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Persuasive letter to buy a product

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Persuasive letter to buy a product
December 12, 2018 Wedding Anniversary Wishes 5 comments

How can you write persuasive sales documents like these that make working customers want is no different from what you want when you're looking to buy. “ Nobody cares about your products and services (except you).

Here’s a handy little checklist for any copy you write that tries to get someone to do something …

The best part is, it’s so simple you won’t have to look it up, or write it down 500 times to make it second-nature.

Whether you want to get an opt-in for your email list, a new blog subscriber, to make a sale, or just inspire readers to support your favorite cause, start with the 1-2-3-4 method. You can add all of your favorite copywriting tricks to make it work even better, but with the 1-2-3-4 elements in place, you’ll have the most important bases covered.

Here’s the formula in a nutshell:

  • 1. What I’ve got for you
  • 2. What it’s going to do for you
  • 3. Who am I?
  • 4. What you need to do next

1. What I’ve got for you

If you want to persuade, you’ve got to let folks know what they’re in for.

What’s your product? What does it do? Who is it for?

Start with a simple overview, a birds-eye look at what you’ve got to offer. Here’s an example:

A step-by-step home study course that teaches struggling entrepreneurs how to bring in more customers.

Before you elaborate on that too much, go immediately into #2.

2. What it’s going to do for you

Here’s where we talk about the great benefits of taking the action you want your reader to take.

Now Featuring Benefits!

For some reason, the distinction between benefits and features is hard to remember. But “what it’s going to do for you” is much easier to keep in mind – and it’s the same thing.

What’s better about life with your product?

Describe the end result, the “after” picture once your customer has bought your product and used it as you recommend. Let the reader know how your product helps her reach the goals that matter most to her.

For example:

You’ll have more confidence, less stress, and you’ll have a simple, proven plan for smoothing out those awful cash flow gaps in your business.

Now circle back to #1 for a bit — What I’ve got for you

Now we unpack the rest of #1: what’s in the product.

What’s in the box?

These are the “features” of your product or service. They’re important, although they’re not as important as the benefits. But if you gloss over the details of what your product or service actually contains, people will be nervous about putting their money down. And as we know, nervous people don’t buy.

The best way to list features is usually a series of fascinating bullet points. Include enough specifics to make the product feel valuable:

  • More than 30 hours of action-oriented MP3 lessons, with complete optimized transcripts.

Also include compelling teasers that are vague enough to create a curiosity “itch.”

  • The three most damaging and expensive mistakes new businesses make, and the easy way to fix them.

When you can, attach a benefit to each feature.

OK:

  • Next-action worksheets come with every module.

Better:

  • Next-action worksheets come with every module, so you can take what you’re learning and immediately put it into action.

Bullet points are a “secret weapon” for copywriters because they let you make your point in a powerful, skimmable way, and they pull the eye in. For lots more ideas about how to write great bullet points, take a look at Brian’s article on Little-Known Ways to Write Fascinating Bullet Points

3. Who are you?

Whether or not you need this step depends on where you are with this particular reader. If she’s been reading your blog for a year, she knows you very well, so you may be able to skip it.

But most of the time, you need to establish that you’re a trustworthy and worthwhile person, and that you know what you’re talking about.

This is why good sales letters often include a photo near the top of the page. The photo can include some element that helps the reader like and trust the author. Babies and dogs are always winners here.

If your topic is gardening, a photo of you in front of your own great garden is a credibility-builder. And you’ve probably noticed that in weight loss, we always seem get a good look at the fitness guru’s terrific abs.

In the last lesson, we talked about the relationship-building power of the statement “I’m a lot like you.”

That’s what this element is pointing to — not just who you are, but how you’re like your customer, and what you offer that will benefit her. So it’s not actually about you after all — it’s about how you help her.

4. What you should do next

This is our old friend the call to action.

The reader needs to know specifically what to do next. Don’t just put a link in; tell her to click here.

Tell (don’t ask) the reader what to do right this minute to move forward with the sale. Be specific and painstakingly clear.

And of course, if you have a good scarcity element (like your terrific offer is going away in 6 days), you make that very clear here.

Every step of your persuasion sequence, whether it’s a short opt-in page or a months-long “sideways sales letter,” needs a clear and specific call to action.

Yes, you still need 1-2-3-4 for “free”

Once upon a time, you could offer any old junk for free and people would take it. The very word “free” seemed like it had magic powers.

But now, especially online, “free” takes some selling.

You’re competing for attention and time rather than money — and those are in very short supply.

So if you have a free special report to build your email list, or you’re offering a valuable free e-class or video, you still need to sell it.

1-2-3-4 isn’t just about exchanging dollars. It’s about motivating a specific, well-defined behavior.

The next time you see a really masterful sales pitch, try to identify the 1-2-3-4 elements. Look for it in infomercials, catalog copy, sales letters, and good product reviews.

Start spotting these persuasion elements “in the wild” and you’ll be on your way to becoming a more effective copywriter — a copywriter who sells.

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How to write persuasive sales copy Writing Persuasive Sales Copy. 1. Start with a Nobody wants to spend money to buy goods or services.

19 Persuasive Marketing Techniques For Product Descriptions That Sell

persuasive letter to buy a product

Persuading people to do business with you is tricky isn’t it? It’s harder still when you’re not in the room, and you’re relying on a written proposal or bid to secure a piece of work. How can you write persuasive sales documents like these that make working with you feel the best way forward? What do you need to say to make potential clients say ‘YES’?

