“Grab ‘Em by the Throat” Copywriting — You Can Do It!
By Ford Saeks
If you can tell a good story, you’re already a copywriter! You just need to master the proper structure, and maybe “unlearn” all the stuff your teachers told you. Great copywriters paint visual pictures of events that happened in the past, that may happen in the future, or events that won’t happen ever--unless you buy their product. Paint a picture of the joy the prospect gets using your product, or you paint a picture of the hardship he will endure without it. Why?
Because people love stories. No one is interested in dry facts, but they will be captivated by a story that tells them how their lives will be impacted by a product. The more emotion you bring to that story, the more compelling it is to your prospect. If you can talk, you can write great copy.
As a marketer, your job is to get into your prospect’s head and learn what causes him headaches and keeps him awake at night. If your product or service can cure his headaches or help him sleep, you must make this clear to him in no uncertain terms.
That requires writing copy with emotion—usually charged; sometimes confrontational. There’s no right way to write copy; the only outcome you’re looking for is effective copy (meaning the prospect buys your product or service).
Effective copy requires that you first become an expert on your product. It’s critical that you know your customers, who they are, how they behave and what they buy. What is the inherent emotion--fear, success or something else? Make a list of the questions that you think the prospect might have about your product. Create a benefits list of your product so you know how to capture the prospect’s attention.
Here are more vital copywriting tips.
Always lead with benefits, then validate with features. Benefits are the things prospects get if they purchase your product. For examples, benefits can be the weight your prospect will lose, the hair they’ll re-grow, the money they’ll earn, etc. Features are things about your product, like “it has 300 hp” or “it contains 15 special vitamins.” The most effective copy leads with benefits and validates with features.
Create a compelling offer by telling the whole story. Use word pictures, metaphors or stories to highlight the problem prospects have, or the solution your product provides. Write in “YOU” terms, not “I” or “we.”
Brain dump your first version, then edit later. Don’t attempt to edit while you’re being creative or you’ll interrupt your flow.
Write for “scanners” and “readers.” Use short paragraphs, paragraph headings and bulleted lists for prospects who prefer to scan your piece, and longer content-filled paragraphs for the readers. Use bold, italics and underlining sparingly; the only purpose of the formatting is to help readers get through your message.
If you make a claim—prove it.
Use flow devises to keep your prospects reading. These include split paragraphs at bottom of page, and placing a question at the bottom of one page and the answer at the top of the next page. Raise questions and answer them… like “You’re probably thinking… how much does this cost?” Use the power of curiosity
“Let me explain…” “But there’s more” “Now here comes the good part” “more about this in a minute…”
Reveal a minor flaw. I did this with an inventory overstock and sold $25,000 in a weekend. When I placed orders for CD sets there was a mix up on the purchase order and I ordered 1,000 sets instead of 500. So I wrote a sales letter e-mail telling my list that they could benefit from my mistake and buy them at cost if they ordered in the next 24 hours.
Ask for the order—be specific.
Give an incentive to act NOW. This might be free shipping, or a discount price, or a bonus.
Present benefits before price; then justify price after you reveal it.
State any guarantee after the price is revealed.
Other strategies to consider: Give your copy “news” value by writing and designing it to look and read like an article, Special Report, advertorial, magalog, or infomercial. Try modeling your copy after great copy you’ve read in another industry or medium. Keep your eyes open—there’s million-dollar copy ideas all around you!