HOW TO WRITE SALES COPY LIKE A PRO (Even if you’re a rookie!)

I KNOW YOU’RE WINGING IT.

I KNOW THAT YOU B.S. YOUR WAY THROUGH

SALES COPY.

AND I GET WHY YOU DO IT.

You’re busy. Maybe you hate writing. Maybe you’re trying to scratch it off your todo list and you want to move fast.

We’re going to end all that nonsense and finally get you to REMEMBER the structure your copy should follow.

The writing process actually does go faster (and produces better results) when you follow a formula.

Julie Boswell Rebel Enterprise

I’m going to share with you a formula I used in my early

days of copywriting that really resonated with me.

Crack open your analytics program and take a look at

the amount of traffic you are getting to your posts

on the first day you publish them.

The Formula

The perfect anecdote to a willy nilly, “I think I’m getting this right” approach to copywriting is to commit your formula to memory.

The Formula

The reason I think this is worth sharing is because if it resonates with you too you’ll remember it. And…

IF YOU REMEMBER IT, YOU’LL USE IT!

The Formula

Copy that has no structure, sucks. It sucks because no one wants to read it. If you can’t tell a story, you’re dead in the water.

Here’s the Formula…

Point out who your message is for

Identify the Problem

Talk about why what they’re currently doing to solve their problem won’t work

Tell them how you discovered what DOES work

Tell them how they can get it

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The Formula

Simple? Yes. Effective? You bet! Here’s a break down of the formula to include the typical elements you’d find in a direct response sales letter.

Here’s a 3-Part Email Series that doubles sales! Click “Download now”.

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POINT OUT WHO YOUR MESSAGE IS FOR

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Point out who your message is for

Call out your audience and be specific… For example, if I’m selling to business owners, I’m going to get more attention from the right people if I specifically say…

“Small business owners who want to DOMINATE their market online (without playing Google games, Social Media, or paying

through the nose for PPC).”

Point out who your message is for

Check out this audience cue from John Carlton on the next slide. He’s talking to business owners who have not yet reached what they’d consider in their own minds financial success. •  He’s not talking to big players •  He’s not talking to people who are currently in a mastermind

and disappointed with it. •  He’s not talking to start ups

Point out who your message is for

He’s talking to people who are “finally” ready…

IDENTIFY THEIR PROBLEM

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Identify Their Problem

There is no place to skimp. What’s going on with these people you’re selling to? Try to build a bridge between you and the reader.

Identify Their Problem

I love the way Carlton does this. Notice how he uses the word “our” – like he is a part of us. He’s totally on our side.

Identify Their Problem

See how the letter below (that I wrote for GKIC back in 2011 for the fast Implementation Boot Camp) points out a bunch of different emoticons the reader may be feeling…

TALK ABOUT WHY WHAT THEY’RE CURRENTLY DOING TO SOLVE THEIR PROBLEM

WON’T WORK

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Talk About Why What They’re Currently Doing to Solve Their Problem Won’t Work

Make an exhaustive list of your competitors and/or ways to handle the problem and their shortcomings. Point all of that out to your prospect in a “If you’ve ever tried___, you already know how disappointing that can be” way. Meet them in a space in their head where they naturally go to resist change.

You have to discredit their current mindset about the problem in order to open their minds to what you offer. Check out how Dan Kennedy does it in this old sales letter he wrote for his Coaching and Consulting Bootcamp Info-product…

Talk About Why What They’re Currently Doing to Solve Their Problem Won’t Work

TELL THEM HOW YOU DISCOVERED WHAT

DOES WORK

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Tell Them How You Discovered What DOES work

This Step is a huge deal. It covers so much. This is where you’ll get a chance to… Provide the solution as Frank Kern does in this sales letter – “Here it is!”

Tell Them How You Discovered What DOES work

Show pain of and cost of development – “You wouldn’t want to (or couldn’t) recreate this on your own”

Tell Them How You Discovered What DOES work

Explain ease-of-use – “It’s easy”

Tell Them How You Discovered What DOES work

Show speed to results – “It’s fast”

Tell Them How You Discovered What DOES work

Future cast – “Just Imagine what your life will be like once you have/use this” I love how Kern paints a picture of the worst case scenario and the best case. Smart!

Tell Them How You Discovered What DOES work

Show your credentials – “You should listen to me because”

Tell Them How You Discovered What DOES work

Detail the benefits – “Your life will be better in the following ways ”

Tell Them How You Discovered What DOES work

Get social proof – TESTIMONIALS! Or, in the case of Frank’s letter here, keep it super simple with a short brag list of esteemed clients.

Paint a picture of how different/better life is going to be when they get their hands

on what you have.

…Then explain that you’re not Some jerk who can post a website.

Giving a little background (braggy stuff) about you helps

Them feel like they’re not Getting scammed.

TELL THEM HOW THEY CAN GET IT

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Tell Them How They Can Get It

This is the most important step. Make your offer and name your price. Back up your reasoning for the price you chose.

Tell Them How They Can Get It

Example from a sales letter I wrote for YourROIguy.com

Tell Them How They Can Get It

Then tell them step by step how to get your product. That’s why you see people saying “Click on the link below” or “DO EXACTLY THIS”.

Tell Them How They Can Get It

You also have an opportunity to reverse risk (with a guarantee), inject scarcity (with a limited availability or a deadline), and close the letter with reminders and warnings.

AND THAT’S IT!

Don’t be overwhelmed!

If you get hung up on including all the “stuff” you’ve been told you should (and yes I agree you need all that stuff), you might not get around to getting it out

there in the first place. So start with a real human connection. Then master the sale.

Here’s a 3-Part Email Series that doubles sales! Click “Download now”.

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THANK YOU!

Julie Boswell Rebel Enterprise

QUESTIONS? Feel free to reach out to us …

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