Over the years (originally as a sales person and now as a business owner) I’ve discovered that the proposals, bids and formal tenders that get a resounding YES share the same attributes, and they’re very different from the ‘hard sell’ approach that you might think you need to take.

If you really want to inspire, motivate and persuade with your sales proposals then follow the 10 valuable principles below. They’ll up your win rate, and definitely make proposal writing less of a drag. Mastering the art of writing valuable, customer-focused sales proposals gives you an approach and process to follow which will cut the time you spend wondering whether you’re on track.

First, put yourself in your potential customer’s shoes

One temptation is to dive in and just start to write. The interest they’ve shown in your business is the green light to tell them how marvellous you are. Wow them with your USPs. The louder you shout the more likely you’ll win. Right?

The other temptation is to cut and paste everything you wrote for the last similar proposal, with a quick change of name to top and tail the document. No point spending too long before you know you’re getting paid. Right?

Neither over-effusive selling or sausage factory production line proposals are the best approach to take. As ever, the best place to start is to put yourself in a potential customer’s shoes. What do they really want to get from your proposal?

What potential customers want is no different from what you want when you’re looking to buy. When someone pitches to you, what do you want to know? And how do you want to feel?

Here’s my list of requirements. Anything I’ve missed?

Questions I want answered when evaluating any sales proposal:

  • Do they understand our business challenge, my personal challenge?
  • Can they help – do they have the capability?
  • Do they want to help? Do they have our best interests at heart?
  • How will they get us from A to B?
  • What results will we see?
  • What are they like to work with?
  • What are they all about? Does this match our requirements?
  • Why would they be the best choice for us?

These big customer questions frame the valuable proposal principles. They’re designed to ensure you answer the questions your potential client really wants to know, and make your offer feel like one they can’t possibly refuse.

Ten writing rules for winning sales proposals

1. Make your proposal customer-focused and relevant

Do the research, understand what matters to your customer, and tailor your proposal to his or her needs. Empathise and put their needs front and centre when writing the proposal (more ‘you’ than ‘we’). Think and approach it from the prospective client’s perspective. Sounds counter intuitive, but even when it comes to bids and proposals, valuable principles apply. Remember:

“Nobody cares about your products and services (except you). What people care about are themselves and solving their problems.” David Meerman Scott

If you think of a proposal of an opportunity to show how you can help and not as how you can sell you’ll be in the right frame of mind to write words that strike the right note.

2. Start with the context

Begin with the ‘why?’ before explaining the’ how?’ and the ‘what?’ Set the scene up front by playing back the customer’s challenge and opportunity first, and relating all subsequent messages and details in the proposal to their particular situation.

3. Tell a clear story

Be clear on the big, differentiating message and story you want to tell through the proposal. These take into account your customer’s real needs (which you’ve uncovered in prior conversations), your company’s brand story and USPs over the competition. Know what you want your proposal to be remembered for and get this message across clearly. Reframe your selling points and explain how they make a difference to that customer – why each point matters to them.

4. Talk about outcomes and value

Paint the picture of the desired future state, focusing on the difference you’ll make. Set out the after effects of working together, not just a brain dump of the features of your service. A throwing mud against wall approach can be tempting ‘we do this, and this, and this, and this’ but that’s not what a potential customer wants to know. They want to know what will be different and better in their business if they choose to get you on board. Apply the ‘So what?’ test to the points you’re making – why should the customer care?

5. Give the customer a map

Show the detail of how you will get from murky #1 to beautiful #2. Include a simple timeline, showing key deliverables, who’s doing what, and when. Setting out the process of how you will work together will make it easier for the client to visualise you getting the job done. A visual representation of your process – a map, or a timeline – is a good way to reassure potential clients that you’re capable of leading them to the desired place.

6. Get the tone of voice right (helping over selling)

To guide your tone voice operate by the help don’t sell, show don’t tell, talk don’t yell mantra:

  • Help don’t sell: A focus on proving how you help solve the customer’s problems (rather than just a list of your attributes).
  • Show don’t tell: Demonstrating expertise and value – through client stories and valuable content (not just saying how great you are).
  • Talk don’t yell: And a down to earth, jargon-free, conversational and very human writing style (a professional proposal doesn’t have to mean corporate and stuffy in tone).

7. Give ideas away for free

Prove your expertise by freely sharing your ideas as part of the proposal.

Raid your resource library and serve up links to the best and most relevant content (articles, research, blog posts, guides, models) to back up your proposed approach and help your prospects think differently. Be generous with your knowledge, and give the reader a new way of looking at the problem they want to solve. (Just to be clear, we’re not talking about doing the work here before you’ve landed the contract. Don’t spend time solving all the detailed specifics of their problem, rather demonstrate your approach and the aspects of your thinking that would be genuinely helpful.)

8. Commit to quality design

Designers rejoice! How your proposal looks is as important as the content.

Really great proposals need good design and high quality production to connect with the audience and make an impact. Style it to attract and focus the attention of the time-pressed reader. Pay attention to formatting. Make your words easy to read and a pleasure to look at.

Eye-catching visuals that get the message across quickly in a memorable way will really help too.

