We’re in a digital age.
A digital age where people are turning to the internet more than ever and consumer confidence in online shopping is up.
According to CNBC, on Black Friday, the kick off of the holiday shopping season, more consumers turned to online shopping than ever before.
Consumers spent 21% more than last year; over $3.34 BILLION. And, get this, over $1.2 BILLION worth of purchases were completed on mobile devices.
But while online sales were UP, the brick and mortar sales were DOWN tremendously.
The reason? The convenience of online shopping is trusted and readily available from anywhere in the world.
Now I’m sharing these stats with you today because it shows a global trend that’s happening right now.
A trend that you should be conscious of.
In today’s article, I want to talk to you about the importance of sales messaging.
In a world where you have approximately 15 seconds to GRAB the attention of your website visitor, a person who’s ready to take their wallet out and spend, it’s important that your messaging is clear and transparent.
Whether it’s a video, an email, or a written letter – the WORDS that you display are more important than ever.
A simple headline or email subject line can either attract or deter a visitor.
And over the years as a digital marketer, I’ve noticed an alarming trend.
People are learning how to create a website, create landing pages, get traffic, create amazing images, and create more social media presence…
But no one talks about the ONE THING that takes a visitor to a sale.
The words on the page, the words in your video, the words that sell.
Today I want to teach you 3 simple tips on how YOU can sell with just your words.
These words are what get your visitor to take out their wallet, enter their credit card information and BUY.
These are words that make you money.
1. Focus on Problems and Solutions.
When a visitor lands on your webpage or video, they are there for a reason. Maybe they landed on your page after a simple search or an advertisement, but either way, you’ve accomplished 50% of the job: getting that person to your page.
The next 15 seconds are vitally important. Your new job is to get their attention, address the problem, and show them the solution. Just like that.
Let’s look at two examples of headlines.
Headline 2 captivates you with solutions while touching on problems that you may be having: attracting, engaging, and converting your visitors.
Now re-read each headline.
Though they share a similar message, one is driven for problem/solution marketing and the other is designed to share what it is and what it does.
Which one do you think would convert better?
Here are the stats:
Headline #1 Conversion: 3.48%
Headline #2 Conversion: 6.56%
That means if you got 100 visitors to your page, you’d literally have TWICE the number of conversions or sales just based on that headline.
Why? Because you had 15 seconds to capture their attention and Headline #2 was able to help you DOUBLE the attention of that visitor.
2. Use Stories to sell.
Now this one gets tricky.
When it comes to this lesson, I think back to a TV show I loved watching in the 90’s and early 2000’s called Seinfeld.
Seinfeld was a show about absolutely nothing.
But it was one of the most popular and legendary sitcoms in the United States during that time.
Why? Because it used stories. Each episode always had a start, a middle and an end.
Regardless if the story had a real meaning or even a lesson, people were engulfed by a tale that helped them relate. It hooked them into the messaging.
Instead of attempting explain this, let’s do it by example again:
Email example #1:
Email Example #2:
Now when you read each of these, you quickly realize the dramatic difference.
One is straight to the point. It doesn’t give you enough time to relate nor does it really intrigue you.
And the other, tells a tale of pain in a person’s life and the story of what they did to find the solution.
Now if you guess Email Example #2 was the BETTER one, then you’re correct. Example #2 is a story based email which helps capture your audience’s attention to get you more CLICKS which in turn will make you more sales.
Let’s look at the stats between these two by Click Through Rate (the # of people that read the email and clicked through):
Email Example #1: 14% Click Through Rate
Email Example #2: 38% Click Through Rate
Now again, if you had 100 people OPEN this email and 14 people clicked through – that’s 14 people that could make a purchase.
Versus the 38 people that clicked through on the second email.
Which one do you THINK would give you a higher chance of making sales?
Finally, let’s do one more tip.
3. The importance of the “Ask.”
The #1 fear I see when it comes to people who are starting online is the ASK.
I’m talking about ASKING for something to happen.
Asking your visitor to take an action. Regardless if it’s clicking on a button, putting their email address into a box, or even clicking on another page.
Simply asking someone to do something is simple, but creating that psychological drive, the desire to follow your instructions or the “WANT” to follow through is a whole different experience.
You see, the WORDS that you use can completely change the action of a person on your page.
Let’s get into examples again – this time we’ll do a few to get your mind “moving.”
Example Buttons #1:
Example Buttons #2:
Now… you see these are two groups of buttons that you could have on your site for your “ASK.”
And you’ve probably seen both on a site before, which may or may not have inspired you to take action or exit the page.
If you guessed Example Buttons #1 are the ones that will convert better, then you made the correct decision.
These are proven words that we use to get people to take action.
Let’s try this example one more time with words that make action happen:
Example Pre-Action Words #1:
- Enter your email below and get access.
- Enter your email and let us send your gift to your email.
- Enter your email and get access to [PRODUCT NAME].
- Click on the button below to get your access today.
Example Pre-Action Words #2:
- Enter Your BEST Email and Get Instant Access Today!
- Enter Your Email Below And Let us Email You Your Gift Right Away!
- Step 1: Enter Your Email Below & Get Instant Access to [PRODUCT NAME]!
- Click on the button below to get INSTANT ACCESS!
Again, as you can see, each set shares the same message but gives a completely different feel.
And in our case studies, one of these typically generates over 50% MORE action by the users.
So… after reviewing the two examples, which would YOU rather click on?
If you picked The Pre-Action Words #2 you’re on the right track.
Now these examples I made were SUPER transparent and simple. This was my way of sharing how important WORDS are to sell.
If you take these and push them to a long format sales letter, video, or email, suddenly there are multiple elements that come into play.
From the headline, to the body, to the call of action, even to the words in an email, it’s WORDS like these that help create the PERFECT message or the PERFECT sales page.
With that being said, the entire point of this article is to teach you that WORDS play a very important part of SELLING. And the way words can make a dramatic difference in your online success.
In the comments below I want you to tell me the example that YOU felt was the best and why!