In my copywriting career, I’ve saw the confusion between article writer and copywriter again and again. An article writer is someone who … writes article. A copywriter is a salesman in print. And if you want to sell, you’ll have to follow a few basic rules again and again. Rule #1 – Know your prospect If you don’t know to whom you are writing, you can be the best copywriter in the world, you will still fail. Why? Different psychographics and demographics groups will have a different appeal. And the biggest mistake I see is that people try to appeal to all of them. The secret is that when you are trying to please everyone, you’ll please no one. If you are selling a computer service repair, it’s better to appeal only to corporate computers or gamers or Mac or PC instead of “we’ll fix your computer, no matter whatâ€. Rule #2 – Focus on end benefits. Let’s make something clear. Features won’t sell your products. A computer processor is a feature. It has a physical presence, you can touch it, feel it, etc. But that won’t sell it. Instead, the fact that it will make your computer run faster is the right appeal. And if you want to take it a stage further (emotional benefits) – it will allow you to watch HD movies and play Gears of War 2. Water purification device (feature) -> Clean water (benefit) -> No need to worry that you or your kids will ever get sick because of contaminated water (emotional benefit) Rule #3 – You are wrong, the customer is right. Even when you think this rule is false, that won’t help you selling. Reality is something formed in our individual brains and it’s different from everyone else. That’s why when you are trying to sell him a new idea, contrary on his beliefs, you’ll lose him. Instead, start with something he already knows or agrees with and move from there. And if you are bringing a new argument, always support it with proof. Case studies, testimonials, graphs always work. I will add more if there is enough interest. Montana
Nice tips. Simple and easy to understand because of the illustrations. I don't generally value testimonials much. They can be easily faked and mostly are. But then again, some people believe anything if their favourite celebrity or guru says it.
Agreed lightless, 95% of testimonials found online are fake. So its better that we don't judge our work or future prospects of our work based on these fake testimonials.
Agreed... It's also very helpful to know who you are pitching your product to. Does he golf, is she a fashionista? Using analogies that your potential client/customer can relate to produces impressive results.
Rule #3 – Your headline and deck should just serve WIIFM (what’s in it for me) Your headline should get attention, make a big promise and expose your hook (unique device to attract your customer. Your deck should back-up the headline, preview the benefits in the copy and set a timeline or scarcity device. That’s why creative headlines won’t work most of the time. The idea is not to amaze him, but to get him to read the next sentence. Rule #4 – Close the deal with your guarantee Your guarantee shouldn’t just be a way of saying “satisfied or your money backâ€. Instead, try something like: You must: • Benefit 1 • Benefit 2 • Benefit 3 Or I urge you to send me the book back and I’ll refund you every penny. You should focus on extending your guarantee as long as possible (lowers refund rate, people can remember a 30 day guarantee and when to return it, they fail when it’s 365 days). Rule #5 – Always give a warning A warning about what is going to happen if they don’t buy, limited stock, limited time, etc.