Persuasive Copywriting Secrets - Mind Control Tricks · PDF file3 table of contents chapter...
Transcript of Persuasive Copywriting Secrets - Mind Control Tricks · PDF file3 table of contents chapter...
Persuasive Copywriting Secrets How to Write Profitable Ads and
Sales Letters
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DISCLAIMER AND TERMS OF USE AGREEMENT The author and publisher have used their best efforts in preparing this report. The author and publisher make no representation or warranties with respect to the accuracy, applicability, fitness, or completeness of the contents of this report. The information contained in this report is strictly for educational purposes. Therefore, if you wish to apply ideas contained in this report, you are taking full responsibility for your actions. EVERY EFFORT HAS BEEN MADE TO ACCURATELY REPRESENT THIS PRODUCT AND IT'S POTENTIAL. HOWEVER, THERE IS NO GUARANTEE THAT YOU WILL IMPROVE IN ANY WAY USING THE TECHNIQUES AND IDEAS IN THESE MATERIALS. EXAMPLES IN THESE MATERIALS ARE NOT TO BE INTERPRETED AS A PROMISE OR GUARANTEE OF ANYTHING. SELF-HELP AND IMPROVEMENT POTENTIAL IS ENTIRELY DEPENDENT ON THE PERSON USING OUR PRODUCT, IDEAS AND TECHNIQUES. YOUR LEVEL OF IMPROVEMENT IN ATTAINING THE RESULTS CLAIMED IN OUR MATERIALS DEPENDS ON THE TIME YOU DEVOTE TO THE PROGRAM, IDEAS AND TECHNIQUES MENTIONED, KNOWLEDGE AND VARIOUS SKILLS. SINCE THESE FACTORS DIFFER ACCORDING TO INDIVIDUALS, WE CANNOT GUARANTEE YOUR SUCCESS OR IMPROVEMENT LEVEL. NOR ARE WE RESPONSIBLE FOR ANY OF YOUR ACTIONS. MANY FACTORS WILL BE IMPORTANT IN DETERMINING YOUR ACTUAL RESULTS AND NO GUARANTEES ARE MADE THAT YOU WILL ACHIEVE RESULTS SIMILAR TO OURS OR ANYBODY ELSE'S, IN FACT NO GUARANTEES ARE MADE THAT YOU WILL ACHIEVE ANY RESULTS FROM OUR IDEAS AND TECHNIQUES IN OUR MATERIAL. The author and publisher disclaim any warranties (express or implied), merchantability, or fitness for any particular purpose. The author and publisher shall in no event be held liable to any party for any direct, indirect, punitive, special, incidental or other consequential damages arising directly or indirectly from any use of this material, which is provided “as is”, and without warranties. As always, the advice of a competent professional should be sought. The author and publisher do not warrant the performance, effectiveness or applicability of any sites listed or linked to in this report. All links are for information purposes only and are not warranted for content, accuracy or any other implied or explicit purpose.
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TABLE OF CONTENTS
Chapter One INTRODUCTION TO COPYWRITING 4 Chapter Two WHAT ARE THE TRUE SECRETS TO GREAT COPYWRITING? 7 Chapter Three OVERLOOKED COPYWRITING TECHNIQUES 15 Chapter Four WRITING THE AD COPY 28 Chapter Five HYPNOTIC COPYWRITING 33 Chapter Six FRIENDLY AND PERSONABLE WRITING 36 Chapter Seven RHETORICAL QUESTIONS & STATEMENTS 40 Chapter Eight OVERCOMING PRICING & OTHER OBJECTIONS 42 Chapter Nine ILLUSTRATIONS 45 Chapter Ten TESTIMONIALS, BEING PRECISE AND SUBHEADINGS 47 Chapter Eleven EDITING YOUR WORK 50 Chapter Twelve PUTTING IT ALL TOGETHER 52
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Chapter One INTRODUCTION TO COPYWRITING
Copywriting has always been portrayed as a daunting task to be
undertaken by the “experts”. However, I strongly believe that anyone can master
the art of being a great copywriter as long as they have the passion and drive.
I am confident that after reading this report, you’ll have a clearer
understanding about copywriting and will be able to master the techniques of
writing powerful copy that not only captivates the reader, but motivates them to
take action.
With the above said, are you ready to dive into writing your first copy? Not
so fast, let’s first go over the basics.
Hiring copywriters to write copy for your business has been the norm for
many years, but let’s analyze the job of the copywriter. Their job is usually to
write the words or copy for an advertisement. This can be in the form of a
television commercial, print ad in a magazine or newspaper, or advertisements
displayed on the internet.
Before a copywriter can write a single word, they must know the goal you
are trying to achieve. Are you selling a product or a service that requires the user
to purchase immediately, or is the advertisement for branding purposes only?
What’s the reason why I’m mentioning this? It is because no one knows
more about your goal than you. That’s exactly my point with regards to you being
able to write your own compelling copy.
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Usually the copywriter expects you to at least provide a sample of the
product or give an outline of your goals, expectations, along with your desired
results. You have to provide as much information as possible so they can take
that information and transform it into an appealing advertisement.
By you providing this information, you’ve actually taken the first step to
being a copywriter. That’s the research aspect. A good copywriter will always
need to do the needed research on your product or service, or receive a
guideline from you. If you can provide the copywriter with this guideline, then
you’ve already been through step number one for writing your own great copy.
When I first thought about the prospect of writing my own advertisements
and doing my own copywriting, all kinds of thoughts were going through my
head. Thoughts such as “What am I thinking; do I really believe I can write
compelling advertisements like the pros?”
Negative thoughts such as the one above might cause your downfall as a
copywriter. Your thoughts should always be positive. You visualize your goal,
and believe it will materialize. If you don’t believe in your copy then no one else
will. That’s the first lesson you need to learn with regards to writing effective
advertisements for your business. It’s not a matter of just learning the secrets
and techniques or magic formulas, but actually believing you can do it, and then
setting about the task of putting it into action.
Before you begin the task of copywriting, let’s review some general steps:
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1) Set a timeline and actually stick to it. It’s extremely important that you set
a time frame for completion and do your best to stay within that time
frame. Procrastination will only lead to more stress, and you’ll be placing
more pressure on yourself to write your advertisement within a shorter
period of time. With a reasonable time frame, you give yourself the ability
to thoroughly visualize and complete the process.
2) Set your goals with regards to the goal of the copywriting piece. Only you
will truly understand your business, therefore you should ensure that your
copy matches that goal.
3) Put together a list of your ideas in a format that can then be expanded
upon.
4) Research advertisements that captured your interest in the past, whether
it be print, online, or television. Write down in point format the aspects of
the ad that captivated you, and then write notes on how you can
incorporate those aspects into your ad copy.
Once you’ve done the above, you can then proceed to the next step,
which is actually starting the writing process. In the next few pages, I’ll be taking
you through step by step the process of writing. Always keep in mind that a
positive outlook will reap true rewards.
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Chapter Two WHAT ARE THE TRUE SECRETS TO GREAT
COPYWRITING?
That question is most often asked concerning copywriting. What’s the
secret of the copywriting professionals? How are they able to masterfully
complete copy after copy with the greatest of ease?
