Effective Sales and Pre-Sales Copy
Monday, June 4th, 2007 at 8:18 pm by Kathy Jackson
People are funny. They are so funny that years ago the late Art Linkletter even had a whole television show that was named “People are Funny.” Isn’t it funny how people HATE advertisements, but they LOVE information that they deem relevant and helpful?
The best advertisements are information. The information in an advertisement is written to convey pertinent facts about a product to prospective buyers.
But because people don’t like advertisements, your sales and pre-sales copy needs to be written in a way that doesn’t sound like advertising. Instead, it should have the appearance of information being shared and a product being recommended.
Funny how people share information all the time and don’t think they are selling. They recommend the best plumber or hair dresser to each other over back yard fences every day of the week, and they never realize that they are pre-selling their neighbors.
We can learn from that. Your sales copy and your pre-sales copy will be much more effective if you can give it the essence of sharing information - rather than that of hard selling.
One way to give your sales and pre-sales copy the appearance of helpful information rather than a blatant advertisement is to embed your affiliate links within the body of the text in a way that mimics the natural flow of conversation. Shouting, “Buy me! Buy me!” is ineffective sales and terrible pre-sales copy. Suggesting a product as a solution to a problem in context is much, much more effective. For example:
“BUY X BRAND FLEA KILLER!” is not nearly as effective as “When my dog came home with a major flea infestation, I used XBRAND and the fleas never saw another sunrise.” That blue text isn’t a live link, but on your site it would be. That’s called an inline link, and it’s one of the best ways to make your information into a sales tool.
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Filed under: Affiliate Marketing
