A good piece of content can warm up a prospect or even directly make a sale. Here are different ways to accomplish these goals:
- Post a direct-response sales letter on your site. Be sure your letter has all the components of a good piece of copywriting, including:
–Benefit-driven headline.
–An opener that engages and holds attention.
–A set of bulleted benefits that stoke desire for the offer.
–Objection handling.
–Proof (such as testimonials, case studies, screenshots, etc.).
–Risk reversal (guarantee).
–Justification of the price.
–Call to action (works even better if you create urgency).
- Send a solo email to presell prospects. This is a benefit-driven mini sales letter with the goal of getting prospects to click on the link to get to the sales page, at which point the sales page will close the sale.
- Publish a pre-launch sequence of articles on your blog, on social media and via your newsletter to build anticipation. This sequence should build anticipation by focusing on benefits, as well as arousing curiosity about what all the offer will include. A launch sequence works best if the initial offer creates a sense of urgency, such as by offering a limited launch-week discount.
- Create a Before-Turning Point-After sequence of emails to promote an existing offer. These three parts include:
–Before: This is where you talk about the current state the prospect finds them in and build a case for why they don’t want to stay in that condition. This is a good time to create a sense of urgency for change and make a limited time offer.
–Turning Point: This is where you appeal to the prospect’s rational side by using data to back your claims. A good way to do this is by sharing proof such as a case study of how using your product can take the prospect from “before” to “after”.
–After: Here’s where you appeal to the prospect’s desire to change by sharing all the benefits they’ll receive if they order.
- Distribute a product review or product comparison on your blog, social media and via email. Be sure to share the perceived weaknesses of the product, as doing so will help generate trust among your prospects.
Even better is if you can justify these perceived flaws and/or turn them into strengths. For example, if a dieting guide doesn’t include recipes (which is a perceived weakness), you can justify this by explaining that recipes aren’t needed since the guide shows readers how to make all their favorite existing recipes healthier.
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- Send press releases to local media as well as via an online service such as PRWeb.com. Check your local publications to see what types of press releases they tend to publish, and then model your press release after these successful ones. It’s also a good idea to nurture a relationship with the editor of the publication, as it will make it easier to get future press releases published.
- Post a case study and testimonials for your prospects to review. Be sure to only post your strongest testimonials, which are the ones that talk about results. Even better is if you can post video testimonials.
Content is a valuable tool when it comes to building your business. That’s why you want to be sure you only publish high-quality content that’s designed to meet a specific goal.
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