9. Appeal to the heart as well as head

People don’t buy on logic alone. In fact, they usually buy on emotion and then use logic to justify their decision.

The language and tone of your proposal appeals to their hearts as well as their heads. In explaining what you do you tell the bigger story of your business and its purpose, explain what your company stands for as well as what it does. Don’t be afraid to show your personality as a business in the design and wording of your proposal. Get some warmth into the proposal and you will stand out.

10. Set out a clear next step

Don’t leave them hanging. End your proposal by confirming what the next steps are and who will be in contact when. A very important principle (for all communications) and often missed.

Apply these winning principles to your next proposal

Use these 10 principles as a checklist for your next sales proposal:

Is it customer-focused and relevant enough? Have we set out the context clearly at the start? Is the big story evident throughout? Backed up by valuable content? Clear next step?

Apply this customer-focused approach to help you create kick-arse sales proposals that inspire, win hearts, minds and more of the right work.

The very best of luck. Do let me know how you get on.

Other ideas you might like:

The principles behind great sales proposals reflect the principles that underlie all great communication:

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The Most Persuasive Word in the English Language (Plus 3 Sales Letter Formulas That Put It to Work)

persuasive letter to buy a product

Product descriptions can make or break a sale. While they can be easy to overlook, choosing the right set of words, lingo, or images to include on your product page can compel even the most skeptical of customers to make a purchase.

Here’s a look at some great product description examples (and why we love them).

Oransi


Product Description:

  • Clean the air of Allergies, Dust, Asthma, Bacteria, Pollen, Mold Spores, Pet Dander
  • Rated #1 in Only Comprehensive University Study for the Performance You Need
  • Room air purifier removes 99%+ of Airborne Particles
  • Best for Bedroom, Office, Living Room, Basement
  • Lightweight and Easy to Move
  • Activated carbon filter for light odors and gases
  • For smoke removal you are better going with the EJ air purifier
  • Max also available in 220V/50 for international markets
  • What's included: 1 Max HEPA Air Purifier / 1 Complete set of filters / User's Manual.

Why we love it: Not only does Oransi lay out the product’s key information in easy-to-read bullet point format, they also provide a very helpful Q&A section that answers basic questions about the product directly from the Oransi store owners.

Game Bibs


Product Description:Cheer on your favorite red and white team in eye-popping style with these red & white striped game bib overalls! Each pair is made of 100 percent cotton for a comfortable, breathable fit regardless of the weather and includes easily adjustable shoulder straps for fans with long torsos. Whether you’re on rickety bleachers on a Friday night or trying to get on television at the Sunday morning tailgate, our red & white striped game bibs will make you stand out in the crowd and leave an impression. These particular bib overalls are also great as casual Clauswear for any Saint Nicks who might be taking in a game during the holiday offseason!

Why we love it:Gamebibs doesn’t spend a whole lot of time on the fabric composition of their colorful merch; however, they do show real, actual people using it in their product photos and present helpful use cases in their product descriptions. It’s not a strategy that every ecommerce store can use in product descriptions. UGC — user generated content — is hard to develop organically, but if you’ve got a strong brand and appeal to folks who utilize social media — like college football fans — then it can be a great asset to your product pages.

Model Roundup


Product Description:AMT brings back BATMAN’S sleek super-plane, the BATWING, from Tim Burton’s blockbuster 1989 BATMAN film. This secret weapon against crime is fully equipped with plenty of the expected gadgets like its dual Gatling guns and front shears. It’s opening canopy reveals more detail like BATMAN’S sighting scope and the Caped Crusader himself in the pilot seat. This release features an updated metal support rod to hold the finish model above its bat-symbol base. All new eye-catching packaging along with updated decals and pictorial assembly guide round out the kit. Joker beware!

Why we love it: This product description is a great example of a niche product description that does a really, really good job of talking the talk to their customers, who are most likely Batman enthusiasts to the nth degree. By including specific details and demonstrating their deep understanding of the Batman canon, they’re developing trust and building rapport with new and returning customers.

Hillbilly Stills


Product Description:At Hillbilly Stills we carry some of the best moonshine stills for sale you will find anywhere and our Turn Key Distillery is certainly no exception. This is the perfect whiskey, rum, and moonshine still kit for the serious distiller. Build time as of right now is 4-6 weeks! The boiler included in this still kit comes with a ball valve drain on the bottom and the top opens to a 3'' inch neck. The 3'' pot still easily attaches to the boiler with an included tri-clamp. With the proper permits this moonshine still can make the product of your choice. Whether you’re doing a single run whiskey and rum or a double run for moonshine this still will do the job. Why attempt to build a still yourself when you can purchase your very own professional grade still from Hillbilly Stills that functions as well as it looks? We welcome micro distiller businesses or the most demanding craft distillers to try our moonshine still. You will love this setup, we guarantee.

Why we love it:Hillbilly Stills’ descriptions help you to imagine owning their product with statements like, “whether you’re doing a single run whiskey and rum or a double run for moonshine this still will do the job”. The company also mentions all of the bonus items included with the purchase of a product, which is always a big selling point for customers. By also noting the products various usage options, this description lets buyers see just how multi-faceted this wine barrel is. The product itself is unique and interesting, so Hillbilly Stills doesn’t need to rely on gimmicky sales pitches in their descriptions.