Let’s be honest, many of the pros do this based on repetition. It’s no
different than a sport; you have to practice to get better. It’s the only way you’ll
improve. Another key aspect is the ability to take criticism and receive a review of
how you’ve performed.
A professional basketball player has to go through rigorous practice to
perfect his craft. He then takes what he has perfected in practice on to the
basketball court. During the course of the game, his performance is reviewed
through statistics and overall assessment by the coach.
I know you’re saying what does this have to do with copywriting? Well, let
me explain. With copywriting, the only way you’ll perfect your craft and get better
is through actually writing an ad copy, and then actually receiving feedback from
those who have seen or read the advertisement. Easier said than done? Not
really!
If you’ve written your copy, and then actually listed it in a magazine,
newspaper, or it’s materialized into a television or radio commercial, then you’ll
be able to get an idea of how successful it’s been.
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You can compile the statistics, how many sales were made from the ad,
how many calls or emails were received, or how many people actually visited the
website that was listed in the ad. These physical stats can be compiled and then
compared against your second attempt. That’s right, I said second attempt. With
copywriting, you’ll realize you’ll not only need one ad copy, but several copies to
test to see which one is most effective.
That’s how it’s similar to any other task that requires practice. You only get
better through actually performing the exercise over and over again until it’s fully
perfected. I should warn you though, before releasing any copy to be placed in a
newspaper, magazine, television or radio commercial, it should be reviewed by
other non-biased individuals.
It’s critical for your business to have people who can subjectively review
your copy and provide constructive criticism, as this will only improve your overall
performance. What you think is the perfect ad, may be horrible to someone else.
Your goal is to come as close as possible to receiving a “general” consensus
from all those who reviewed the copy - that it’s written in a compelling way.
That’s if the ad is “general” based, as we all know some businesses rely solely
on “niche.” If that’s the case, then you’ll need to have that ad reviewed by
someone within the niche demographic.
So what are the true secrets again to great copywriting?
1) Practice makes perfect.
2) Understand your target demographic.
3) Present the benefits in an appealing way.
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4) Call to action.
Those are four key points that I believe are the true “secrets” to great
copywriting. I know they may not seem groundbreaking or earth shattering, but
it’s amazing how many people overlook the simple aspects of those four points.
Practice Makes Perfect
As I’ve mentioned, I truly believe in practice. If you’re writing an ad copy
for a magazine, what do you think will be the first thing the person reads? It will
be the headline of course. If it’s an email message, then it’ll be the subject. If it’s
a radio commercial, it will be the first few words that are said.
So how does one write an effective headline? I can guarantee you that
most of the time, the first headline you write will not be the best. Therefore, what
do you have to do? Practice of course; and to do this, you must write as many
headlines as possible then be able to narrow down those headlines until you’ve
settled on two or three.
This is what makes a great copywriter. He or she understands the
importance of practicing and will do what it takes to write as many headlines as
possible to captivate the user. Many times you’ll find that you have good points in
parts of each headline, and you’re then able to combine those headlines into a
compelling statement that instantly grabs the reader or listener. That is the true
secret to option #1, which was “Practice Makes Perfect”. Without practice, you’re
fooling yourself into thinking you’ve written a masterpiece.
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Understand Your Target Demographic
One of the best ways to be able to write ad copy that will grab the user’s
attention is to understand their needs.
For you to have a successful ad campaign, you need to fully understand
and become the customer. To do this, it is recommended to actually put yourself
in the shoes of the target demographic, or if possible survey people within the
demographic.
If it’s not possible to survey your targeted group, then consider
researching online what your target group is looking for. A simple search online
based on your target demographic can produce web forums that you can browse
to see the common concerns and views. You’ll then be able to encompass those
views into your copywriting, ensuring their needs are met. There is nothing better
than reading an ad copy that is catered specifically to your needs. That’s what
truly “sells” an ad, the belief that what is being advertised has met all your needs.
This should always be your goal. The more you know about your customer
demographic, the better ad copy you can write. This is often overlooked as most
people believe they “know” what the customer wants, but do you truly know?
That’s where most ad copy fails as it does not live up to expectations of the
potential customer.
Take the time to know what your customer wants. Make it an essential
part of your business to have surveys conducted with past customers to see their
likes or dislikes. If your ad campaign is to market your new line of “Perfume” then
you can ask your customers questions such as these:
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1) What do you like most about the fragrance?
2) When you think of our fragrance what words comes to mind?
3) Have people commented on the scent of your perfume?
Those three simple questions can aid you in writing better copy. How? It’s
simple.
The first question provides you with a key selling point for the perfume,
and what you should target with your ad. If you know what your users like about
the product, it will enable you to write your copy around those aspects.
The second question allows you to incorporate various words that clients
have used to describe your perfume. For example in your ad copy you could
state, our perfume has been described by our customers as “a breath of fresh
air”, “sensual”, “sexy”, “feminine”, “engaging”, “magnetic”.
A good example of this is when movies being released theatrically use
excerpts from the movie critic reviewers. They take specific aspects of the review
from the movie critic and use it within their advertisement for their movie. This
has been going on for years, and it really should be an integral part of your
copywriting.
The third question allows you to make statements regarding what your
customers have said about other people’s comments regarding the perfume. This
is vital, since it’s not only feedback from your customers, but also feedback from
people your customers have been around. This is crucial, as it rings home the
point even further regarding your product.
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Usually when you can incorporate feedback from customers into your
copy, then it provides a strong selling point, especially if the words used were
very compelling. This technique can be incorporated into almost any form of ad
copy, so use it to its fullest potential.
Without feedback, you are operating on your own assumptions, and you
never want to do that. When I’ve written copy based on what “I” thought and not
what my customers were saying, it usually failed miserably. It was only when I
incorporated their feedback into my writing style that I was able to see
conversions and an overall better response to my ad copy.
Present the Benefits in an Appealing Way
Every compelling copy needs to appeal to the reader or listener in such a
way that it benefits them. If they cannot see immediately how your product or
service will benefit them, then you’ll lose their interest.
We love to list features, but benefits that are the true selling point of great
copywriting. Everyone is not sold on “features”. Perhaps if you are marketing to
those who are in love with “gadgets” then marketing or writing based on features
would be a plus; but in general, benefits always should outweigh the features.
Features focus on logic; benefits focus on emotions. When people buy, their
emotions play a much larger role than their logic.
When someone can clearly see how something benefits them, they are
more inclined to make a purchase. Let’s say you were writing an ad copy for your
new line of “mattress” that was able to recline into various positions, adjust from
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softness to hardness, or provide vibration massages to suit the needs of the
individual. Do you believe the person would be sold more on the fact that it offers
vibrating massage which is a feature, or do you believe that they will prefer to
know that the bed can relieve their back pain and provide a soothing relaxing
massage through the use of the vibrating option?
You see, by focusing on the benefit which is “back pain relief” you are
letting the customer know that you are meeting their needs. If you list the feature
without the benefit, then you are relying on them to recognize the benefit.
You, as the copywriter, need to make it totally clear what the benefit is; so
keep that in mind when writing your copy. Benefits sell your copy, not the
features.
