's feelings into emotionally charged words. Offer sweet revenge in the form of your product. Then sit back and count the money as it rolls in!

The Appeal To Your Prospects Core Beliefs...Every human being you meet is a bundle of beliefs - and everything you'll ever say to him or her will be filtered through those beliefs before being accepted as fact. This is a truth you must fully acknowledge.

If you contradict any one of those beliefs, your sales argument grows weaker. A continual contradiction of them, and your credibility is shot.

Connecting your sales appeal to any shared beliefs may well be the single most powerful way to persuade prospects to read your message, to agree with your propositions and to perform the action you ask of them.


The secret to writing compelling sales pages is the use of the "Art and Science of Persuasion". You as a business owner,entrepreneur, will laboriously spend many hours persuading your prospects to buy.

It doesn't have to be that way.

Open your mind...connect with your prospect's emotions. Tap into his desires...his wants...melt away his fears - and - overcome his prejudices.

Remember this, in all you do, to increase your bottom line...the KEY FACTOR...
...is the secret "power of persuasion".

Persuasion is the power that moves the world. It's what makes the world go around. Persuasion is powerful...use it.

Until Next time...Good Writing

Glenn
Mainstreet Marketing Solutions

Glenn E. Toler is the owner of Mainstreet Marketing Solutions.
http://www.webspawner/users/ge7774/index.html