Hot Miami Styles


Product Description: *YAS GIRL! Walk in this navy velvet set and expect all eyes on you. Designed with a one shoulder unique crop top and fitted capri pants. *

Why we love it:Hot Miami Styles really knows who they’re targeting. By starting out their product description with “Yas Girl!” they’re showing that they’re part of the Insta-obsessed glitterati that shop for their brand of stylish apparel. If you know your customer base is using lingo, jargon or even memes to talk about the things they love, you would be smart to utilize it in your product description pages.

B. Witching Bath Co.


Product Description:Selected by House Beautiful Magazine as Best For The Bath. Our award-winning Natural Honey Facial Cleansing Bar is enriched with natural skin nourishing extracts, honey and royal jelly. Remove dirt and impurities from your sensitive skin with our all-natural cleansing bar. Our gentle formula is especially designed to help neutralize skin irritations. This therapeutic blend is great for all skin types, especially sensitive or problematic skin, gentle yet effective. Directions: Wet the bar, lather, massage into facial skin, avoiding the eye area and rinse thoroughly. 3.5 oz. bar

Why we love it: You know exactly what the facial cleansing bar does and are even given directions on how to use it. One thing that is particularly worth noting is B. Witching Bath Co.’s grammatical correctness. No one wants to purchase a product from a site when its descriptions are covered in sloppy grammar and spelling errors.

Custom Biogenics


Product Description:Custom BioGenic Systems V5000-AB/C Isothermal Carousel Liquid Nitrogen Freezers offer liquid nitrogen storage temperatures without liquid nitrogen contact. Liquid nitrogen is stored in our patented jacketed space in the wall of the freezer. This technology offers safe dry storage for your samples. With no liquid nitrogen in the storage area the risk of cross contamination and the safety risks associated with the handling of liquid nitrogen are greatly reduced. Our built in carousel can be safely rotated with an external handle, there is no need to reach inside the freezer and our square lid opening won't restrict access to square racks. All Isothermal Carousel freezers use our time tested and reliable 2301 controller with a dual temperature display, autofill and many additional features. Custom BioGenic Isothermal Carousel Liquid Nitrogen Freezers have an industry best temperature gradient that averages -193°C inside the storage area.

Why we love it: For a company that deals in complex, hi-tech cryogenic equipment, it’s important to make sure you provide all relevant information in your product description. Custom Biogenics is a great example of a company that is going out of their way to make sure they’ve got ample information on this freezer, which has the potential to be a confounding and confusing product purchase online.

For this particular product, they provide 150 words in their product description which lays out specs and provides valuable information on the product use and maintenance. It’s basically a user manual for their product.

The Sausage Maker


Product Description:

With the proper ingredients, success comes naturally. Here's everything you need to make a distinctive tasting sausage stick that will be sure to tingle your taste buds. Comes with complete instructions.

Kit consists of:
Dried Sausage Sticks Seasoning
InstaCure Powder #1
Hickory Liquid Smoke
Collagen Casings (19 mm)

Makes 25 Lbs.

Why we love it: Judging by the quality and variety of the Sausage Maker’s catalog, they makes no bones about being the go-to supply for home sausage maker, butchers and meat enthusiasts. However, if you scroll down to get details on one of their products, you’ll find a voice that is approachable, funny and delightfully off-beat. The Sausage Maker is a great example of a company having fun while being informative and trustworthy.

Got tips for writing the perfect product description? Share in the comments section below!

Here are some key ideas for your persuasive letter. .. Tell them all about the new product, including why they should buy it. Thanks! Yes No.

Persuasive Writing Examples

persuasive letter to buy a product

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People don’t read online; unless they’re about to spend money—then they scrutinize each word.

Design, SEO, and advertising can only get you so far. If you want to accelerate sales online, you need persuasive copy. According to Harvard Business professor Gerald Zaltman, 95% of our purchase decision occurs in the subconscious mind. Most marketers ignore how our brains work and fight against human psychology.

With a few persuasive writing techniques, you’ll be able to write compelling copy and sell more products.

“The principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.” Claude C. Hopkins

How to Write a Persuasive Product Description that Sells from Darren DeMatas, MBA

This is a mammoth post, so I added links to sections for you TL;DRs out there.

  1. Use Repetition To Make Your Claims Believable
  2. Use Maslow To Match Search Intent
  3. Turn Shoppers Into Buyers With Benefit-Focused Copy
  4. Use Forum Research To Get Inside Your Buyers’ Mind
  5. Use Sensory Words To Connect With Your Buyer’s Subconscious
  6. Use Scarcity To Boost Sales
  7. Use Micro Commitments To Turn New Customers Into Big Spenders
  8. Use The Blemishing Effect To Increase Trust
  9. Amplify Your Top Pages With Power Words
  10. Improve Ad Performance by “Borrowing” from Tested Copy
  11. The Disrupt and Reframe Technique (DTR)
  12. Use Buyers’ Words to Build Brand Preference
  13. Use the Endowed Progress Effect To Build Customer Loyalty
  14. Sway Buyers On The Fence With A Rhyming Sequence
  15. Be Ultra Specific
  16. Use Social Influence To Lift Conversions
  17. Use Mini Stories to Fascinate Readers
  18. Improve Message Recall with The Serial Position Technique
  19. Use The Priming Technique to Make Your Marketing Their Idea

1. Use Repetition To Make Your Claims Believable

Repetition is one of the easiest persuasive writing techniques. The more someone hears your message, the more believable it is.  This psychological concept is known as the ‘illusion of truth‘.

