Every Picture Tells A Story
When you’re writing sales copy, you’ll want to use emotional words, calls to action, and make sure that your reader is involved. You’ll want to ask questions of the reader, and make them visualise scenes, or evoke memories.
Doing this will enable your reader to understand what your product or service does and why they need it.
Think about the difference between:
“these headache pills contain abc123 which is more effective than xyz321″
and something like:
Remember the last time you had a headache? Remember how much it hurt, and how you struggled to see properly, and to concentrate? How long did it take you to find the headache pills? If you don’t normally get headaches, and don’t know where to find the pills, or you were at work, or in the car and didn’t have any to hand, what did you do? The new family sized pack of Superpills is slim enough to keep in your wallet or purse, so you’ve always got them with you, and thanks to new ingredients, they’re even quicker at getting rid of pain, and so allowing you to get on with your day.
Although it’s more text, it puts the product in context, and plays on real feelings and experiences. Nobody cares about the ingredients, or the new formula, they just want what the product does, and in most cases, now! As mentioned before, in the Product Placement blog post, nobody wants to buy a drill, they want a hole!
Tags: calls to action, emotional, experience, products, sales copy, visitors
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