The one thing that really annoys me is hypey sales copy that yells at you. I understand that the copy has to sell me on what’s on offer, that it has to make a big profit and address my questions – all right there on the page. I also understand the scarcity angle – this is a limted offer, 5 days only etc….
Seriously, there are elements of Direct Response Marketing that are required. It’s a proven formula that works. However, does the Sales Copy have to make outlandish claims and yell at me? One of the largest complaints I hear from people is that they just don’t ‘connect’ with the offer.
I think the one thing that copywriters miss is that they have to connect with the Target Audience and speak to them in a way they understand. Then, there is the fact that the you, as the vendor have to be ‘comfortable’ with the claims made and the way they are made.
Unfortunately, it appears that Direct Response Copy (that’s what sales letters are called) needs to be Hypey and ‘Over The Top’.
I prefer Sales Copy that actually considers the personality of the product or service and the organization. If I am in the Target Audience – then talk to me, in words I understand. I don’t mind a level of Hype – well done, the sell can be fun to read. However, I want to see a story – I want the benefits to me, not just a listing of the features.
My sales philosophy is really quite simple. Develop a relationship with the customer, explain the benefits of your product and service, use a level of persuasion graciously and be prepared to accept that the customer may not be ready to make a buy decision then and there. However, I always leave ‘the door open’ and ask them to return when they are ready.
I was always taught there is no cost in being polite. I also find that I feel much better in myself when I allow my ‘natural self’ to surface.
If you would like me to work WITH you to develop your Sales Copy that connects with your Target Audience and encourages them to by, fill out the contact form on my About Charly Leetham page and I will be in touch to discuss your requirements.
What do you prefer when reading Sales Copy? Lot’s of Hype? Graphics, small text, large text – what is your opinion?
Well said? Great information, keep up the great work!
This is well written with great information. I appreciate great copy that speaks to m but does not yell.