Tips for Writing Effective Sales Copy
– by Robin Nobles

Without fail, every single time I lead a Search Engine Workshop, I get a bevy of questions on how to write effective ad copy. Obviously, the many elements involved have received voluminous regard in myriad books, lectures and seminars spanning more than seven decades. So, to simplify such a wide ranging subject is difficult, to say the least.

Regardless, there are many easily identified basic elements and strategies that can be applied to lay the foundation for solid and effective sales copy. So, without further adieu, here's a grab bag of recommendations that I've gleaned from my own experience combined with the tips I've received from other well respected authorities on the subject.

• Customers buy benefits not features. As the old saying goes, sell the sizzle not the steak. Always remember that features have a purpose. Never assume the customer will figure out for themselves what that purpose (benefit) is. It's a mistake to write about a 3Ghz computer without connecting the fact that such a system is blazing fast and then talk about what it will do for them.

  Forget about waiting for your programs to load! ...our new 3Ghz chip makes computing so blazing fast that you'll be challenged to keep up even if you're a wizard on the keyboard.

• Always view your product, and your copy, from the customer's point of view. When you read what you write, put your copy to the test by saying,

  so what!
  who cares!

  ...because your customers will. Think about it, don't you when you read someone else's sales pitch? ...we all do. That is why....

• You must present a unique and compelling reason for a customer to do business with you – a reason that stands out in a crowd of competition. This concept is most frequently referred to as your unique selling proposition (USP).

  Ask the questions: What is it about your product or service that is unique? What do YOU offer that your competitors can't?

  These questions may not always elicit ea...