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.
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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