How To Make An Online Sale: The 10 Components Of The Ideal Offer
Persuasive texts focused on sales, need to do more than leave a positive impression, be fun or informative.
They need to generate action.
The action is generated first by an emotional response and then by an intellectual analysis.
Our mind makes us believe that we are deciding based on rational arguments, when, in fact, the unconscious has already decided and just uses logic to justify .
Choosing the right words and communicating in a correct sequence of steps can determine the success of your offers to further sell your own products or services.
Let's see what you need to do to not lose any sales:
1. Anticipation
This step comes before the offer itself, but it increases the chance of getting your customer's SIM.
Anticipation is the key to happiness. Having a goal to be pursued, we automatically feel happier in the present.
(Good) publicity stirs our imagination, and often the act of wishing for something ends up being more pleasurable than having it.
When we announce something to come, we need to show its features and how it can help people, touching their pains and desires.
When this is done well, even those who do not need the product are attracted to it.
When you go to the cinema and watch an exciting trailer that stirs your emotions, you look forward to the premiere of that film.
Anyway, with high expectations, we are likely to make a purchase when it becomes available.
2. Title or Headline
A change in headline can make a 10 to 1 difference in sales.
There are “magic” words to create a killer headline, both for your content, as well as for your landing pages, emails and sales pages.
In general, an effective title can have 6 elements:
- Immediate / urgency;
- Connection;
- Specificity;
- Transformation;
- Call to action;
- Exclusivity.
You do not need to have these 6 elements together in a single call, but use a combination of them that gives a logical sense for headline.
3. Hook
In persuasive texts, you will have somewhere between 100 and 600 characters to generate an emotional response in the reader.
Not because your text needs to be short, but because the magic happens in the introduction .
That is why the introduction is such a powerful element, after the title has attracted attention.
She is there to seduce the customer. And to make him move on, leading perhaps to a serious relationship...
At each stage of your offer, you need to get the visitor to read one part, then another, and then another piece of text, all using hooks that generate curiosity and move the reader forward .
Here are some examples of perfect hooks for making an online sale:
Original and relevant promise
What your product will do for the customer is just as, if not less, how you will make them feel about themselves while using it.
Or even more importantly, how they will be seen by others while using.
It is necessary to know well what has been promised before and how much the customer wants, so as not to risk making a weak promise.
The promises that work the most are original and relevant. There must be clear evidence that it works.
Secrets to arouse curiosity
The idea is to draw the reader's attention with a secret that only you know, that can have a unique name, that generates curiosity, a technique or method.
The intention is to make the reader ask: but what is this technique, method or secret?
It is necessary to overcome the natural skepticism generated by the secret using as much detail as possible, besides being intriguing and bringing a clear benefit with it.
Leave clues throughout the copy and only reveal the secret at the right time.
Stories
Stories work perfectly because they make information easier to absorb and remember, by bringing together so much quantity and quality of information that other types of writing cannot replicate.
Every reader wants to buy, but does not want to experience the feeling that he is being convinced to do so.
The story imperceptibly destroys objections, shows benefits and the offer without the reader noticing, after all he is emotionally involved with the narrative that is before his eyes.
4. Reinforcement of pain
What keeps your client awake at night?
This is the typical example of subtle persuasive writing, so the first commandment to convince the reader is to be empathetic.
Show that you know what the biggest problem in his life is. And even more, who understands how he feels .
Aim at the pains that take the persona's sleep . However, be careful when choosing pain.
Look for someone who is in a comfort zone and not in an extremely difficult situation, as a person facing very complex problems will hardly buy anything.
Still, make sure these pains are bothersome and have a deep emotional weight.
First show what these emotions are, using your empathy, to prove that you feel the pain of the persona. And don't spend too much time on the problem before showing the solution.
Offer hope for a relevant solution at some point in the text.
And how long to focus on the problem before talking about the solution?
The answer depends on the complexity and pain caused by it.
Illustrate clearly that the lack of attitude now further compromises the problem that the person is facing.
5. Benefits
This is where you need to reinforce why you are offering your product to people, as well as the results they should expect.
Through a well-defined mission that motivates you to share your experience through a product / service and strong storytelling as a basis, you will gain more public confidence.
Reinforcing your message with bonuses and killing objections will bring you closer to the final "Yes".
A common mistake is to believe that listing product or service characteristics is the same as specifying what your customer will gain if they decide to buy your offer.
Nobody buys because of the characteristics, but because of the transformation and utility that that product or service will bring.
When buying a car, you can consider the power of the engine, what safety items the car offers and the elements that will make it more beautiful and comfortable, such as leather seats and chrome wheels.
But nobody buys a car because of that (although many believe so).
The sale of a car happens because there is a need for mobility and also for status.
If the buyer values safety, he will choose a model and brand that contains these benefits through features such as airbags and ABS brakes.
Benefit is nothing more than the final product generated by one or more characteristics.
This does not mean that the characteristics of the product do not play a role.
But they serve only to justify the rational mind to the decision based on the benefits obtained.
Nobody buys a drill, but the hole in the wall, the painting exposed in the middle of your living room.
6. Show that your value is much higher than the price
When the time finally comes to present the solution of the problem to the reader, be sure that the price will be much less than the value that he will receive when choosing your solution.
Make him / her feel that they are paying cheap close to everything they are going to buy.
And how to generate this sensation? Using some elements like:
- Price anchoring
- Bonus
- Discounts
7. Social proof
We are social beings and many of our attitudes are based on what other people expect of us.
In addition, we need to belong to groups that identify us as individuals, so social proof is a very powerful component for making an online sale .
To show that you are an authority and that your product or service has already solved other people's problems, you can use:
- Customer testimonials.
- Numbers of satisfaction surveys.
- Number of units sold.
- Images of people using your product or service.
- Engagement on social networks.
- Number of readers of the site.
It is worth remembering that the trigger of social proof is closely linked to that of authority.
If you can record testimonials from famous people or experts talking about your product, the effect will certainly be optimized.
8. Shortages
People tend to value what is scarce.
This is because the collective unconscious tends to associate that the more difficult it is to obtain a particular object of desire, the rarer and more valuable it is.
The scarcity trigger is one of the most powerful. When the customer is not completely sure about buying your product, the possibility of not being able to purchase it anymore will take action.
This is because he will be driven by the unconscious fear of missing that opportunity that may never be repeated.
The scarcity automatically generates urgency to buy now and is widely used in several types of offer because it just works. How to use:
- Limited places.
- Latest units for the promotional price.
- Only two pieces of your size remain.
- Only two rooms available for your travel date.
But don't forget to establish a real shortage. If the public realizes that you always use this device just to get attention, the effect may be just the opposite.
9.Warranty
Your solution or product can be incredible, and your authority is already well recognized on the internet.
Still, many people may think twice about putting their credit card number on the payment platform.
And this happens for several reasons:
- Lack of experience with online shopping.
- Lack of confidence that your product will actually solve her problem.
- Lack of confidence in you (new customer).
Show that the person is protected by a satisfaction guarantee where all the risk is with you, where if he does not achieve the expected results, just ask for the money back within the time limit that you determine.
This way you eliminate the last obstacle to purchase and also show that you trust your solution and that you place customer satisfaction above financial gain.
10. Call to action
All the previous steps lead the reader to that point.
You take your quasi-customer by the hand and say exactly what you want him to do. You need to do this safely and firmly.
Another important point of your call to action is the text.
Use texts that call the reader to click on your page button. Do not use vague texts like "proceed" or "submit", but "Yes, I want to invest better now" or "I want to download the eBook now".
Finally, remember to use plenty of white space next to your call to action to make it stand out from other elements.
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