Mediocre Copywriting Skills?

As you may know, great copywriting can result in great profits.
I have to confess I’m not a great copywriter. Nothing special. No fancy words or one-liners. Mediocre at the most.

Yet I succeed in selling my products using my copy. Not that it can’t be improved, it can (and I’ll give you a great resource below), but I’m still doing OK. The main reason for that, in my opinion, is because I concentrate on creating and promoting valuable products. You know why?

Because even the best copywriter can’t sell bad products. But a mediocre copywriter can sell good products (this is where a copywriting expert can make a huge difference!). That’s one of the things I learned from studying copywriting resources.

Copywriting lesson number 1: Only good products sell well.

Copywriting
Photo Credit: akaalias

Lots of people seem to know that, because I see hundreds of them creating new products that…
…nobody wants. They probably have this idea, a solution for a problem, develop it and think they’re getting rich. But what they forgot was to check the market to see if there’s a need for that solution AND if there’s a crowd out there willing to pay for it!

Copywriting lesson number 2: Find out if there’s a market first.

Actually these aren’t copywriting lessons per se. They’re just common marketing sense, but to write good copy, you’ll need to fulfill these two conditions.

And if you’ve done that, all that’s left is to write great sales copy. As I said before, I’m not an expert, but I just follow some simple guidelines that I’ve learned from the many copywriting resources that I studied.

I start with creating a simple bullet list of features and try to translate them into benefits. Because people never buy what they need. Instead, they buy what they want. That’s an emotional decision, which they validate using logical arguments.


Quite often, features and benefits are a difficult matter for many copywriters to be. Most of them only describe features.
But the distinction is crystal clear if you follow Paul Myers‘ definition, which he calls “Myers’ Marketing Maxim”…

Benefits exist in the head and the heart.
Everything else is a feature.

Copywriting lesson number 3: benefits sell, features validate.

After you’ve created an extensive bullet list of features and benefits, just take the best one and turn it into an Magnetic Headline. Half of the hard work is done by now.

Then there’s also the ‘personal tone’. Call them personal preferences.
I don’t like hype. I’m sick and tired of reading headlines that start with ‘I’m sick and tired …’. Or ‘with this product you can now sell pizza recipes to Italian mamas’.
Or phrases like ‘my wife will kill me if she finds out I’m letting this go for such a low price’, ‘the secret Guru’s don’t want you to know’ or ‘doctors are lying to you’. You get the idea.

Again, just something personal. I don’t use copy like that. And I don’t think there’s a need to. People like Paul Myers and Ken Evoy succeed in selling lots of products without this hype.

That’s how I try to write my copy too. And, if you’re struggling with writing good copy, can do it too.

I know, I know, I skipped the whole array of tricks like guarantees, testimonials, bonuses, PS’s es, testing and tracking, how long your copy should be and everything else. But you better can get them from the experts.

Read the blogs of John Carlton, Micheal Fortin, visit TheGaryHalbert letter (I have them all on my hard disk) and Gary Bencivenga, David Garfinkel, Carl Galletti, Michael Senoff’s www.hardtofindads.com, subscribe to TalkBizNews (you won’t believe what valuable information he’s giving away for free) and there are a lot more (sorry everyone I forgot).

On and off, I study them all. And learn. And implement.

But there’s one resource that I profit most from. It contains thousands of swipe files, online tools like headline generators and dynamic sales letters, software tools (have you ever seen software that tracks how far your visitors scroll down your sales page? No? Interactive Johnson boxes maybe? Animated headlines then?), audio’s and teleseminars from expert copywriters (like Fortin, Garfinkel and Galletti) and a lot more.

It’s called The Copywriters Toolkit.
Check it out if you really want to improve your copywriting in a very practical way.

And if you really want to go into the nitty-gritty to achieve much higher conversion rates, then check out The Secrets Of A 10% Conversion Rate. Honestly one of the absolute best books I ever read on the topic.

Let me know about your copywriting skills and experiences.
Post your comments below.




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9 thoughts on “Mediocre Copywriting Skills?

  1. P Moore A says:

    Great copywriting can work wonders. I know of some people that pay over $25,000 per copy to a good copywriter. Talk about bankin it!

  2. The Guru Assassin Review says:

    Great list of resources. I shouldn’t say you aren’t a great copywriter I have read this blog from years…
    http://theguruassassin.com-extra.info

  3. Define Economic Recession says:

    Your first point is definately the most important. I have tried many different forms of internet marketing and promoted many products – many of which I knew nothing about. I found as you mentioned that you definately sell more of something that you believe in. I think this is because your passion for the product comes through in your sales copy.

    Tom

  4. Zekimann says:

    Nice post.

    I seriously believe everyone involve in selling information products should learn how to write copy.

    I’m not a great copywriter, far from it, but I realise that in order for me to succeed online with information marketing, then this is one skill I have to learn, like it or not.

    And there are lots of places to write..like writing emails, blog posts, classfied ads, articles, to name just a few.

    As for me, I read and still reading stuff written by Gary Halbert, Gary Bencivenga, etc. I recommend you also check out a blog by Clayton Makepeace, another copywriting guru.

    I’m not concerned about being a master copywriter. It’s more important that I’m able to convey my message clearly for people to understand.

  5. Goacom says:

    As I see it your post seems to be about being honest with your copy. But honestly being a good copywriter is a classic advantage.

    It is similar to good imploring yet un-exhaggerated sales talk. Although I am tired of repetitive redundant sales garbage, a good copy is something which arouses curiosity and interest. keeps you glued to the next line and then grapples you with the option of making a tempting buy with the history of the copy in mind.

    Its mind over sense. A mind drawn into compulsion which you would not have, had it not been a good copy.

    By good copy I sincerely dont mean those annoying headers which you already mentioned.But good copy is always bound to make you a winner in the long run product notwithstanding.

    And as I see it you might have been a simple copywriter but you have surely mastered some good skills of a compelling copy

    Good supply in this article you posted.

  6. No Swap Forex Account says:

    Great tips for starting as a copywriter. I think that quite a few people could do this successfully if they put their mind to it. It seems like it is easy enough to learn and then you just have to have a good eye for great products. Then over time I am sure writing skills would develop and you would be doing great. Thanks for sharing.

  7. Dofollow Social Bookmarking says:

    Probably I am the laziest copywriter and can’t even write a good article for my own site when I’m not in mood. Writing is passion and without it, success is far to reach.

  8. Susie says:

    Glad I found your site, it’s a wealth of information. I came about my writing in an unusual way, but found it to be quite addicting. It may be mediocre as well, but it is a great challenge and finding resources that help out and solidify some of my thoughts is great.

  9. You know what’s the good thing about you? You always talk of the other side, I mean in this article you totally put out a great idea in my mind about thinking of what the market wants before making the product, or putting out an e-book, great one!

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