Unless you’re Verimark, a half an hour infomercial with hard selling tactics is probably not going to sell your product. In fact, nobody’s even sure it works for them!
When it comes to inspiring our audience to make a purchase, there are a few things we need to take into consideration.. Platform, audience, content type. We’re going to take a look at what not to do when writing sales content.
Putting The Emphasis on The Wrong Thing
It can be tempting to ramble on and on about the amazing features that your product has to offer, but often that’s the worst thing you can do. You’ll lose your audience’s attention in no time, and this means you’ll probably lose the sale.
Instead, emphasize the benefits that the product creates for your customer. Features mean nothing unless they’re actively helping your customer’s life, so that’s what you should be focusing on during your ‘sales pitch’.
Making Your Sales Pitch a Statement
Writing a piece all about the product is all good and well, but it doesn’t let the customer know why they need it. Try asking a question, and let the customer come to their own conclusion.
“Do you have too much to do and too little time to do it?” – the answer will be a resounding “YES!”
Then, go on to tell the audience how your product will save them time. You made them aware of a problem in their lives and then created a solution. – You’re the hero!
Writing an Essay
While long form content is useful for some things, it doesn’t work for sales content. When you’re writing sales content you want to grab the reader’s attention, and then you want to keep it long enough to convince them that they need your product in their life.
It doesn’t take an entire essay to do that, all it takes is a paragraph of well written persuasive copy.
Describing Your Product
It’s very tempting to ramble on about the appearance of your product and how marvelous your grand creation is (after all, you put so much time into creating it) but that might not be what your customers want to hear about.
Instead of describing your product, try describing the benefits that your product brings to its users. What does your product do to make your consumers’ lives easier? Let them know about it.
Filling Your Pitch With Clichés
We all love a good cliché. It’s comfortable, but clichés become tiring really quickly! Get rid of the language that everyone uses in their sales pitches; it’s been overdone and it’s boring.
With all due respect, sometimes buying your product is not a no-brainer. I’m going to get the ball rolling by saying your product isn’t always a win-win; sometimes it’s just the elephant in the room.
Don’t let your marketing strategy become just another sales fail. If you’re feeling lost, and are unsure about the future of your marketing strategy, contact BEAN for a nudge in the right direction.