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Shatter Writer’s Block in 250 Words
Writer’s block makes copywriting the bane of many entrepreneurs’ existence. If you find yourself freezing at the keyboard, especially under the pressure of a looming deadline, try my favorite technique: Crafting a five-part, 250-word executive summary about the project.
I organize my executive summaries around Gary Bencivenga’s Persuasion Formula:
- Have an urgent problem.
- Make a unique promise.
- Use unquestionable proof.
- Offer a user-friendly proposition.
When writing your executive summary, start by asking, “What is the urgent problem?” Write down what you know about your prospects’ pet peeves, pains, predicaments, joys, admirations, and hopes. These details will build rapport and help prospects grasp that you understand their situation.
Next is the solution. Explain what is possible for your prospects so they can visualize how things will be once their problems are solved.
The third question to answer is, “Why are they stuck?” Explain to your readers why they are stuck with their problem and have not yet found a good enough solution. (more…)
Spy Your Way to Better Marketing Copy
It’s often said that “imitation is the sincerest form of flattery.” Savvy copywriters know that it’s also the way to bigger and better marketing results.
Specifically, I’m talking about spying on your competitors and using what they write to strengthen your own copy.
But a very important point here: Don’t make spying the very first thing you do when copywriting.
Many copywriters spy first. Then they draft their benefits, identify frequently asked questions, brainstorm how customers are likely to consume their product or service, and do other research and writing.
I deliberately do not do this. I spy before I draft a full sales letter and before I post my copy to a web page. But I write several chunks of copy first, including my frequently asked questions, a consumption matrix, and benefits.
Here’s why: If you go through the effort of writing the rough drafts of these pieces of copy on your own, you’ll (more…)
3 Steps to Amplify Desire with Bonus Gifts
AIDA — Attention, Interest, Desire, Action — is a classic formula for copywriting success. For most copywriters, the first two steps of grabbing attention and generating interest are relatively easy when compared to motivating prospects to take action. Bonus gifts are a tried-and-true way to amplify prospects’ desire to the point that action is irresistible.
Here is the three-part formula for success with bonus gifts:
- Tell prospects that the bonuses are free with their purchase.
- Describe the bonuses and present the items as a list. Incorporate graphics of your bonus gifts whenever possible.
- Finally, tell prospects the value of each item – and of the total bonus gift package.
To see an example in action, go to www.TeleseminarSecrets.com and then click the anchor tab at the top of the page titled “Bonus Gifts” to see the bonus gifts and how they are presented.
I also included a link just below the bullets at the top of the page that says, “So if you’re ready to start, please proceed to the next web page where I reveal the $51,740 in free bonus gifts and return each year at no cost claiming your Free Alumni status for life!” This stimulates visitors’ desire to (more…)
Use a Consumption Matrix for More Effective Copy
Seasoned copywriters know that if prospects can envision or experience themselves using the product or service being promoted, it becomes much more emotionally compelling for them to buy. An easy way to get into your prospect’s world is to use a consumption matrix.
A consumption matrix is a grid that answers when your product or service is being consumed, how it is being consumed, and why it is being consumed. (This is why we call customers consumers.)
Imagine a grid with three columns. The first column says, “When?” The second column says, “Why?” And the third column says, “How?”
Each row is a point of consumption – a situation where customers could conceivably consume your product. A point of consumption is in front of your computer. A point of consumption is in the car if you have an information product. A point of consumption could be on a plane if you have a laptop. (more…)
How Delivery of Bonuses Affects Refund Requests
Buyer’s remorse is a natural phenomenon, making refund requests a normal part of doing business. One unique, easy and highly effective way to reduce refund requests is to change when you deliver bonuses.
When you are selling something to people, they’re in an emotional state. After a customer purchases something or does business with you, on some level they start questioning, “Did I do the right thing? Should I have spent the money? Could I have gotten a better product or service or deal elsewhere?”