Take this challenge. Review the advertisements that have caught your
attention, and then think about what captivated you about the ad. In most cases,
you’ll find that a listed benefit is what hooked you.
A few weeks ago, I was watching late night television when it switched into
an infomercial. The first thing the commercial talked about was “How would you
like to make $10,000 per month in extra income working part time?” That’s an
immediate benefit, as who wouldn’t want to make that kind of money working
only part time? They started the commercial immediately listing the benefit,
instead of stating what had to be done, which in this case would act more as a
“feature”.
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The benefit caught my interest, and is what led to me to watch the
commercial in its entirety. A solid benefit acting as your opening statement or
headline can be the hook you need to write compelling copy.
Call to Action
In your copy, you’ll need to have to have the ability to make the reader or
listener get off the couch and take action.
Do you know that providing instruction or giving a command to a person
can actually push them in the direction to make a purchase?
Subconsciously if you can grab the user’s attention enough to the point
where they have listened and read your entire copy, and you have a great call to
action, you can give them the nudge to order.
So what exactly is a call to action? It’s simply where you invite the user to
do something. It can be something as simple as “call now”, or “email us right now
for details” or “order right now while supplies last”. Simple command phrases
such as those are calls to action. You need to ensure that in everything you write,
you always finish with a confident call to action. Do not leave the decision to the
reader; let them know through your copy that the next step is to call, email, and
order now.
Never leave it to chance; if you do, they’ll probably forget about it, and
you’ve just lost a potential customer. After giving them all the benefits and
customer feedback etc, it’s time for the kill, so have that commanding call to
action to close out your copy.
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Chapter Three OVERLOOKED COPYWRITING TECHNIQUES
So far, I’ve outlined and given you an overview of the copywriting process.
In this chapter, I want to go over some specific techniques that can be integrated
into your ad copy. These techniques have been time tested and proven to give
your copy the edge it needs to be successful.
Learn to Intimidate
In our day-to-day activities, intimidation maybe frowned upon; but in the
world of copywriting, you need to learn the art of intimidation. It’s a technique that
is widely used to get someone to do exactly what you desire them to do.
A bully in school would threaten to beat you up, if you don’t give him your
lunch money or do his homework. Due to this intimidation, you felt you had no
choice but to do as he says because you didn’t want to face the consequences
that could materialize if you didn’t bow to his whims.
I know that may sound cruel, but it’s true. Intimidation is a true selling point
for copywriting. If you are selling something of great value that is rare, simply
stating, “limited quantities are available” is intimidating. How? Simply due to the
fact that only a select few people will have them, so you are either forced to buy it
now before it sells out or face the consequence of not having it all. It’s your
choice.
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This is a great selling point for anyone who is looking for immediate orders
for their product or service. The sales will come rolling in, especially if you
combine the intimidation factor with solid benefits and a great call to action.
Another aspect of intimidation is the “limited time only deals.” You have to
order by a set time to be able to receive the offer. I’ve watched late night
infomercials where they have the “countdown clock” that forces people to order
within the next 30 minutes.
I’ve also seen websites integrate a date stamp that states if you do not
order by midnight (insert today’s date), that the offer will expire. However, you
must honor your word and really end the deal if you say so. If you like to continue
the offer even after the date you specified but still want to create a sense of
urgency, you can use a date javascript and write “Good for today, (insert date
javascript).”
These are all “limited time” tactics that are used to get the reader to order
or respond immediately.
Qualification Needed
This technique is based on prestige. When you state only a select few will
qualify for the product/service, then it’s become almost like a competition to be
one of those few. It increases the desire, the value, and the overall satisfaction,
as you want to be approved.
You’ll find many financial offers using this method. This technique should
only be used if you truly have an offer that requires qualification, so only used as
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needed.
Others are Doing It
Remember back in high school when everyone would ditch class for
“Senior Ditch Day”. Even though it was not a day endorsed by the school, most
seniors would ditch school that day based on the bandwagon effect.
Everyone’s doing it, so why shouldn’t I do it? This technique can be
utilized in your copywriting, but based on the theory that many others have
purchased, and will continue to purchase, because it’s pretty much a no-brainer.
“No-brainer” is an often-used phrase that gives the feeling that it’s not
even a question on whether you should order, because it’s a buying decision so
easy to make you don’t even have to think twice about it. Using such phrases
instills in the mind of the reader that everyone else has ordered it, so he’ll join the
party too.
Discounts
Providing the option for the user to receive a discount or bargain price can
be a selling point. You’ll find that many people love bargains, and won’t want to
pass up an offer they believe is great.
It’s going to be up to you to let them know that the discount is for a limited
time only, as that’s part two to a discount offer being great. It must be a true
discount, along with being time limited.
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Remember to never under-price your item, only offer discounts if you are
still able to maintain a solid profit margin.
High Price
The reverse technique also works well with copywriting, especially if
marketing to a demographic within a higher income bracket. If something seems
too “cheap,” they won’t go for it, because they believe it’s beneath them.
Therefore, if your target market is the “high rollers,” then it’s important for
you to have your product or service priced to suit their tastes. Low prices in this
demographic may lead to them believing the quality will be poor.
The best thing to do is test your prices often to see which converts the
best.
Special Customers
Everyone likes to feel special, so using words such as “Special Customer”
is a good selling point. By simply integrating the phrase “this offer is exclusive to
our special customers only,” you will give the reader a feeling of self-worth.
Who doesn’t want to feel special? We all do, so integrating this technique
into your copy can lead to fantastic results, especially if the copy is to be sent to
repeat customers. I’ve taken my car into Honda dealership on a few occasions;
and since I’m a repeat customer, I receive advertisements from time to time
touting “special deals” since I’m a “Special Customer”. They integrate the
“Special Customer” technique with the “Discount” technique where as a “Special
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Customer,” I will receive a “Discount” on my next oil change.
Return on Investment
If your ad copy’s aim is to teach the user in making money, then
mentioning the R.O.I is very important. Any examples you can provide would be
a plus, along with showing clearly how they stand to make more money or at
least benefit from their investment.
Any statistics you can show would be great; testimonials from other
customers can be a plus when discussing the return on investment. It can be an
effective selling point since money talks.
Being “Hip” or “Modern”
This tactic is great for those who like to be updated on the latest trends.
For example, the Apple Iphone sold millions of phones in its initial release based
on this factor alone. Of course, people bought the phone based on its benefits
and features; but many people bought it because they want to be among those
who own an Apple Iphone.
What does this really mean and how can you incorporate it into your
copywriting? For this copywriting technique to be effective, you need to tap into
the person’s emotion and desire to be “hip and cool,” and stroke their ego just a
bit. You can say phrases such as “Be one of the first few to own…” or “Don’t get
left behind” or “Get it while it’s hot”.
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Certain people hate to be “left out” or purchase an item when it’s
considered stale. They like to know they are one of the first people to have it, and
you can key in on this when writing your copy. “Get the special release version
before everyone else does, and be the envy of your friends.”
