Copywriting Expertise PLR Ebook

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Introduction

Copywriting is an exclusive technique that permits you to promote such things as products, special events, individuals or companies. Copywriting is regarded as one of the most important elements of any marketing strategy.

It should be considered as the tool to help your company promote itself. Your customers or returning clients are familiar with the quality of the products and service that you offer and consistency of your business. However, most of the people find or "discover" your site by the search terms or keywords they enter into search engines.

How is the copywriting performed- Irrespective of the company you have, diversities of products and services you provide, you should be fixed to several important rules. Despite the fact that copywriting has changed during the last decade due to the wide use of the internet, some fundamental rules still apply.

As simple as copywriting might look, it should comprise several vital elements. First, it must have an intriguing and appealing headline that entices your visitor to explore further down the page. It must contain subheadings where main features of the heading are restated. The most significant part of the copywriting copy is definitely the body that tells the major points of your text. It should be easy-to-read, logically structured and coherent.

Ideal copywriting content should highlight the benefits of the product, its uniqueness and clearly state reasons your visitors should buy from you. One should remember that there are plenty of other people, businesses and websites, which might sell identical products and services as you.

In order to be successful, you should stand out from the crowd. This technique should apply in offline and online copywriting alike and if the technique is performed professionally it leads to the increase of the traffic on your website. When writing a sales letter remember that one of the most important elements of the content is persuasion.

One should persuade your visitors to take further actions to make a purchase from you rather than from your competitor’s. If the principles of persuasion, action, desire, and motivation are applied in your copywriting, one can be sure that it will bring positive results.

Chapter 1:

Drafting a High-Converting Sales Letter

Ever heard of the saying that if the heart’s in it, the brain will follow- There is need to capture the heart of today’s advert weary buyer as a result from flooding sales letters from received advertised products or services.

There is need to follow the required step-by-step structure for your sales letters to achieve results. A structural plan that goes into the heart.

Emotion is the key to buying anything; whether it is paper clips or plain paper, emotions are required to enhance a purchase. Once the emotion is set rolling, facts, specifications, and the likes are used to justify the decision made.

Catching your customer’s emotion is the main essence of every sentence, phrase and everything about your sales letter.

The promise of gain and the fear of loss are the two emotions that really motivate people. The stronger is the fear of loss. Choosing from using either “How to keep from being sued” or “Save money in legal fees” as headlines will get better a response as an example of a sales letter.

Basic human needs are based on keeping the fear of loss or the promise of gain which give rise to seven emotional hooks. Your sales letter must frankly address as many of these basic needs irrespective of your product or service.

These seven emotional hooks are:

- Free time.
- Self-satisfaction.
- Fun or excitement.
- Popularity.
- Wealth.
- Safety or Security.
- Good looks.

Using all these is more important. So, how do you get them to the heart, or get your prospective customers to act or utilize the copy paradigm- For instance, you will catch the attention if you shout “Peanuts” facing an audience in rows of bleachers in a baseball stadium. Your boss has given you a bag of peanuts that you must completely sell or you’ll get fired. Therefore, you must sell.

Use The Verbal "2x4"

An emotional motivator must be used to hit them on the head, meaning you start with an envelope. You can ask “When you saw a plain white envelope, did you remember the last time you rushed to open it?” Remember that you must make use of the promise of gain or fear of loss, written boldly.

Let’s consider these two examples:

Gain: In this white envelope, we put a money-making miracle.

Loss: Work hard for the rest of your life and throw this away.

The envelope was eventually open and you saw a boring paragraph about your leadership in the industry having conventional sentences about dedication, innovation, and commitment.

It Goes in a Round File

Making use of our key motivators; the promise of gain or fear of loss. Either must be in the headline, as your reader must not miss it and it must strengthen the headline into watering their appetite to rip open the envelope. Both your headline and sales letter must come together in their emotional impact and the message.
For instance, “You are halfway to getting rich if you finish reading this letter”. Our next discussion will be about the body of the copy, getting what to say to leave your existing or prospective customers begging for your product. You must mine the clues to master the perfect sales pitch and get into your customer’s emotions.

Testimonial Time

Heard of profiling- You put details of key specifications that build trust in your company and you. This can be done by sharing satisfactory words of testimonials from your satisfied customers. There will be the edge if you can get this from people in the industry that your prospects recognize and you can also make use of photos, phone numbers if you have access to them to boost your credibility.

You can share experiences of how long you have been in the business and share any articles about your company and or its products that were shown in the any type of media. These might cost more as they are revealed from an impartial source.

Having mitigated their fears concerning doing business with an unknown entity, your prospects will be completely sold about your product or service. They won’t think about you but about what you can do for them to solve their problem. This is the right time to share your details because you have built trust.

Make Your Customers an Offer They Can't Refuse

After your customers go through your sales letter, make them an urgent, compelling and irrefutable offer. Offers that will make them feel they aren’t losing anything but their problems. Let’s say you combine 3 big offers of irresistible free gifts, terms, and price.

For instance, you can make an additional offer of giving a low-interest rate, for example, a blade-sharpening tool and a discounted retail price for sales of a cordless electric mower. Adding an additional benefit might serve as safety goggles or an extended warranty to raise the perceived value for the electric mower. Your offer is enhanced with convincing benefits.

Use a Guarantee

There is need to take the risk out of the purchase, by giving a strongest guarantee you can, making your offer bulletproof, allowing your reader to know that you are absolutely sure about your product or service. Every customer listens to a little voice that talks in his or her head that “You will regret buying this”. Go ahead with this final commitment, back it up with a guarantee.

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