123ArticleOnline Logo
Welcome to 123ArticleOnline.com!
ALL >> Marketing >> View Article

Making Your Sales Copy Sell Even In A Recession

Profile Picture
By Author: Karon Thackston
Total Articles: 29
Comment this article
Facebook ShareTwitter ShareGoogle+ ShareTwitter Share

by Karon Thackston © 2002
http://www.copywritingcourse.com
http://www.ktamarketing.com I was talking with a group of business associates the other day and one question popped up that was of particular interest. Is everyone finding that sales come MUCH slower these days? The answer from all on the call was a resounding yes! The next question won't surprise you What do we do about it? There is no doubt that individuals and business people alike are becoming more and more cautious with their money. Rather than buying anything and everything that peaks their interest, serious consideration is being given to each and every expense. That's natural in a recession. What that means is advertising copy has to work harder and better. No longer will a simple quip like, You'll love it or Be the first to own one work. You have to earn each purchase. You have to prove your worth. People who live and work in recession-laden times have specific criteria for making purchases. If your product or service qualifies, you get the sale. The ...
... challenge comes in determining what it takes to qualify. I've said it a thousand times: Before you write one word, get inside the mind of your customer. You have to understand who the person/business is, what they need, what they want and then give it to them. In a recession, the focus turns from trying to getting results. Those who might, in an ordinary economy, try something just to see if it would work will now demand proof of results. Those who would normally take a risk will now ask for guarantees. In order to build trust and create an atmosphere conducive to converting cautious visitors into customers, you'll need to make three things obvious in your copy: 1) Benefits. Yes, even novice advertisers know about features vs. benefits. But it is imperative that you fill your copy with as many of them as it will hold. In a recession, your customers will not wonder - but will demand to know - what's in it for them. Let them know exactly what they will get for their dollar/pound/euro. 2) Results. In addition to benefits, your recession weary customers will want proof of results. This can be accomplished in a variety of ways. Testimonials are the easiest, provided they are verifiable. You can also use online demonstrations, case studies or a number of other effective methods of showing that your product/service works. 3) Guarantee. If - for whatever reason - your product/service does not perform as expected, your customer will want a safety net. Provide a guarantee or warranty to make them feel safe about spending their hard earned money. 4) Repetition. Lastly, don't be surprised if it takes multiple exposures to your offer before a purchase comes. Instead of the usual 7-9 exposures, it may very well take 10-14 before sales come in. There are several reasons for this. Customers may need to consider, and reconsider, your offer before buying. They might need time to raise the cash to pay for your product/service. Expect - and plan for - slower conversions. Give the customer what he/she needs to make a comfortable decision. By changing the focus of your copy to meet the qualifications of those cautious buyers in a recession, you will be able to convert leads to sales more quickly. FINALLY! The 1st copywriting course that takes you step-by-step through the process
of writing emotion stirring, profit generating copy AND gives you the LIVE feedback you need to succeed! Get it today - with THREE FREE bonuses! http://www.copywritingcourse.com or http://www.ktamarketing.com FINALLY! The 1st copywriting course that takes you step-by-step through the process
of writing emotion stirring, profit generating copy AND gives you the LIVE feedback you need to succeed! Get it today - with THREE FREE bonuses! http://www.copywritingcourse.com or http://www.ktamarketing.com

Total Views: 290Word Count: 629See All articles From Author

Add Comment

Marketing Articles

1. Digital Marketing Companies In Ghaziabad: Why Hobo E Services Stands Out
Author: Hobo e Services

2. Boost Your Engagement With Expert Email Marketing Services From Delhi’s Top Digital Marketing Freelancers
Author: Nandita

3. The Development Of Abm: The Reasons It's Increasingly Important For B2b Achievement
Author: tim seifert

4. The Cost Of Not Using A B2b Sales Lead Generation Agency
Author: Demanday group

5. The Ultimate Guide To Choosing The Perfect Toilet Cubicles For Your Restroom Renovation
Author: cubiclexpress

6. Digital Marketing Agency For Small Business: Unlocking Growth With Hobo E Services
Author: Hobo e Services

7. Top Website Designing Services Near Me
Author: Nilesh Jire

8. Dominating The Digital Space: Mastering Paid Search For Maximum Roi
Author: Tahir Lateef

9. The Top 3 Abm Marketing Tools For 2024
Author: SalesMark Global

10. Social Media Marketing Agency
Author: Smith Jones

11. Unleashing The Power Of A Digital Marketing Company In Ghaziabad: Spotlight On Hobo E Services
Author: Hobo e Services

12. Top 10 Benefits Of Using Facebook, Twitter, And Instagram Widgets For Website Engagement
Author: richard

13. A Beginner’s Guide To Crafting A Winning Demand Generation Strategy
Author: tim seifert

14. Top 10 Social Media Wall Tools For Conferences & Events In 2024-25
Author: richard

15. Top Social Media Marketing Companies: A Spotlight On Hobo E Services
Author: Hobo e Services

Login To Account
Login Email:
Password:
Forgot Password?
New User?
Sign Up Newsletter
Email Address: