Every businessperson wants to sell his products and services to as many people as possible. This is the primary aim for which they all work. However, not everyone is successful in this task. Many a times people feel that they are making every possible effort to sell their product but without much success.

This has been analyzed by behavioral scientists and they have concluded that there are five primary reasons because of which people refrain from buying goods or services.

Let’s look at these reasons and ways to overcome them, which can be adopted in your marketing strategy to increase sales.

1. Monetary Factor - In a way, any product that you buy is a gamble. Many people feel that by buying a particular product, they are taking a monetary gamble and if the product does not hold true then they could end up loosing their money.

You can however, provide them security from this issue by offering some kind of guarantee on the product. This guarantee could be in any form. You can offer them various options such as cash back guarantee, free trial, or chance to exchange their product free of cost. You can also try to lower the price so that it is no longer a big monetary risk. Showing other peoples testimonials about your product could also work wonders.

2. Functional Factor - When buying anything that they have not used before, most people are apprehensive that the product would not work properly or may be defective etc. As a result, they might avoid buying products, which they feel are complicated.

You can however change their mindset by giving a full-fledged demonstration before they buy the product. You can also give them an on-site training once they have bought the product.

3. Social Factor – Society also plays a very important role in the way people think.. All of us have a question at the back of our minds, all the time “What will people think?” Many a times, it happens that people want to buy a product, but are held back because of public opinion.

You can however, give them a push by getting testimonials for your product from the high standing members of society. This will make the people feel more confident about their choice making them think that if it is good enough for so and so then it is also good for me.

4. Psychological Factor – People at times are not ready to indulge and pamper themselves. As a result, they many a times refuse to buy a product because they feel guilty in doing so. Most of them think that perhaps the money could be well spent on something else.

What you need to do is to make them realize that it is quite okay to indulge, and spend on themselves once in awhile. They have full right to do so as they work hard all round the year.

5. Physical Factor - Believe it or not there are products in the market, which make people think that they may cause bodily harm to them if they buy and use these products. If people feel that the product in question is dangerous to use and can have adverse physical repercussion then they will definitely avoid buying such products.

In such a scenario, first of all, you should make sure that your product is safe to use and is not dangerous for anyone. Next, the task is to inform the people about the safety of your product. For this, you can also get your product certified, for its safety, from any creditable agency. Include demonstrations and testimonials from known personalities to verify its safety.

Overall, your approach should be to make people buy your products through legal and fair means. At any stage, you should not try to cheat your customers.

The idea is to help the customers in their decision to buy your products by answering any questions that they may have. This would be a worthwhile exercise because you would be helping those who may really want to buy your products but have a few apprehensions. In fact, it is your duty to guide them in the right direction.

Customer is all-important and so are there concerns. Therefore, there requirements should be kept in mind even when you start designing your product. If you keep the above points, in mind while designing your product then you can be sure that half the battle is won.

Copywriting plays a crucial role in promotion and advertisement of any business. No matter what business you are involved in, if you think that simply having a good product or service, is enough to get you the sales then you are wrong. In fact, promotion and advertisement play a major role in getting sales for any business.

Any good advertisement is incomplete without the right kind of slogan to go with it. If your advertisement does not have a good slogan then don’t you feel unsatisfied that it is incomplete.

On the other hand, an advertisement can look complete with only text and without any image. Good slogans are very crucial to attract the people to your product and service.

Over the years, you would have heard many a popular add lines that have become so popular that they have become a part of the daily conversation.

Today the copywriters who make these slogans and add lines are the most sought after people in the world of advertisement and promotion. You can gauge their importance from the fact that in many cases their salaries are in the same bracket as that of the CEO of the company.

Many people who don’t have a full idea of the importance of the copywriter and the advertising department would perhaps feel that these people are being paid too much for a task, which they can even do themselves. However, they should be careful because this do-it-yourself approach is at times a sure shot recipe for disaster. Particularly in cases where one, is not trained to carry out the tasks professionally.

If you are not getting the required amount of sales then perhaps you should work to revamp your advertising department. Remember that it is the marketing and advertising of your product and service which entices the people to come back repeatedly to buy.

Marketing is all about attracting and luring people to your product and services by any which way. The idea is to “get noticed”, irrespective of the means used.

How many times has it happened with you that unknowingly you have been attracted to some advertisement simply because it was so compelling that you could not avoid it?

This is not just the case with advertisements. In fact, this curiosity is there in every sphere of our life. We as humans are always interested in anything out of ordinary. For example, you would have noticed many times that people out of curiosity, have crowded around an accident scene wanting to know what has happened.

