Web Content and Social Networking Experts

Content that sells. If you write it right, you'll sell it. If you don't, you won't. Part 2.

Yesterday we talked about writing content that sells. Today we will show you why simply listing technical specifications does now work, and why telling the customer features does work.

This description is taken from Web Content Rx, A Quick and Handy Guide for Writers, Webmasters, Ebayers, and Business People, Page 120.

Poor description:

Our toaster reaches working temperature in 4.7 seconds using 12.5 amps at 120 VAC. Its double wall construction never gets warmer than 87.9 degrees. It is chrome plated with black plastic throughout. You can vary the cook time from 6.3 to 58 seconds. Onboard thermal protection stops it from catching fire. Dimensions: 12” x 12” x 8”. 120 VAC cord, 50 cm. included. Warranty.

Above we do everything wrong.

• We talk about time to the tenth of a second. Who cares?
• Next we talk about electrical Amps and volts. Again, who cares?
• Cook time to the tenth of a second. Terrible.
• Worst of all we tell you it won't catch fire. By not the customer is running away.
• Next we mix inches and centimeters.

Good description:

The Mythical Deluxe Toaster will delightfully toast four slices of bread, warm bagels, or make mouth watering English muffins. Our “Cool Side” technology is always cool to the touch—never hot. Its functional beauty will grace any kitchen. The Mythical Deluxe Toaster will make you proud. Guaranteed. Your Mythical Deluxe Toaster is energy efficient. One year unconditional warranty. It is compact at 12 inches wide, 12 inches deep, 8 inches high. Operates on standard house current, 120 VAC.

• We open with "... will delightfully ...."
• "Cool side technology is always cool to the touch ...."
• Then follow up with, "Its functional beauty will grace any kitchen." And, "The Mythical Deluxe Toaster will make you proud. Guaranteed."
• "Operates on standard house current, 120 VAC."
  • Do not expect your customers to know that 120 VAC (Volts Alternating Current) is standard house current in the United States. Always tell them what you want them to know in terms that they will understand. For communications to be effective they must be in the language of the buyer.

In short, this paints a mental picture of a toaster that you would love to own. which is, of course, the whole point.

Content that sells. Sooner, or later, you will be selling your goods or services online. Here's how write the words that make the money.

Sales content has one shot to get read. That's it. No second chances. If you are doing this for the first time, write your sales text, and it's most important subject line, and have people read them. This is no time to dig your heels in and start with "Yeah, but ...." If you find yourself saying that, "Everybody knows that ...." Stop. Stop now. Right now.

Everyone does not know that. You absolutely must write for your clients and future clients. Do that and you succeed, don't and you don't. So, put the ego aside.

In General

• Write in common every day words. This is not the place to show the world how extensive your vocabulary is. We know you're smart. We get that. Show that by writing for the needs of the reader.
• Write like the sale has already been made.
• Tell the reader about features - not specifications. Show the reader what the product will do for them and paint the product as a real asset to their lives.
• Take as much 'space' as you need. A life insurance policy may need 10,000 words to cover its benefits and features. Write 10,000 words if you need to. Yes, we've told you over and over not to write long winded text. This is not long winded, it is using the resources necessary to sell the product. Our admonition to use as few words as needed still stands. Write no fluff.
• Use appropriate vocabulary. When writing for a knowledgeable audience do not explain terms that you expect them to already know. If you feel that definitions are a good idea there are ways to include them. Post back a question and we will cover them.
• Include testimonials from satisfied customers. Video testimonials are especially powerful. Put them on YouTube for lots of reasons. Keyword pack the title of your videos and your YouTube channel.

Specifics

• Use words like:
  • You
  • Your
  • Yourself
  • Hate, as in "You'll hate yourself for missing this opportunity."
  • Use the word 'order,' not 'pay,' in the link to your shopping cart.
• Keep sentences to 12 or 15 words. No more.
• Keep paragraphs to 5 or 6 sentences. No more.
• Use lists, as we are doing here. Remember that numbered lists indicate importance or that things must be done in a certain order. Bullets, unnumbered lists, do not.
• Use headings to make content easy to find.
• Your subject line in email marketing means everything. Spend 90 percent of your time getting it right. Your first order of business is getting your sales material read. The importance of your subject line cannot be over stated.
• Make your Web sales page user friendly. See (Is your Web site a good employee? Take our 30 second test.) Streamline the check-out process. Test it. Do not take it for granted that everyone will understand how you've written it. That truly is a big mistake. Last minute customer confusion will cost you a lot of money.
• Write as though you are speaking to the reader. Do this by visualizing a client. Why? Well, that is what you are doing. While this may be sent to thousands of people, it will be read by only one person "at-a-time." Write for that person. Reduce their stress, address their fears, explain in words that are understood by your reader.
• Your content must establish trust. Hence the testimonials. Include how long you have been in business, how many clients you've helped, links to your your Web page, Facebook page, Twitter, blog. Your entire online marketing machine.
• For large ticket items closely consider a blog on the product. Here potential customers and satisfied customers can mix and mingle. Never underestimate the power of future clients "talking" to existing clients. There is no better sales agent for you than unbiased satisfied clients. Your word is, and will always be suspect, because you have something to gain. That is not the case with your clients. A blog is the perfect tool to maximize this powerful sales technique.

Want more tips? Read, and search, Web Content Rx at Amazon.