How to Write Great Copy final - Amazon S3to+Write+Great+Copy.… · Income Acceleration Group...

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How to Write Great Copy

What is “Copy”? “Copy”, simply put, is words that you use to precisely compose your business’s message. Copy is found on your website, Facebook page, twitter posts, brochures, advertisements, blog posts and in any other media that you use to promote your products and services. When it comes to Copy, there has never been a better time to be an entrepreneur. The ability to display your message via digital media inexpensively, if not free, allows you to get your message out to your ideal client first-‐hand, when you want and how you want. This ability provides a great opportunity, but can also be your downfall IF you don’t know how to write great Copy. This guide will give you tips and templates to help you compose your message for the world to see. How does Copy attract ideal clients? Your Copy will often be the first impression an ideal client has of you and your business. Whether your website pops up in a Google search, or someone sees your Facebook ad in their Facebook news feed, the words you have written may be their first experience with your content. If that particular person is a potential customer (i.e., looking for a product or service that you offer), it is important that your Copy is attractive, clear, concise and to the point so that it attracts that person’s attention. Unlike a retail store, you don’t always have the benefit of being able to attract the potential customer by talking them into a purchase. Your Copy must be attractive and informative enough to do that for you – to pique their interest and to draw them further into your website or social media streams. You want them to ‘like’ you and to trust you as a source of great information. Why does Copy matter? Your ultimate goal for writing great Copy is to intrigue your ideal clients enough to get them to take action. You want to draw them into your website, and you want your ideal client to ultimately pull out their credit card and purchase your products and services.


2 These following examples attract attention by being clear, concise and by appealing to the needs of the ideal client

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Work with Me. Reinvent Yourself. Dare to Be Bold. Live Authentically. Each statement should either trigger an emotional response within the ideal client or should hint at a solution to one of their problems (e.g., ‘Build and Launch Your Info Product in 90 Days or Less’ may appeal to someone who needs to create a product quickly but doesn’t have the resources to do so). Write your Own Copy It is possible to hire someone to write your Copy, however there are many advantages to writing your own: 1. It is cheaper, plain and simple. You will save money if you create your own Copy. It can be an expensive

skill to purchase, especially if you have people with a lot of experience and a proven track record. 2. Your Copy will come from your heart – Your words, phrases and stories will be a true reflection of what

you want to share with the world. Your Copy will not only reflect your products and services but will also reflect the passion you have for sharing them with others.

3. You will find the words creeping into your conversations and other communications with your clients (e.g., emails, etc.) Even if you don’t consider yourself a strong salesperson, your conversations will become more persuasive and you will sound like the expert you are.

This guide will teach you two copywriting formulas that will train you to write Copy to attract customers about to make a purchasing decision, encouraging them to purchase your products and services.


3 Two Universal Copywriting Formulas There are two formulas you can use to write your Copy. The first is a basic template and the second goes into more detail. Which formula you use depends on how much time/space you have, whom you are addressing and what message you want to portray. Formula 1: The Basic Template The Basic Template is a three-‐step process, which can be found somewhat universally. Watch your favorite movie, TV show or any advertisement – you will notice a trend. Step 1: State the problem Step 2: Agitate the problem -‐ explain the details of the problem and how horrible it is. Step 3: Solve the problem. Here is an example: Example Topic: Weight loss

Problem

Being overweight

Agitate

Clothes don’t fit, feel ostracized, uncomfortable, health issues related to weight gain, having mobility issues, frustrated with diets that don’t work

Solve

You can lose weight now because you’ve never tried this product before. This easy 3-‐step system will help you loose 10 pounds in 3 weeks and keep the weight off.


4 Use this template to describe an example you would find in your business. Topic:

Problem

Agitate

Solve

Topic:

Problem

Agitate

Solve


5 Formula 2: The Detailed Template The basic three-‐step formula is an effective and valuable tool; however, in some situations you may want a more detailed approach. If, for example, you make a new acquaintance at a networking event and have an opportunity to spend some time chatting with each other, this is a perfect time to include more detail. The detailed template is comprised of 7 Questions to which you must be able to quickly answer. The answers to these 7 questions constitute your entire marketing message. Question 1: “What do you do?” (Introduction) – Simply answer what you do in your business and how you and your products can solve a problem. Question 2: “Why should I listen to you?” (Credibility) -‐ This question may be asked in different words, but basically they want to know what makes you different from anyone else, and why they should trust you and your products and services. Question 3: “What’s in it for me?” (Benefits) – What benefit will your solution have to their problem? Question 4: “Does it work?” (Proof) – They want to know it has worked for other people and that it can potentially work for them. Everyone likes to hear success stories, so have some detailed examples prepared. Question 5: “How does it work?” (Your Product/Service) – At this point they may start asking more detailed questions about your product or service (format, delivery, availability, etc.) Question 6: “What’s my risk?” (Your Guarantee) – Throughout the conversation they may be thinking what the potential risk is associated with the cost, etc. You can calm their fears by explaining your money-‐back guarantee or your free trial period. Question 7: “How do I get it?” (Your Call-‐to-‐Action) – Be prepared to make a sale, or at least tell them where they can purchase your product or service. Perhaps you have your product in your briefcase or maybe they have to go to your website. Have your business card handy and let them know how to follow-‐up, or even better, ask them how you can follow-‐up with them. You can address the answer to these questions in many kinds of marketing materials, and doing so will help the potential customer come to a purchasing decision quicker than if you don’t have the details prepared.


6 Below is a template you can use formulate answers to the seven questions.

1. Introduction: “What do you do?”

2. Credibility: “Why should I listen to you?”

3. Benefits: “What’s in it for me?”

4. Proof: “Does it work?”

5. Program: “How does it work?”

6. Guarantee: “What’s my risk?”

7. Call to Action: “How do I get it?”

How to Write Great Copy final - Amazon S3to+Write+Great+Copy.… · Income Acceleration Group...

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