Let's face it, for most of us, the actual "selling" part of our business is the thing that we either least enjoy or scares us the most. Most of us don't know how to write copy that sells without the sleaze. It makes us feel a little "dirty" and it can make us feel frail and vulnerable when we're having to shout about how fabulous our products are because putting your head above the parapet inevitably leads to well aimed shots.
The key to this is mind-set (isn't it always)? If you believe in your product and think of it as a "service" you're providing by sharing the details of this amazing item, at this great value and fantastic customer care to boot, who would not be grateful to learn about that? Talk to past and potential customers as you would friends. It's not about "selling"; it's about sharing your passion
Communicating with your audience in a valuable, entertaining and engaging way is one of the most effective selling tools out there but often we're lost as to what to write; something that ticks all the boxes and doesn't turn off the readers. Take comfort in the fact that you're not alone in this challenge and then write some content to use for your email list or over a few posts on your Facebook page, following the steps below and see how you go.
Use the rules below which I learnt from Ray Edwards who is a highly regarded copy writer and teaches people from all over the world to write copy that sells, without "selling".
It's called the 7 P's (these should be written in sequence). I'm going to pretend I'm a jewellery maker for this example.
Provoke - say something that will get people's attention. "Do your teenagers think you don't understand them?" Well, that has surely got their attention!
Problem - state their problem as you believe it to be, relating back to your provocative statement and keeping the point of the email in mind "Do you struggle to find a gift that your teenagers love? I hear so many mothers who have run out of ideas for gifts for their growing children and they feel "out of touch" with what appeals to that generation"
Personal - tell a story to illustrate your point (your story is powerful but it could be that of a customer or acquaintance). "My good friend Barbara came for tea a month ago and was telling me how much she was struggling to find suitable birthday gifts for her teenage twin girls. She wanted the gift to be meaningful to the twins, last beyond the day and be something they would still value in he future and something they would wear now." It was tough nut to crack but Barbara and I had another cup of tea together and came up with this chain with personalised "dog tag" style embellishments. She loved it because she could personalise the tags meaning they had lasting appeal but also they are a modern classic; they can be worn now and also when the girls are older".
If you can add a picture of the item - definitely do!
Promise - tell the customer what this means for them; what you promise is to them so they can also have access to the solution you've created. "There are so many design options and personalisation's to chose from, it's hard to imagine that you couldn't find one to fit the occasion".
Proof - demonstrate the success of the solution you provided. "Barbara let me know last week that the girls LOVED their necklaces, have not taken them off since their birthday and since then she's ordered 4 MORE for her nieces and sister".
Proposal - this is where you place your offer. You can ONLY do this once you have made the problem and the solution clear. "To celebrate the success of this new design, we have a 50% discount to all our customers until 15th December (to ensure delivery in time for Christmas)".
Prompt - ensure you ask for the business!!! So many of us fall short of actually closing the sale. "Click on the link below to take advantage of this great offer and use the discount code BARBARA at check-out".
If you want to, also ask for comments or invite feedback.
Don't be tempted to leave out any of the steps to provide a punchier, shorter message. It's commendable that you respect your customers' time and of course you're aware that most of them will "skim" the messages or scroll past, but the fact is that your message will hit home with a selected few and they will look for the journey you're taking them on. If any of the steps are missing, they will not follow the sales process and it's unlikely you're going to get a sale (which means another wasted message).
Do you see how following the steps also makes it feel less "salesy" and how actually you're providing a service to other mums who might also be struggling with gifts for teenage girls? You helped Barbara, why not them?
Why don't you try it and let me know how you get on? You've nothing to lose!
Until next time, keep creating!