So in today’s video, we’re talking about using copywriting to ask for…
I find that so many times, entrepreneurs (especially service professionals) like to be altruistic and tell themselves that they’re in it for the passion more than they are for the money.
Which is great.
But too many times, we let our so-called “passion” for what we do get in the way of us asking for money to do it.
Or asking for enough money to do it.
But at the end of the day, we do need to make money for what we do.
It’s what makes us a business, after all. And what keeps us from going hungry.
So today I’m going to talk about 3 different things you can do with your on-site copy to make selling and asking for money easier.
These 3 things are easy to implement, and once you do them, will increase your conversions so you’ll get more customers willing to pay you.
Hey everyone, today we’re going to talk about how to use copywriting to ask for money.
Every single business that brings in any kind of profit is based on a value-for-money exchange… and to have a successful business, the key part is that you don’t forget the “for money” part of that “value for money” phrase.
Often as entrepreneurs… especially service professionals… we can have a hard time asking for money because we have this altruistic feeling inside of us that says that what’s most important is the value we’re providing in helping people.
Even those of us who sell physical products can have a hard time marking up the price because of this sense of guilt from having huge margins for things that don’t cost us much to produce.
And that’s not a bad feeling at all, because it is important. It’s a good thing to feel like you “owe” your customers in this sense, because it drives you to be the best in your field.
But at the end of the day, we do need to sell. We do need to make sure those monetary exchanges are happening so we can keep our businesses and our lives afloat.
So today I’m going to talk about three different things you can do with your copywriting that are incredibly easy to implement on any website that’ll help increase your conversions, number of sales, and the money in your bank.
1-The first thing is to turn your hook into a specific promise.
99% of the time, when we get into a selling mode and feel like it’s all on us to “sell” something, we start talking about features, benefits, and things that make our service or product seem superior to others on the market… even if it’s not that different from everything else that’s out there.
But the thing is, people already more or less know what kind of features they’ll get with your product or service.
If we’re honest with ourselves, most of us aren’t selling something that’s so truly unique people can only get it from us.
So to differentiate yourself from your competition—and to HOOK people into the idea of buying from YOU instead of your competition—stop talking about the features as your main selling points.
Yes, you can discuss them on your sales page, but don’t put them front and center – don’t make them your main event.
Instead, make your main event—which is your initial hook—all about a promise of a desirable end result.
In business, we hesitate a lot to make promises because we know there are no guarantees with anything in life, but I’d like to challenge that thinking.
For example, a lot of small business accountants use something like “CPA for local, small businesses” as the text in the main header of their site.
Which is what they are and what they do, but it doesn’t talk at all about the end result you’ll get from working with one of them, or the promises you can expect them to deliver on.
But what if, instead of putting “CPA for local, small businesses” in the header, they put that a little further down the page and wrote “Your payroll, your expenses, your taxes, and your profits all done & organized for you. Just send us your receipts & we’ll do the rest.”
or something like
“Are your yearly finances a hap-hazard mess? Bring in all the paperwork—as messy as it is—and we’ll organize it all for you.” in the header?
You can see how these two promises, even though they’e not huge, sweeping promises that would be hard to deliver on, would suddenly make a small business CPA’s target audience way more interested in buying from THEM instead of their competition, can’t you?
2-The second tactic is to emotionally hook your readers AFTER the call to action as well.
After you make your promise in the hook, you’ll use the rest of the page to talk about pain points, your features, show off some testimonials, and maybe to justify your pricing.
Then, at the end, you’ll provide one last, final call to action to prompt your site visitors to either buy your product, book a consultation, or get in touch with you.
But right after the call to action—with text just below the button—is a great place to put one final emotional hook based on the initial promise you made in your first hook at the top of the page.
And I’m not talking about a last-ditch effort to make a desperate, needy sale by offering $5 off or a 50% discount.
What I mean is basically just repeating your promise in a way that will get the reader thinking… especially if they’re on the fence.
It’ll help push people on the fence over the edge, and make your “sales pitch” on you page that much stronger.
If we continue with the CPA example, a typical CPA might have a button or a form that says, “Schedule Your Consultation Now.”
Which is fine, but what if underneath it there was a line of text that said, “Because that pile of receipts and expense reports isn’t going to organize itself.”?
You can see how that’d get an ideal client thinking & help them realize even more that yes, they do need this service, so they should get in touch for a consultation.
3-And finally, the third one is to be unashamed about your promises.
As a quick disclaimer: I’m not at all talking about promises you can’t keep or guarantee.
But as you can see, even a simple promise about getting things organized without the headache instead of just talking about being a CPA and using industry jargon is much more effective in piquing customer interest.
And when you continue to use those promises as statements throughout your sales page, you maintain that interest and keep it strong until you’re ready to present your call to action.
This, in my opinion, more than anything else you can do to increase conversion rate, will positively affect your own conversions for more leads and more sales… which is the entire point of using copywriting to sell.
So, in short, remember these three things when you’re copywriting to sell something on your website:
- Make a promise in your hook statement.
- Add an emotional line underneath your call to action.
- Make promise statements throughout your sales page.
If you want to dive a little deeper as to what these three things look like, check out some of my other videos.
In each video, I tackle one specific copywriting topic or niche, give you some instruction, and then share my screen with you as I live-edit the text on two or three different websites so you can see real-life examples.
And the vast majority focus solely on using copywriting to produce more leads and sales on web pages… and there’s tons of examples of me live-editing pages to include the kinds of promises I’ve talked about in this video.
If you’re watching this video on my blog, you can click the title at the top of my screen to get to my YouTube channel, where you’ll see all my past videos and subscribe to get in on the future ones.
I’ve also pasted a link below to my ebook that has five easy-to-implement copywriting tips that’ll help you decrease your bounce rates and increase your conversions and profits for any page on your website. You’ll be able to read through it in 20 minutes, and it’s got tons of examples and is absolutely worth the download.
So if you don’t have it yet, it’s free so make sure you get it.
But other than that, good luck with your sales pages & I wish you all the copywriting success in the world.
Thanks for watching! Bye!
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