What’s realized is that knowing what motivates a core buying audience, is the most difficult task when writing sales content. What many know is their target demographic and yet, it remains difficult to constantly create copy which influences them enough to buy. Ultimately, without a loyal audience, there’s no reason to write.
It becomes difficult to produce content for blogs, where the intent is purely profit driven. In most cases, the copy needs a concise understanding of the product, what its benefits and flaws are, and how to present the information precisely. What this comes down to is knowing buyer intent.
The content needs to aligned with the website. Although it may not have a direct connection with the copy itself, it’s something that can affect conversion rates, this especially if it’s a marketing site, since familiarity breeds content.
Familiarity Breeds
What doing so won’t make your copy any better, but what it does is prevents loss of readers, who visits the site and expects to see one thing, but are presented with something different.
Make sure that the content is always on topic, and directly connected to the products or services that are offered.
Realize that those who comes to read pages on the site, is because they had an interest in purchasing the product. If the content on the blog is used to vent for instance, that will turn the potential buyers away.
Instead, write about what the state of your industry is, the technology that your product uses, the benefits of the ingredients or parts featured, etc.
What should be avoided is the irrelevant. Readers will avoid this type of information in droves, while the site appears unprofessional.
Write Honest Unbiased Reviews
When you review a product, make sure that you’re completely unbiased. Write about it’s pro’s and con’s, as no product is perfect. What every product or service has, are their advantages and flaws.
What’s known is if you present a product with certain features and it doesn’t deliver, what’s for certain is that the customer may ask for a refund, and be lost forever.
What you can do however is manipulate buyer intent. For instance, say you’re selling beds to hospitals. All they want is a functional product, and doesn’t care what it looks like.
Make sure that you emphasize comfort as its biggest benefit, while also mentioning there’s more function than design.
Just The Facts
Since the buyer doesn’t care about the design, they’ll see the review as being genuine, which then bonds reputation and trust.
If the product delivers on the benefits, then the buyer will come back to the site for future purchases, or other products.
This strategy can be used for all products, which is concisely and accurately emphasizing it’s advantages and disadvantages.
This can be listing one product as being more affordable than another, which helps the buyer make their decision easier. If the product is lower in quality, then make sure to emphasize price.
Prompt Precise Answers
The reasons why people go online, is to be entertained, do research, or to buy something. Those who are looking to buy a product, aren’t generally as patient as those doing research, or looking at cat videos.
What most want is to get the information as quick as possible, this so they can make a buying decision, this regarding a product they’re interested in. So what’s needed is precise attention to detail, when presenting content.
Direct To The Point
What many on the Internet has are short attention spans. So what’s needed is providing immediate mind altering content. The need to be precise, such as providing step-by-step or point form instruction.
Once someone reads copy they’re interested in, they don’t care to be entertained. They’re not interested in how well the article is written. All they want are the immediate answers to their questions.
Although describing your company brand is a great opportunity to add value while establishing trust, what you need is to give the exact information that they’re seeking. Otherwise, you’ll lose their interest, and will quickly go to the next site, your competition.
Do Your Research
Being efficient becomes important for buyers when they’re researching a product. What’s ideal for them is finding and gathering all the information they need, at one place.
What this does is saves them time. The content needs to be direct, unbiased, valid, while making logical scientific sense.
Once you write an article that’s tailored towards a potential buyer, what should be presented are just the facts. This information shouldn’t be slanted by your own personal opinion. The data needs to be backed up with clinical research.
To strengthen your claims, this when it comes to a product or a service, is to make sure that you link to authority sites, or use testimonials.
What buyers who are ready to buy, needs is that additional verified opinion, this before making the purchase. Make sure that you provide it, this by emphasizing the benefits, while justifying the downsides.
Point Of View
The content should be presented from the buyers point of view. What many write are filler articles, this in the hopes the readers will revisit their blog, this instead of convincing them to buy right now.
Ultimately, what these buyers are is seeking information, but the key difference is their priorities. So understanding what their intent is, allows for is the creation of better content.
To improve conversions, what’s needed is prioritizing the cold hard facts. The content needs to fit and remain interesting and relevant enough, so that they’ll continue to read.
This can’t be accomplished through idle chatter, but by persuading the readers how they can benefit from your brand or product.