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Excess Voice Newsletter
Dec 2008, Issue # 169
In this issue:
>> Intro: Approaching the Holidays
>> Review: Save $50 on the 2008 Landing Page Handboo
>> Article: The problem and answer approach to writing any web site sales page.
>> Survey: What's changed most in your work this year?
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Find out about my COACHING service for freelance writers and copywriters.
"It's been said that we often give up just before realizing our greatest success. Nick's, "Let's step back and take a look at this..." has enabled me to frame circumstances realistically. He's helped me to assess all my endeavors, drop the losers, and focus on the winners (and potential winners). The result is I'm fully booked making much more money and doing work that's strategic rather than tactical."
Bob Leonard
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Greetings,
Here we are in the last month of the year, and I barely feel I have had time to catch my breath since the first month.
Just three more weeks to go and hopefully we can take a week or two off and...breathe.
In the meantime, be sure to read this issue's article. It's on a topic I should have tackled a long time ago, but somehow skipped.
And be sure to check the reviews, and this issue's survey.
Until next time,
Nick
Nick Usborne
>> Feedback: mailto:nick@excessvoice.com
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ARTICLE: The problem and answer approach to writing any web site sales page.
One of the very best ways to open any sales page online is not so very different from how you do the same thing offline.
Write a lead for your sale page that poses a problem, and then immediately lets the reader know you have the solution.
For instance, if you are selling a single serve coffee maker that uses sealed pods of ground coffee, you could open with this problem/answer combo.
Problem:
If you love fresh gourmet coffee, but hate the chore of measuring loose ground coffee and handling wet, messy coffee filters...
Answer:
This Bunn single serve coffee maker brews coffee with sealed, pre-measured coffee pods. No measuring, no fuss and no mess.
Or...
Problem:
If you feel that your online landing pages are not converting as well as they should...
Answer:
The MarketingSherpa Landing Page Guide will give you to the tools and tactics you need to increase conversion rates.
This is the simplest and most frequently used way to set up any sales message.
First you identify the pain point or problem your prospect is facing, and then you calmly let them know you have the answer to their problem.
This isn’t exactly news among seasoned copywriters, so why am I writing about it now?
First, because as I glanced down through the archives of my previous articles, I realized I had never written on this topic.
And second because I see so many online sales pages that really struggle with the opening.
The first few lines of your sales page will win or lose the attention of your prospect.
You have to write a lead that engages attention. And nothing engages attention faster or more effectively then empathizing with someone's problem.
Empathy is the key. We all love it when someone recognizes our problems and struggles. And we love it even more when they have a fast and easy solution they can share.
If you don't already use the problem/answer opening on your sales pages, give it a try.
You may find that pages you have been struggling with suddenly become a great deal easier to write.
>> Feedback: mailto:nick@excessvoice.com
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SURVEY: What's changed most in your work this year?
Another year has almost passed, and there have doubtless been some changes in your work life. Goodness knows it has been a busy year for news and change.
What changed the most for you in 2008?
Was it a change in job? A change in the kind of work you are asked to do? Having to learn new skills? Going freelance?
Let us know.
Comments.....
(NOTE: Any comments and your name may be published in the next issue, or on the Excess Voice web site.)
Cut and paste your replies to me at mailto:nick@excessvoice.com
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