One of the simplest ways to make more money from your business is to write effective copy. If you can take a sales letter, email, etc. and increase the conversion from one percent to two percent or more, you can effectively double your sales and increase your income. In order to do this though, you have to understand the audience you are appealing to. If you don't understand your audience, then you are wasting your time.
The first thing you need to do is to determine who your market is. Who is your ideal prospect for your product? If you are selling furniture, your demographic should probably include mainly women as this is who would primarily buy furniture. At the same time, you will also want to consider the style of the furniture. If it's for a bachelor pad, then this will change things. Include age, income, race, and any other information you may need to help you identify your ideal prospect.
Search for demographic information on the internet. Sites like Alexa and Compete offer a wealth of information to help you, and a lot of this information is available for free. You may also consider using social sites, as well as forums, to help you identify your prospect.
Once you have this information, then you decide what category this prospect falls into. Is your prospect an impulse buyer or an analytical buyer? An impulse buyer is someone who will scan your sales letter, find out what the product is, read a few bullet points, and then look for price. So make sure you include effective headlines, make the price clear, and then include your bullet points in the copy.
The analytical buyer, on the other hand, will read all your copy. They want to learn everything they can about the product. You can help these buyers by including as much information as possible. Don't just include the benefits. Share the features of the product. Ask yourself what questions you think this person would ask, and then answer those questions within the sales copy. Be thorough as this person will be thorough in reading your sales letter. Hype won't work with this person, so don't waste your time. Present a straightforward approach, but make sure that you cover all the material.
Use headlines, bullet points, and varying fonts throughout your text. Add detailed information for the more analytical buyer because, again, this person will want more information. Format your sales letter or text copy so it is easy to read. Include the price in your sales letter, and make the buy button easy to find. Include a P.S. with a call to action, and make sure your call to action is clear. The secret here is knowing your audience and then giving them the right offer.
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