Fascination with Newness

This is all because people have a fascination for new things. It is this pursuit of new, which guides everyone. You can observe this from your daily routine. Everyday you switch on the news to find out what’s the latest development in the world. It is for the same reason that you read the daily newspaper.

When you meet your friends and colleagues one of the first questions that you ask them generally is “What’s new?” You are interested in knowing what has been happening lately in their lives. You are not interested in hearing about things that you already know.

The same rule also applies in the field of marketing and advertisements. A marketing message should compel people to sit up and take notice of the product and service. The message should be so strong that whether the people want to or not they should be forced to read it.

If by chance, your marketing is not able to do this then you certainly need to think about bringing a change to the message. You have to analyse and see for yourself what it is that your marketing lacks. What have you overlooked? Why are people not taking the trouble to go through your advertisement?

Often the answer can be found in the fact that people are interested in new thoughts and ideas. They will go through your advertisement only if they find anything new in it. Nobody is interested in the same old story.

It is up to you to find out new things to say about your product and service. If you are unable to do so then you can be sure that your marketing would become lifeless. A lifeless marketing is sure to give you equally lifeless sales.

Generate Freshness in your Marketing Message

However, finding something new and saying it in the right compelling way is not an easy task. Most people are of the opinion that they don’t have anything new to say about their product. After all, it is the same old product.

Agreed this is so but what one has to do is revamp the old product and sell it afresh to the people. Something like, an old wine in a new bottle.

It may not be a simple task but it is certainly not impossible. What one needs to do is to figure out the areas in which one can generate freshness about the product.

This freshness could be generated in any sphere such as pricing, packaging, production process etc.

Perhaps the product is being made in collaboration with some other company then this too can become part of the marketing. It is after all a new feature of the product.

However, if at times one is totally at sea and cannot find anything at all new to say about the product then one can perhaps try to look at it from the point of view of the customer.

Look at the product from his viewpoint and try to find areas, which may attract him. One should come up with something so exciting about it that the excitement should pass on to the customers, making them excited too.

Once one has figured out what to say then say it such panache that the audiences are compelled to listen.

Try your best

Think of the marketing message, be it in the form of a print, television, web, email advertisement, as a TV program that the audiences are watching. Then see, whether it is compelling enough for them to continue watching it or will they switch over to some other channel.

This will allow you to rate the marketing yourself and try harder to get that magical message. Remember, try, try, try again and you will get it.

Try a little harder and you will be surprised at the number of messages that you can come up. Compare them and see whether they have the ability to hold the audiences or not. If yes fine, if no then get down to, work once again.

Don’t forget it is the marketing which will make your product or service sell like hot cakes.

10 Questions That a Copywriter Should Ask You Before the Start of the Project

In my previous article I told you about ‘12 important questions to ask before you hire a copywriter‘ But there’s a little more to it than that!

Looking to hire a copywriter, then these are the questions that the copywriter must ask you at the start of the project. Apart from really the obvious questions like ‘How much will I be paid’ or ‘what is the time frame of project completion’.

Copywriting is a very serious business and includes many legal and financial implications as well. If a copywriter were to infringe on the body material of others, there could be a legal as well as financial hassle for you, as the hirer for the project.

The copywriter should ask questions and specifically these questions should be directed towards YOU. If these questions are not addressed, then be very careful. You could be in for a lot of trouble for the future.

The difference between the best and a wannabe apart from their level of skill and expertise is the questions they ask and what they deliver. The new copywriters and the wannabe copywriters ask the most basic questions like ‘What’s the payment of my services and when will I get paid’

If you want a truly world class product, then hire a world-class copywriter, who will deliver the goods as per your specifications. This starts with the right questions that they ask you. Here are the 10 questions that we have talked about

1. What product are you promoting and are there are legal issues involved in it

This should be the first question asked from a good copywriter. Many products can be tangled in legal issues and most copywriters don’t want to involve themselves in such deals. Even the most experienced one will fight shy of such deals.

2. The various mediums that will be used to promote the product

There are so many mediums available, which can be used to project the image of the product. These are printed ad matter, bus shelter banners, hoardings, movie theatre presentations, door-to-door campaigns, newspapers, T.V, Radio, and Internet. These mediums require different approaches and the copywriter writes keeping a specific medium in mind.

3. Target audience for the product

Every audience is different. The same messages can’t be conveyed to all people. The world is on the move and with it; the products are also on the move. There are innumerable ethnic backgrounds and diverse cultures not to mention the very opposites sexes and the age groups. They’re a market for the adults, the teenagers, the pre-school population as well as the baby boomers, which have now gone old.

