Alan R. Bechtold has released the latest issue of E-Wealth Report. This featured article is titled “Lead Your Prospect Through It”. [E-Wealth Report]


Alan Bechtold has released the latest issue of ‘E-Wealth Report’ Newsletter.

Lead Your Prospect Through It

When you write sales copy, it’s good to remember you must lead your reader – your prospect – through the process of ordering.

Some marketers refer to this as “asking for the sale,” but it goes deeper than that. If you’re afraid to ask for a sale – you should just outsource all your sales copy from now on and forget about it.

You’ll spend a lot more money and lose a dramatic degree of control over your marketing by hiring your copywriting out, but you’ll also find you live a much happier life and get your business rolling faster as a result.

It’s a good trade-off.

But – if you’re comfortable asking for the sale, still keep in mind you not only have to ask for it…you must also take your prospect by the hand and lead him or her through the process of ordering.

You need to take the call to action portion of your sale message at least one step farther and walk them through exactly what they must do to order.

Most marketers believe saying “click here now to order” is enough. But, you should also tell them what to expect when they “click here.” What is waiting for them when they do? What will they be expected to do next?

Here’s an example of what I’m talking about:

“Click the link now to order. Once you click the link, you’ll be taken to our order processing page. Simply fill in all the important details (note the red asterisks – that means the information is required for the form to work), include your payment information and press the ‘submit’ button at the bottom of the order form you’ll see as soon as you click the link on this page.”

If you offer different payment plans, spell them out on your page before they click. Nothing irritates me more than a sales page that I have to click to find out the price, because the only place it can be found is on the order form.

Yes – this might “trick” more people into clicking to see what they’re committing to – but it’s only a commitment to satisfy their curiosity.

You’ll just see more abandoned orders as a result.

My tests have shown, telling people what to expect, and what is expected of them, up-front on the sales page (if it’s the right offer for the right price) will increase your sales dramatically. As much as 28%. Maybe more.

Especially when you include all the steps.

I also prepare prospects for placing an order, starting with the opening paragraph and repeating throughout the sales page. When I do, my sales also go up.

Just remember to treat your prospects intelligently. Never assume they know what to do, but don’t talk to them like they’re children, either. Don’t treat them like children, but never assume they’re above the eighth-grade level, either.

You’re already leading your prospects through the sales process. Why would you ever let go of their hands when they get to the place where they’re supposed to reach for their wallets?

Assume they know exactly how to put their money into your hand and you’ll lose sales due to that assumption.

I’m making things brief this week. We’re heading into a long holiday weekend here in the U.S. and there won’t be an issue of E-Wealth published next week. We’ll be taking next week off so we can fully enjoy the three-day weekend without jamming up the following four-day week.

I’ll be back, though, following the holiday break. Enjoy the holiday and look for me here the following week – With more gifts!

See you in two weeks!

– Alan R. Bechtold

President/CEO

BBS Press Service, Inc.

‘E-Wealth Report’ Newsletter

*IMNewswatch would like to thank Alan Bechtold for granting permission to reprint the latest article.

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