SUMMARY:
In this episode of Sailing To Success, host Lyndsay Phillips interviews Aaron Hoos, a writer, copywriting strategist and expert on sales funnels. Aaron’s first book is “The Sales Funnel Bible: How To Generate More Leads, Turn More Of Them Into Customers, And Do It All Faster, Easier, And For More Profit.” In this show Aaron Hoos offers great tools and strategies that people can use immediately in their sales letters, landing pages and copywriting.
MAIN QUESTIONS ASKED:
- What does a copywriter do?
- What types of content do you write as a copywriter?
- Considering landing page psychology, what do you want on the landing page?
- What sort of writing do you like to do the most?
- Is printed direct mail similar to online copywriting?
- What great pointers you can give us that came from The Sales Funnel Bible?
- What are some of the things not to do when writing copy?
KEY LESSONS LEARNED FROM AARON HOOS:
Copywriting
- Copywriters write content where there is a call to action to sign up for something or reach for your wallet to buy whatever they are selling.
- They also write content to interact with customers from initial interaction to a sale.
- #1 thing to do when you are writing: understand who your audience is (and is not) and what their problem is.
- Real problem example: Real estate – people in the market are not looking to buy a house they want safety and security as a family and the roasted turkey smell in the kitchen.
- Fears sell more than trying to sell just benefits. Explain how bad it will get if they don’t take action.
- You could consider writing an excellent report that functions as a sales letter.
Sales Funnel
- Written content that creates interaction, including the landing page, email campaigns, and the sales page.
- Any business that is running people from a lead to convert them to a customer is operating a sales funnel.
- Offline, direct mail is still alive and works. Don’t forget to use it.
Landing Pages
- There are two kinds of landing pages: short ones that are used more and more to collect contact information, and longer landing pages that are more geared toward getting people to buy.
- The formula to creating a landing page: consider the acronym AIDA. The 4 components are Attention, Interest, Decision and Action. Always write them in order!
- Attention – use your great headline.
- Interest – reasons why you need to take action.
- Decision – yes or no do you want this.
- Action – call to action to whatever you’re directing them to do.
- Another acronym or checklist to use: TRUE
- Trust – build as much as possible with the reader.
- Return on investment – what are they going to get out of it.
- Urgency – here’s why you need to buy now.
- Engagement – keep them engaged with stories, questions, headlines, pictures, and graphics.
Tips: Do’s and Don’ts
- Avoid using a lot of “I’s” – make it about “you.”
- Make a very clear specific call to action.
- Make sure there is only one thing you are asking them to do.
- Try to incorporate a story into everything you are writing. Stories make it relatable.
- Use case studies.
Find Aaron Hoos at his website: www.aaronhoos.com .
The site includes his blog, links to purchase his book The Sales Funnel Bible, and other useful information on copywriting.
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