The copywriter needs to know, the product as well as the age group and the population that is been targeted for the copywriter to give in his / her input and output.

4. What is the target market for the product and the benefits of the product

As we discussed, the target customer group is important. In addition to that it’s important that the target market also be ascertained. For example, if you are selling the product, are you looking at Latin America or the Middle East or maybe South East Asia.

The second aspect is what are the major benefits and compared to other products in the same category (if the same exist), what are its further benefits. This helps the copywriter to write a good copy, which will help the product to sell.

5. Is the product available and if so can a sample be available

It’s easy to write, when one has already seen, used and touched the product. The features, advantages and disadvantages of the product become more apparent when one utilizes the product. It’s very difficult to write about a concept and sometimes that may also lead to legal problems.

6. Product pricing

Pricing makes a big difference to the writing. Something that is worth say £2000 would be different than what is priced at say £55. Since the pricing, writing for the products would also entail a different style of writing. This is something that all good copywriters know about.

7. Are they any verifiable customer testimonials

True and verifiable testimonials add credibility to the image of the product. These testimonials can easily be weaved in as text matter by the experienced copywriters. This instils confidence into the products of the company and all good copywriters are aware of it.

8. Is there any existing literature or promotion material available for products that are similar

By scanning and analyzing similar material, which is available, experienced writers can add the touch of glamour to the product to make it stand out from the crowd.

9. What is the schedule for completion

The good copywriters will always have work and therefore like to organize their work schedules. This is to make sure that they can deliver on the designated deadline dates so that their schedules and that of their clients are on target and not thrown out of gear.

10. What are your payment rates and conditions

Remuneration for the work done is absolutely important. The good copywriters are expensive, because they are good and are paid accordingly. They will also lay out their conditions for payment and work schedules.

Payment is one of the first questions that a copywriter would ask; however the answers to the other nine questions will certainly help.

Other questions that might be asked

In addition to this copywriters may ask more specific questions, which are pertinent to the project that they may on hand. This will differ from project to project. The buyers should be able to answer these questions. Answering the pertinent questions will only make for a good copy. This is the requirement of every product that needs to be sold.

This article was written by Craig Dawber, I hope you find our articles helpful…..Let us know your thoughts by leaving your comments below:

Often it has been noticed that while exhorting on the virtues of a product, the site overlooks the best selling points of the product or the service. The assets are discussed in detail while the essentials are overlooked. This is detrimental to the development of a site and selling of the service.

The most important factor to be considered is addressing the issue of “what will the product or service DO for the user?”

However, in addition to this core issue is another aspect that must be addressed when you want to catapult your sales into higher zones and want to enhance your subscriber base. This important aspect that must be brought to the notice of the prospective clients is the ‘hidden benefit’ that would accrue to the customer when he signs on for the new service or product that you offer.

This is not the only benefit that is available to the customer. He also gets additional benefits that combine to make a large whole. This too is a benefit that lurks in the background and is to be sought aggressively as it remains hidden unless unearthed. This is known as the ‘Deeper Hidden Benefit’. These are the benefits that the customer has to be made aware of so that he is lured to the service and make your sales grow exponentially.

When you address the requirements of a specific set of people, it is easier to cater to these and the designing can be suited to meet these desires. These are the times when hidden benefits are easier to uncover as compared to when you are looking to the general public for subscription.

This can be best fathomed when we consider a live example of the ever increasing weight loss market that is attracting people like bees.

PRODUCT: Weight loss product

FEATURE: The product helps you in losing weight

BENEFIT: You’ll be more attractive to the opposite sex and you’ll feel much better

HIDDEN BENEFIT: Impress everyone at your college or school reunion or functions that matter to you

DEEPER HIDDEN BENEFIT: You will feel great and will be able to get back at that loud mouth at school who thought you’d be a ‘fattie’, all your life.

It just takes a deep and dedicated thought about the whole product for you to realize the various benefits that accrue for a client and then to highlight them so as to attract them to join your service. The bottom line is, tell the customer what he wants to know and he will get attracted to your site and sign on – just what you want him to.

Anyone can claim to be a copywriter. As I have learned after many trails and tribulations. Whether it’s in the brick and mortar business or whether your business is online. Anyone with the knowledge of the language and who think that they are creative become copywriters. But let me tell you. It’s not that easy.

There is much money and business to be lost, if you place your ad campaign in the hands of immature, those who claim to be copywriters, but are really a little more than fly by night operators.

That was then, now I have learned that there are several factors to write a good ad campaign. This must be additionally stressed. However if you do choose to sub contact your ad campaigns there are certain questions that you must ask your copywriter.