This technique is most effective when people are least attentive. Since the average online attention span is 8 seconds –  you better be repeating your benefits throughout your product page.

Step 1: Determine The Biggest Benefit Of Your Product

Hopefully, you’ll take me up on Tip 3 and create a feature/benefit list for your product. If not, don’t overthink it.  Go for the most obvious benefit.

The most obvious benefit for a jacket is weather resistance.

Step 2: Repeat The Biggest Benefit 3-5 Times

Most people will scan first before reading. So make sure you include your #1 benefit throughout your page layout. Include it in your headline, intro, subheads, bullet points and conclusion.

Take a look at this Calvin Klein jacket. Macy’s wants you to believe this jacket is weather-resistant. The product page gets the point across, without mind-numbing repetition.

2. Use Maslow To Match Search Intent

Remember Maslow’s hierarchy of needs from college? Maybe you forgot because you didnt get enough good sleep. Every time your prospect uses Google search it’s out of a deep psychological desire.

Your job as a marketer is to understand that need. Your copy will be much more persuasive, and it will rank significantly better in a Google search.

Step 1: Determine The Psychological Need Of Your Product

Your job here is to address the primary psychological need behind a search for your product. Some products can meet two. But we want to keep it simple and actionable, so pick one.

  • Are you selling make-up or jewelry? Esteem.
  • Are you selling organic food? Physiological.
  • Are you selling antivirus software? Safety and security.

Step 2: Use Words Suited For That Mental State

Tone matters a lot in writing. Once you are through with step 1, add some words from this article to your product page.

Step 3: Anticipate Questions About Your Product

Use the keyword research to find questions about your products. This will help you match search intent from a potential customer.

  1. Plug Your Product Page Into Google Keyword Planner
  2. Include When, Where, Why, What and How As Required Words
  3. Look for Concerns You Can Address On Your Product Page

Your goal with step three is to find concerns related to your product that you can address on your product page. If you still can’t find real product questions try this Twitter research trick from Ann Smarty.

Step 4: Connect Questions to Product Features

Some shoppers might be concerned about cleaning a leather jacket before buying.  Your sales page should briefly address that concern. The solution is easy. Add a simple bullet that turns the question into a benefit.

Ex: “Top-grain leather that cleans easily with a microfiber cloth.”

Your updated page meets psychological, emotional needs and overcomes objections a buyer might have. Sounds like a slam dunk to me. 🙂

3. Turn Shoppers Into Buyers With Benefit-Focused Copy

No matter what product you are selling, the benefit to your customer is a better version of themselves.  This is why it is so important to understand who your ideal customer is, what questions they have, and how you can help them. You’ll be wasting your time if you jam persuasive tricks into your copy. Even worse, you might come off like a manipulative idiot.

Here is a 3-step process to write benefits-focused, persuasive copy.

  1. Make a list of your product features.
  2. List actual benefits of using the product.
  3. List out how those benefits make your customer’s life better OR avoid problems.

Henneke Duistermaat has an entire ebook that goes into more depth about writing benefits-focused sales copy.  You can grab a copy .

4. Use Forum Research To Get Inside Your Buyers’ Mind

Would you be able to sell more products if you knew someone’s thoughts before they buy something? Of course you would!

You don’t have to do exhaustive primary research to find the right words to use, but you do you need to find out why people buy your product and use that language on your product or category page. Here’s how:

Step 1: Find Conversations about Buying Your Product

There is an online forum for just about any topic. A lot of times you, can find people who just bought a similar product, and you can see who they are and what they are chatting about. Type the following searches into Google.  Just replace  “keyword” with your product and “niche” with your industry.

  • “keyword” OR “niche” “just bought” inurl:forum
  • “keyword” OR “niche” “should I buy” inurl:forum
  • “keyword” OR “niche” “should i buy” “because” inurl:forum
  • “keyword”OR “niche” “just bought” “because”  inurl:forum
  • “need help with” “keyword” OR “niche”

The search term, “racing tires” “should I buy” inurl:forum surfaced 455 car enthusiasts talking about buying racing tires. This is like eavesdropping on a conversation between friends. No focus group needed. How’s that for marketing research?!

 Step 2: Read The Threads and Create a Quick and Dirty Persona

In this step, your goal is to create one (yes, only one) buyer persona.

  1. Open up a forum thread from Google search.
  2. Click on a commenter’s profile link.

If you can’t find info about their age, location, hobbies and profession take an educated guess. Your persona should also have a name.

Step 3: Collect Answers To The 5 Questions Below:

As you research the forum threads copy and paste answers to these questions.

  • Why did they buy?
  • What are their pain points?
  • What concerns did they have before buying?
  • What is important to them when buying this product?
  • What do they use the product for?

Step 4: Update Your Pages

It’s easy to forget that you are writing for a person when writing on the web. Understanding the mental state of potential buyers is the most powerful market research you’ll ever do. As you update your product pages, keep James Holley in mind. He is probably anxious to burn some rubber after a long week selling insurance.

5. Use Sensory Words To Connect With Your Buyer’s Subconscious

I’m not talking about fluffing your copy up with phony adjectives. Meaningless words like “high quality” or “state of the art” send your reader’s brain into glazed state. Sensory words describe and create a feeling.

