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Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy

Veloso, Maria
If you fail to sell your web visitors on your primary product at the full price but succeed in selling them the same product (or perhaps a different product) at a lower unit of sale, you recover the effort and cost of getting viewers to your website and plug them into your income stream. Even if you don?t make as much profit on each of these sales, you recover costs, which adds to your overall profitability. More important, you turn someone who might otherwise never have done business with you into a customer, and, of course, those customers have a lifetime value since they will be buying future products from you.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3569-3573 - Your Highlight on Page 180 | Added on Sunday, 8 September 13 01:09:36
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Why is this powerful? According to Robert Cialdini, ?Writing is believing.? When you ask your readers to write down (or, in this case, to type out) the things they desire, they admit the need for your product or service. In addition, a written commitment is more lasting than a mental commitment. When you write out a commitment, you have a greater likelihood of following through than if you don?t write it.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3561-3564 - Your Highlight on Page 179 | Added on Saturday, 7 September 13 09:32:31
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In a custom lift letter that I wrote for Underground Health Reporter, I used a fill-in-the-blanks questionnaire type of involvement device (See Figure 7.4). The product that was being advertised was Natural Health Dossier, a subscription-based health publication featuring powerful health breakthroughs researched and compiled by doctors and research scientists. Since there was a massive amount of information being presented on Natural Health Dossier?s sales landing page, I decided to distill that information into four intriguing fill-in-the-blank questions that not only got readers involved but also made them curious to learn the answers to the questions.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3550-3554 - Your Highlight on Page 179 | Added on Saturday, 7 September 13 09:31:44
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The Earnings Calculator featured as an emotional mechanism in Chapter 5 (see ?The Cyrano Effect? section) is yet another example of a device that effectively involves people with your copy, giving them another reason to stay at your website and find out what you have to offer.
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Interactive software programs are now available through which you can have a multiple-choice involvement device, such as the preceding one, on your website. When your website visitor checks one of the options, the ensuing copy on the webpage dynamically changes and is personalized with appropriate benefits and an offer suitable for that specific target audience. One example of such software is called Interactive Sales Letter, developed by interactive software developer Scott Stevenson.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3532-3535 - Your Highlight on Page 178 | Added on Saturday, 7 September 13 09:31:06
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The website www.1MinuteCure.com utilizes an involvement device (Figure 7.3) in which website visitors are asked to check the boxes next to the diseases that they or the people they know are suffering from. This device effectively compels website visitors to raise their hands and identify themselves as being the prospects for the book the website is selling. This is a superior way to grab visitors? attention rather than simply making a catch-all claim that the information in the book could potentially cure the whole gamut of diseases.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3507-3512 - Your Highlight on Page 175 | Added on Saturday, 7 September 13 09:27:46
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VWorker.com.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3503-3503 - Your Highlight on Page 175 | Added on Saturday, 7 September 13 09:26:11
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Figure 7.2 shows an example of an involvement device used on a website that sells a real estate investment course. The quiz does two things: It gets prospects involved and makes them curious enough to click on a text link (?Click here for correct answer?) to learn something they don?t know?something that whets their appetite for the product being sold. When respondents click on the text link, a small pop-up box reveals the answer. They are not taken to another webpage, which potentially could take them away from the intended sales path.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3498-3501 - Your Highlight on Page 174 | Added on Saturday, 7 September 13 09:26:06
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The Jewelry & Watches division at Amazon.com employs a similar involvement device. Its website uses a wizard that enables visitors to create a diamond ring to their specifications by answering four questions (visitors click on radio buttons to select their preferred shape, number of carats, type of metal for the setting, and the setting style). When a web visitor answers all four questions, he or she can preview the ring, then select the diamond quality and ring size. The wizard recommends a ring from the jewelry inventory and gives the price of the ring and ordering instructions. This is a more effective approach to choosing a diamond ring than viewing hundreds or thousands that are available.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3492-3497 - Your Highlight on Page 174 | Added on Saturday, 7 September 13 09:25:40
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The Home Theater Wizard asks a few simple questions of the web visitor, about budget, room characteristics, listening preferences, and equipment setup. The web visitor clicks on check boxes to answer the brief questionnaire, thereby becoming effectively involved. Based on the answers given, the Home Theater Wizard recommends one of the company?s preconfigured home theater systems customized to the customer?s wants and needs. Since there?s no way the company could know what web visitors are looking for in a home theater system, and it offers more than 350 different combinations of speakers from which to choose, the involvement device gets visitors to participate in customizing a system for their needs. In the process, the device causes casual web visitors to stay on the website (instead of clicking away) and take a close look at its product offerings.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3486-3492 - Your Highlight on Page 173 | Added on Saturday, 7 September 13 09:25:26
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As of June 30, 2012, the estimated number of webpages indexed by Google, Bing, and Yahoo! Search totals 7.38 billion pages. You need to know about every involvement device that will cause your website visitors to stay longer than the eight seconds a website is usually accorded.
