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The Key To Sales On A Commercial Website Is What You Say And How You Say It...

By Anton Pearce

Republish: EasyPublish™ Published: 28Jul2009 Word count: 683 Viewed: 655 time(s) Get Free Content For Your Site

If you are experiencing poor results with your commercial website, the problem probably lies in your web copy. Before I talk about that, let's look at a few questions:

Have you ever been in a situation where someone has tried to sell you something and you have felt irritated and turned down their offer, even if it was a good one? On the other hand, have you ever tried to sell something to someone because you are sure it is what they need, but been cold shouldered? And again, has ever been a situation where you have just casually mentioned a product or service and the other person has practically begged you for the details? Or have you ever spent a pleasant afternoon browsing around the shops looking for something to buy and been thrilled to find something of good quality at a bargain price?

I guess anybody who has anything to do with buying and selling will have been in all four of those situations at some point in his or her career. Taken together those four examples illustrate how people enjoy buying when they are in control of the process, but hate feeling that someone is trying to sell them something.

Today, with so much buying and selling going on on the Internet, and with more and more people turning to the Internet as a way to make money, Internet marketers need to know about the psychology of buying and selling if they are to succeed in turning a commercial website into a profitable venture.

While design and layout are factors to consider, the real selling power of your website it lies in what you say and how you say it, whether you use text or video or audio files to deliver your message.

What you have to avoid doing is selling to people before they are ready to buy. So instead of using sales hike, adopt a friendly, warm and informal style, and write as if you are writing an editorial rather than a sales letter.

Think about why people might want to buy the product you are selling. What sort of people would buy it? What sort of problem would they have that your product would solve? Now focus on explaining the problem. At this stage you are trying to make people aware that they have a problem that needs to be solved.

You can also set up the idea of how great it would be if the problem could be solved, and talk about why the problem has not been solved up to now.

Next describe what would be possible if the problem was solved. Now you can introduce yourself as someone who has used, or developed, a product that has solved the problem. Talk about what is unique about the particular product and the solution it offers, why it works and the benefits that you have enjoyed from using the product.

Now is the time to call your readers to take action. If your readers are still with you they are probably interested in the product, so simply tell them what to do in order to get it.

You might call this style of writing a sales letter disguised as editorial content. When you do it well, this editorial style of writing brings your readers through a process of realising they have a problem, visualising the solution and then arriving at the means to acquire it. Your informal style creates a warm and friendly atmosphere in which you show that you empathise with the reader's problem and want to help them seek a solution. That establishes the right emotion and act the same time, the benefits you describe give them the logical justification for making the purchase. Remember, people buy on emotion and justify with logic. But first they need to know that they have a problem. So get the emotional atmosphere right while you lay out the problem and then hammer home the benefits of your solution.

As you get better at writing web copy, you can expect your commercial website sales to grow and grow.

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