Going back to the Iphone’s debut, it sold like “hot cakes” based on this
concept. It was considered “hip and cool” and everyone wanted one while it was
hot. The same thing happened when Sony released Playstation 3, and Microsoft
released the XBOX 360. People don’t mind seeing the prices drop a few months
later; they want it now while it’s “hip” and “fresh”.
Guarantees
Great copy always should have a guarantee. It puts your customer’s mind
at ease, and clearly outlines the safety net that they have in case anything goes
wrong.
Your guarantee can range from a money-back guarantee to a warranty
guarantee. Do not overlook the power of your guarantee. It needs to be strong,
clear and precise. It will be the main aspect for those who like to be assured that
they have a security blanket.
Many people buy based on the guarantee alone. For example, a good
money-back guarantee has been the selling point for many products. People
think “If I don’t like it, I can send it back and be refunded”. Even though this puts
you at risk, if you truly have a quality product, then you only stand to lose if you
don’t offer a strong guarantee.
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It’s the difference between closing the sale, and the customer moving on
to a competitor who has a guarantee. Over the years, guarantees have become
so extreme that companies not only offer your money back but also allow you to
keep the product. Some even offer a double or triple your money back
guarantee! A guarantee that extreme can backfire, but it’s also been successful
in some campaigns.
Others offer a gift with the product. You return the product, get your
money back, but get to keep the free bonus as your gift for giving the product a
shot. Guarantees such as those are in abundant use today in all types of offers.
Free Trials
The try before you fully buy method. This technique allows the user to try
the product for a certain number of days before fully committing to the product.
You have to exercise caution with this guarantee. Usually the company
offering the product free for 14-30 days still collects credit card information. The
credit card is only charged if the person does not return the product or requests
to stop subscription within the free trial period.
Integrating such a technique into your copywriting can be beneficial; but
again, you need to ensure you have your terms and conditions clearly stated to
avoid any confusion. Many people have worded their offers as “Free” and then
when the charges appear on the credit card, they dispute it; so be sure that it’s
clearly labeled as “Free Trial” if you decide to use this technique.
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Repetition
If you’ve found a key selling point for your product, then why not make
note of it as often as you can in the report. What this does is keep it fresh in the
mind of the user.
This works extremely well if it’s a benefit. You can cleverly word a benefit
in many different formats; but overall, it still means the same thing. For example
you can say “Relieve back pain forever” and then later say “Eliminate back pain
permanently”. Those two phrases mean the same thing, but are said slightly
different; nonetheless, they both provide the same benefit and creates the same
emotion.
With repetition, you are ensuring that the person is constantly reminded of
the benefit of your product, which is going to be the selling point. It is a great way
to keep the benefit staunched in the mind of the reader.
Storytelling
This is a great technique. Some of the best copywriters use personal
experiences and situations to paint a story that is easy to follow and is
captivating. Everyone likes to read stories that capture their imagination and that
are vivid.
It brings a personal touch to your copy if you can provide a real life story.
You’ll find the story telling technique used a lot in moneymaking opportunities.
Usually it starts with a “rags to riches story” of how they went from having nothing
to being wealthy, taking you through their hardships to their point of success.
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Many times the stories within sales letters are also fictional. So if its fiction,
how can you go about creating a good fictional story that rings home the point of
the product or service? One of the best ways to do this is to actually read fictional
novels or watch movies, then study their plot. You’ll be surprised the tips you’ll
find from reading good novels and movies that flow really well.
A good storyteller must be able to capture the reader, and keep their
attention from beginning to end; so why not learn from the best? John Grisham
has had many of his books turned into movies, and there’s a reason for that. His
novels were so captivating and vivid that it was easy to visualize it as a movie.
Take a trip to your local bookstore and review some novels, you’ll find many
good tips that you can follow.
Obviously you won’t be turning your copywriting pieces into movies, but
the same concept applies of maintaining the reader’s attention from beginning to
end, and being as vivid as possible with your writing style.
I personally love to read stories, but only when the copy is actually
believable. I’ve read a copy before that was so obviously fictional, that it was
laughable, and not in a good way. Be careful when using this technique, since
you need to walk the fine line of being creative, imaginative, but also believable.
The last thing you want your readers to think is that your story is not real.
When deciding to write a story you must ensure it is detail-oriented.
People want specifics; they want to know exactly what was done, how it was
done, and the end result. They do not want an overview or a summary, as it’s no
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longer a story then. You must captivate the user from the beginning to the end,
ensuring that their interest is kept throughout the entire process.
Do not start your story by giving away the ending. Start the story from the
perspective or position that the reader may be in currently, and then show the
progression that was made until the final result. This progression brings realism
to your story. Never jump from beginning to end; ensure the process is gradual
and realistic.
For example, take the infomercial for “Proactiv Solution.” This is an acne
skin care product. What they did is showed before, during, and after photos.
These photos tell a story of the progression the user had while using their
product. The initial photo showed the person with their face riddled with acne;
then they showed a picture a few days later with some progress, as less acne
was present; then they showed the final after photo which showed the acne
being totally gone.
It’s this type of progression that works best with a story. It must have a
beginning, middle and an end.
Humor
Integrating humor into your copywriting sets a mood that may be
necessary to take the edge off and put the reader at ease. Everyone loves a
good laugh, but humor can be risky if your attempt fails.
Only utilize this technique if you’ve truly received great feedback from your
initial testing. When receiving feedback from people who’ve read your copy,
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never point out if they liked the humor. Instead, see if they can provide any
feedback regarding any aspect of it that was funny. This will be a good indication
if your humor was well done.
Never use tasteless jokes, as what you may consider funny, others may
deem as offensive. Always remember to test before finalizing your humor-based
copy.
Cockiness
A new approach with copywriting has been to come off a bit “cocky”. It’s a
risky approach if you’re not going to go full speed ahead with it, but it has been
shown to be successful for a few people who have chosen this route.
With cocky copywriting, you are portraying yourself as being arrogant, and
above those who are reading your ad. This can be either appealing or offensive
to others, but a few cases of this being successful have been with online
marketing. For example, a character by the name of “Rich Jerk” has been very
successful being rude, offensive, and cocky with his writing style.
Expert
Another great technique is to come off as an expert. When you write in a
way that people believe you are an expert within a field, they tend to believe
more of what you are saying.
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To write as an expert within a field is to offer a bit of advice or provide
some free information within your ad copy that gives the user a taste of what is to
come. This is extremely effective if offering a technical product.
There is nothing wrong with sharing a paragraph or two about your
product. In fact, if you are mailing a brochure or direct mail sales letter to a
potential customer, it is wise to offer the first page or two, “free” as a teaser offer.
It gives you credibility, they will appreciate the kind gesture, and you show within
those few introductory pages that your offer is legitimate.
Encouragement
This technique is not used as often, but it’s a good idea to implement
some encouragement with your copywriting. This technique will not always be
needed; but if your offer permits, then it can be very useful.
For example, weight loss products often use the encouragement
technique in their ad copy. You must inspire and encourage the reader into
believing that they can achieve their goal of losing weight.
When you use the encouragement technique, you are also acting as a
“friend”, as friends are supposed to be there to encourage and motivate.
