According to Zig Ziglar “every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust”.

That’s not just relevant to personal sales, in fact each of those is a crucial element in marketing copy.  Let’s take a look at them:

No Need.  That all comes down to good targeting; aiming your message at a carefully selected audience who will benefit from your product or service.  If your targeting is accurate, and your explanation of the benefits is clear, the need becomes obvious.

No Money.   Communicate value by showing the end result your product or service creates.  If the benefits are strong enough and the end result justifies the cost, then the value will outweigh any money concerns.

No Hurry.  Always ask for a response, and ask for it now!  As soon as your prospect thinks “I’ll come back to that later”, they are almost certainly gone for good.

No Desire.  As with need and money, it’s so important that you target the right message to the right people at the right time.  Then, of course they’ll want to buy from you.

No Trust.  Building trust online certainly has its challenges compared with a face to face business meeting.  Building credibility is a  fine balance between the tone and language of your copy, and the information you provide.  Testimonials, case histories, facts and data are important ways to support your claims; the About Us page gives a glimpse at the people behind the company.

When you look at those five obstacles, it’s easy to see why effective marketing copy is more than just a description of your wonderful product or service.  Like a good reporter, your copywiter has to ask “What, Where, Who, Why, When and How?” before the first word is even written.

Who is your ideal client?  What’s your value proposition?  What are your benefits?

Call 403-816-6255 if you need some help turning your passion and commitment for your business into a marketing message that resonates with your web visitors.

Visit www.wordsbywendy.ca to learn more about direct response copywriting