Million Dollar Copywriting Secrets MRR Ebook

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Chapter 4 Copywriting Recap

Because so few businesspeople have actually mastered the art of sales copywriting, any business owner who does so enjoys a distinct advantage over their competition. Doing so is not so difficult as one might assume though it does require diligence, practice and follow through.

Good sales copywriting must also flow from the assumption that no reader is interested in hearing a single word about the product. Assume negativity on the part of the audience and work from a position of someone who needs to make a case convincing enough to overcome this negativity. One need not change the entirely negative attitude of the reader, only get them into the state where buying seems to hold the promise of increasing their happiness.

Sales copywriting is essentially the same as is any other form of persuasive writing. It entails grabbing the reader's attention, involving them in the narrative and leading them comfortably and logically along to reach the writer's desired conclusions.

It does require practice, as does any other marketing skill to reach the level of effectiveness, and even perfection, that is required to ensure success. The most effective way to practice it is to engage in sort of a mentorship, learning from the best examples of sales copywriting that one can find and imitating those sources while turning them into something completely new and unique.

Like any language-based skill, copywriting requires that the author adhere to basic rules of style. The idea is to grab the reader's attention and not to let them go once that goal has been attained.

Grabbing the reader's attention starts with an effective headline. This headline does not need to be limited in length as does a newspaper headline and can very well be several sentences long. It should employ clever language and sometimes outright shock value to engage the reader.

Write as many headlines as necessary, even if the number gets to be 100 or more. The best headline may not come along for a long while but it's worth it to keep on going.

The first paragraph needs to clearly define the product and appeal to the reader's basic needs. This means making appeals to the natural inclination of any human being to increase their level of pleasure and to decrease their level of pain. It needs to provide a good reason why the reader should stick around and listen to the rest of what the writer has to say.

Understand the differences between benefits and features using the simple rule: Benefits don't result in the reader being able to say "So what?" Features are open-ended and don't immediately identify themselves as useful to the reader.

Use simple if/then statements to make the product more relevant to the reader. "If you need to lose weight fast, then you need to read about this product!"; "If you need a way to make money from home, then you need to attend this seminar!" These sort of statements limit the question and don't allow the reader to add their natural negativity to the equation.

Don't be afraid to offend! The best sales copywriters understand that offending the audience is sometimes the best way to grab their attention. Don't go overboard, of course, and be sensitive to the audience. At the same time, realize that if something is borderline offensive some very accomplished copywriters take this as a sign that they're on the right track.

Keep track of what you've written and see which sales letters are garnering the most success. These sales letters likely contain characteristics that can be used over and over again without losing their effectiveness.

Remember to rewrite ineffective sales letters and not to give up too easily. Get personal with those hesitant customers. "I haven't heard from you in a while and was wondering if you'd seen this new product," and similar statements drive the point home and make the whole affair more personal to the customer. Remember that the customer should feel as if they're being directly-addressed and that they're not simply the recipient of the latest corporate sales letter to be sent out bulk rate to thousands of clients.

Throw out your style guide. The advice that writers should avoid adjectives does not apply to sales copywriting. You're not selling a weight program, you're selling the best weight program out there and the amazing results are something that those who suffer the horrible anxiety that comes with being overweight need to be informed of. Remember the axiom "Sell the Sizzle, not the Steak".

Remember that those sales skills that apply in person apply equally in print. While writing, engage in a conversation with the client. Use the same persuasion techniques that work in real life. What's being used is language and the effects of language are largely the same whether it be of the spoken or written sort.

Have your efforts proofread and critiqued by friends and family. Better yet, hire a real editor. Don't take any harsh criticism personally, regard it as an opportunity.

Remember that one is always selling a cure, not prevention. Prevention does not conform to the quick and easy requirement for any effective persuasion writing. Persuasion is not, in the minds of most consumers, worth spending a lot of money on. Cures, however, are oftentimes worth any amount of money, especially if they happen to be very easy and convenient cures that are relatively pain-free. Think of it in terms of maximizing pleasure and minimizing pain: Prevention tends to minimize pleasure and require painful efforts toward self-denial. Cures offer only the alleviation of a pain. It's easy to see which sales pitch requires the least amount of work on the part of the salesperson.

Don't overextend one's financial resources when launching a new product. Remember that it's very easy for even experienced and skilled investors to fall into the trap of allowing good money to follow bad. Take small steps first and test the waters. If the product shows promise, then allocate more finances toward promotion. This can include measures such as shooting video for promotion with home cameras instead of hiring a production crew and making use of a great deal of sales copy as it's one of the cheapest forms of advertising available.

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