Higher conversion rates are the cornerstone of a high sales volume. If you’re serious about increasing profitability in your business, you shouldn’t leave a single stone unturned. Even 1% point increase in your conversion figure can have a profound impact on your income. A/B testing, value proposition, proof of results – everyone’s doing that! But sometimes, it’s the small, often-ignored tweaks that make the biggest difference in the effectiveness of your sales content. Things like using the English language in a more sales-focused way.
Future perfect tense
This involves using ‘will’ plus ‘have’ to indicate that an action will have been finished at a particular point in the future. It’s a great way add spark and drive to your sales message. The purpose of your sales letter is to help people solve a particular problem, and using future perfect tense is a way of letting them know that they’ll attain the desired results by a specific time. For instance, if you’re selling an eBook that helps people get abs, you could say something along the lines of ‘People spend months trying to get abs…wasting a lot of time and money on methods that do not work. With this guide, you’ll have attained a pretty, solid 6-pack by end of the sixth week.
Use the phrases ‘that’s why’ and ‘because’ even when you don’t think there was a connection between two things. The point of sales page content is to move the prospect through one message to the other, till they reach the part where you have your call to action. Transitional phrases are the easiest way to create cohesion between various sub-messages that make up your overall message. It’s a great way to keep things moving without losing the objective, or without scattering the prospect’s thought process.
And how’s this for an example?
“The 6-Pack eBook has already helped 1387 people just like you lose fat and attain elusive abs. That’s because it’s based on fundamental aspects of human physiology and psychology that a lot of other products in the market right now are ignoring.”
The Direct Address
Your sales content should directly address the prospect using the word ‘you’. This brings it up to life and lets the prospect know that you’re speaking directly to them. It makes them think that you’re proposing this particular solution for them. ‘You’ is a copywriting power word, and if you’re not using it to directly address your customers, you’re missing out on a big conversion opportunity.
The Control ‘If’
Have you ever tried to force a product or service on a prospect? It almost always doesn’t work! People will see you as desperate and suspicious. They’ll think that you just want to get their money. And you know what happens when potential customers start thinking like that? They move on to the next person who’s offering the same product or service as you.
So don’t choke things down your customers’ throat.
After making your pitch, ‘If’ is a powerful choice word that you can use to let them know that the choice is in hands. It helps you seal the deal!
“Only if you want, I’ll give you this market-crashing eBook for just $19.”
“If we could find a way to tackle with [the objection], would you sign the deal on [specific period of time]”.
“If we throw in [a freebie offer], would that convince you to seal the deal today?]
Get the point?
If you want to send your conversion rates through the roof, you have to get very good at the word games. Powerful sales people know how to use the English language to your advantage, and so can you! Start with these simple lessons and gradually work your way up!