I’ve used the encouragement technique to win over many customers, and
they’ve thanked me profusely for showing genuine care about their success. With
so many cold-hearted people being in the world, it is always a refreshing touch to
have people show and provide encouragement.
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As you can see, there are many techniques you can incorporate into your
copywriting, so it’s up to you to test which one is right for your product. I would
always recommend ensuring that you utilize guarantees, storytelling, and limited
availability techniques when possible. I’ve found those three techniques to be
very effective.
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Chapter Four WRITING THE AD COPY
In this chapter, I’ll be going over the major aspects of putting together a
well-written and precise copywriting piece. These are the major components.
Headline
This is the most crucial part of your writing, and usually is the first aspect
written. I mentioned previously that you should write a series of headlines. If
you’re writing a sales letter or presentation, then it’s very important that the
headline immediately grabs your attention. A dull or boring headline will result in
your ad or sales letter being ignored.
There are several components to writing an attention-grabbing headline.
· It should create curiosity
· Preferably lists the most important or attractive benefit
· Easy to read
· Solves a pressing problem
If you can write a headline that combines those aspects, more than likely
you’ll have a headline that will grab the attention of the reader. Let’s further
review each aspect of those five listed points.
Creates Curiosity
Think about it for a minute. You are watching your local news on television
and they tease by saying “Coming up on the 5:00 pm news, the new trend in
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weight loss; this you surely won’t want to miss.” Have you ever noticed the news
stations teasing reports by leaving you in the dark regarding the report?
For the next 30 minutes, you’re stuck watching the news until that report
finally is discussed and your satisfaction is then met. That’s a form of curiosity.
You want to know what it is, and you’ll continue watching until that curiosity is
satisfied.
Your goal as a copywriter is to create that curiosity. You want to have the
person continue to read your copy, to not only satisfy their curiosity, but actually
exceed their expectation. You always want to over-deliver, rather than under-
deliver; therefore, whatever you wrote as your curiosity factor, make sure you
deliver even more when it’s time to unveil it.
Greatest Benefit
I’ve talked about benefits earlier so you know the importance of having
them within your headline. Everyone wants to know how a product or service can
meet their needs, how it benefits them.
If you can input your best benefit within your headline, you are able to
capture attention, and the more likely they’ll read your entire copy based on you
meeting their need.
Easy To Read
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Perhaps you’ve studied the dictionary and know quite a bit of so-called
“big words”. Don’t believe you are going to impress your readers by using such
vocabulary.
Always write in an easy-to-understand manner. You do not want to
confuse the reader, and have them whipping out a dictionary just to get a clearer
understanding of what you’ve written.
That simply means no unnecessary hard-to-understand or uncommon
words in your headline. The person will skip over your headline if they do not
understand it, so keep that in mind when writing it.
If the person cannot understand what you’ve written, how do you expect
them to be interested in your offer? They won’t be, so always write in a format
that anyone can understand. Simple but effective words are best.
Solves a Problem
This is similar to the option of listing a benefit; but instead, you clearly list
what the problem is and indicate how you can help them solve it.
Do not just list one problem, but actually go into detail of how this one
problem could start a chain effect of other problems. This way, the reader has a
full understanding of the importance of your product or service.
Now that I’ve outlined aspects you should consider when writing your
headline, the next step is to actually go ahead and write it. Remember, you know
your product, so you are the best person to know what problem it solves, so that
instantly can be part of your headline.
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Another quick tip is to never be longwinded. Keep your headline short,
precise and to the point.
Body of Your Sales Message
This is the meat and potatoes of your offer. You need to move on from
your headline and actually start to deliver on what you promised in the headline.
You may find that you’ll need to re-write your body a few times to get it just
right, but be sure to always keep each version of your body content. That way
you can get the opinion of others, and compare the feedback.
The first few words of your body need to be very intense. If it falls flat,
you’ll lose the reader’s attention and potentially a sale.
Earlier I mentioned that repetition is a good technique to use, and I
recommend you use it within the body of your message. If the copy is long
enough to permit its use, then use the technique to get your point across, with
each time slightly using a variation of the phrase with the underlying meaning
remaining the same.
Benefits
Let’s say you are writing a full page ad for a magazine. You’ll have room
within your copy to utilize benefits. What I like to do is have a special section for
benefits in my copy that is in point format or a checklist. This way the person can
go through the entire list of benefits available with the offer, and clearly see how
awesome of a deal they are getting.
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This will satisfy the minority who may look at the benefits to see if it has a
particular aspect they are looking for. This can all vary based on what you are
offering.
Guarantee
Your copy is incomplete without a guarantee, unless you’re offering
something that is an absolute no-brainer. I mentioned this previously in the
earlier chapter, and you’ll need to utilize the guarantee to give the reader that
sense of security. If you are expecting the person to order directly after reading
your ad copy, then you definitely need to input your money back guarantee. Do
not forget it, or ignore its importance. It may seem risky to offer money back, but
it’s a requirement for great copywriting.
Call to Action
I believe no offer is complete without nudging the user into calling or
ordering right away. You want that customer to make a decision right away. No
time to “think about it” or “ponder”. The objective is to always close your copy in
such a way that it leads directly to ordering. No “if”, No “maybe”, No “I’ll think
about it”. You want immediate action, and to do this you need a powerful call to
action.
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Chapter Five HYPNOTIC COPYWRITING
I want to discuss in this chapter the aspect of hypnotic copywriting. To
hypnotize someone, you are getting into their minds, making commands and
having that person do what you say. You are the one in control. Your copywriting
should be no different.
When you write, it should be in such a way that you command the readers’
attention, control their thoughts by guiding them along a path that you want them
to go. Have them imagine how things can be if they bought your product or
service.
I remember reading a moneymaking opportunity magazine a few years
ago where their ad copy took me on a journey of how things can be if I purchase
their moneymaking program. They had me visualizing no longer living paycheck
to paycheck, being able to purchase all the luxury items that I previously couldn’t
afford, and how my life can change forever by simply picking up the phone and
calling them.
Throughout the entire copy, the offer focused on the life changing aspects.
The goal of that copywriter was to get me in the frame of mind that by simply
following his lead, everything I ever wanted could be mine.
Did I order the product? I actually did due to a number of factors. His copy
was truly hypnotic; it captured me, it guided me, and it took me on a journey and
provided everything I wanted to hear. That’s your goal with hypnotic copywriting -
to push the reader in the direction you want them to go.
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You are in the driver seat, and you’re taking them on a journey that will
satisfy their every desire. This can all be accomplished through your ad copy.
When you’re in control, then you can direct the person to whatever direction you
wish. Take this for example.
This simple phrase “By the time you finish reading this report, you would
have seen how important it is to get started right away with writing your own
copy.” Right there I’m simply instilling into your mind that you will have all the
needed tools by the end of this report to get up, head on over to the computer or
pull out a notepad, and start writing your copy. I’m inputting the confidence, and
placing the notion that you will see its importance, and that you will get started
immediately.
Another phrase can be “The more you read this report, the more you will
agree with me that writing your own ad copy is the best way to maximize your
profits.” Now putting this into action for your product or service can be simple.
For example, you are selling “Secrets to Improving Your Vertical Jump.”
