Never do this on your website’s pages

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.

A caveat:

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:

http://calendly.com/conorkel/emailincome

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.

Happy Claiming,

Conor Kelly

a.k.a. The Muscle @ Marketing Muscle

How to stand out in your niche like a fart in a library

True story:

I sometimes do my work at the library.

When I’m not at home, it’s the only place I know I won’t be interrupted.

On this particular day, I had set up in the magazine section.  It was deserted until one fellow showed up and started perusing the rack.

Then, suddenly, he fully (and very audibly) let one rip.

Just like that.

No “excuse me”.

Nothing.

It was only the two of us, and there was no chance I hadn’t heard it, but he simply went on about his business like nothing happened.

Funny.

Anyway, that brings me to today’s marketing tip.

As per my last email, I now offer email copywriting services.

And a very common objection is, “but Muscle, my clients don’t want to hear from me by email.”

Correct.

They don’t want boring, corporate, blatantly self-promotional emails carpet-bombing their already cluttered inbox.

Howevs, if the messages were concise, fun, engaging, and shared valuable info about a subject that concerns them, you bet your bottom dollar they’d look forward to reading them…

AND buying from them.

Let’s take a look at an example.

Now surely ATTORNEYS couldn’t use this type of marketing.

No, no.

Attorneys need to be taken seriously.

Here again, me thinks this is a symptom of what Dan Kennedy calls *marketing incest*: when everyone just looks at what everybody else in their niche is doing, and copies each other.

One voice in a chorus, drowned out by all the other voices.

If, on the other hand (and this is just off the top of my head), a personal injury attorney were to offer something like this, “Consumer Awareness Guide: 5 Things Everyone Should Know About Dealing With Insurance Companies” and follow up with two short emails per week in a conversational tone, sharing recent success stories or safety tips, or tips on how to read the fine print, all the while opening up about personal stuff and building the relationship…

Don’t you think said attorney would stand out?

Like the aforementioned flatulence in an otherwise quiet corner?

And who would the client call?  Mr. Side-of-the-bus-guy, or their old friend Al, whose emails they enjoy?

Hey.

Sometimes what’s inside just gotta come out.

Keep your marketing DNA intact, and get more sales: schedule your email income consultation here:

http://calendly.com/conorkel

Happy…ahem…well, standing out,

Conor Kelly