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In many ways, the Trifecta Neuro-Affective Principle is similar to debate procedure in that it encompasses more than just logical argument and the presentation of research findings; it also includes persuasion that appeals to the emotional responses of the audience. In a debate, the central topic that the opposing sides seek to resolve is called the proposition or resolution. In selling situations, its counterpart is the unique selling proposition of a product or service. The arguments of those in favor?the affirmative side?in a debate are very much like sales arguments that utilize the Trifecta Neuro-Affective Principle. The principal objectives of both the debater on the affirmative side and the salesperson/marketer/copywriter are ? To support, prove, and defend their respective propositions through reason buttressed with research (redefinition) ? To destroy the opponent?s arguments (resistance) ? To appeal to the audience?s emotions (resonance) Successful completion of the three objectives constitutes the critical mass that wins the debate or closes the sale.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3441-3452 - Your Highlight on Page 170 | Added on Friday, 30 August 13 00:33:28
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While these bullet points convey benefits that the prospect might find desirable, they?re all leaning toward employing only the redefinition trigger (i.e., they redefine what website creation would be like with the use of WebGenius). Since the bullets don?t attempt to cause the prospects to identify with the product or its users, nor do they overcome the objections that might be lurking in prospects? minds, they will get a sense that something?s missing. They may not be able to put it into words, but it?s the vague feeling that you haven?t told them enough for them to take the next step toward buying.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3434-3438 - Your Highlight on Page 169 | Added on Friday, 30 August 13 00:28:06
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Take a look at the following three bullets that a copywriter might consider using to convey the benefits of owning the WebGenius website creation software: ? Create a high-performing website in a small fraction of the time it currently takes you. What would normally take 10 hours per website in Dreamweaver or another web design package will take 1/10th of the time with WebGenius. ? Optimize your new websites to rank well with the search engines, increase your websites? ?findability? on the web?and drive a consistent flow of traffic to your website. ? Make changes to your website with the greatest of ease. With the Page Layout section of WebGenius, make all the changes you wish to make?and all the changes will be instantly reflected in all your existing pages and any new pages you create.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3425-3433 - Your Highlight on Page 169 | Added on Friday, 30 August 13 00:27:53
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It bears repeating that, whenever possible, you must present a concept in three ways?not just any three ways but the three ways in the right sequence that give people a sense of completion. Together, they must hit the main cornerstones that constitute a satisfying purchase decision. And those cornerstones are the three principal triggers of the Trifecta Neuro-Affective Principle.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3422-3425 - Your Highlight on Page 168 | Added on Friday, 30 August 13 00:27:24
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Here?s how this cyber bite can be abbreviated into a 50-word advertisement that still employs the three triggers: ?The most intelligent website creation software ever designed for Internet marketers.? 83% of users switched from using Dreamweaver. WebGenius combines the functionality of the best html editors and 12 Internet marketing applications. Easy-to-use, intuitive?lets you create a website in 15 minutes. You?ll never hire web designers/programmers again.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3418-3422 - Your Highlight on Page 168 | Added on Friday, 30 August 13 00:27:18
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Here?s how a cyber bite would look in a bulleted product description: WebGenius is the only website development software that lets you build a high-performing website equipped with powerful Internet marketing functionality?in as little as 15 minutes. Your website will practically market itself! ? Users call this ?the most intelligent website creation software ever designed for Internet marketers.? ? 83% of users switched from using Dreamweaver because of WebGenius?s powerful and easy-to-use suite of applications no online entrepreneur can do business without. ? Combines the functionality of the best html editors on the market and 12 Internet marketing programs and applications?you?ll never need to hire costly programmers or web designers again!
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3400-3408 - Your Highlight on Page 167 | Added on Friday, 30 August 13 00:26:42
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Following is an example of an effective cyber bite: Permanent Hair Removal Without the Pain of Electrolysis?and at a Fraction of the Cost of Laser Hair Removal ? Patented handheld hair removal appliance sends a painless radio frequency to the hair shaft, deadening the hair at the root?unwanted hair is gone forever and won?t grow back! ? Approved by the FDA as Medically Safe Technology ? 5,000 of these appliances sold out on QVC in less than 5 minutes! It?s easy to see why this advertisement is irresistible. It not only articulates its unique selling proposition in the headline but also employs the resonance, redefinition, and resistance triggers in its three benefit bullets.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3386-3395 - Your Highlight on Page 167 | Added on Friday, 30 August 13 00:25:12
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Only when you have this consumer insight can you develop a unique selling proposition (USP) that highlights the benefit sought by your target customers, and one that speaks to their needs.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3383-3385 - Your Highlight on Page 166 | Added on Friday, 30 August 13 00:24:33
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Before you attempt to apply the Trifecta Neuro-Affective Principle in writing a cyber bite, however, you must first put on your customers? hat so that you can gain consumer insight?what your target consumers are saying and thinking and what truly matters to them. As Robert Collier once wrote, ?You must enter the conversation that?s already happening in your prospect?s mind.?
