This is why having an effective sales message is so important. And why the right web copywriter can make or break you.

You see, coming up with a message that sends your prospects running for their credit cards isn't always easy. You've got to hit the right emotional hot buttons.

For example, if you're selling a live seminar on organic gardening, what is the main driving motivator to get your targeted prospects to come? Is it meeting with others that share their interests? Are they fed-up with conventional gardening and phony 'organic' goods you find in the grocery store and so they want to learn a healthier way? Are they looking for something interesting to share with their friends? Or is there something far less obvious and deeper.

Realize this: You can have the top copywriter in the world writing the copy. But, if he or she misses the main driving motivators, your copy is far less effective than it could be. Your sales suffer.

So, how do you uncover the key points that need to be addressed in your copy?

The answer is good research and experience.

Research includes first seeing what messages are crowding the marketplace and understanding the full potential of your product or service for its customers. What makes what you have to offer stand-out? Then, you must listen to the language, explanations, and words the actual target market uses.

This information then allows you to make solid educated guess of what motivates them. Of course, you should always test to find-out for sure if what you think is right.

With this said, this then leads to a few guidelines to working with a web copywriter:

1. Understand the importance of research and share what you know. If you know your target market backwards and forwards, let your copywriter know their concerns, worries, and desires. What keeps them up at night?

2. Test your sales message against other ones. If there are two appeals that seem to be the main concern of your prospects, but you're not sure, you can put them each up to the test. This information can then help you make better guesses of what will work on your future projects.

3. Collaborate with your web copywriter and don't make changes without his or her approval. Every little change means a difference in what's being communicated. This means that before you change it, you need to be careful you're not changing it in a way that negatively impacts response.

The bottom line is that the communication you use with your prospects is vital to your success. Take the utmost care in choosing your words. Your goal should be to use words your customers can relate to rather than ignore.

When you do this, you can convey the value of your offer and send your sales soaring.


Hans Klein is a web copywriter specializing in creating and designing direct-response sales message to get results. He publishes a blog revealing proven copywriting and marketing secrets to boost your response. Visit it now at http://www.copythatdeliversresults.com