Today’s Tip Sheet will be of vital importance to your small business. It’s all about how to create mouth watering copy that will draw in your customers like a bunch of parched elephants to a watering hole.
…ok so the things you don’t know about copy
won’t actually kill you, but they could be
silently killing your potential revenue.
There is a right way and a wrong way to sell a
person in print and I hope to decode some of that
with you today.
Copywriting is selling in print, one thing to
one person at a time.
ONE THING TO ONE PERSON- Remember that.
Don’t try to sell a whole catalog of stuff and
then expect the person to make a decision. They
will pick NOTHING.
Ok.
Now that you have decided on that one thing you
are going to sell, you need to find an EMOTIONAL
way (not a logical way) to deliver that product
to your customer.
It all begins with the HEADLINE. This is where
you should spend almost 50% of your writing time.
Just like my ridiculous example in this post
(got your attention didn’t it), you want to
grab your prospect by the proverbial throat and
not let go until they make a decision to buy or
not.
Don’t EVER lie in your headline, like I just did.
I was trying to make a point.
If you lie in your headline, you will INSTANTLY
lose the fragile trust of your prospect and you
won’t sell a penny’s worth of anything.
Get their attention and get them to keep reading.
Now you write a LEAD, which is a short sentence
that sparks even more curiosity than the headline
did, getting the prospect to read even further,
trying to get the answer to the question you posed
in the headline.
Then you need to stir up even more emotions by
putting the product in the reader’s world with
a compelling story.
Think about rags to riches if you are selling
something that might make the person money.
Think about showing a person’s pain and then
showing how your product cures it. This is
not for physical pain only, this can be any
pain in a person’s life.
For example, a messy closet is a customer’s
pain. Your ACME Mighty Closet Blaster will
get rid of that customer’s pain.
Then you need to CLOSE the customer.
Show them that they really want your product.
After the close you need to create a CALL TO
ACTION and get the customer to do something,
check a box, place an order, call a number.
After the close, you should have a GUARANTEE.
The guarantee helps the customer drop their
guard of skepticism. You want them to feel as
confident with the purchase as possible, because
they are doing business with someone they
don’t necessarily know.
That’s all their is to it. Let’s recap.
Here is the Underdog Millionaire Copywriting
Formula:
1. Headline
2. Lead
3. Story
4. Close
5. Call to action
6. Guarantee
Now, if you are really serious about writing
your own sales letters for your product or
service, then you should definitely click
here and learn how to write your own sales
letter in as little as 8 hours.
http://www.sales-letter-system.com
Until Tomorrow,
Joshua Black
http://www.sales-letter-system.com
http://www.underdogmillionaire.com/blog
P.S. Sales letters can be used for all kinds of things, just direct selling. You can use them for events, lead generation, grand openings and much more.
Click the image to get the FREE Underdog Millionaire wealth Pack!
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{ 4 comments }
Thanks for breaking this down into such a simplistic form. Part of the reason why copy can be so difficult to create is how we want to go after everyone and by doing so we only hamper the ability to talk on a one-to-one basis.
Like you mentioned, when you try to cover a range of items you only lead people to choice paralysis.
Murlu,
Copywriting can take a lifetime to study, but when you break it down into simple parts, almost anyone can create a sales letter that they can test, tweak, and make better. Even the best copywriters out there are always re-writing their work.
-Joshua Black
Hi Joshua,
The steps you wrote down are vital. Emotionally grabbing your prospect attention seem to always work wonders.
Nowadays there are talks that sales letters are dead and video marketing is the next generation.
Do you have any thoughts on this ?
I would think the same steps outlayed will apply to video marketing.
Thanks for sharing this.
Louis
Louis,
Sales letters will NEVER be dead. Video marketing is the latest fad, but that does not mean that you should abandon other ways of selling. You need to sell in a way that your customers want to digest the information. For example, I hate video sale letters. I completely ignore them, because I like audio and text.
The key is to offer your sales letter in multiple ways to cover the most people you can. You are right, the direct sales process is the same, and the message is the same no matter what medium you are using, audio, text, video, skywriting with a plane, it’s all the same process.
-Joshua Black
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