In your copywriting piece, you can say something along these lines “You’ll agree
that the best way to improve your vertical jump is to integrate the techniques I
give you in the Secrets to Improving Your Vertical Jump program”. Another
phrase can be “Right now you are visualizing how awesome it will be when you
increase your vertical jump by 2-4 inches using the Secrets to Improving Your
Vertical jump program.” With these statements, I’m implanting into the person’s
brain that to improve their vertical jump, they need my program. With each
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statement, I mention what they need to achieve their goal, and I say it in a way
that they agree.
With writing your copy, you want the person to be in agreement with you.
To do this you need to start a simple pattern of them agreeing with your
statements. This can be done simply by asking questions that you know are
obvious.
For example, “Would you like to increase your vertical jump by 2-4
inches?” You know the answer to this question is “yes,” as it’s why they are
reviewing your copy in the first place. Directly after that question is asked, you
can follow up with “Using the Secrets to Improving Your Vertical Jump program
that becomes a reality.”
You’ve done two things in that example. One you’ve asked a question that
you know will elicit a “YES” response, they are in agreement. Secondly, you’ve
followed up that question with a solution. It doesn’t say it “might” or it’s “possible;”
the statement is written in a format that it is already reality.
Do you see the power of asking questions that will strike an emotion and
then following it up with a solution? Statements such as these allow the reader to
be in a frame of mind that you do have exactly what they need. They will believe
that what you say is the truth, as they’ve agreed to it, based on what you’ve
written.
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Chapter Six FRIENDLY AND PERSONABLE WRITING
An often-overlooked aspect of copywriting is based on acting as the
person’s friend. Some of the best-selling products refer to the reader as “Dear
Friend”. There is a reason for this. Yes, I do know that the copywriter and the
person reading have never met, but the word “Friend” is being thrown in there
loosely.
It’s been said that utilizing the words “Friend” at the beginning makes the
copy seem less like an “advertisement” and more like an actual person talking to
you, and helping you along the way to achieving your desired goal.
When you write, it’s important that at all times you focus on the magic
word. That magic word is “YOU”. People love to know you are speaking directly
to them in the ad copy. They don’t care about the thousands or millions of other
people who have read or are reading the copy the same time that they are
reading it. All they care about is that the focus is on them; therefore using the
word “YOU” is critical.
Try to not “lump” everyone into the same bracket. Limit the use of the
word “WE” unless it’s being stated to show that you and the reader have
something in common, therefore the “WE” is meant as you and the reader. In
such cases, that’s fine.
In general though, always focus on the reader; and to do that, it is very
important that you utilize the “YOU” technique. Why is it so important? Simply
because it seems like you are speaking to them. In my writing of this report, I’ve
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also been focusing on “YOU”. I’ve written this report for “YOU” therefore I’m not
talking about “THEM” or “US” or “PEOPLE” I’m talking directly to “YOU”. It’s
personable, it’s friendly, and it leads to a more favorable response.
What do you think is the most effective style of writing copy? Usually it’s
copy that allows the reader to believe they are in an actual conversation. You can
do this by asking rhetorical questions. Obviously, the reader can’t answer you
directly, but they surely will do it in their mind. That way it seems like you are
actually having a conversation.
Another tip for keeping things friendly and personable is to utilize
contractions. For example, instead of saying, “You are,” change that to “You’re”.
Instead of saying, “You will,” it can be “You’ll”. Why is this important? It creates a
style of conversation. Think about it for a second. When you talk, do you
constantly say “You are” or do you say, “You’re”. Personally, I say “You’re”. If
you’re having a conversation with someone, would you say “You will regret this”
or would you say the abbreviated version “You’ll regret this”. In most cases, you’ll
say the latter.
I mentioned earlier a money-making report that I read and eventually
ordered. In this report the person discussed how much money you can make.
One point to make note of, is that he didn’t frequently use the word “Money”. He
interchanged that word with “cash” and “dinero” and other words that can be
substituted for the word “Money”.
Take careful note of this, as it is part of transforming your copy into
something personable and friendly rather than cold, impersonal, and dead.
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Which one of these phrases seems more conversational?
“I was very angry”
“I was pissed off”
Yes, I know some people do not like the word “pissed off” but it is
frequently used in conversations more so than “angry”. How about changing
“pissed off” to “I was about to explode” that’s actually even better, since it implies
you are angry but also shows the level of anger you were experiencing at that
time.
Think about these subtle changes in your copywriting when addressing
your reader. It can make a major difference in the overall feel the person has
when reading your copy. That can lead to the difference between closing the sale
and being bypassed.
Want to know another secret for being personable? Act as if you know
what they are looking for. Take the reader by the hand and truly guide them like a
friend would. Sometimes leaving out the hype from copy puts the reader’s mind
at ease, especially if they see that you are presenting your copy as if you can
relate.
Friends relate to each other; therefore, if you can relate to your readers,
then the more likely they’ll trust you and will continue reading. Try implementing
caring phrases such as “I really want to help you succeed” or “I truly believe you
can….”
You’ll be amazed that using such wording in your copy can make the
world of difference. Earlier I mentioned using the technique of storytelling. If you
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are selling a product that has helped you, then why not tell your personal story. A
great example of this is again weight loss products. Companies such as
NutriSystem and Jenni Craig always use people who have tried their product and
succeeded as their spokesperson.
Why? It’s believable and tells a true story. It’s more personable to read a
real success story of how a product benefited someone, rather than just reading
about the ingredients and all the hype. A great story outweighs any other selling
point if done effectively.
Review all the infomercials on late night television. You’ll see each person
telling a story. There was one infomercial that was prominent on late night
television. The “guru” promoted self-help books on making money, and he told
the story of how he went from working as a bus boy, to a multi-millionaire simply
by writing tiny classified ads in the newspaper.
Okay, I do know it had to take more than just writing tiny ads to go from a
bus boy to a multi-millionaire, but his story is what people love to hear. The
average person making it big is a story that always attracts attention and brings
inspiration. It gives the belief that anyone can do it.
Sharing your story and being personable is what can truly sell a product.
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Chapter Seven RHETORICAL QUESTIONS & STATEMENTS
A powerful technique to copywriting is by utilizing rhetorical questions.
These questions are a bit self-explanatory with regards to the answers. Asking
questions such as these puts the user into agreement with you.
That’s the common ground that you need to achieve with those that read
your copy. You need to put them in a position where they are agreeing with your
statements. The more you can have the user agreeing to what you state, the
more likely you’ll have them as your customer.
Have you ever wanted to improve your way of life and command a higher
salary? Let’s say your copy is about a seminar or book you’ve written about how
to go about commanding a higher salary in your current job. If the person is
reading your copy, then by all means they’ve thought about it, so that question is
entirely rhetorical. You already know that the person has thought about this, but
you want to again implant into the reader’s mind that you understand and can
relate to their need.
Not only do you relate to their need, but you can also help them solve it.
Rhetorical questions are indeed very powerful, but that’s not the only powerful
tool that you can use to put a person in agreement with you.
