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You been read"n russels book,lol.

You won't see anyone in the SEO or web design industry do that because those things can not be guaranteed.

Besides, lead generation is best left to the lead generation industry. Sales is best left to the sales industry. SEO and web design follow suit.

I certainly wouldn't take an SEO expert seriously if s/he suggested those (or any) types of statistics, because it would be like a wedding planner guaranteeing my marriage would last 20% longer or explode my bedroom fun.

Not gonna happen.

Yet . . . making promises of "XX amount of new leads" or "add a 20% increase in gross revenue" or "explode the profit of the business" are all promises that you may or may not be able to keep.

What if the customer buys and uses your product or service and doesn't see a 20% increase in gross revenue? The conclusion will be that you were scammed, that your product doesn't work, and you will never do business with this company again.

The challenge isn't always easy. Being specific and selling specific outcomes are great . . . but if you do that there is no room for error. You'd better be able to come through with what you're promising. If you don't, the failure of your product will always be a negative to your business even if said failure was the customer's problem.

Steve

Sell the Sizzle, not the steak.

Benefits not features.

That's marketing 101.

That's a good point and easy to explain. The people you described specialize in SEO, Web Design or ...You Name the Skill... - Not Copywriting.

Most people underestimate the knowledge, skill, and experience it takes to sell the outcome like you described (that's why top gun copywriters make the big bucks).

I'd bet my sweaty gym socks most I.Mer's who "try to" write their own copy don't have a clue on the specific steps it takes to sell the outcome - or that they should even be trying to do it, as you eluded to .

But it's not surprising, they're not copywriters, they're email marketers, affiliate marketers, SEO, Web Design or bloggers.

Of all the skills involved in Internet marketing, copywriters is hands down the most under-rated. They're even the least sought out for information on this forum (check out their viewer count compared to other sections). Shocker! Most people think all you have to do is read a few books (or blog post) on copywriting and you're good to go (chuckling).

Yes, I.Mer's know the copywriting terms, labels and descriptions. But putting them all together and making them work (generate consistent sales) like a well oiled machine is something different.

That's probably why copywriters have to work so hard to get certain marketers to pay them what they're worth. Most marketers think it's a simple process that just takes reading some books for a few weeks or months. Ha.

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