If you’re writing copy for the web you’ve certainly chosen a difficult task.

Think about it.

Where exactly is your target customer sitting as she reads your copy?

In an open plan office while pretending to work?

In her home office while pretending to work?

On her laptop at the kitchen table during a sleepless night?

On her kids’ laptop in their bedroom?

On her laptop at the airport killing time?

On her laptop in a coffee shop?

At an internet café?

In a hotel lobby?

No matter where she is hundreds of noisy distractions constantly fight for her attention – and that’s just for starters.

Because we musn’t forget her self-made distractions too – her own internal conversation that continues relentlessly throughout the day.

How about the distractions online too?

Emails, instant messages, flashing ads, a clock, the weather, a to do list, news feeds, daily quotes, daily tips, favourite sites, numerous tabs all open at the same time.

Really, as a copywriter, if you get your headline read – congratulations!  That’s quite an achievement.

So you’ve managed to get over the biggest hurdle of all – gaining your reader’s attention.

Now assuming she’s a buyer, not simply a browser, and assuming she’s actually read your salesletter you still have 5 major objections you’ll have to address every single time.

What are they?

No. 1 – "I don’t have enough time to do what it takes"

No. 2 – "I don’t have enough money to spare"

No. 3 – "I don’t believe you"

No. 4 – "I don’t particularly like you"

No. 5 – "I don’t want your product or service"

Depending on your reader there’ll be a whole lot more specific objections concerning you and the product or service that need to be addressed, but these 5 will generally show up every time.

One of the tasks of a copywriter is to come up with believable answers to each. 

Here are a few ideas you could adapt.

Answer to No.1 – find a way of showing how your product or service will actually save them time.

Answer to No. 2 – split the price into daily or weekly equivalents then compare with the reader’s usual and effortless purchasing behaviour for the same amount.  Or paint a picture of the cost of not buying the product or service.

Answer to No. 3 – have genuine testimonials preferably the before and after kind with specific results after trying the product or service.  Third party endorsement is powerful.

Answer to No. 4 – make sure the tone of your salesletter maintains high levels of respect for the reader and above all empathy.  Thorough research about your target customer’s life, opinions and behaviour is key.  Never try to change your reader’s opinions and beliefs.

Answer to No. 5 – paint a painful picture of what life will be without your product or service.

Does that sound like common sense? That’s because it is.  But consider how few people have clarity of thought.

Rachel Goodall
———————-
Clear Passionate Copywriting

www.rachelgoodall.com
skype rachel.goodall
rachel@rachelgoodall.com

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