How can you write a product page that sells?

Besides knowing your audience, you need another important piece of information. This piece will help you guide your readers towards the buying decision. So you need to know how aware they are of their problem. And, you need to then determine how familiar they are with your solution. Many copywriters make the mistake of selling something the reader doesn't think about. If the problem is not on the reader's mind, they won't pay much attention to the copy. So you'll lose the sale. On the other hand, once you have this understanding, your copy can meet them where they are. The readers awareness level will be the starting point. So now you can take them buy the hand and lead them all the way to the purchase.

What's the most common headline writing mistake? This mistake is so common it's almost considered normal. Too many people try to come up with something clever. Or they go for a headline they like. Or worse, they focus on making it catchy. That approach can't work in any serious market. What you need to do is to research your potential buyers. You have to spend time reading, listening, and talking to people. Then, you create a headline that your research tells you they will respond to. In reality, you will have to test several headlines before you find one that works. Don't underestimate the effort here. If your business depends on copy, dedicate some resources towards the right headline. When you find it, it will change your life.

Here is something I find intriguing. Sometimes when you write copy you discover that nobody wants the product. Or at least, not in its present form. And I found that all the masters of copy were aware of this. When you read Collier, Hopkins, or any other top copywriter you see a pattern. This pattern is that they often tell their clients how to change the product. These changes result in the product finally getting sold on a mass scale. So the point of copywriting is not to convince the reader. It's to relay that the product has what the reader wants. If the product doesn't fit, the product must be changed. There is more to this concept but once I understood this, it changed how I sell through the written word.

OK, so you won't like this. But the most important part of writing copy is not the final step of writing. The most important part is the research. Yep. You have to discover what the content of your copy should be. It's not something you come up with. It's like gold - you dig for it in the dirt. Research is often tedious and it may seem like you're not getting anywhere. So people avoid it. Yet, that's the key to good copy. Do your research!