With the inundation of available products and information on the market today, you will have approximately three seconds — yes, three seconds — to hook a buyer’s interest and keep him or her reading. Fortunately, there are ways to breach this barrier and keep the consumer riveted to your message.
Remember when you were choosing the topic for your product? Personal interest was a key element in that decision-making product. Now that you have a topic you believe in, let that passion show in your autoresponder messages. Mention those aspects of your product you find particularly fascinating and give them your personal endorsement.
• Write casual.
Make your message read the way a conversation in a restaurant would sound. Big words might impress some people, but most of them just want to know what you have to say and they aren’t going to rush to the dictionary in the middle of reading your message to find out what you’re talking about. Use short sentences and keep it straightforward and direct. Don’t be afraid to use contractions instead of the more proper two word phrases. Do, however, make sure your spelling and grammar is correct. You want to seem friendly, not sloppy.
• Be personal.
You are writing a message that will be read by thousands of people, one at a time. Each person who opens your message is an individual, and will be far more at ease if you address them as a person rather than a piece of the collective public. Use the word “you” as often as possible, and limit the use of “I.” You don’t want to tell them why you’re so great. You want them to know how purchasing your product will benefit them, and why they should part with their hard-earned money to hear what you have to say.
• Eliminate extra words.
As previously mentioned, keep your message simple and clear. If you have an “effective web site marketing technique,” don’t say it’s a “wonderfully amazing, mind-blowing web site marketing extravaganza method.” No one wants to try and cut through all the fluff and hype to try and decode your message. It’s also annoying.
• Use decisive language.
Try to use action verbs whenever possible— this means replacing as many instances of “are,” “is,” “was,” and “were” in your message with stronger wording. For example: instead of writing “If your website has been languishing with low sales, this program might be able to help your business grow,” say: “Your web site sales will increase dramatically with this program.” Write your messages with the confidence that your product is worth paying for, and your subscribers will be more comfortable buying.
• Give reasons and incentives.
Don’t be afraid to repeat the benefits of your product throughout your message. Just as repetitive contact is effective in converting prospects to buyers, repetitive reminders of benefits — without bludgeoning people over the head with them — can reinforce everything they stand to gain from a purchase. Also, reveal some of the information in your product within your marketing message without giving everything away, and then state that even more exciting information can be found when you purchase a product.