Copyright 1993 – 2009 ActionCOACH business coaching, Inc.

Maximize the Investment you have already made

First Question You MUST Answer ...

Who are your Who are your target market target market

segments, segments, niche’s or niche’s or groups ...groups ...

Next, You Have to Decide ...

What is your What is your offer going to offer going to be, and be, and what what do they want do they want

to buyto buy ... ? ... ?

The Last Thing BEFORE You The Last Thing BEFORE You Start…Start…

Why do they Why do they want to buy it want to buy it

… ?… ?

What are the What are the BENEFITSBENEFITS … ? … ?

Why do they Why do they want to buy it want to buy it

… ?… ?

What are the What are the BENEFITSBENEFITS … ? … ?

Dynamics of Selling on Dynamics of Selling on the Webthe Web

3 Fundamental Rules3 Fundamental Rules1.1. Don’t have your website Don’t have your website

read like an “Ad”read like an “Ad”• Keep it conversationalKeep it conversational• Build RapportBuild Rapport• Give ValueGive Value

2.2. Stop Readers “Dead In Stop Readers “Dead In There Tracks”There Tracks”

3.3. Capture Email AddressesCapture Email Addresses

• Editorial Style … Editorial Style … • Open a LOOP ...Open a LOOP ...• Include BENEFITS ...Include BENEFITS ...• Avoid SELLING … Avoid SELLING …

Some Headline Examples Some Headline Examples ......

• Don’t Buy Another Book Don’t Buy Another Book Until You Read This …Until You Read This …

• 7 Facts You MUST Know 7 Facts You MUST Know Before You Invest In Real Before You Invest In Real Estate …Estate …

• Can A Vitamin A Day Can A Vitamin A Day Actually Help You Live Actually Help You Live Longer? A Recent Study Longer? A Recent Study Says “Yes” …Says “Yes” …

What’s In It What’s In It For Me ... For Me ...

A Point of A Point of ‘YOU’ …‘YOU’ …

Writing Your Web Copy…Writing Your Web Copy…

• First Look … First Look … – Don’t confuse “First Don’t confuse “First

Screen” with “First Page”Screen” with “First Page”• First Screen is like “Above the First Screen is like “Above the

Fold” in NewspapersFold” in Newspapers• This is the “Prime Real Estate”This is the “Prime Real Estate”• You need to grab your You need to grab your

prospects attention hereprospects attention here• Must include HeadlineMust include Headline• Include a Testimonial or QuoteInclude a Testimonial or Quote

Writing Your Web Copy…Writing Your Web Copy…

• DO’s and DON’Ts … DO’s and DON’Ts … – DoDo

• Write conversationallyWrite conversationally• ““Talk” to your readersTalk” to your readers• Use Contractions and Informal Use Contractions and Informal

LanguageLanguage• Let your reader’s use their Let your reader’s use their

imaginationimagination– Don’tDon’t

• Be formal or pompousBe formal or pompous• Try to impress your readersTry to impress your readers• Use “Corporate Speak” or “Buzz Use “Corporate Speak” or “Buzz

Words”Words”

Writing Your Web Copy…Writing Your Web Copy…

• Imagination … Imagination … – Consider the Difference …Consider the Difference …

• Unlimited access to the biggest Unlimited access to the biggest collection of authors, teachers collection of authors, teachers and presenters on the Internet for and presenters on the Internet for less than $3 a day! What’s that less than $3 a day! What’s that worth to your life and your worth to your life and your business?business?

• Unlimited access to the biggest Unlimited access to the biggest collection of authors, teachers collection of authors, teachers and presenters on the Internet for and presenters on the Internet for less than $3 a day! This is worth less than $3 a day! This is worth $1000’s to your life and your $1000’s to your life and your business.business.

Writing Your Web Copy…Writing Your Web Copy…

• Reading on the Web … Reading on the Web … – Web Readers “Scan”Web Readers “Scan”– 5 Ways to Write 5 Ways to Write

“Scannable” Copy:“Scannable” Copy:1.1. Bulleted ListsBulleted Lists2.2. Highlight Key Words and Highlight Key Words and

Concepts (Bold, Italics and Concepts (Bold, Italics and Underlining)Underlining)

3.3. Use Sub-HeadlinesUse Sub-Headlines4.4. One Idea per ParagraphOne Idea per Paragraph5.5. Use Inverted Pyramid StyleUse Inverted Pyramid Style

Emotion Sells…Emotion Sells…

5 Questions To Answer …5 Questions To Answer …

1.1. What is the Problem?What is the Problem?– Write Your Target Audience’s ProblemWrite Your Target Audience’s Problem

2.2. Why Hasn’t The Problem Why Hasn’t The Problem Been Solved?Been Solved?– Write the Reasons it Continues or Write the Reasons it Continues or

PersistsPersists

3.3. What is Possible?What is Possible?– Paint a picture of what it will be like for Paint a picture of what it will be like for

your prospectyour prospect

4.4. What is Different Now?What is Different Now?– What differentiates your product/serviceWhat differentiates your product/service

5.5. What Should You Do Now?What Should You Do Now?– State CLEARLY what your prospect State CLEARLY what your prospect

should doshould do

Inject Emotion…Inject Emotion…

• Inject Emotion Into the Inject Emotion Into the Problem… Problem… – Does it Frustrate You…Does it Frustrate You…– Does it Make You Furious…Does it Make You Furious…– Do You Feel Paralyzed…Do You Feel Paralyzed…

• Inject Emotion Into What’s Inject Emotion Into What’s Possible…Possible…– Imagine What Your Life Would Imagine What Your Life Would

Be Like…Be Like…– How Would You Like it if…How Would You Like it if…– What Would it Mean if…What Would it Mean if…

Add Bullet Points, Add Bullet Points, Bonuses, Guarantee and Bonuses, Guarantee and

Close…Close…• Mouthwatering Bullets… Mouthwatering Bullets… – Emotion, Drama, Intrigue…Emotion, Drama, Intrigue…

• Bonuses…Bonuses…– Added ValueAdded Value– Percieved Value OffersPercieved Value Offers– Free GiftFree Gift

• Guarantees…Guarantees…• Close…Close…– Multiple ClosesMultiple Closes– You have to ask for the saleYou have to ask for the sale– Keep it conversationalKeep it conversational