Our subconscious collects sensory data (taste, smell, sight, hearing, touch). When information is registered, sensory areas of the brain are activated.

Step 1: Observe Your Product And Create A List Of Concrete Words

Create a table in Excel with sound, sight, touch, smell and taste as headers.  Observe the sensory details of your product. Don’t overthink this. If you can’t imagine it, it is not concrete. You don’t need to appeal to all five senses, and you don’t need a mega list.

After two minutes of examining the Crocs on my feet, I came up with these sensory words. Not brilliant, but it’s a start.

Step 2: Read Customer Reviews To Find Sensory Words

In this step, you are looking for words that describe your product and the environment of how it’s used. While reading reviews, I noticed people use Crocs at the beach and inside their house.

You don’t have to make this a grind. To combat information overload, sort the reviews by most helpful. Spend a few minutes on this step, no more.  After reading the first two pages of product reviews, you’ll be able to add some words that you hadn’t thought of.

Step 3:  Add Sensory Words To Your Product Description

When you tackle this step, give context to the words you use. For example, “blisters” is a very concrete, sensory word, but it is also negative. So your copy could say  “A flexible sole helps avoid foot pain and blisters from walking on hard tile floors.”

Compare our quickly crafted sentence with Kohl’s product description: “Crocs shoes are great for outdoor adventures.” (Yawn). No one buying shoes is looking for an “outdoor adventure.”

 

6. Use Scarcity To Boost Sales

Cialdini’s principle of scarcity states that desire to obtain something increases when there is a perception of limited availability. Research shows that scarcity increases impulse buying.

Don’t burn bridges like CoffeForLess with fake scarcity. Use this technique when you actually have a limited time offer or limited quantity.

Step 1: Create A Time Sensitive Sale

Select high margin or popular products. Install a countdown timer plugin, email your list and run a sale. There are a lot of plugins that can do this. Here are a few of them:

Step 2: Add A Limited Quantity Alert On Product Pages

Use a plugin to show visitors a message when your inventory is low.  Phrases like “Hurry! Only 1 left!” can help move customers to action. People get a thrill when they snag the last one. I know I do 🙂

Never pressure people to PUSH them into purchasing. Instead, use pressure to PREVENT them from procrastinating. There is a fundamental difference between the two. – Michel Fortin 

Thinking about using scarcity tactics on your product page?  Check out this in-depth article and be sure to take a non-scuzzy approach.

7. Use Micro Commitments To Turn New Customers Into Big Spenders

A high dollar sale on the first visit can be a big ask. Instead, use theprinciple of commitment and consistency. People want to be consistent. Once someone commits to something small, they are more inclined to continue the process.

How can you use this to increase sales?

Step 1: Ask New Customers if They Are Likely to Buy from You Again

Customers love getting an order confirmation emailed to them. Turn it into a marketing opportunity. Use automated email software like Klaviyo to add this question to the bottom of the order confirmation email:

“Are you likely to buy from us again?  Yes    No.”

Make the responses “Yes” or “No” hyperlinks so you can track if they are clicked.  You don’t want to set up a complicated survey, work it into your regular workflow and make it as easy as possible.

Step 2: Send a Coupon/Promo Code 

Customers who responded positively to your first email are likely to follow through with their original commitment. Incentivize them to be consistent by sending them a coupon to save $10 when they spend $150. The actual numbers will depend on your store. The goal is to turn them into a big spender.

You can even word the email like this:

A few weeks ago you said you would like to buy again from mystore.com. We wanted to send you a quick thanks for your recent order with a promo code to save on your next purchase. You can save $10 when you spend $150. Here are some of our most popular items (show images of products over $150). Promo code is good for 30 days.

When someone publicly declares they will do something, they are likely to carry through with that statement. This is also called the “mere-measurement effect.”

Tip: Send the same email to people who also said no. Just remove the first sentence.

8. Use The Blemishing Effect To Increase Trust

Trying to hide the negative features of your product? Researchers from Stanford suggests you shouldn’t.

Customers can tell when you write a product description that’s 100% positive fluff. Adding in a small dose of negativity can make your product more attractive.

We find that as long as the negative information about a product is minor, your pitch [to a consumer] might be more persuasive when it calls attention to that negative, especially if consumers have already learned some positive things,” –Baba Shiv

9. Amplify Your Top Pages With Power Words

A lot has been written about the psychology behind persuasive words. Here are “must have” words for your ecommerce site.

  • You:Using this word forces you to focus on how customers will benefit from doing business with you.
  • Free: Our brains are hardwired to respond to “FREE.” Don’t overdo it.
  • Because: Giving your reader a reason will make your copy more persuasive. Using because helps you trigger action by giving them a specific reason.
  • Imagine: Research suggests that imagining using or owning a product increases the desire to own it.
  • New: Using this word activates the brain’s reward center and makes products seem more attractive.

Now that you know the words to use, it is time to put them to work for you.

Step 1: Use Google Analytics to Find Your Top Landing Pages

Don’t try to update all your pages at once. It is too tall of a task. Use Google Analytics to find your top 3-5 product landing pages.

