Writing Marketing Copy That Sells

When your prospects see your marketing materials, your brochure, your web site or your ads you want them to read them. You want prospects to read not just the first sentence but the majority of your copy. Once they've read it, you want them to decide that they need your product or service and either make a purchase or contact you for more information.

When prospective clients and customers see your web site, ads or brochures, you want them to be captivated and impressed. You hope they'll read not just the headlines, but all the way through the copy. And you want this scintillating copy to motivate them to take the next step, and make a purchase or contact you for more information.

Is it working?

Do prospects read your marketing materials? Does the copy convince them that they need your products and services? Do they understand the value you provide?

Do they contact you?

What's the key to writing marketing copy that grabs your prospects' attention, overcomes common objections and leads to a sale or an inquiry?

When you finally call a plumber to fix that leak under the sink, does he spend ten or fifteen minutes talking about how long he has been in business, the wrenches he uses or the process he uses to solder a joint together? Of course not.

You have a problem and, in most cases, you need it solved immediately. You don't necessarily care how he does it - you just want your leaky plumbing fixed. Of course you want to spend as little as possible, but you see the plumber's fees relative to the damage you're incurring from the leak.

Likewise, prospects' own problems and concerns precede their interest in your products and services. To capture their attention and get them to read your marketing copy; focus on what they want; don't begin your marketing copy with descriptions of the solution you provide or your credentials or processes.

Prospects' problems come first, then your solution. Problem; solution. Prospects want to see themselves and their concerns clearly identified in order to feel confident that you understand their needs. By addressing this, you create the context so that when you do describe your products and services, they are the obvious solution to your prospects' needs.

Take a look at your marketing materials, including everything from your business card to your web site. Who and what are your marketing materials about; you or your prospects' concerns?

Make a list of five to fifteen things that your prospects want. Turn these into questions or statements about your prospects' problems. Asking questions is particularly effective in getting prospects to think about solving their problems.

If you're a financial advisor you might ask, "Do you want to learn how to make more in both up and down markets?" If you help people with marketing their businesses you might ask, "Do you want to learn how to attract more clients and increase sales?" If you sell golf clubs you might ask, "Do you want to hit further and more accurately with less effort?"

To attract new clients you need to get their attention, demonstrate that you understand their concerns and clarify the value your products and services provide. Focus your marketing copy on your prospects' problems, ask them questions and couch your solutions in terms of their objectives. You'll start more conversations, sell more products and sign up more clients.

The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up for the Free Marketing Plan eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com

---

How Toyota Captured the #1 Market Share . . . Through Solid Decision-Making!

How Toyota Captured the #1 Market Share . . .... Read More

Have You Tried Cause Marketing?

To help promote your small business or professional practice, consider... Read More

Profitable Marketing Programs Part 2: Figuring Break Even Point

In Part 1 -- I discussed how to consider both... Read More

Feature Your Benefits

Sales Copy? eventually every small business owner must consider what... Read More

7 Ways to Evaluate Your Marketing Plan

Business owners often find it difficult to know whether their... Read More

Direct Mail Postcard Rules

It's a fact that your customers are your best leads.... Read More

What Are People Buying Online?

Benefits, that's what!Whether you're selling in print or in person,... Read More

Do You Know Where Your Email Address is Today?

Having people go to your website is not always easy:... Read More

The Marshall Plan -- Or, Customer Aftercare: How To Spend Less & Sell More

My wife likes to shop at the local Safeway. Is... Read More

Marketing Mimics Life

Clichés. We've all heard them...and hear some of them so... Read More

Make Your Marketing Solve a Problem

You may be engaged in a marketing activities that are... Read More

Ditch Coupons Before Customers Ditch You

Everyone wants to feel like they're getting a good deal.... Read More

What to be Successful? Marketing Makes the Difference

When you hear the word "marketing" what comes to mind?... Read More

Build Relationships

Personal marketing makes it easier to sell, by building relationships... Read More

10 Steps To Getting Paid For Your Marketing Materials

How many times have you heard the same sound bites... Read More

Small Business Marketing Tip ? Putting the Customer First.

I am a great believer in the keeping to the... Read More

10 Ways to Get Your Flyers Noticed

An inexpensive way to promote your services is to createvarious... Read More

Growing Your Brand Assets

Okay. Raise your hand if you think brand management is... Read More

25 Ways To Get More Business

Special Requirements for Reprint: we ask only that... Read More

Marketing Person You Think You Arent

Have you thought about starting your own business? Have you... Read More

Ten Amazing Ways To Increase Attraction at a Trade Show

These ideas are for anyone that has a small budget... Read More

Your Elevator Speech ? Have You Updated Yours Recently?

Do you have an elevator speech? Does it get people's... Read More

What Does It REALLY Take to Be Making 6-Figures as a Service Professional?

Over the past 30 years, I've read so much on... Read More

The Information Publishers Secret Resource Guide To Blow Customers Away!

Have you ever heard the saying, "Give and you shall... Read More

Learn How to Market Your eBusiness in Real Time: Dissect, Study, Emulate

Everything you will ever need to know about internet marketing... Read More

Thinking About More Business

What does an old Russian joke have... Read More

Ten Crucial Questions

Ten Crucial Questions for Your Business Future I'm... Read More

Marketing Lessons From TV?s The Apprentice

Can we actually learn a marketing lesson from reality TV?... Read More

How to Expand Your Target Markets

Are your products or services geared towards only one target... Read More

An Example of Understanding Consumer Thinking

A church in my community provided me with one of... Read More

Stretch Your Marketing Reach

One of the most cost effective marketing strategies you can... Read More

Heres A Robust, Turnkey, Interactive. Best of Breed, Mission-Critical Solution to Kill Buzzwords

Fellow Publicity Insiders, what does... Read More

The Apprentice: 5 Lessons in Marketing

Donald Trump's hit reality show, The Apprentice is a godsend... Read More