In other words, they don’t trust you or their decision anymore. To reduce your refund rates, you must address this lack of trust.
One way to build trust is with frequency – and one of the most effective ways to do it is with a Bonus Gift Request Form. (more…)
Choosing the Right Type of Benefits
Explaining the benefits of your product or service is a copywriting fundamental. But one of the biggest copywriting mistakes people make is not categorizing their benefits.
There are two categories of benefits: “moving away” and “moving toward.” They appeal to two different types of prospects.
Some people are more attracted to benefits that promise to move them toward pleasure, like dangling a carrot in front a donkey. Others are motivated by “sticks” — that is, they want to move away from pain.
It’s important to know which type of benefits to stress in your marketing copy, because you want to do everything in your power to tip the scales in your favor to get someone to say “yes” or at least give you a “shy” yes. You are responsible for knowing who you are writing to.
Start by writing a comprehensive list of (more…)
The 4-Part Persuasion Formula for Better Copywriting
If you want to be more persuasive with your copywriting, there is a 4-part persuasion formula I want to share with you. I learned this formula from one of the world’s greatest copywriters, Gary Bencivenga, who is a mentor, client and dear friend.
Part One: Urgent Problem
If there is no problem, there is nothing to talk about because you can’t offer a solution. Make sure it’s an urgent problem, because urgency makes people more motivated to find a solution.
For example, one offer I used to make when speaking at conferences was an 8-month mentoring program. I would start by talking about the problem of overwhelm.
I’d say, “Listen, I’ll bet you are overwhelmed with too much to do. That’s why I’m (more…)
Build Consistency with Your Copywriting Style
Consistency is one of the most important principles for effective copywriting. One of the fastest and easiest ways to develop consistency is to ensure you’re using the same copywriting style throughout your marketing piece.
There are two style of copy: the John E. Kennedy formula and what I’ve coined the Dale Carnegie formula.
John E. Kennedy was the world’s first “reason-why” copywriter at the turn of the 20th century. (He is not to be confused with Dan Kennedy, who is alive and is one of the greatest copywriters living right now.) A 24-year old Canadian Mountie, John E. Kennedy was the first millionaire copywriter.
Kennedy did three things in his copywriting:
- Made a clear promise.
- Delivered proof with “reasons why.” That is why he was called the “reason-why” copywriter.
- Gave a call to action.
This type of copywriting is often used (more…)
A Template for World-Class Testimonials
Testimonials are one of the most important elements of persuasive copywriting. But not all testimonials are created equal.
Good testimonials are descriptive and specific. Rather than saying, “This product is great,” they offer specifics about the individual giving the testimonial has benefited.
One of the best ways to get world-class testimonials to use in your copywriting is what I call the “Before-After-After” template. Here’s what it looks like: Before the experience, immediately after the experience, and several years later. The second “after” is what really adds punch to the testimonial.
Let’s take the example of someone who’s just attended a seminar. Interviewing the individual on video, you ask, “Okay, before this experience, what was life like? After this experience, what’s life going to be like? Finally, three years from now, what do you think your life will be like as a result of attending this workshop today?”
Another way to use this technique is to (more…)
FAQs: The Key to Fast, Easy and Effective Copywriting
Want to write better marketing copy … and practically eliminate writer’s block? Write your Frequently Asked Questions first.
According to legendary copywriter Robert Collier, the secret to successful copywriting is “Always enter the conversation already taking place in the customer’s mind.” FAQs are like taking a shortcut into the heads of your website visitors and prospective customers.
When copywriting, many people think first about the benefits or headlines. This puts the pressure on you as the copywriter to figure out what will connect most with your audience.
But if you know what your prospects’ questions, challenges or barriers, and/or problems are before you start writing – as you will when you start with FAQs – you’ll gain valuable insights into how to write the rest of your marketing copy.
A good FAQ list will mirror the conversation in your first-time (more…)