People usually buy products to solve a problem that they are having: People by a book or education to increase their knowledge. They buy food because they are hungry. They by weight loss product because they want to lose weight.
Your add or email needs to present the problem to customer and the solution you have for them.
A Real-World Example
For example, let’s assume your affiliate product is an eBook that teaches how to talk to the opposite sex. The problem then would be that the customer is shy, doesn’t know how to meet people, and is afraid that they are going to grow old and die alone as a result.
Frequently, the presenting the problem is done in the form of a series of questions:
- Do you get anxious when it comes time to meet women?
- Are you spending your Saturday nights alone sitting at home watching television because you can’t ask anyone out on a date?
- Are you afraid that you will be a single all your life because of your anxiety around the opposite sex?”
Next comes introducing your product as a solution to the problem. This gives your prospective customers hope that they can enrich their lives and remove this obstacle simply by purchasing your product:
“Introducing ‘How to Speak to the opposite sex: A Comprehensive Guide’ ”
After introducing your product, you want to explain the benefits of your product and how it will solve their problem. These are different than your products feature’s, which are a list of things that it includes.
There is a very important distinction: Benefits describe how your product will improve your customer’s life, how it will not only solve their problem but make them a better person. With this hypothetical product, for example, the benefits might include:
- Win the spouse of your dreams and begin a long and happy life with your new family.
- Impress your friends and relatives with your confidence and self-esteem
- Become more attractive to the opposite sex and increase your sex appeal
Benefits are a better way to promote your affiliate product than simply listing its features. That’s because it give your potential customer the opportunity to imagine themselves as being a better person for having purchased your product.
A good way to remember it is like this: Features SELL but benefits TELL.
If you are offering any special bonuses or guarantees, they can be listed next. Or if you are directing your email recipient to a sales page where the text builds up to the bonuses and guarantees, it may be a better idea to simply wait until they get there to have more impact.
The Critical Call To Action (CTA)
The most important part is your Call to Action (CTA). You need to be crystal clear on exactly what it is you want your reader to do.
There can be no ambiguity whatsoever. If it is to visit a sales page, then state that clearly. If it is to buy a product, tell your customer to do exactly that. Don’t hint, obfuscate or beat around the bush. There’s no time for that and your customer won’t appreciate it. Be direct.
“Get Your Copy of ‘How to Meet Sexy Men’ and Start Changing Your Life TODAY!!”
The final part, and perhaps the most important, is the affiliate link. If you forget to include this link, you have wasted the time of your customer because they can’t get to where you want them to go.
Make a point of double checking every email you send to make sure it has an outgoing affiliate link to the web page where your customers can buy the product you are promoting. And test that link every time. One little misspelling or a period in the wrong spot can derail your entire sales process.
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