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Copywriting Tips - A Is For Action by Stephen Allen
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Copywriting Tips - A Is For Action |
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Education
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In this final installment of our series on AIDA, we tackle the second letter A...action. In spite of all that has come before this last letter, this is the one that's the deal breaker. If we can't get the prospect to take action then all the fancy words prior to this point are meaningless. In this article, I'm going to show you how to get the prospect to take action and ultimately buy your product. So pay attention, because this one is the most important one of all. If our sales letter has done the proper job up until this point, meaning it has gotten the persons attention, generated interest in the product, and created a desire to get the product, getting them to take action shouldn't be that hard. But it's still something we have to do. Imagine writing a great sales letter and just before we finish up, we don't even bother giving the prospect a buy now button or link. Pretty silly, don't you think? Well, it's no sillier if we don't actually tell the prospect to buy our product. Now, we don't quite put it that way. We don't come out and say, "Hey you, click here and buy this." That would be pretty tacky. Of course, if you were writing in the style of the Rich Jerk, who knows, it might work. But you need to be a little more subtle than that. What I do is create a buy now box that puts the words into the prospect's mouth. The best way to explain this is with an example. Let's say I am selling a book on how to write articles and I've told them in the sales copy that this book will turn them into an article writing fiend. In the buy now box I may say something like this. "Yes Steve, I want to discover the secret to writing killer articles and become an article writing fiend too." What I have done is said the words in print so that the prospect says the words to himself. This reinforces in their mind that they want to discover how to do this...that it's important to them. By YOU saying it, they will in turn say it. This is, I have found, the best way to get prospects to take action. Another great way is by introducing scarcity into the equation. By telling them that this offer will only be available for a limited time or until so many units are sold (make sure it's true) this also can force them to take action because of fear of loss. Getting your prospect to take action is just a matter of pushing the right buttons. The two methods above will do just that. To YOUR Success, primeessays rewiew
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