There is more to “swallowing your market whole” than Website Silo Architecture, multiple blog creations and inbound link campaigns. In fact we would venture to say the creation of copy that sells is more important than any of the aforementioned skills.
You need to have someone on your team write decent copy and you need to frame every online property with some sort of call-to-action. You also need to write copy in a way that deals with the Five Mental Obstacles that most human beings sequence through when they are confronted with content or persuasion of any kind.
The mental filters and barriers you need to “sneak past” while writing your persuasion content are as follows:
Mental Obstacle #1: (Lack of time)
They are in a hurry so they will ignore you. You need a good headline and hook.
Mental Obstacle #2: (Lack of interest)
Mental Obstacle #3: (Lack of a perceived difference)
You need to distinguish your promise and brand from everything else they have already seen.
Mental Obstacle #4: (Lack of belief)
The best way to move the reader’s brain into “belief” after you have created “contrast” is to show them, not merely tell them. This is where you add video demos and things like that.
Mental Obstacle #5: (Lack of Decision)
The primary way that most sales copy writers have moved somebody across the finish line to hit the “buy” button is to offer a “Bribe.” Be careful how you do this so you do not sound tacky. There are several other ways to get a visitor to take action, including “bundling” and price-value propositions.
As you can see, remembering all of these required “copy-chunks” can be a monumental task for a non-copywriter. copywriters are traditionally very very expensive. If you are outsourcing the more expensive writing in your online empire, you may want to include the above checklist just to make sure that your writer includes them all.
Doing all of this by hand can be a real nightmare.
Fortunately the Domain Web Studio and Theme Zoom Team have included a pain-by-numbers copy chunks feature in the massive TZ-DWS SEO Multi-Person “Market Swallowing” Project Management System. Here is a video sneak peek:
The primary way that most sales copy writers have moved somebody across the finish line to hit the “buy” button is to offer a “Bribe.” Be careful how you do this so you do not sound tacky.
We very much look forward to seeing you on the “Inside.”
- Russell