Believe me it will save you from a lot of head ache, resources and money that is rightfully yours. Plus you get good ad campaign that would generate revenue for you.

You must get satisfactory answers to the questions that you pose to the copywriter, whom you intend to employ.

In case the person fails to answer the questions, is not willing to answer or the answers are not up to the mark, then well you should not employ the person.

When employing the copywriter

Look for the truthfulness and the honesty in the answers. If the person is not telling the truth, they will slip somewhere. Look for their experience and ask for their credential Do a background check and talk to the referrals that they have talked about.

Copywriters are good at making believe in what they say, after all that is what they are getting paid for. That’s why I have built up a set of 12 questions, which can tell you whether you want to hire the person or not.

1. What are your recently written ad campaigns – sales letter / web pages / TV & radio ad jingles for the target consumers -

The answer to the question will tell you whether they are suited for the job or not. Copywriters are an experienced lot and some deal in niche markets. Therefore choose the one who has already written for the niche market that you are aiming at.

2. Please show at least 3 examples of your successful work

When the copywriter posts you the work, you would definitely know whether they have worked professionally or they are just starting out. If they have answered yes to the first question, ten they would have no problems in answering and showing you their work.

In case their answer is a negative, then you know that they are amateurs who are just starting out and want to make a ad campaign learning on the job. They might make mistakes for which you might have to pay.

3. Please provide your reference (should not include family, relatives and those who work under and with you)

This question is designed to provide background information and check for their work. When they provide references, the current employed can check whether what they have stated is truth or they are speaking plain lies. It’s very easy to find out. Therefore copywriters give their references very carefully. They give of those whom they trust will give a good feedback to their current employer

4. Is this a full time job for you?

By answering this question, the copywriter will let you know, what they do for a living. If they work full time job somewhere else, how will they be able to dedicate the time, for your campaign. When you can find that there is a copywriter, who’s full time occupation is that of copywriting, you have met your match.

5. What is your experience?

The experience that the copywriter gives you should be chronologically written. If they have ever worked for an ad agency as a copywriter, then that’s an advantage for your campaigns. In case they have never worked as a copywriter before, then hiring this person can land you in great trouble.

6. Have you written copy for web site, do you have your own web site?

In case you are looking for web copy, then this person should be for you. If they have a website, the next question should be whether they have written their own copy for the website or they have relied on external help. This is essential in case you are looking for a copy that’s web related. Review the work and the website of the copywriter to know whether that’s the kind of output you want from the copywriter or not.

7. What is the expected time of completion for the project?

A successful and a good copywriter can’t churn out work overnight. This question tests the caliber and the work schedule of the copywriter. Whether they have enough work and how busy they are. While asking this you can see if they can stick to their delivery schedules.

8. Would you sub contract the work or would you do it yourself?

The answer to this question will tell you, who is actually going to do the work for you. Since you are going to be paying for the job, you have a right to know. If they are sub contacting the work, it might be to a person who has lesser skills and experience and they are out to earn a quick buck.

9. In what form will the work be delivered to me?

Usually I like the work to be delivered in full that is formatted with two – three option, which should be available. Since I don’t want to spend more money on formatting, editing etc. this saves me time and money and I get a product, which is ready to be delivered.

10. How much would you charge from me?

Essentially, since you would be paying, you should know how much they charge, what would be the payment schedule. Will they bill per hour or per day etc. pay when you are fully satisfied about the job that you have given them.

11. If the copy that you write doesn’t work? , what would be likely reasons for it.

Usually a good copywriter would know the markets, consumers, products and services well. This is the reason why they would also give you suggestions to make the copy worthwhile. They will let you know the advantages and the limitations of the copy. Therefore the answer to this question is extremely crucial for you.

12. Are you prepared to be paid on commission basis? In most cases the answer will be a “NO”. However if most salesman work on a commission basis, then why not a copywriter, if they have faith in there ability then they should go ahead with the commission policy. After all they are also in the business of selling, the selling of good campaigns which in return is going to get the revenues and the profits for you.

Initially it can be a downtime payment. Once you build a relationship with the sales people, the payment can be made on the basis of commission.

Get the answers before you hire them.

It’s important that you get the right and the correct answers before you go about hiring the copywriter that you want.

It can mean a difference between a campaign and a great campaign.

The campaign in which will get you the revenue or will make your business, or shut your shop.

So best of luck and happy copywriting.

This article was written by Craig Dawber, I hope you find our articles helpful…..Let us know your thoughts by leaving your comments below: