Forum Moderators: not2easy
What I've found so far:
* Write benefits, not features
(yes, I'm sure that everyone has heard of this one)
* Build around what you uniquely have to offer
(this one too)
* Tell the customer what to do ("Contact Us")
* Write scannable copy (spacing, bullets, highliting, headlines)
* Build trust; Remove risk
* Put a lot of thought and work into headlines
This is a good start (much more than I new before I started research), but I know that there is more. Also, if anyone has any tips about the things I mentioned, please share them.
My specific interest is in selling a high priced technical consulting service to a business - I need to build trust, and convey professionalism and competence, while setting myself apart.
Any suggestions?
On high priced sales, besides asking for the whole enchilada right up front, can you use a number of other, smaller offerings to build a relationship (gain trust, build top-of-mind awareness, etc). I call this selling on a gradient.
For instance, I have one client who offers high end consulting services. One client can pay the salaries of three people for a few months. But on their website, they also sell:
1) subscriptions to technical white papers (with some free samples)
2) an electronic glossary which stays up-to-date on the rapidly changing acronyms and buzz-words in their industry.
Sales of these items would never generate a stand-up business on their own, but as part of a whole picture, they keep people involved and principal clients have come from the ranks of the small buyers, over time.
You can't hit a home run with everyone on their first visit. So make it easier to score by also offering regular trips to first base. I'd say write with the long-term relationship in mind. Use all the sales power you can command, even when you pitch the freebies.
1.) Testimonials
2.) Guarantee
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