Internet Marketing Digital_marketing_for_dummies | Page 173

bonuses away after a certain date, or after a certain quantity has been sold.
Step 11: Communicate urgency
Adding urgency to your offer, if appropriate to your product or service, gets your readers
to take action now, which is what you want. If they decide to think about it or to do it later,
they’re unlikely to return.
You can persuade people to take action now by communicating the urgency of taking the
offer now. If they believe they could come back tomorrow, next week, or next year and get
the same offer, they’re less likely to take action now.
Don’t manufacture scarcity or urgency, but if you have a real reason that people should
take action now, be sure to communicate it. Here are some examples:
Register for this event now; there are only 32 seats remaining.
Buy now: This offer is available only until midnight, January 26.
Only 1,000 of these coins were created by the U.S. mint.
Another way of creating urgency in your sales letter is with a simple statement, such as,
“Think how much it is costing you every day that you don’t take action on this problem.”
Step 12: Reverse risk
In this step of the sales letter, you add risk reversal, which provides people with a feeling
of security about the purchase. You have numerous ways to reduce risk, including by
Providing a guarantee
Offering a free trial
Providing a return policy
Using trust seals, including association membership logos, BBB insignia, secure
checkout seals, and so on
Step 13: Make the call to action
A call to action tells people exactly what you want them to do and how to do it. It’s a simple
command statement, such as “Click the Add to Cart button below.”
Understanding the elements of a product detail page
Product detail pages, also known simply as product pages, are the most important pages on
an e-commerce website. When prospects visit your product page and look at the images,
read the descriptions, and consume the customer reviews, they are showing interest and
thinking about purchasing your product. The product page is the make-or-break point that
determines how successful your e-commerce store is. Your product page needs to get
people to ascend to the next level: conversion. So pay extra attention to your product page
or pages. The following sections describe the elements of successful product pages.