Web Marketing Series
Even the most talented writer cant create copy that optimizes your business ability to maximize results, be it lead or sales generation, unless he has the facts. By providing your copywriter with all essential and necessary information related to your web site promotion you serve as the foundation for the powerful persuasive copy that compels customers to queue up to the window, money in hand. Below is a simple checklist of sorts to help you cover all the bases for your writing staff.
Four-step procedure for getting the information
1. Gather all previously published material on the product
a. Past promotions both successful and unsuccessful
b. Tear sheets of previous ads
c. Brochures
d. Catalogs
e. Article reprints
f. Technical papers
g. Copies of speeches
h. Press kits
i. Swipe files of competitors ads and literature
j. Customer service correspondence
If product is new:
l. Internal memos
m. Letters of technical information
n. Product specifications
o. Engineering drawings
p. Business and marketing plans
q. Reports
r. Proposals
2. Product questions to answer
a. Features and benefits
b. Most important benefit
c. How different from the competition (e.g. exclusive features, better features)
d. If not different from competition, what attributes havent been stressed by competitors
e. What technologies does the product compete against
f. Applications of the product
g. What industries can use the product
h. What problems does the product solve in the marketplace
i. How does the product wok
j. How reliable, efficient, economical is the product
k. Who has bought it and what have they said about it
l. What materials, sizes and models is it available in
m. How quickly does the manufacturer deliver
n. What service and support does manufacturer offer
o. Is the product guaranteed
3. Target audience questions to answer.
a. Who will buy (i.e. what market is it sold to)
b. Customers main concern (i.e. Price, Delivery, Performance, Reliability, Service maintenance)
c. Character of the buyer
d. What motivates the buyer
e. How many different buying influences must the copy appeal to
4. Promotion objective
a. Generate inquiries
b. Generate sales
c. Answer inquiries
d. Qualify prospects
e. Transmit product information
f. Build brand recognition
g. Build company image
Copyright Alan Richardson
About The Author
Alan Richardson is a well-known internet consultant and publisher with - a Web resource firm in North Easton, Massachusetts, offering free advice and information for web-based small businesses entrepreneurs.
To read other articles by Alan, click
To signup for the free Optimal Web Services for Small Business ezine, click
Marketing Series
Perhaps the most powerful component of any Web site sales copy is the use of testimonials. Inserted in your sales copy, unbiased words of praise from satisfied customers have the following potent effect for your prospect. Effective testimonials;
Rationalize your prospects buying decision GOOGLE ADSENSE Back up the claims you make for your product or service Vouch for the benefits of your product or service.However, despite their clout as an influential sales tool, it is amazing how many clients fail to effectively gather and use this precious commodity. Some tips for including this essential component in your future promotions.
Whenever a great unsolicited testimonial from a customer crosses your desk, contact the customer for permission to use all or part of it in your marketing campaign. And also request a photo.
Always include the full name, as well as address under the testimonial.
Be proactive in soliciting testimonials from your customers. Send personal letters or notes to your customer list indicating you are updating your marketing program and would be grateful for comments about what they liked most about your product or service. Phone surveys are also an option. Elicit the reasons they purchased your product, the three features or characteristics they like most about it (and why), and the products strongest feature, More importantly, ask them how the product or service has most benefited them; e.g. how it saved them time, money or frustration. And of course, solicit any comments they have on what they would like to see changed.
Note a secondary benefit of such an approach; learning things about your product or service that can be improved or corrected.
Of course, if you are not receiving testimonials from customers, find out why. The problem is most likely with your product or service. Improve that and the testimonials will comeas well as increased sales!
Sprinkled throughout your sales copy, testimonials provide a compelling reason for purchasing your product or service. A good rule of thumb is; include 1-3 testimonials for each product or service benefit. A collection of testimonials can also be included as a separate stand-alone piece of your promotional package.
Wherever you place them, make sure each testimonial adheres to the four golden rules
Be specific
Stick with one benefit per testimonial
Make sure all claims are believable
Keep the testimonial targeted to your audience, excluding anything
irrelevant or offensive.
Copyright Alan Richardson
About The Author
Alan Richardson is a well-known internet consultant and publisher with - a Web resource firm in North Easton, Massachusetts, offering free advice and information for web-based small businesses and entrepreneurs.
To read other articles by Alan, click
To signup for the free Optimal Web Services for Small Business ezine, click