  1. Log in to Google Analytics
  2. Click on Behavior
  3. Click on Site Content
  4. Click on Landing Pages

Step 2: Update the Copy To Include Those Power Words

Chances are your home page is a top landing page. Be sure to include power words, like “Free Shipping” in global elements like headers.

Use power words at the beginning and end of your product page. Include them in bulleted lists too.

10. Improve Ad Performance by “Borrowing” from Tested Copy

When you’re writing persuasive copy, it’s easy to miss the forest for the trees. If you don’t analyze competitor ad copy, you’re missing out on insights from tested copy.

Step 1: Find Out Who The Big Advertisers Are In Your Niche

Type a keyword from your niche into SEMRush along with (adwords_historical).  In the example below, I used “work boots” (adwords_historical) to see all the companies advertising for that keyword. Look at their ads traffic price to get an idea of how much they are spending each month.

Stick with companies spending more than $10K per month. These companies are smart enough to test their ads and use the best performing ads the most.  Avoid megastores like Amazon or Overstock.com. You’ll get too much data to analyze. You want to write persuasive copy, not analyze data.

Step 2: Review Their Ad Copy

In SEMRush type in the big spenders domain with  (by uniq_ads) to see all of their ads. In the example below, I typed in workboots.com (by uniq_ads). SEMRush will show you the ads that have the most keywords. For a company spending $10K + on PPC, you can bet that their best ads get the most keywords. Look for common themes within the ads. Pay extra attention to any benefit-focused ads.

Step 3: Update Your Copy

Your competitors spend a boatload of cash figuring out which ads sell the most products. People who shop for work boots care about new styles and slip resistance. Focus on those points when updating your copy.

11. The Disrupt and Reframe Technique (DTR)

If you want a fast and effective method for influencing people, DTR is it.

Most of us go into auto-pilot mode when surfing the web. By disrupting your readers’ understanding on a typical phrase, you can knock them out of auto-pilot and reframe their thought process to give new meaning to the confusing phrase.

Apple’s entire marketing strategy is based on DTR.

Here is how you can do it:

  1. Add a bizarre or confusing statement in your copy: “Retina re-envisioned”
  2. Reframe it to give new meaning: “The moment you open the new MacBook, its gorgeous 12‑inch Retina display with edge-to-edge glass brings everything into focus. Every photo leaps off the screen in rich, vibrant detail.”

12. Use Buyers’ Words to Build Brand Preference

Have you ever bought a product because your friend told you it was “high performance” or “innovative”? No.

This is why you need to eliminate marketing speak and write for your ideal buyer.

Professional copywriters know that the most persuasive language comes directly from the customer (see Tip #28).  But why?

According to the Kellogg Marketing Faculty at Northwestern University, consumers seek comfort and self-expression in the brands they choose. By using your customers’ own words you can shortcut the persuasive writing process and help readers self-identify. Joanna Wiebe explains how to do this in her post, but here is the gist:

  1. Search for customer reviews for your product on Google, Amazon or forums.
  2. Copy memorable phrases directly from customers.
  3. Paste them into your product pages.

Don’t copy entire paragraphs. You’re looking for emotionally charged phrases to leverage into your copy. Here are some examples from racing tires:

  • “quicker acceleration, better braking, smoother ride, less wear on shocks”
  • “Lower weight is important, but traction is more important”
  • “meaner tire, they have great wet traction, they stick, lots of dry traction”
  • “Some people whine about them on wet roads, but I had zero hydroplaning issues and I drove them through winter here in the metroplex”
  • “with fresh rubber”
  • “I love spirited driving”

You want to sound like a customer, not a marketing company.

13. Use the Endowed Progress Effect To Build Customer Loyalty

You’ve worked super hard to get a customer, use the endowed progress effect to keep them buying from you.

Reward programs give your customers a sense that they are working towards a goal. By giving them a few extra free points, they will be more likely to buy from you again. Check out this study from USC.

To create an effective program you need:

  1. Reward program technology. Like a plugin or points system.
  2. A persuasive autoresponder email chain to let customers know they’re close to a reward.

Please don’t just use the boilerplate copy from the plugin. Be sure to cater it to your audience.

 

14. Sway Buyers On The Fence With A Rhyming Sequence

Research suggests that rhyming phrases are more believable.  I am not suggesting that your product pages sound like nursery rhymes, but the “rhyme as reason” effect can help persuade people who are on the fence.

Johnny Cochran, O.J. Simpson’s lawyer, knew about this cognitive bias.

If the glove does not fit, you must acquit.

Rhyming makes copy easier to remember and ideas easier to digest. This concept is also known as the fluency effect. Rand Fishkin has an excellent white board on this topic.

Here is how you can incorporate rhyming today:

  1. Boil your product or benefit down to the simplest word (ex. Weather Proof Jacket = rain)
  2. Go to Rhymer.com
  3. Find a word that rhymes with your product or benefit (ex. main)
  4. Add the rhyming phrase to the start or end of your product description  (ex. The Calvin Klein hooded windbreaker will be your main jacket to project against the rain.)

This exercise can be a lot of fun, and it will make your benefits more persuasive.  Don’t overdo it, Mother Goose.

15. Be Ultra Specific

Copy has to be credible to be persuasive. We are all bombarded with generic marketing claims all day long.  Precise details turn your ho-hum headlines, taglines and slogans into believable messages.

When it comes to selling products, details about problems or benefits make your copy trustworthy. Notice how the details describe the benefits of the raincoat material.

