Email me when new posts are made to this blog

Using an Overview to Create Interest - Long Sales Copy

Written by Hamish Braddick on April 1st, 2008.      0 comments

Element #5

Now comes the time to present your offer.

Do you remember the six steps to ‘visitor conversion’? The six steps are:


  1. Do I trust you?
  2. Do I believe you?
  3. Do you understand my needs?
  4. What’s in it for me (WIIFM)?
  5. What do you want from me?
  6. Is it worth it?

In the ‘overview’ section of our web page sales copy we are looking to address the fourth step – “what’s in it for me” (or “WIIFM”)?

The best route to the fourth step is by showing benefits. Remember, people do not buy a product/service because of the features. They buy an end-result. They buy what a product/service will do for them. Remember: “customers don’t want 12mm drill bits… they want 12mm holes”.

This is the section where you should use your USP (in all its glory!), if you haven’t already.

Think back to the list of goals for our target customer, with each of the benefits associated with those goals. This is where you will focus on these benefits.

Use bulleted-lists whenever you can. Keep things as clear as possible. Don’t be afraid to really elaborate and give your reader substantial detail. Your reader is interested in your product/service (which is why they are reading), so give them what they need, just keep it as benefit-focused as possible. 

Topics: Persuasion


logo netguide 2011logo netguide 2012logo netguide 20132014 footerlogo deloitte logo deloitte logo deloitte logo deloitte logo deloitte

About Zeald

Zeald was formed in 2001 by three young guys from the small New Zealand town of Mangawhai Heads. Now, Zeald is the largest website design and digital marketing agency in New Zealand and has recently made moves into Australia. This is the Zeald story …

read more

Connect With Us

Keep up to date with industry news, stay ahead of the competition with our helpful articles

Google Plus Facebook Youtube Twitter Linkedin

Contact Us

New Zealand
09 415 7575
1800 224 032

42 Tawa Dr, Albany, Auckland 0632