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Advertising Copywriting - The Top Ten Clichés and Why You Should Avoid Them
We've all seen them plenty of times. Frankly, once is too many. Copy clichés are more likely to put off prospective customers than convince them to buy your product or service. If your advertising copywriter comes up with them, find another...
Copywriting Makeover: Making An Emotional Connection - Part 1 of 2
by Karon Thackston © 2004 http://www.copywritingcourse.com One statistic shows that over 80% of all buying decisions are emotional. That means your copywriting should be, too. This is something I firmly believe in and have preached for most of my...
The Art of Reading Your Buyer's Mind
Wouldn't it be fantastic if you had a crystal ball and you could read your prospects' minds you knew what they were thinking when you were making your sales presentation. You knew why there were considering the product in the first place. You knew...
Understanding the Buying Process Can Increase Your Sales
by Karon Thackston © 2003 http://www.copywritingcourse.com Most marketers don’t give a lot of thought to the buying processes of their customers. That’s a shame. Lending due attention to the buying process can have a dramatic effect on your sales. ...
What's So Different About Writing Web Copy?
To write persuasive web copy, it really is an advantage to know how to successfully write for off-line publications. Because Copywriting techniques that work off-line, also work equally well on-line! We have to make some changes of course to...
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Understand Your Buyer's Pathway
I really wonder how many marketers and other business people
really understand the entire chain of decisions potential buyers
make, leading up to the point of their final decision to do
business.
Every sale is different, but usually this chain begins with a
problem. Either the potential buyer knows about this problem or
needs to be educated about the problem and its consequences.
In all likelihood, few of your competitors have entered the
chain at this point, so if you are able to provide some
diagnostic tools, such as a simple checklist, or a list of
Frequently Asked Questions (FAQs), you could turn all of them
into also rans right from the start.
When a potential buyer becomes aware of a problem, he seeks out
information. He may ask his doctor, his lawyer, his cousin Ernie
or go to the web. If you have not only posted a lot (let me
repeat, a LOT) of free information on your site, but you have
also provided lots of free content on the subject to other
sites, with links back to your site, this buyer will find
you.
This person is not yet looking for a sales pitch. He needs
information. Information he can understand and use. Think of
this person at
this stage as an information sponge. At
the same time, think of yourself as a solution provider. Your
job at this point is not to sell, but to show the way to a
solution.
Behind the scenes, the buyer is also looking for credibility.
And by showing the way to a solution rather than
go-for-the-throat-selling, establishes credibility far beyond
anything else you can do.
Sit down today and map out your buyer's pathway, from problem to
you. Note every decision, every question, every want and every
doubt the buyer might have before he finds himself at your door.
You can remove a lot of the stumbling blocks along the buyer's
way when you know the path he will be taking.
COPYRIGHT © 2005, Charles Brown
About the author:
Do you need to turn the written word into profits? Charles Brown
is a freelance commercial writer located in Dallas-Fort Worth
area, who is available to help write professional web content,
organizational newsletters, direct marketing material and other
copywriting projects for business and non-profits. Put Mr. Brown
on your team today. Visit him at
www.bizwriterstudio.blogspot.com or you may contact him at
817.715.3852 or charbrow@gmail.com.
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