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3380-3383 - Your Highlight on Page 166 | Added on Friday, 30 August 13 00:23:57
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If you were allowed to include only three benefit bullets among the dozens that your product or service offers, which three would you choose? The answer most copywriters would give is invariably one that involves your personal judgment or opinion. No matter how experienced you are in marketing or copywriting, or how well you know your product or service, using your own judgment seldom hits the mark. The way to increase the likelihood of hitting the bull?s-eye is by applying the Trifecta Neuro-Affective Principle.
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when short copy is identified as the best route to take, the Trifecta Neuro-Affective Principle can be used to deliver just the facts to your prospects in the most compelling method and sequence.
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The major paradox in getting a prospect to change his or her mind in favor of your product or service lies in the strong beliefs, views, and perspectives that are resistant to unfamiliar, contrasting, or opposing propositions. Therefore, identifying objections or resistances and overcoming them is essential in enabling the facilitating factors of resonance and redefinition to create the mind-changing effect you want.
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy - Veloso, Maria Location 3243-3246 - Your Highlight on Page 158 | Added on Thursday, 29 August 13 21:53:47
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Resistance
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If you can present a concept in three ways, each one appealing to a different sensibility or intelligence, you make your concept accessible to more people. After all, some of your prospects are more likely to embrace concepts explained to them in a narrative fashion, for instance. Others may be moved primarily by argument, with its logically ordered propositions, while still others might relate to quantitative entries.
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Other possible forms of representation include graphic, linguistic, humorous, aesthetic, numerical, experiential, and even existential.
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For example: ? Narrative: consists of telling a story or case study related to the sales proposition or the people and circumstances surrounding it ? Quantitative: consists of using finite, measurable examples that support the sales proposition ? Logic: consists of identifying the key elements or factors that come into play and exploring logical outcomes that support the sales proposition
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Redefinition Your sales proposition becomes convincing to the extent that you can redefine the prospects? understanding of a concept such that it causes them to see things in a brand-new way?that is, your way. It becomes even more convincing when it lends itself to representation in a variety of forms, with each form reinforcing and rounding out the others. Since every human being has multiple intelligences, entry to the belief system via a number of different routes corresponding to our different human intelligences is essential.
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The three principal triggers of mind change are resonance, redefinition, and resistance.
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Emotional Resonance
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the extent that you?re able to have your prospects believe that you?re just like them or that you understand their problems, pain, and predicaments, you have the power to influence what they will believe and how they will act.
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You need to streamline your concept, topic, or sales proposition to the essential triad.
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Since people buy on emotion and justify their purchases with logic, when your buyers are prompted to give a reason why they bought your product or service, it would be easy for them to declare, ?I had three good reasons,? and then recite them quite effortlessly. This memory goes a long way toward cementing customer satisfaction.
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three is the minimum number that human perception considers a pattern. If something happens once, it?s merely a fluke. If it happens twice, it?s a coincidence. But if it happens three times, people begin to draw conclusions.
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Why is a series of three so powerfully persuasive? One reason might be because three is the most abbreviated way to convey a spectrum?such as in the threesomes of good, better, best; morning, noon, night; thoughts, words, actions; minimum, maximum, optimum; birth, life, death. The spectrum, which also delineates a continuum, then affords us a sense of completion, and anything more would be superfluous. We get the whole picture already, albeit in shorthand.
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Hire specialists. Work together. Pay for results.? (tagline of Elance.com)
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Send. Sign. Done. (trademark of EchoSign)
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Ken Kragen, who successfully managed the careers of some of the world?s most important entertainers, including Kenny Rogers, Lionel Richie, Trisha Yearwood, Olivia Newton-John, the Bee Gees, and the Smothers Brothers, uses the magic of three to catapult his clients to stardom. He determined that it takes three highly visible media events occurring within a short period of time to take a person from obscurity to fame.
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One extremely powerful method of changing someone?s mind is by presenting multiple versions of the same concept. In my experience, as well as in most cases that I?ve observed, the optimum number of versions that has the highest likelihood of making an impact is three.
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At any given point in your online sales process, your prospect has a level of interest that ranges from apathy through mild interest, medium interest, strong interest to sold. (See Figure 6.1.) Your prospects also have various levels of skepticism ranging from extremely skeptical to distrustful, reserved, accepting, believing, and, again, sold. (See Figure 6.2.)
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