Constructed with durable, water-resistant, urethane-coated nylon taffeta and rustproof snaps; watertight bound seam construction. – REI

Ask yourself these questions to help you pull out the relevant details for your product page:

  1. What is your product made of?
  2. Where is your product made? 
  3. How is your product made?
  4. How many people have used it?
  5. Are there quantifiable features?
  6. Are size dimensions relevant?

When you start adding irrelevant details like the number of grooves on a pen grip, you’ve gone way too far.

Online shoppers are skeptical. Adding details helps people understand you are telling the truth.

16. Use Social Influence To Lift Conversions

As we saw in Maslow’s pyramid, belonging is a basic psychological need. This is why peer pressure works. Our ideas are validated when similar people share them: this is especially true for shopping online.

71% of online shoppers read reviews before buying.

Here are two surefire ways you can use social influence on your ecommerce site:

1. Add Product Reviews

Reviews help validate your claims. It is one thing for you to say “This backpack is durable.” It’s more impactful when a customer says the same thing. By simply adding a reviews widget, Express Watches increased conversions by 58%.

It is not enough to add a widget; you have to be proactive about getting them. Once you add the widget:

  1. Email customers who purchased your top selling products
  2. Offer them a discount or points for leaving a review
  3. Add an automated email asking people for a review a few weeks after receiving the products

2. Add a Recommended Products Widget

When people get stuck on a decision, they look to see what other people do. This is why a recommended products widgetcan help lift conversions. When people don’t find what they want, they leave. Providing additional suggestions to them might persuade them to check out other products.

17.  Use Mini Stories to Fascinate Readers

Stories that relate to your audience strengthen your brand position. If your story doesn’t, your copy will come off cheesy.

Do you remember James Holley from Tip #4? He will probably appreciate a mini story about peeling out in the office parking lot on a Friday night.  This story works because it’s:

  • Relevant to our ideal buyer and product
  • Simple and concise
  • Imagery is concrete and vivid

This mini-story would be a huge turnoff to Donna, 57, in New York City. She values safety and style when buying luxury tires.  Burning rubber would run her off your site. You’re job is to tell an unexpected story that will entertain your ideal customer. Something they won’t read on an Amazon product description.

Retailer J. Peterman is known for their unique product descriptions. Check out this one.

18.  Improve Message Recall with The Serial Position Technique

People remember what they saw first (primacy effect) or last (recency effect). Use this to your advantage. Put your best copy where it matters most.

Step 1: Begin with an Ultra Short, Benefit-Rich Product Summary

When you write copy for product pages, you have to consider the design. Once you see how the information is layered on the page, make sure to put your most persuasive copy right at the beginning. Keep it short and uncluttered.

Bonus SEO tip: Use your, ultra-short persuasive intro as the meta description to improve your click-through rate from searches.

Step 2: Rearrange Your Bullets

Readers love bullet points. Don’t rattle off a bunch of product features. Make sure that your bullets are a list of benefits. Give extra love to the first and last two bullets.

Step 3: End Your Product Description with a Persuasive Message

If someone reads your entire product description, chances are they are almost ready to buy. Don’t fizzle out at the end. Give them one simple, memorable reason why they should buy this product.

19. Use The Priming Technique to Make Your Marketing Their Idea

Priming is similar to the principle of commitment and consistency Both are used to influence subsequent behavior. The main difference is that priming is the process of tapping into the subconscious mind.

Numerous studies show the priming effect in action. For example, three groups were primed with different words (rude, polite, and neutral). The group shown rude words were most likely to interrupt the interviewer. In another study,  people who were shown sad faces 🙁 preferred mood-enhancing content.

Because people are influenced subconsciously, primes are perceived to be their own ideas. Remember the movie Inception? Same thing. When people think they are being “marketed to”, all bets are off.

Here are two ways you can use priming for your ecommerce site:

  1. Use homonyms to influence buying
  2. Use price priming to position your best products

Using Homonyms To Influence Purchase Behavior

A study from the University of Miami revealed that adding the words “bye-bye” in the web copy increased sales. This is because the word sounds like “buy.” You can use this on your product pages easily by using a sentence formula: “Say bye-bye to [problem] with [feature] that [benefit].”

Fuel can example: Say bye-bye to spilled gas with the locking nozzle that won’t leak.

As HubSpot points out, you can also say “Good-Bye” on your order confirmation page to subconsciously influence that a “good buy” was made.

Don’t go overboard. If you use this on every page, it will lose its effect.

Using Price Priming To Sell More of Your Popular Products

This is not really a “copy writing” technique, but it can improve your sales. You can influence customers’ value perception by placing your top products next to super expensive products.

A $600 watch seems less expensive when placed next to a $2500 watch. This subconsciously influences your visitor to think the $600 watch isn’t that expensive. This is the reason why the default price setting on many ecommerce sites is “high to low.”

Another strategy is to implement a “featured” area on your category page.

You can also use colors, images, and metaphors for priming.

Ready for More Sales?

Persuasive writing means marketing to the subconscious. This is where purchase decisions are made. We’ve gone through a long list of persuasive writing techniques. You don’t have to tackle them all at once. Pick one technique, and you’ll be on your way to improving product sales. Remember, moderation is key.

Enjoy this article? You’ll love my free ecommerce marketing course.

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