Another fantastic technique is to state the obvious. Using phrases such as
“You already know this” and “Without a doubt you…” are good ways to put the
person into agreement with what you are saying. You’re establishing that you
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know and they know what is important, as it shows you’re on the same wave
length.
When you and your reader are in agreement, you’ve just increased the
odds of conversion along with feeding the readers’ mind with positive thoughts
about what you are offering.
How about stating, “What would you do with the raise in salary you’ll
receive after following the techniques I’ll outline in the Secrets to Higher salaries
report?”
That statement is powerful as it does the following:
1. You are giving the person the opportunity to answer the question
and think of what they would do with the extra money they’ll now be
receiving due to the raise.
2. The person, by thinking of the answer, has subconsciously agreed
that by ordering your product they will indeed receive the raise.
This is important since you have just conveyed in that one question alone
that the product works, and that to achieve the desired results they will have to
order your product. Their mind is now programmed into believing that your
product is what they need to indeed receive that raise.
Do not under-estimate the use of such phrases as it programs the mind
into believing your product is the solution, therefore the next step is to order the
product.
Your goal with the copywriting is to feed the person’s brain with positive
thoughts regarding your product without using much hype.
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Chapter Eight OVERCOMING PRICING & OTHER OBJECTIONS
When you’re thinking like a customer, you’ll be able to come up with
questions that you know they’ll want answered. You can incorporate these
questions into your copy by writing statements that discredit the objection.
If you are a car dealership and your parts are a bit more expensive than
the local auto shops, then make note that you only used genuine certified parts.
This justifies your higher pricing and shows you set a standard of high quality.
If your labor costs are higher, make note that your staff is certified
mechanical engineers and were trained specifically for the model of the vehicle
being serviced. Its adding statements such as the ones mentioned that would
bring credibility, but also indirectly answer some questions regarding the
difference in price from your competitor.
That’s a simple way of overcoming objections or questions without
addressing the question directly. Another great way of overcoming objections
dealing with the pricing of your product is not to compare yourself to your
competitors. For example, if you were selling a CD that discusses “overcoming
anxiety,” then you can compare the price of your CD with the price of attending
counseling sessions or attending your seminar live.
Obviously counseling sessions and seminars are higher priced than being
able to listen to it on CD; therefore, when you compare the two prices, the price
of the CD seems more reasonable, and you’ve justified your pricing.
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If again you are faced with an objection, you should consider incorporating
all the benefits and features of the product and have an option of listing them.
The more benefits and features you list, the more valuable your product will be
perceived.
When you are writing your copy, remember you are trying to solve a
problem. If you focus on how you can solve that problem, along with mentioning
other issues that can arise from the problem you are solving, the potential buyer
is more inclined to ignore the price just to be able to resolve the issue.
There’s nothing worse that exposing one problem, and then finding other
issues arise due to this initial problem. The more problems your product can
solve, the more valuable it becomes, and the lesser that price becomes a factor.
Keep in mind that people want solutions, and will pay if you can indeed deliver as
promised.
I once read an ad copy that focused its entire copy on “if you will join the
winner’s bracket or the losing bracket.” Their goal was to strike an emotion with
the reader that if they don’t follow what they’ve said in their copy, that the
chances of them being on the losing end skyrockets. This works well for any
business. If you’re selling Life Insurance and your copy is to get the reader to
sign up for the insurance for the security of their family, you can paint two
scenarios.
Scenario 1 is ensuring your family is totally secured if there was ever a
death that the life insurance policy will have them fully covered and financially
secured.
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Scenario 2 is if you do not take out the coverage and your family is left to
suffer with little to survive upon since you were the breadwinner of the family.
That’s what is meant by the winners bracket and losing bracket. The
example is a bit morbid, but it brings across the point of showing the user why it’s
important they take advantage of your offer.
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Chapter Nine ILLUSTRATIONS
The use of illustrations is another often overlooked technique with
copywriting. Illustration can be in the form of charts, graphs, or graphics.
Integrating an appealing graphic with your copy can enhance the overall feel and
appearance of your copy.
Let’s take a look at magazines that have advertisements embedded. As
good as your headline may be, an eye catching graphic integrated with it will get
more eyes being glued to your page.
Remember that your goal is to first get people to actually view your ad, so
you have to do whatever it takes to attract them, and one excellent way is by
using graphics or illustrations.
Illustrations are also great for showing statistics. If your copy entails
showing users why it’s important that they act now, showing some graphical data
could be a great selling point. For example, if you are selling auto insurance you
can show statistics on how much money users have saved by switching to your
auto insurance company.
People like to see “proof”, “stats”, and actual “figures”. Utilizing this
technique will build more credibility and trust, and you’ll come off as more serious
with your offer. Good ad copy is not just about hype, but also facts; so
illustrations can indeed help.
I’ve also found that using photos help, especially if the photo is of an
actual person or the item that is being sold. This visual stimulation is important,
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as it feels like they are now talking to a real person, and can actually see the
product.
You can transform a good copywriting piece into a great one, by simply
adding a few graphics, photos, and statistics. If it’s possible, always try to
integrate some graphical elements into your copywriting.
If you’re not good with graphics, consider having it done professionally or
by your graphics department if you have one. The more professional appeal your
copy has, the better chance you’ll have in converting readers to customers.
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Chapter Ten TESTIMONIALS, BEING PRECISE AND SUBHEADINGS
Every copy should include testimonials. Testimonials build credibility, and
show that other people are using your product or service and have achieved
exactly what you promised. Without testimonials, your offer is being based on
what “YOU” alone have written, and why should they trust you? Testimonials are
great instruments of social proof.
It’s very important that you start collecting as much feedback as possible
from your past clients and surveying them to be able to use their statements in
your copy. An offer without testimonials can read very flat, especially if the reader
is expecting to read what others have said.
For a testimonial to be truly believable, it’s best to use the name of the
person; and to do this, you need their permission. A full name instead of an
abbreviation will look far more credible than just listed initials. I’ve seen
testimonials that simply state “A.S” or “J.B” and to me that means absolutely
nothing.
I generally prefer to see a full name, and even a location such as “Jim
Jones, Atlanta, Georgia”. I do not expect to see a telephone number and exact
address as that leads to privacy rights, but at least a full name and city/state
helps in validating the testimonial.
With the ever-increasing investigations into companies, it’s also important
that every testimonial you list is actually backed with proof. This is in case you
are ever investigated. Keep all your testimonials on file, whether they are
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testimonials sent in through the mail or email. If you are quoting something that
was said on the phone, then that’s harder to track unless you have the recording.
There is not much more to be said other since it is self-explanatory. If you
do not have any testimonials on file, then do not fake any. It’s better to not have
any testimonial than to fabricate one.
Specifics: Being Precise
Being specific is very important. When you request your testimonials from
your customers, ask them to be as specific as possible concerning the benefits
that they have received. You do not want someone who said, “You really did a
good job!” “Good” doesn't tell us anything in particular. They must be very
specific on how the product has helped them.
When writing your copy, provide exact figures. If you are offering a
moneymaking report, people will tend to believe you if you input the exact figure
you’ve made instead of providing a flat number. For example, if you’ve earn
$2,342.46 per month utilizing the techniques outlined in the product you’re
offering, then by all means input that exact number instead of rounding it down to
$2,300. If you input exact figures, it seems more believable than rounded figures.
