Once possible customers land on your website, the chances are they have never observed of whatever you are promoting. But by the time they finish reading your web copy, you want them to be wondering how they ever before lived without it.
Creating desire for your product can be accomplished in a number of ways. The most common are to show that your product is the permanent solution to an aggravating problem that your customer is having.
For example, if you original info system is a music series on techniques to stop smoking, you want to frame your sales page so that your product is the fastest, easiest and most effective way to completely stop smoking.
The Pre-Sold Customer
There's a magic formula that car salesman knows that they don't often share with lay people: People don't walk into a car showroom because they don't want to buy a car. In almost every case, they may be there because they already have made the decision to buy a car and possess the money or credit to buy it. Generally, additionally, they would prefer to drive off in their new car as quickly as possible.
The same concept holds true when potential customers land on your website. It's as if they may be walking into your showroom. They haven't arrived there because they found your page randomly. They are there because they want to buy products like your own.
So as the creator of your sales web page, your job is simply to get them to do what they already want to do in the first place.
The quickest way to drive somebody to make a buy decision is to appeal to their emotions. Make use of standard sales techniques such as storytelling, social evidence, scarcity, and others to pull on the readers' heartstrings and encourage them to take the action that you want: To buy your product as quickly as possible.
How to Describe Your Product
When you describe whatever you are promoting on your website, you don't want to waste a lot of time on details unless they improvement the emotional story that you are selling.
Your prospective customers probably already are familiar with whatever it is you are promoting. So they don't need to know that your eBook is 425 pages long, or that your video series will come in five 12-minute episodes, and so forth.
Any descriptive words you use to advertise your products need to be there for a reason: To push your clients to make a buy decision.
Features vs Benefits
Most customers not necessarily thinking about what your method. What they really want to know is exactly what it will do to make their lives better.
Therefore rather than focusing on detailed features of your products, what you would like to spotlight to your readers is the benefits they will receive if they purchase your product.
For example, if you are promoting a course on how to convert your home to solar power, your visitors are much less interested in how many panels you will need or what the final electrical output is heading to be.
What they really want to know is that when they get your product they will have an overabundance independence, they can save huge sums of money, they are saving the planet by reducing their carbon footprint, and so on.
Put simply, features tell but benefits sell!
Power of Reverse Psychology
Another very effective sales technique is using reverse psychology to motivate your readers into wanting your product even more.
This is when you tell them - usually toward the end of your sale letter - that they may well not be the right customer for your product. For example, if you are promoting helpful information for how to improve your love life, toward the end of your sales letter, suggest that if your visitors aren't ready to make an emotional connection with another person and/or afraid of committing to a relationship, then they probably aren't the right person for your product.
This puts you on the defensive because, of course, those are precisely the benefits they want. Otherwise, they wouldn't be considering your product. Sometimes this can motivate them into making buy decision just to prove you wrong.
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