If the best way of communicating with prospects and existing customers was through sign language, we\u2019d all have to learn to sign. Or if the best method of communication proved to be some kind of mutually understandable code, we\u2019d all have to learn that code to say anything. Thankfully, our communication process is much more simple\u2026or is it?<\/p>\n
A salesperson has the benefit of meeting his prospect face to face and will be able to gauge his pitch according to visible response signs displayed by his prospect. An experienced salesman will instinctively know from the facial expressions and body language of his prospect, whether he\u2019s hitting the right buttons.<\/p>\n
This is usually indicated by the prospect\u2019s head nodding up and down combined simultaneously with a beaming smile and wide-eyed appreciation.<\/p>\n
A telesales person has much less to go on. They can only judge responses to their sales pitch through the prospect\u2019s answers to questions and the actual tone of their voice.<\/p>\n
Most telesales people find their job easier when they try to imagine the look on their prospect\u2019s faces while they\u2019re talking to them. But, the deciding factor will almost always come down to the tone of voice deployed by both parties.<\/p>\n
The Internet and Direct Mail Marketer have no such advantages over their prospects. They can\u2019t see them and they can\u2019t hear them. Their only weapon in their armoury of sales pitches is their written word.<\/p>\n
How we communicate through our written words holds the absolute key to successful selling online and offline. Whether it\u2019s a sales letter, an email or an ad, the written words must convincingly convey the sales message directly into the prospect\u2019s mind. But first, you have to get your prospects to read your message, and usually, this very first hurdle will claim many, many casualties.<\/p>\n
Getting someone to read your sales pitch will almost certainly depend on your headline. Your headline is your introduction. Your \u2018hello\u2019, your \u2018hey you and you’re \u2018listen up. If your headline doesn\u2019t grab the attention of your prospect within two seconds, it\u2019s goodbye and farewell.<\/p>\n
Other important aspects of a \u2018killer\u2019 sales message are sub-headings. Subheadings are generally used to maintain interest throughout the copy. But they\u2019re also included for the benefit of prospects that first scan your message before deciding to read it in full. To some degree, they\u2019re almost as important as the headline itself.<\/p>\n
Then there\u2019s the body copy. It\u2019s here that your copywriting talents and skills should shine through. Here you have the opportunity to use any words in the English language to describe and explain in fine detail, the benefits and features of your product or service on offer. And the English language is positively rich in adjectives, so there can be no excuse.<\/p>\n
But the real secret to creating captivating copy is to use \u2018sense\u2019 words. That are words that arouse the senses. Touch, see, smell, taste and listen are what we instinctively do every day. They represent our human survival mechanisms and for the most part, we trust them. Other mammals rely on them.<\/p>\n
When you use sense words in conjunction with emotionally fuelled trigger words, you can elicit all kinds of responses, which can be carefully channelled into the heart of your message for maximum impact. Harnessing words for profit in this way is a skill, and it\u2019s a skill that every online and offline marketer needs to fully comprehend.<\/p>\n
Learning to write outstanding and emotionally charged sales copy is not an essential requirement for business success, but recognizing the effectiveness is.<\/p>\n
Never underestimate the secret power of words.<\/p>\n","protected":false},"excerpt":{"rendered":"
If the best way of communicating with prospects and existing customers was through sign language, we\u2019d all have to learn to sign. Or if the best method of communication proved to be some kind of mutually understandable code, we\u2019d all have to learn that code to say anything. Thankfully, our communication process is much more\u2026 Read More »<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[232],"tags":[807,808,809,810,290],"class_list":["post-535","post","type-post","status-publish","format-standard","hentry","category-copywriting","tag-headline","tag-prospect","tag-prospects","tag-sales","tag-words"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/posts\/535","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/comments?post=535"}],"version-history":[{"count":0,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/posts\/535\/revisions"}],"wp:attachment":[{"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/media?parent=535"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/categories?post=535"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/tags?post=535"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}