It is said that the pen is mightier than the sword. That is so
true especially in internet marketing where there is very little
face-to-face interaction between the marketer and the prospective
customer. Therefore, it is imperative for internet marketers to
'speak' to their prospects through what they write. Successful
internet marketers have learned the art of communicating through
powerful, compelling copy that almost hypnotizes their prospects
into buying their stuff. How do they do it?
Successful internet marketers employ certain tried and true
principles of sales psychology in crafting their copy. Here are
some of those principles.
People respond to friends more than to acquaintances. The
exception is with someone so well-known in his field of
expertise, like Tony Robbins in self-improvement. Then people
would readily trust in such an expert rather than their close
friend but only when it comes to that expert's area of expertise.
In every other situation, all things being equal, people trust
their own friends more than mere acquaintances.
Thus successful internet marketers know how to befriend you to
gain your trust. They do so in their sales copy and subsequent
follow-up messages. For example, the tone of their words would be
friendly, informal and personable, using personal pronouns as
much as possible. You get the feeling they are talking to you as
if you have known each other for decades. So their emails would
contain your first name rather than 'Dear Sir' or 'Dear Madam'.
Another way successful internet marketers befriend you is by
identifying with you in the problems or issues you might be
facing. If you are reading a website about improving your golf
swing, the marketer might tell you how terrible his own swing was
not too long ago. He speaks as though he were you! Or supposing
you are reading a website about internet marketing, the marketer
may well tell you that he is very fed-up with all those gurus who
mislead newbies like you and that he knows how you feel because
he was once misled also.
Bear in mind that at times the words you read are actually
ghost-written. Obviously no one internet marketer can be
experienced or knowledgeable in so many fields (niches). That's
why all marketers use pen names at times. This way, they assume
different identities according to the different niches they
market to. All these methods are not wrong, as long as the
marketer delivers useful content in a sincere, non-manipulative
and respectful way in all his correspondences with you.
So be aware of what the marketers are trying to do. There are
times you might need to take their words with a pinch of salt.
This leads to the second principle.
Be Your Own Guru: CreationOffice.com/software
A good novelist always starts by setting the scene of the story.
He gives you the big picture first before thickening the plot and
going into details. The successful internet marketer is no
different, except that the marketer does not have the luxury of
wasting words. He knows he only has 5 seconds to engage with you
otherwise you would move on to another website at the click of
your mouse.
So the first step that every internet marketer makes in engaging
with you is to write an attention-grabbing headline. Headlines
using the words, "How to....", "Discover the ways to...." or "Who
else wants to know the...." are very effective in engaging with
you because it arouses your curiosity. By doing so, the marketer
quickly tells you what's in it for you. All this is well and good
but you must be careful of one thing.
Be careful to analyze the claims of the marketer. They must
fulfill two criteria. It must be believable (not just hype) and
it must be fair (minimum or no risk for you). Successful
marketers make their claims believable and fair through various
means. For example, they use testimonies of people who have
benefited from their products in the past. They may also show you
statistics of their own records (such as their income) or 'before
and after' photos of themselves. To make their offer fair to you,
most marketers give a money back guarantee or include lots of
bonuses with their main product.
Be Your Own Guru: CreationOffice.com/software
Everything the marketer has written thus far is geared towards
getting you to take action. It would be either to buy the product
or give your email address or some other form of action.
Successful marketers use two time-tested methods to do so. They
are urgency and scarcity (or a combination of the two). The
urgency method is by saying that there will be a price increase
after a certain time. The scarcity method is by saying there will
only be a limited number of units of the product sold. There are
modifications and combinations of these two methods.
With all this information, you can see through all the gurus'
methods of making you buy their stuff. This will help you be more
selective in buying as well as equip you to make your own offers
to your prospects as well.
Be Your Own Guru: CreationOffice.com/software
true especially in internet marketing where there is very little
face-to-face interaction between the marketer and the prospective
customer. Therefore, it is imperative for internet marketers to
'speak' to their prospects through what they write. Successful
internet marketers have learned the art of communicating through
powerful, compelling copy that almost hypnotizes their prospects
into buying their stuff. How do they do it?
Successful internet marketers employ certain tried and true
principles of sales psychology in crafting their copy. Here are
some of those principles.
1. Personalization
People respond to friends more than to acquaintances. The
exception is with someone so well-known in his field of
expertise, like Tony Robbins in self-improvement. Then people
would readily trust in such an expert rather than their close
friend but only when it comes to that expert's area of expertise.
In every other situation, all things being equal, people trust
their own friends more than mere acquaintances.
Thus successful internet marketers know how to befriend you to
gain your trust. They do so in their sales copy and subsequent
follow-up messages. For example, the tone of their words would be
friendly, informal and personable, using personal pronouns as
much as possible. You get the feeling they are talking to you as
if you have known each other for decades. So their emails would
contain your first name rather than 'Dear Sir' or 'Dear Madam'.
Another way successful internet marketers befriend you is by
identifying with you in the problems or issues you might be
facing. If you are reading a website about improving your golf
swing, the marketer might tell you how terrible his own swing was
not too long ago. He speaks as though he were you! Or supposing
you are reading a website about internet marketing, the marketer
may well tell you that he is very fed-up with all those gurus who
mislead newbies like you and that he knows how you feel because
he was once misled also.
Bear in mind that at times the words you read are actually
ghost-written. Obviously no one internet marketer can be
experienced or knowledgeable in so many fields (niches). That's
why all marketers use pen names at times. This way, they assume
different identities according to the different niches they
market to. All these methods are not wrong, as long as the
marketer delivers useful content in a sincere, non-manipulative
and respectful way in all his correspondences with you.
So be aware of what the marketers are trying to do. There are
times you might need to take their words with a pinch of salt.
This leads to the second principle.
Be Your Own Guru: CreationOffice.com/software
2. Engagement
A good novelist always starts by setting the scene of the story.
He gives you the big picture first before thickening the plot and
going into details. The successful internet marketer is no
different, except that the marketer does not have the luxury of
wasting words. He knows he only has 5 seconds to engage with you
otherwise you would move on to another website at the click of
your mouse.
So the first step that every internet marketer makes in engaging
with you is to write an attention-grabbing headline. Headlines
using the words, "How to....", "Discover the ways to...." or "Who
else wants to know the...." are very effective in engaging with
you because it arouses your curiosity. By doing so, the marketer
quickly tells you what's in it for you. All this is well and good
but you must be careful of one thing.
Be careful to analyze the claims of the marketer. They must
fulfill two criteria. It must be believable (not just hype) and
it must be fair (minimum or no risk for you). Successful
marketers make their claims believable and fair through various
means. For example, they use testimonies of people who have
benefited from their products in the past. They may also show you
statistics of their own records (such as their income) or 'before
and after' photos of themselves. To make their offer fair to you,
most marketers give a money back guarantee or include lots of
bonuses with their main product.
Be Your Own Guru: CreationOffice.com/software
3. Action
Everything the marketer has written thus far is geared towards
getting you to take action. It would be either to buy the product
or give your email address or some other form of action.
Successful marketers use two time-tested methods to do so. They
are urgency and scarcity (or a combination of the two). The
urgency method is by saying that there will be a price increase
after a certain time. The scarcity method is by saying there will
only be a limited number of units of the product sold. There are
modifications and combinations of these two methods.
With all this information, you can see through all the gurus'
methods of making you buy their stuff. This will help you be more
selective in buying as well as equip you to make your own offers
to your prospects as well.
Be Your Own Guru: CreationOffice.com/software
