Copywriting tip today.
One of the things I’ve been getting a lot of lately is sales page critiques.
In a recent consultation, it came out that one of the owners of the business had some pretty unique experience related to the product they were selling. In fact, I’d go as far as to say he’s so uniquely qualified to do this sort of thing, that if you were in their market and you knew about him, you’d never consider going anywhere else.
Yet, these credentials were buried at the bottom of the page.
I didn’t even see them at first.
This comes back to what marketing genius and all-time copywriting great Gary Halbert taught about why you must “prepare people to believe”.
You see, we learn that selling is about benefits.
People “buy the hole, not the drill” and all that jazz. So that’s what many business owners do…throw a bunch of benefits on the page with an order button.
And that can work to some extent.
But without context…your benefits won’t have anywhere near the same ability to tug at your prospect’s wallet. Per Gary The Great…you’ve got to prepare people to believe your claims. And until you have their belief, you won’t command their attention. Your prospect could feel pretty “meh” regarding your offers at that point…a dire situation for any salesperson.
Overdo credibility and it can cost you sales. There’s a delicate balance to be observed here that the best copywriters know how to push and pull on like a seductive dance.
All that’s to say if you’ve got a sales page you’d like my feedback on, go here to book your Free Brainstorm Call:
I’m currently booking projects three weeks out (so I won’t have time to work on a more detailed critique until at least then)…but if you reply today we can figure out if it’s a fit and get you in the queue.
Yarrrr, that’s all for today.
Powerful lesson she be.
Belief is like oxygen to your copy.
Start with why they should believe you…
And never leave a benefit stranded.
a.k.a. The Muscle @ Marketing Muscle