Copy that persuades – i.e. turns readers into sales or enquires – tends to have a few key qualities:
#1: A clear offer
#2: Some sort of usp (which, in your case would be to establish how and why you do things better)
#3: Backed up with proof
#4: A clear call to action
Let’s look at these one-by-one:
#1: A Clear Offer
In marketing, we say, “A confused mind does not buy”. If it’s not clear what you’re asking your prospect to do, and what she should expect in return, your copy’s conversion rate will suffer.
#2: A USP
Having a unique selling proposition helps in three ways:
(A) It gives the prospect a reason to choose you, rather than your competitor.
(B) It lowers price resistance – if you’re different, the prospect can’t do a simple price comparison.
(C) It reduces inertia: if you’re the vendor with this offer, then there’s a greater risk this offer will disappear.
#3: Backed up with proof
Another marketing saying is, “Without belief, no-one buys”.
Gary Bencivenga, perhaps the greatest living direct response copywriter, had a rule: “Never make your claim bigger than your proof”.
We live in a sceptical, hype-filled world – especially online – so don’t expect people to buy based on your promises alone.
That’s why, as a copywriter, I’ve built up a bag of tricks that includes 18 different forms of proof – so that, whenever I’m writing copy for a client, I can find compelling ways to back up my claims.
#4: A Clear call to action
If you want your prospect to respond, you need to give him something to respond to. Spell out exactly what you are asking him to do.