If you have a statistic to offer, instead of stating 65% of people are shown to do…
you can instead say 65.7%. Always use the exact figure; it’s very important in
building credibility.
Use of Sub-Headings
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This can be overlooked but the format of your copy is also very important.
It’s always wise to have your copy divided into sub-headings for easier reading,
with the most important words or benefits being the title of the testimonial. Not
only will this make it easier to read, but it will also allow you to highlight important
points that you want to stress upon.
Location
You need to put testimonials at certain strategic points within the body of
your copy when you are making a certain point in your copy that goes along with
something from a testimonial.
You need to use a testimonial that has something in it that directly
overcomes a particular buyer's objection or skepticism. For example, if you think
that customers might be doubtful if your product can produce results within 10
days as you have stated, include a testimonial of a customer that has
experienced such results within 10 days or less.
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Chapter Eleven EDITING YOUR WORK
Once you’ve written your copy, then it needs to go through a thorough
editing process. This includes checking for spelling and grammar errors, along
with ensuring the copy is easily read and flows nicely.
You’ll find that each time you proofread your copy that you may find
mistakes that you didn’t see the first time, which is why it’s important to proofread
multiple times.
This may seem time-consuming but it’s a necessity to ensure you have
copy that is free of errors. You do not want the focus of your copy to be on
spelling or grammar errors, but solely on the product or service you are trying to
promote.
What would be your impression if you were reading a copy that had
spelling errors? You’ll probably not be impressed, and will lose a bit of respect for
the writer. Lost of respect can also result in the loss of a potential customer.
I recommend that you not only proofread your work, but actually have
others proofread as well. What your eyes miss, someone else may spot, so
always have someone available who can proofread your work.
Upon reviewing my copy, I’ve often found that I could also expand on
certain points more and I find myself editing and tweaking. This is an important
process of copywriting, as this is where you can take a good copy, and make it
even better. I highly recommend writing your copy, proof-reading it, then allowing
a day or two to pass by before reading it again.
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After a couple days, open the copy and read it again, you’ll be surprised
that you may find new issues or have new ideas to implement. That’s why it’s
important to take your time and let the creativity flow naturally with the
copywriting process. If you try to do too much in one day, it can become
overwhelming, and you won’t produce your best work.
I mention this since I’ve fell victim to my own ego on a few occasions. It’s
one thing to be confident, and another to be over-confident believing you can
write perfect copy within a few hours. It’s just not feasible. The best copy is
written, and then re-written over a period of a few days. In each day that you
tackle it, you’ll find ways to improve it.
Do not try to be a perfectionist. By doing so, you can ruin your ad copy. At
some point you have to be satisfied with what you’ve written, therefore know
when to stop editing. Do not rely solely on your own judgment but again, get
feedback from others.
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Chapter Twelve PUTTING IT ALL TOGETHER
With all the above noted tips and strategies outlined, you should now be in
a position where you can truly understand the secrets and power of persuasive
copywriting. The final step is for you to put together all that you’ve learnt, and
start testing the waters.
Just a minute though. Do you remember what needs to be done before
you even write a single word? If not, I’ll give you a quick refresher course. You
need to have a solid outline regarding the product or service you are offering,
along with knowing your target market. Without these elements, you cannot
expect to see good results.
It is very important that you are able to relate to your target market, and
list the points that you need to focus on when you write the copy. Without this
research, you are writing “blind” and that usually results in a poor converting ad
copy.
If possible, gather statistics and key selling points on your product. Have
all this information readily available to be integrated into your copy. By doing the
research beforehand, you’re giving yourself a smoother writing process, with
potentially fewer bumps in the journey to completion.
No preparation means you’ll have to stop and research from time to time;
this can interfere with your overall flow. Therefore, conduct your research first;
have your stats, testimonials, surveys, etc. readily available.
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Once you have everything prepared, how do you test the waters?
Practice, Practice, Practice! Remember I’m a firm believer that the only way you
get better is to practice. I would start by writing paragraphs based on some of the
points I’ve outlined. For example, you can try writing a paragraph that is written in
the “hip or modern” technique, then you can try writing a paragraph based on the
friendly technique. I would continue to write a paragraph utilizing each technique
and editing until I’ve fully mastered each technique.
Test each technique fully to see which style is best for you, as you may
find that you are able to get your point across better within a specific style. The
only way to know which style suits you best is what again? Practice, that’s right!
Once you’ve mastered a particular technique, put the technique fully into
practice by writing a full length copy on a product or service. Remember to start
with the headline and then proceed to the body of the message. As important as
the headline is, you need to also follow it up with a strong opening paragraph.
Allow your headline to set the tone for the rest of the copy. If the headline
is bad then you’ll be lucky if even the first paragraph is read. Therefore, master
your headline first, and then proceed to the other aspects. Again, always write
several headlines as you want to be able to test which one is most effective and
compelling.
The opening paragraph after your headline needs to further grip the user.
It’s a good idea to throw in the curiosity factor in your opening paragraph; this
can lead to the user reading the rest of the copy to satisfy that curiosity. Always
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remember your goal is to have the reader read your entire ad copy from
beginning to end.
Keep the reader interested; throw in statistics, curiosity points, and humor;
be friendly and personable; include illustrations. Blend them together seamlessly
to have a copy that is explosive and to the point.
Let’s say you decide to use some hypnotic copywriting in your copy. The
focus is on using specific language and phrases that will allow you to fully control
the user. Do you remember what such phrases are? If not take a trip back to the
hypnotic writing section and review that chapter again. I believe your copy should
always have subtle commands within them that utilize the art of hypnotic
copywriting. I’ve found the more you guide the user, the more chance of them
doing exactly what you want them to do.
If you’ve written your copy and it’s a “direct mail” piece to be sent through
regular postage mail, then keep in mind that you may not receive an immediate
response or a flood of sales. I’m mentioning this due to the fact that you may
believe your copy has fallen prematurely if you do not allow enough time to pass
before deeming it a failure. Regular postage mail can be slow, and your letter
mail end up in a stack of mail to be sorted later.
Therefore, if you’re testing the waters, perhaps you should try an online
campaign first to gauge the response; usually, online campaigns receive a faster
response. This way, you can test your campaign before mailing your direct mail
pieces. Obviously, this only pertains if you have an online presence.
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I’ve personally tested my copywriting skills by first using classified ads on
online classified sites. With these classified websites, my focus was testing my
headlines to see which ones were most effective. These classified ad sites were
free, so it cost nothing to run these tests, and I was able to get a better idea of
which ad received better response.
I’ve thrown that tip in there if you are web savvy since testing the waters
on the web can be extremely cost effective and can provide insight on your ad
copy.
You’ve got all the tools and knowledge now to proceed with your
copywriting venture. Take these tools and techniques and allow them to
materialize in the form of a masterfully written copywriting piece.
I truly wish you the best with your copywriting. You can be a successful
copywriter. Believe in yourself, follow the guidelines, and most important of all,
practice. I’ll be seeing you at the top J