How to improve your conversion rates

Article from October, 8th, 2003.

Do you know what's the single most important asset in a successful e-mail advertising arsenal? For a moment, forget money, bandwidth and conversion percentages. Just focus on selecting and linking powerful words together to change emotions and create strong reactions -- words that impel the recipient to respond and to buy. That is what Paul Solotoff, a well know e-marketer says:

Powerful words create emotions: humor, anger, sympathy, trust, and many others. Used wisely, they can actually make people to throw money at you. Notice that the term used was "throw money at you," not "buy from you." That is the example of using the language that creates sales and improves the conversion rates.

Everyone gravitates to e-mail with short copy. So learning how to quickly get a powerful message across is critical. Therefore, your choice of words is critical.

Here are some examples of how Paul uses language to generate sales:

Instead of "excellent service" how about: "Service so outstanding you'll wonder how you got along without us."

Instead of "full of features" how about: "As jam-packed with features as an overstuffed sandwich." Or, "jam-packed
with features like a gift-box bursting at the seams."

Instead of "a great bargain" how about: "A deal so good, you'll feel like you committed a burglary."

Instead of "heavy discount" how about: "A price so low it must be a mistake."

Instead of "better than the competition" how about: "So superior, they've lost the game before it starts."

Instead of "protect your children" for an insurance policy, how about: "Give your children peace of mind so they can
live life to the fullest."

To sum up:

Find words that aren't overused, that elevate meaning to a higher level. Use "extraordinary" instead of "great" or
"superior workmanship" instead of "good quality."

Create a two-part phrase where each half works with the other to form a picture that's stronger than the sum of its
parts. Don't be afraid to use phrases people recognize, like "jam-packed." These have established meaning you can
capitalize on.

Next Week: Getting ready for the holiday sales season
Prev week: What do your subscribers want from you?

 

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