EnTrends

A few small changes in your sales
copy can produce a big increase the
number of sales you get from your
web pages and sales letters. Here are
12 simple things you can do to

improve the effectiveness of your
sales copy -- and increase your sales.

1. Make sure every part of your
message focuses on the customer.
Convert anything about you or your
company into a customer benefit. For
example, replace "14 years
ofexperience" with "pleasing
customers just like you for over

14 years".

2. Write your message the way you
would write to one person. Many
people will read your sales copy. But
each person will read it individually.
Effective sales copy makes each
reader feel like you are writing
personally to him or her.

3. Communicate in simple and
informal language. Replace words
like "originate" with "start" and
"receive" with "get". Use active
words in the present tense to grab
your prospective customer's
attention and hold their interest.
People stop reading if they begin to
feel bored.

4. Convert technical words and
phrases into common words. Use
words every prospective customer
will clearly understand without
stopping to think.

5. Replace general words and
phrases with specific descriptions.
For example, replace a phrase like
"get fast results" with "our new
clients average 9 percent more profit
in the first 60 days".

6. Divide long paragraphs into 2 or
more short paragraphs. People read
short paragraphs because they look
easy to read. But they skim (or skip)
long paragraphs because they look

like a challenge.

7. Include some bulleted or numbered
lists to make your message:

** Visually attractive

** Easier to read

** More clearly understood

8. Don't overdo the attention getters.
Too much bold type, underlining or all
upper case letters makes your message

harder to read. Use them sparingly to
highlight important benefits or
features.

9. Eliminate anything cute, clever or
humorous. It diverts the reader's
attention away from your message.

10. Keep your message positive and
upbeat. Positive copy usually
produces better results than negative
copy ...except in politics.

11. Make sure your message flows
smoothly. Readers should be able to
visualize what you're saying without
noticing the words you're using to say
it. Keep them engrossed in your
message.

12. Avoid sensation and hype. They
lower your believability and cause you
to lose sales. Tone down any claims
that sound exaggerated -- even if they
are true.

Compare the sales copy you are using
on your web pages and sales letters
with the 12 strategies on this list.
Revise your copy to implement those
you overlooked. You'll enjoy an

immediate increase in the number of
sales they produce for you. Then save
this list and use it as a guideline the
next time you create (or pay someone
else to create) new sales copy.

Bob Leduc is a Sales Consultant with
30 years experience in generating low-
cost leads. He recently wrote a manual
for small business owners, "How to
Build Your Small Business Fast With
Simple Postcards", and several other
publications to help small businesses
grow and prosper. For more info:
mailto:BobLeduc@aol.com
subject=Postcards Phone: 702-658-
1707 after 10 AM Pacific Time/Las
Vegas, NV