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This is a tough one. Remember this person has the choice between your review and likely a dozen others. They know it and so should you. You need to squeeze in certain elements that will help you make the sale but you also need to keep interest and readability high.
• Use tiles, subtitles, bold and perhaps even color
Make the text look easy on the eyes. If each individual part looks highly readable, it makes it easier for your visitors’ ADD addled brains to keep reading.
• Use a Product Attack Title
Visitors are becoming more and more savvy. Their instinct is telling them you want to sell the product. Throw that instinct off as hard as you can right in the beginning without losing credibility as you attempt to close the sale later.
“Is Product XYZ a Giant Money Sucking Scam?”
So far so good, the visitor needs to read on. You can tone it down depending what market you’re in. The most competitive markets need such “blood and gore” titles.
• Introduce yourself and develop credibility while siding with the customers.
“Hi. My name is Alex Goad. I’ve been earning a living online from 2005 and since then, I’ve been fooled more than once. That’s why I wrote this page. I’m damn sick and tired of being taken advantage of. I’m extremely skeptical of sales letters and I hope you are too.
If you want a “no B.S.” lowdown of product XYZ, stick around and I’ll even tell you a secret tactic I stumbled upon that makes me hundreds of dollars a week on autopilot. You’re going to love this.
Introduce Story Breaks
Nothing holds attention better than curiosity. Notice the “secret” tactic being used above? That helps the user keep reading. Tell a story and stop right before the punch. Keep the whammy for later and the visitor feels compelled to keep on reading.
“I really wasn’t sure about Product XYZ until my friend Steve called me at 1am last Friday talking like his pants were on fire.
I was half asleep on the couch but when I heard the excitement in his voice, I sat bolt upright and was about to give him some flak for waking me up but he kept going on about a hidden message he found in XYZ. Now this guy is no quack and I started to think he might be on to something. More about that in a minute.”
• Be brief and concise about the product. Stay very cold and objective, raising your enthusiasm just a bit at the end as you validate the quality of the purchase. Right when that happens, transition into another negative.
“On page 56, that’s when I had an epiphany. How could I have overlooked something so simple yet effective? I’m pretty sure you’re going to have an “aha moment” here too. Nobody else talks about this and that’s what makes it so powerful.
As I started applying what I had just discovered, my enthusiasm quickly died down when I realized it was going to be a lot harder to apply than I thought.
I reread the manual and there was this gaping hole where the author had either accidentally or voluntarily left out a huge chunk of information needed to apply the XZY tactic. Personally, I think the author did this on purpose so that only a select handful of people would really get it…”
• You’re now ready to fill the void left by the product creator with your custom tailored bonus.
If the reader has come this far and your bonus is on target, your conversion rate will be in the double digits.
Category: Article WritingFrom Title to Action, Getting Your Customer to Read the Whole Page was written by:Author:Alex GoadAdded: Tue, 27 Mar 2007 11:03:30 -0400 This Article Has Been Read 519 times View all Alex Goad's articlesAbout the Author: Read the Author's entire review of PGInsider, and follow his affiliate marketing blog. |
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